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SUMMER TRAINING PROJECT REPORT

On

SALES ANALYSIS OF BRITANNIA ON HEART BEATBISCUITS

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE AWARD

OF

Master of Business Administration (MBA)

DEGREE

(SESSION 2011-2013)

SUBMITTED BY

ANKIT GUPTA

*Roll no.*1103270023

UNDER THE GUIDANCE OF

MR.ANUBHAV SRIVASTAVA

School of management

ABES ENGINEERING COLLEGEGHAZIABAD

AFFILIATED TO

MAHAMYA TECHNICAL UNIVERSITY, NOIDA



PREFACE

The Britannia number one biscuits is able to share with their market insights based upon

unparallel breath of biscuits experience.

This project is a sincere effort to look for the market potential in biscuits and

confectionery industry. A descriptive research procedure had been applied to come to the

conclusions of the project. A detailed questionnaire had been prepared and the responses

of the concerned people had been collected for the analysis. The project later concluded

in recommending the market potential of the biscuits and confectioneries



DECLARATION

I hereby declare that the project entitled “Sales Analysis on Britannia Heart Biscuit”

submitted for the MBA in my original work & the project report has not formed the basis

for the amount of any degree diploma, associated or other similar title.

Date :

Place:

Signature



EXECUTIVE SUMMARY

The title of project “Sales Analysis on Britannia Heart Biscuit”. And also specify

suggestion to increase the demand with consistency.

For that survey of 17 supplier and 100 retailer had been made and it is found

that Britannia bread is not properly marketed. This product is lacking in promotion

activities such as advertisement, scheme and also in distribution system.



CONTENTS

1. Executive Summary

2. Introduction

3. Company Profile

4. Objective of the Research

5. Research Methodology

• Sample

• Instruments Used

• Method of Data Collection

6. Data Analysis & Interpretation

7. Conclusion

8. Suggestions & Limitation

9. SWOT Analysis

10. Bibliography

11. Questionnaire



CHAPTER I

1.1 INTRODUCTION

1.2 NEED OF THE STUDY

1.3 SCOPE BOF THE

STUDY

1.4 OBJECTIVE OF THESTUDY



1.1 INTRODUCTION

BRITANNIA INDUSTRIES LTD. PROFILE

Largest manufacture of biscuits in India product range include breads and

cakes .One of the best brand, Britannia is the largest food processing company in

Indian food processing industry.

Four production units with over 4367 employees.

Extensive all India distribution network over 600,000 out lets , making it among

the most wide spread in the industry.

Exporter of various kinds of products.



HISTORY OF BRITANNIA INDUSTRIES

Britannia was incorporated in 1918 as Britannia Biscuits Co Ltd in Calcutta. In 1924, Pea

Freon UK acquired a controlling stake, which later passed on to the Associated BiscuitsInternational (ABI) a UK based company. During the ’50s and’ 60s, Britannia expanded

operations to Mumbai, Delhi and Chennai. Exports of sea foods started in the ’70s. In

1987, Nabisco, a well known European food company, acquired ABI. In 1989, J M Pilli,

a Singapore based NRI businessman along with the Grouped DANONE acquired Asian

operations of Nabisco, thus acquiring controlling stake in Britannia. Later, Grope

DANONE and Nussle Wada took over Pilli’s holdings.

In 1977, the Government reserved the industry for small scale sector, which constrained

Britannia's growth. Britannia adopted a strategy of engaging contract packers (CP) in the

small scale sector. This led to several inefficiencies at the operating level. In April ’97,

the Government dereserved the biscuit sector from small scale. Britannia has expanded

captive manufacturing facilities and has modernized and upgraded its facilities in the last

five years. It has also forayed into the Dairy Business with the launch of Cheese, Butter,

Ghee, Dairy whitener and flavored milk products.



Parent Group

Britannia's controlling stake is jointly with Grouped DANONE and Nussle Wada.

Grouped DANONE is one of the leading players in the world in bakery products business. It acquired interest in Britannia Industries in 1989 and acquired controlling

stake in 1993..Nusli Wada group is one of the leading industrial houses in the country,

with interests mainly in textiles and petrochemicals

Foods major - Britannia Industries (BIL),

is one of the leading producer of biscuits and other bakery products. BIL, has a major

advantage of the interest taken by the French collaborator - Grouped DANONE. Grouped

DANONE is one of the leading players in bakery products business. The association with

Grouped DANONE has been a good technological support to BIL. The company is

jointly controlled by Grouped DANONE of France, which is holding 22% stake and

Nulls Wada group. Nussle Wada is one of the leading industrial houses in the country.

Britannia enjoys a prominent position in the industry. Over the last couple of years, it has

trimmed down its wide product portfolio and began to focus on value-added instead of

low-margin products. The company divested a range of unrelated business interests in

soybean extraction, edible oils, export of cashew nuts and shrimp, granites and software.

The company rationalized its products portfolio by reducing the products from 35 to

around 25.In October 1999, the company has issued bonus shares in the ratio of

1:2.Britannia is the market leader in the 1.2-million tone Indian biscuits industry with a

60% share. It mainly caters to the premium segment. With the launch of Tiger brand, it

has taken a plunge in the low-end category, taking competition head on with Parle which

is the leader in this segment. The company has also diversified within dairy and bakery

products to enter the butter, cheese and ghee markets.

Britannia has built an enviable retail distribution network which services 400,000 retail

outlets in 2,200 towns with the help of 2,500 distributors. The company is aggressively

expanding its network with a bias towards the rural markets.



Britannia 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 -- Sweet Lassa and Milkman Cold Coffee -- to its

existing dairy-based drinks portfolio which includes the `Zip Sip' brand of flavored milk.

Recently, in the ethnic food segment, the company introduced a new range of traditional

`nankeens' in Mumbai called Britannia Sax. The new range includes seven varieties of

traditional nankeens like 'Bikaner kid Bhatia' and 'Rajasthani Alu Bhatia' in a price range

of between Rs 5 and Rs 20.

In Dec. 2000, Britannia dropped its plans to enter the mineral water segment. The move

comes close on the heels of DANONE launching its own mineral water brand, Evian, in

India, through a separate wholly-owned subsidiary, DANONE India. Grouped DANONE

is globally the second-largest producer of mineral water in the world with brands such as

Evian, Volvo, Ferrarelle Bandit, Font Vela and Aquaria among others. The mineral water

segment in India is growing at around 50% annually and is dominated by Biller and

Bailley.BIL, has acquired the trade mark "KWALITY", the Chef Device and several

other trademarks owned by Quality Biscuits of Bangalore for a consideration of Rs 30

core. It has also agreed in principle to acquire 49% equity of Quality Biscuits. The

transaction is expected to be completed during the current financial year. The company

has agreed to acquire 49% equity of Snack Bisk (P) Ltd. Along with the trademark

'NUTRINE' in respect of Bakery Product etc. and several other trade marks along with

copyrights and designs. The transaction is expected to be completed by end 2001.Further,

company has also agreed to set up a joint venture company in India with New Zealand

Dairy Board/New Zealand Milk (NZ). In the joint venture company it is proposed that

NZ and Britannia will hold 49% each of the share capital and the balance 2% will be held

by business associates. In March 2002 , the Company entered into a joint venture with the

Fonterra Cooperative Group, New Zealand. BIL will be transferring its existing dairy

business to the new joint venture. The joint venture will be effective from 27th March

2002 and will be engaged in areas relating to sourcing/manufacturing and distribution of

milk and milk products in India.



Plant locations

Britannia's plants are located in the 4 major metro cities - Kolkata, Mumbai, Delhi andChennai. A large part of products are also outsourced from third party producers. Dairy

products are out sourced from three producers - Dynamic Dairy based in Barmaid,

Maharashtra, Modern Dairy at Carnal in Haryana) and Thacker Dairy Products at

Howrah in West Bengal.

PRODUCTION BREAKUP

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 59,657.0

Bread (Ton) 5,602.0 - - -

Cake & Rusk (Ton) 2,282.0 2,858.0 2,905.0 2,139.0

BUSINESS



Britannia core businesses constitute of Bakery and Dairy products. Bakery products

account for 90% of the revenues and include Biscuits, Bread and Cake & Rusk. Dairy

products contribute to 10% of Britannia’s annual turnover of Rs13.38bn.

Biscuits (82.7% of turnover )

Revenues from biscuit were Rs11.07bn in FY01. The company sold 214,214 tons of

biscuits registering a volume growth of 11% yoyo. Biscuit sales in value terms registered

a 13.2% yoyo growth. Britannia has a 40% volume share and 48% value market share in

the organized biscuit market. The company presently has an installed capacity of 111,000

tons for biscuits. Production in FY01 was 59657 tons against 62034 tons in FY00. Over

70% of biscuits sold are outsourced by the company .

Over the years, Britannia has introduced and developed a full line of brands in all

segments of the biscuit market. The company's Tiger range of glucose biscuits have been

a runaway success, enabling the company to expand its presence in the largest glucose

category of the biscuit market. In salty-sweet segment Parley’s Krackjack and Britannia’s

Fifty-Fifty compete very closely. Britannia’s other major brands include Marie, Thin

Arrowroot, Bourbon, Milk-bikes, Nice, Sax, Coconut Crunchiest, Pure Magic, Good Day,Jim-Jam and Checkers. It has also launched biscuits like Vita Marigold, Nutria-Choice

etc, under the health positioning.

Bread (4.6% of turnover)

Britannia’s bread business has been gradually degrading year after year. Bread sales at

Rs420mn accounted for just 4.6% of turnover in FY01, against 5.7% of turnover in

FY00. The company sold 42450 tons of bread in FY01, a volume degrowth of 9.4% yoyo

Dairy Products (9.8% if turnover)

The company's diversification into dairy business has been fairly successful. Dairy

product sales were Rs1.3bn in FY01. The company has relaunched all its dairy products



under the Milkman brand name. New flavors like Milkman Cold Coffee and Milkman

Lassa have been launched in flavored drinks besides Milkman Chocolate Milk and

Milkman Strawberry Milk. Cheese, dairy whitener, butter and ghee are the other products

sold under the Milkman brand. Britannia outsources its dairy products from Dynamic

Dairy in Maharashtra, Modern Dairy in Haryana and Thacker Dairy Products in West

Bengal. During FY01 the company sold 13039 tons of dairy products, a 50% yoyo

growth over 8820 tons sold in FY00. Britannia has invested Rs58.3mn in the equity of

Dynamic Dairy in FY01..The Dairy business is proposed to be divested into a Joint

Venture with the New Zealand Dairy Board’s Fonterra Cooperative. Britannia hopes to

gain from the R&D support as well as access to the international product portfolio of the

JV partner.



Cake & Rusk (2% of turnover)

Cake and Rusk sales were Rs271mn (2% of sales) in FY01. Volume growth was 2.6%

yoyo with sales of 3082 tons. In value terms, sales grew by 12% yoyo.

Exports

Britannia has discontinued commodity export of Soya bean. Export of marine products

has also declined significantly. The company now mainly exports biscuits and cheese to

neighboring countries like Sri Lanka and Africa

Wada group profile

With the 116 years at the forefront of industry in India, the wade group today is broadly

diversified in several diversified industries that covers textiles, chemicals,

petrochemicals, plantations foods, electronic, light engineering, health laminates, real

estates, education, consultancy.

Consistently the group of companies has become market leader in the field, which they

have entered.

Financial Strength .

The group has come to known for its sound and prudent financial track record.

Building the strong fundamentals has form the basic growth of each company, making

them the pick of Indian bourses.



Two of the groups Bombay Dying and Bombay Burma have Declared uninterrupted

dividend for over a hundred years, despite several recession in the industry.

HEALTH

• Dental Products of India ltd.

• Medical Microtechonologies ltd.

• Instruments orthopedist.

CONSULTANCY ARCHITECTURE

• Ghazi Eastern ltd.

EDUCATION

• Neville Wada Institute of management studies& research, Pane.

• Nowrosjee Wada College of arts & science, Pane.

• Cursor Wada Instate of technology Pane.

• D.G Rupert College Mumbai.

• New Law College, Mumbai.

• Modern Education Society’s College of Engineering, Pane.

• Virtual Education Network.



LITTLE HEARTS

It was very recently that Britannia introduced Little Hearts to India. As the namesuggests, these biscuits are heart shaped. (Okay Middy...that was an intelligent piece of

information!)

The first thing that strikes you is of course, the name! It is so different and unusual for a

pack of biscuits. Little Hearts- it may bring out the child in you, or in some cases, the

romantic in you.

Little hearts comes in four different flavors.

• Chocó

• Classic

• Orange

• Sesame



You open the pack and the one thing you cannot miss seeing in these biscuits is the

fantastic finishing. It is a superb example of high tech engineering. The upper part looks

more tanned and more polished. But the biscuit is not over baked. If we say that the basicmould must be browner, then the rest of the biscuit defies that theory. The swirling lines

on the biscuit are very attractive.

Next comes the taste. The taste is sweetish, with a tinge of saltiness. The blend is so

subtle that you just cannot resist drooling over it. Fantastic stuff!

One packet of these sugar coated biscuits is priced at Rs.10, and contains approximately

thirty piece.

Truly, a biscuit with a difference. You will just go gaga over it!

New flavors of little hearts were introduced last years in the month of November. Due to

new flavors many new customers join little hearts, which increased the sales. For

http://www.ntsearch.com/search.php?q=engineering&v=56

http://www.ntsearch.com/search.php?q=engineering&v=56



effective and better supply Britannia take decision to separate the distributors of little

hearts. Distribution of some products of Britannia including little hearts, nice time, real

magic was given to new distributors.

Right now there are 22 distributors of little hearts in Delhi. Every distributor have at least

two salesman. They make their visits according to their beat plans. In every beat they



have 45 outlets.



SWOT ANALYSIS



Following SWOT analysis is based on the researcher’s observation of the market while

conducting the research and project’s data analysis.

STRENGTHS.

1. The major strength of Britannia’s little hearts is its uniqueness. Little hearts is the

only product of its kind. It do not have any close competitor.

2. Introduction of little hearts in four new flavors provides the consumers different

tastes that can be consumed at different occasions.

3. Other strength includes its popularity among children’s and peoples of all age

group.

WEAKNESS

1. Weakest part of little hearts is its supply. The supply of little hearts is not good

retailers report of not getting supply for two to three months.

2. Moreover some of the retailers reports of not getting the schemes with little

hearts.

3. Some times the distributors are not able to provide the desired flavors of little

hearts.

OPPORTUNITIES

1. In Delhi market areas there is a lot of scope for new retail outlet activation in the

retail segment like groceries stores, juice corners etc.

2. In the region of Delhi there are number of shopping centers still under

construction and some are to be constructed in future.



3. As little Hearts is the product of impulse purchase category and consumed while

people are on picnics. So New places such as p[petrol pumps should be

discovered.

THREATS

1. Due to poor supply many retailers are not satisfied with the company and they are

shifting to other products.

2. The replacement policy of company is not so good as compared to other

companies such as Praia Gold. Which makes the retailers to keep small stock of

Britannia.

HIERARCHY OF POSTS AT DELHI PRODUCTION UNIT OF BRITANNIA



SALES MANAGER

HR MANAGER FINANCE MANAGER

PRODUCTION

MANAGER

FACTORY

MANAGER

STANDARD

MANAGER

GM

AREA SALES

MANAGER (ASM)

TERITARY SALES

INCHARGE (TSI)



1.2 Need of the study

To enable you to face oncoming challenges, innovation is important as it helps

serve your customers better and more efficiently. A sales strategy not only helps

in retaining old customers, but also in roping in new ones. Sales analysis

• helps you have efficient control over your business. It brings to the surface

inefficiencies within the system to enable you to make suitable changes.

Sales analysis reports provide you with a correct breakdown of the sales

figures, which help in projecting sales figures and cash flow.

• Analyze your sales regularly, and you can easily see the direction in which

your sales are headed. You can also make a comparative study with

respect to your competitors. Regular analysis of your sales helps you

establish a regular sales pattern, which you can interpret to help you fix

your sales and profit budgets.



Sales analysis shows the

direction in which a company's sales are heading.

Sales analysis is the determination of the extent to which a sales force has met its sales objectives within a

specified time frame. Sales analysis is one of the important aspects of financial analysis, which in turn is

important for any business. Proper monitoring and sales analysis are essential for the success of any business.



1.2Scope of the study

2 Today's business climate can be very harsh, especially if your company is a

startup or small sized organization. Proper management of sales processes is vital

to staying competitive and ahead in the race. This is where state of the art sales

force automation systems can assist you in upping the business automation as well

as raising productivity.

3 Tasks That Can Be Automated

When it comes to salesforce automation, various tasks can be automated ranging

from order taking to contact management to analysis of sales forecast, inventory

management, information sharing and many more. By leveraging the power of a

sales force automation system, businesses can raise not just effectiveness but also

efficiency of the sales teams. This is achieved because of the acceleration of

process turnarounds and streamlining of various activities. With such robust sales

database information, sales personnel get access to crucial updated information

pertaining to pricing and customer accounts.

4 Optimized Communication

Since all information stored within the customer database is accessible centrally,

various departments within an organization can access such information

seamlessly. Hence, segments pertaining to customer management, sales

effectiveness as well as marketing management all are included within the scope

of customer relationship management systems. Information searches happen

within sub-seconds and there is no wastage of time in getting access to



customized, vital information. With such small business crm systems,

organizations can have access to holistic management as well as capabilities

pertaining to users as well as applications.

5 Changing The Routine

One of the highlights as well as unique features about workflow management

software is that they alter the routine activities of marketing and sales such as

follow-ups with contacts, lead assignment, opportunity reporting etc. With robust

and high quality salesforce automation systems, sales activities are managed end

to end through electronic means. With access to updated and pertinent information

available in seconds, sales personnel need not waste time and can focus on core

tasks like selling. Nowadays, sales force automation solutions are accessible on

mobile and hand-held devices as well, meaning that sales personnel can enjoy

more portability of such systems.

6 Real Time Information Relay

With small business software, sales personnel can directly communicate with their

managers in real time. Pertinent information such as order taking or details can be

seamlessly transmitted to the manager sitting in his office while the sales

personnel is on the go. With real time reporting and business intelligence

incorporated into such crm systems, it becomes easier for companies to get access

to critical marketing information. Information such as customer preferences,

demographics as well as peak shopping times of the year etc. are available at a

single click. All reports in customer relationship management software are



customizable meaning that you get access to whichever type of information you

want.



1.4 Objective of the study

As the project was to identify the reasons for inconsistent sales of little hearts , which

includes the study of consumer behavior and retailer survey. The question arises why

company need this kind of project. The main harms to the company from inconsistent

sales are

1. OVER OR UNDER PRODUCTION.

Inconsistent sale leads to over or under production. Over production increases the

investment of company in stock due to that company is not able to make optimum use

financial sources.

Under production is also major problem because the company is not able to satisfy the

demand of the consumers. E.g. If a retailer is not able to provide a product for one or

more time then the customer do not asks again for it.

2. If the demand is not stable then the company is not able to introduce new ideas and

plans.

3. In short inconsistent sales cause wastage of manpower, technology, raw material,

funds, loss of customers etc.



Flow chart of various activities performed in a sequential manner to do the project

efficiently.

Prepared a questionnaire for consumer

survey and few questions for retailer

survey.

Discussion of the Questionnaire with the

sales manager.

Collection of the Data and analysis.

Presentation of the results in front of

the sales manager.



Chapter 2

2.1 Research methodology2.2 Limitation of the study



2.1 Research methodology

All the data presented here is collected directly from the consumers & retailers

survey. Whole data is primary.

The consumer survey of 150 consumers and 200 retailers is done. For the consumers

survey a questionnaire was prepared and data collected from various shopping malls,

picnic spots, and houses are visited.

Retailer survey is carried out in whole Delhi. For retailer survey whole Delhi was

divided into four parts and data was collected equally from these parts. The retailer

survey was based on simple conversation with the retailers about the problems with

little hearts.

Place

Number of retailers

surveyed

Mote nagger 12

Tikal nagger 5

Razor garden 8Karta nagger 10

Karol bag 9

Romani sector 8 8

Romani sector 12 10

Pretax pure 7

Central market 15

Ashok vicar 10

R.K Purim sector 5, 8 &

12

15

Lakshmi nagger 15Prêt vicar 8

Lappet nagger 12

Mote bag 10

South Extension 7

Patchy vicar 10

Model town 1 & 2 12

Shalimar garden 8



Mariana 9

Questionnaire to study the consumer behavior for Britannia’s little hearts.

PERSONAL DETAILES Date :

Place :

Name

Age

Profession

Address

1. ARE YOU AWARE OF BRITANNIA’S LITTLE HEARTS?

(a) YES

(b) NO

2. HAVE YOU TRIED LITTLE HEARTS?

(a) YES

(b) NO

3. DO YOU CONSUME LITTLE HEARTS REGULARLY? IF NOT WHY?

(a) YES

(b) NO



4. WHICH FLAVOUR OF LITTLE HEARTS YOU LIKE MOST?

(a) CHOCO

(b) ORANGE

(C) CLASSIC

(d) SESAME

5. HOW DO YOU COME TO KNOW ABOUT LITTLE HEARTS?

(a) T V ADVERTISEMENT

(b) BOARDS

(c) RETAILERS

(d) FRIENDS

6. ON WHAT OCCASIONS DO YOU LIKE TO CONSUME LITTLE

HEARTS?

(a) ___________________________________________________

(b) ___________________________________________________

(c) ___________________________________________________



7. WHAT KIND OF PURCHASE DO YOU MAKE OF LITTLE HEARTS.

(a) PLANNED

(b) IMPULSE.

8. HOW DO YOU VIEW LITTLE HEARTS AS?

(a) BISCUIT

(b) SNACK LIKE CHIPS.

9. HOW DO YOU FEELS OF SUBSTITUTING THE CONSUMPTION OF CHIPS

WITH LITTLE HEARTS?

___________________________________________________________

___________________________________________________________

_________________________________________________________.

10. (A) DO YOU PURCHASE LITTLE HEARTS FOR YOUR FAMILY?

(a) YES

(b) NO

10. (B) IF YES THEN WHICH AGE GROUP OF YOUR FAMILY DEMANDS MORE

FOR LITTLE HEARTS?

(a) 5 – 10



(b) 10 – 18

(c) 18 – 25

(d) 25 – ONWARDS

11. DO YOU THINK LITTLE HEARTS DELIVERS BEST VALUE FOR YOUR

MONEY?

(a) YES

(b) NO

12. DO YOU HAVE RECORDED ANY CHANGE IN YOUR CONSUMPTION OF

LITTLE HEARTS BY THE LAST THREE TO FOUR MONTHS?

(a) NO CHANGE

(b) INCREASED

(c) DECREASED

13. WHAT KIND OF COMMENTS, EITHER FAVORABLE OR UN FAVORABLE

DO YOU RECEIVE FROM THE RETAILERS WHEN YOU ASK FOR LITTLE

HEARTS?

__________________________________________________________

__________________________________________________________

__________________________________________________________.



14. YOUR COMMENTS AND RECOMMENDATIONS?

_________________________________________________________

_________________________________________________________

_________________________________________________________.

QUESTIONNAIRE

1. Do you eat biscuits?

Yes No

2. Which brand of biscuits do you use?

Britannia



Parle

Maul

Others

3. Where do you buy biscuits from?

Super stores

Retail Stores

Restaurants

Movie Halls

Others

4. Are you aware of any campaign of the above brands?

Yes No

5. Which biscuits product do you usually prefer or use?

Marie Gold Parle Glucose

Parle Orange Little Heart

Other

6. Do you think Britannia biscuits is easily available in market ?

Yes No

7. Describe Britannia biscuits in one word?

________________________________________________

8. Your comments on little heart biscuits products?

________________________________________________



2.2 Limitation of the study

LIMITATIONS



• Findings are based on the views expressed by the consumers. So it may suffer

from biased prejudices.

• Weather conditions were not favorable.

• Some of the respondents were not co-operative & many seem to be having no

interest.

• The study has not been intended on a very large scale, have the possibility of

errors, which cannot be ruled out.

•

Time limitations.

• Area was specified.

• It is extremely difficult to persuade retailer to respond to questionnaire.

• The retailer knows us as people from Pepsi there by the responses could have

been biased.

• I had lack of knowledge about the product of the local market.

• The company does not provide any financial assistance.

• The time allowed for the project was very short (6 weeks). It was impossible

to study deeply in that short period.

• There was the staying place hearer to local market.



Chapter II

3.1 Descriptive work on subtopic of

the study



3.1 Descriptive work on subtopic of the study

• Definition

Sales analysis is the process of comparing your actual sales to previously stated company

objectives. It is a measurement process used by organizations to evaluate sales

effectiveness and consider improvements.

Identification

Sales analysis is used to analyze various aspects of a company's sales. It can be used

to compare sales force performance against quotas, evaluate sales by product type

and make determinations for bonuses and incentives.

Trend analysisSales analysis is used to analyze various aspects of a company's sales. It can be used

to compare sales force performance against quotas, evaluate sales by product type

and make determinations for bonuses and incentives.

The project assigned was “ Sales Analysis on Britannia Heart Biscuit.” .

To understand the project properly we should know about the marketing research and

about the market share i.e. what does exactly it means.



What is marketing research and consumer behavior?

Marketing 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. Marketing research specifies the

information required to address these issues, designs the method for collecting

information manages and implements the data collection process analysis and

communicates the findings and their implication.

American Marketing

Association

Official definitions of marketing research

“Marketing research is the specification, gathering, analyzing and interpretation of

information that links the organization with its market environment”.



Targeting Marketing

One aspect of a successful sales promotion is identifying the target market. That's

why TV commercials advertise products more likely to appeal to consumers are

shown during sports, news and action shows, and products more likely to appeal to

women are shown during the daytime soap operas. The target market is the end

consumer; the group of people who will be most interested in purchasing the

product. Sales promotions that target a specific market deliver more effective

advertising per dollar.

CONSUMER BEHAVIOUR

Consumer behavior studies how individuals, groups and organizations select, buy, use

and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.

Consumer behavior can be also defined as the behavior that a consumer exhibits before

buying the products; it includes the kind of search that a consumer made about the product. While 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.

Understanding consumers and “knowing consumers” are never simple. Consumers may

state their needs and wants but act otherwise.



Technique of sales analysis

To cut through the marketplace noise, today's sales promotions must be clever,

informative and engaging. The object is to get a message across and deliver a call to

action that inspires the potential customer to do something: buy this, do that, go there.

Successful sales promotions use different mediums to deliver the same message.

Depending on budget, a sales promotion campaign might include any combination of

web, print, TV, outdoor, door-to-door or telephone advertising.



Chapter IV

4.1 Data analysis and interpretation



4.1 Data analysis and interpretation

A Brand is a name, term, sign, symbol, or a combination of them, intended to identify the

goods or services of one seller or group of sellers and to differentiate them from those of

competitors.

A brand is essentially a seller’s promise to consistently deliver a specific set of features,

benefits and services to the buyers. The best brands convey a warranty of quality.

To study the brand awareness for little hearts, 160 people were asked that whether they

know about little hearts or not?

Out of 160 people surveyed, 150 were found aware of little hearts. That means 93.75%

people were aware of little hearts and only 6.25% were not. From the above analyses we

can say that little hearts have good brand awareness.



FREQUENCY OF CONSUMPTION OF LITTLE HEARTS.

The sale of a product is very much influenced by the frequency of consumption of that

product. If the frequency of consumption is regular, then the sales increase consistently

with addition of new consumers.

To study the kind of consumers for little hearts whether regular or occasional

survey of 150 consumers is done and following data is recorded.

As the regular consumers of little hearts are only 42.66% and occasional consumers are

57.33% this causes inconsistent sales.

Reasons for higher occasional consumer purchase for little hearts are: -

1. People do not have the habit of consuming biscuits daily.

2. People avoid sweetness because of fear of health problems.

Regular

consumers

45 %

Occasional

Consumers

55 %



3. People find it expensive so it cannot be consumed regularly.

INFORMATION SOURCE FOR LITTLE HEARTS

In biscuits industry the demand of a product very much depends on advertisement. It is

the only source that motivates a consumer to purchase a particular product. So here an

attempt is made to find out the most effective media for little hearts.

Out of 150 consumers surveyed

TVADVERTISEMENTS 128

BOARDS 7

RETAILERS 5

FRIENDS 2

BOTH TV &

RETAILERS 5

BOTH TV & BOARDS 3

TOTAL CONSUMERS

SURVEYED

150



TV Plays an important role in promoting little hearts. 85% consumers are motivated

through TV advertisements, 4.6% through Boards, 3.3% are through Retailers, 3%

through both Retailers and TV ads, and 2.1% through TV & Boards.

So from the above analysis we can say that TV & boards are playing important role in

promoting little hearts.



RELATION BETWEEN DEMAND FOR LITTLE HEARTS AND CONSUMER

AGE.

Every product has a target age group consumers and it is positioned according to that. To

study the target age for Little Hearts a question was asked, whether they purchase little

hearts for there family or not. If yes then which age group demands more for little hearts.

Out of 150consumers surveyed: -

76% said Yes purchase for family.

24% said do not purchase for family.



PURCHASE FOR FAMILY

0

20

40

60

80

100

120

YES NO



LITTLE HEARTS AS BISCUITS OR SNACKS LIKE CHIPS?

Little Hearts is a product whose packing, size, shape and crunchiness makes it look like

chips. When people were asked how they view little hearts as biscuit or chips? the

following results were recorded.

Out of 150 consumers surveyed

112 consumers i.e. 56% views little hearts as biscuits &

88 consumers i.e. 44%views little hearts as chips.



56

44 biscuits

chips



KIND OF PURCHASE FOR LITTLE HEARTS

To study the purchase category of little heats whether planned or impulse a question was

asked in the questionnaire that , what kind of purchase they make of little hearts?

Following results were recorded.

PLANED

PURCHASERS

69

IMPULSIVE

PURCHASERS

81

TOTAL 150



So from the above analysis we can say that little hearts is more in impulse purchase

category . as we know products of impulse purchase category needs very heavy

advertisement.



CHANGE IN THE CONSUMPTION OF THE LITTLE HEARTS.

When people were asked whether they have recorded any change in their consumption of

little hearts by last 3-4 months or not.

following results were recorded.

Out of 150 consumers surveyed:-

No Change Increased Decreased

93 38 19

0

10

20

30

40

50

60

70

80

90

100

No Change Increased Decreased

So we find that the majority of consumers 62%, has recorded no change

consumption of little hearts. Only 25% consumers as per survey have recorded increase

and 13% consumers has recorded decrease in the consumption of little hearts.



B. RETAILERS SURVEY

In biscuit industry, due to Brand clutter there is very tough competition and very less

product differentiation. The consumer leaves his decision on the retailer. Now day’s

consumer simply asks the retailer for a sweet or salty biscuit. It is up to the retailer which

product he offers, so the retailer is king in biscuit industry.

In retailer survey an attempt is made to study following issues

• What motivates a retailer to sell little hearts?

• Whether retailer push energy influence the demand of little hearts or not?

• Problems faced by the retailers in selling little hearts?



Proper supply is the thigh that retailers want. In case co little hearts, as little hearts 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. The retailers

of little hearts have to invest a huge amount in keeping four flavors of little hearts. Small

and even big retailers have some time problem in keeping stock of little hearts. As the

sales of little hearts are not so good and retailers are not able to sell the stock for a longer

period, so they need credit facility.

Replacement of the products with complaints is another factor that a retailer wants

from a company. Many times in case of packed food there are complaints of rat biting

and brokered in which the retailer cannot be held responsible. It is with little hearts the

retailer have problems of air leakage and rat biting and they want replacement.



SURVEY RESULTS FOR MARGIN WITH LITTLE HEARTS

Out of 200 retailers surveyed 163 (81.4%) reported that the margin is good with little

hearts and 37(18.6%) reported poor margin.

0

20

40

60

80

100

120

140

160

180

MARGIN IS OK MARGIN IS POOR

NOTE: -



Here we can find that the majority of retailers have reported that the margin is ok or

good with little hearts. According to some retailers if the demand is good for a

product then its margin do not matters. So company must focus on increasing the

demand.



SURVEY RESULTS FOR SUPPLY OF LITTLE HEARTS

Regarding the supply of little hearts the results are not favorable to company. The

supply of little hearts is not very good . From retailer survey it is analyzed that,

only 124 ( 62.5%) retailers has on time supply and rest 76 ( 38.5%) has very poor

supply.

0

20

40

60

80

100

120

140

GOOD SUPPLY POOR SUPPLY

NOTE

The retailers who have recorded poor supply of little hearts, most of them are facing this

problem just after the separation of distributors for little hearts from other products of

Britannia.



REASONS RESPONSIBLE FOR INCONSISTANT SALES OF LITTLE HEARTS.

1. ADVERTISEMENT DEPENDENT DEMAND. The demand of little hearts depends

heavily on advertisement. If the advertisement is regular and frequency is high then the

demand is also high.

2. The demand of little hearts was not so good before five to six months. Due to that

many retailers stop selling little hearts. This causes instant slump in the demand of little

hearts.

3. The third main reason for the slow down in the demand of little hearts would be poor

distribution system of little hearts. After the separation of the distribution of little hearts

from other products, the supply of little hearts was not proper. The retailers are getting

the supply once in one or two months.

4. Introduction of new schemes with other products like murkier, cheats, and other chips

also affect the demand of little hearts. The children’s are attracted towards these schemes

and switch over to these products.

5. Higher impulsive and occasional purchase is also the reason for the up & downs in the

sale of little hearts.



CHAPTER V

5.1CONCLUSION & SUGGESTION



5.1CONCLUSION & SUGGESTION

According to the marketing survey & other study it was found that the “Little Hearts”

product of Britannia is declined in the market due to various reasons :

• The high cost of the product result in decrease in sale.

• Less quantity provided in packing

• Due to which sugar dropping on the product the product was not much common in

the health conscious people.



SUGGESTIONS

The suggestions, if adopted then the company may expect no further up and downs in the

sales of little hearts and sales will definitely increase with consistency.

1. After the survey of 150 consumers & 200 retailers the conclusion comes out that, there

is need to improve the distribution system of little hearts. It is noted that supply is mostly

regular at shops with heavy investment and are placed at centre of good residential

places, such as Saba Bazaar, Alana bazaar. Many retailers do not have regular supply.

The areas such as Tikal Nagar, Model Town, Shakhty Nagar, Shalimar Garden, Astir

Nagar has very poor supply. Some of the retailers have reported supply once in one - two

months. The suppliers are ignoring small retail shops.

So the most important thigh is to improve the supply in both small & large shops.

2. Little hearts is a product mostly liked by the children of 5-18 age group as per survey,

So there is need to start some schemes for children to motivate them to purchase little

hearts.

e.g. Hadrian chips is giving free fun book with one pack.

Ruffles is giving pock man inside the pack.

Such schemes forms a habit in children to purchase a product.

for example with little hearts following schemes can be started:-

• One pack of little hearts free for collecting 15 packs of little hearts.

• One golden polished locket in the shape of hearts inside the pack.

3. Little Hearts has higher impulse purchase than planed so to increase in the planed

purchase the frequency of advertisement should be increased.



4. Attractive hangers or stands should be provided to the retailers so that they can easily

put the bars of little hearts out side to increase in sales by increase in impulse purchase.

5. Retailer is the king in the biscuit industry. Retailer push energy also works in

promoting the sales of little hearts. So there is need to motivate the retailer through

regular retailers schemes.

for e.g.

Pepsi is giving one bottle free on the purchase of one crate of 500 ml.

M.D.H is giving special discount on the purchase of more than Rs 500.

1. The quantity in the small pack for Rs 4 is less (20 gm). The pack should be priced

for Rs.5 and the quantity should be increased by10 gm.

2. Introduction in new sweet & salty flavors.

3. Due to introduction of new flavors the investment of retailers

In little hearts has increased. Now they have to invest four times in the little hearts. The

demand of little hearts is not so good , so they must be given credit period of two weeks

4. Other suggestion given by the consumers includes:

Reduction in the sweetness.

Improvement of taste.

Addition of cream on little hearts.

5. Number of consumers and retailers survived may be inadequate to represent the

whole scenario of Delhi market.



6. Not every retailer & consumer have positive attitude towards the survey, so the

information collected may be inaccurate.

7. It is also possible that the respondent may answer according to what they think

rather they do.

8. Some of the respondents are unwilling to answer because they feel that such

surveys are of no use.

9. The conclusions are drawn on the basis of response given by 200 retailers and 150

consumers. There is possibility of misunderstanding their views.



FINDINGS

Factors responsible for inconsistent sale of little hearts are analyzed under the following

heads.

A. Consumer survey (Study of consumer behavior).

B. Retailer survey.

CONSUMER BEHAVIOR

Consumer behavior is the behavior that a consumer exhibits before buying a product,

while using the product and after using the product. So consumer behavior plays

important role in influencing the demand of a product. Consumer behavior is

unpredictable it can be predicted if we know the eating habits of the consumers. To study

the consumer behavior for little hearts following points are studied



CHAPTER VI

6.1 BIBLIOGRAPHY



6.1 BIBLIOGRAPHY

BOOKS

Philip Kilter, Marketing Management

Dr. D. D. Sharma, Marketing Research

C. R. Kothari, Research Methodology

INTERNET

www.bil.com

www.google.co.in

MAGAZINE

Company’s Journal & Magazine, Year 2004

Company’s Catalogues & Annual Report Year 2004.

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