Britannia is one of the major and popular brand of biscuit, cookies, diary which was established in 1892. The growth of Britannia has been tremendous and has acquired a significant amount of market share by overcoming big players in the market. Britannia is professionally managed focused on meeting the customer requirements for a large component of their spend across biscuit industry segments.
The objective of the project is to know the consumers preferences for the Britannia cookies and biscuits, to create the brand awareness as well as awareness of Good Day Wonderfulls. Satisfying our customers is an essential element to staying in business in this MODERN TRADE business of global competition. We must satisfy and even delight our customers with the value of our products and services to gain their loyalty & repeat business.
Customer satisfaction is therefore a primary goal of process improvement programs. One of the best ways to find out is to ask them using customer satisfaction surveys. These surveys can provide management with the information they need to determine their customer’s level of satisfaction with their products and with the services associated with those products.
This project report clearly mentions objective of the study and the research methodology utilized. The report contains a detailed view of tasks , which have been undertaken to analyze the market of Britannia. Various sets of questionnaire have been prepared to know the preferences of consumers about the Britannia biscuits & cookies. The research areas were Kolkata.
Types of questions used closed ended, multiple choice. Convenience method is used for sampling. In this study I found that most of the consumers prefer Britannia as their 1st preference .Based on the responses , the data is graphically represented, analyzed and interpreted and based on these, the findings, recommendations and conclusions are stated.
Table of Contents
1. Introduction
1.1 Industry Profile
1.2 Company Profile
1.3 Executive Leadership
1.4 Various Category
2. Research Methodology
2.1 Statement of Problem
2.2 Need & Limitation
2.3 Objective
2.4 Research Methodology
3. Data analysis
4. Finding, Observation, Recommendations, Achievements, Conclusion
4.1 Findings
4.2 Observation
4.3 Recommendations
4.4 Achievements
4.5 Conclusion
Project Objectives and Focus Areas
This research aims to analyze consumer preferences for Britannia biscuits and cookies in Kolkata, with a specific focus on evaluating the market presence and awareness of the "Good Day Wonderfulls" product line to drive brand conversion and loyalty.
- Consumer preference and buying behavior analysis
- Brand awareness assessment for Good Day Wonderfulls
- Modern Trade retail management and product facing strategies
- Evaluation of influencing factors in the biscuit industry
Extract from the Book
INDUSTRY PROFILE:BISCUIT INDUSTRY
India Biscuits Industry is the largest among all the food industries. India is known to be the second largest manufacturer of biscuits, the first being USA. It is classified under two sectors: organized and unorganized. The size of the biscuit industry is estimated to be about 1.95 million tonnes valued at Rs. 68.6 billion of which organized sector produces about 57% of branded biscuits in volume terms and 64% in value terms. It has turnover of around Rs.3000 crore.
In biscuit category we have three very large players Britannia, Parle & Sunfeast. Besides ,there are about 50 medium players and about 2500 small scale units. In the unorganized sectors we have over 30000 small, very small and tiny units spread all over the country. Our bakery industry thus is quite big in that sense. Biscuit industry was also reserved for small scale earlier. It has de-reserved in 1997-98.Since then the industry is growing at a rate of over 10 percent .Post de-reservation many local and regional players have started producing for Britannia or Parle as franchised units.
Summary of Chapters
1. Introduction: Provides an overview of the Indian biscuit industry landscape, the historical background of Britannia Industries, and details regarding its leadership and product portfolio.
2. Research Methodology: Defines the scope of the study, the research problem, and the descriptive methodology used to gather consumer data in Kolkata.
3. Data analysis: Presents the primary survey findings through various tables and graphs illustrating consumer behaviors, preferences, and purchasing habits.
4. Finding, Observation, Recommendations, Achievements, Conclusion: Synthesizes the research results into actionable recommendations for the company and reflects on the personal learning outcomes and overall market conclusions.
Keywords
Britannia, Biscuits, Cookies, Good Day Wonderfulls, Consumer Behavior, Market Research, Modern Trade, Brand Preference, Kolkata, Customer Satisfaction, Retail Management, Sales Strategy, Bakery Industry, Product Facing, Plannogram
Frequently Asked Questions
What is the primary focus of this research project?
The research focuses on understanding consumer awareness and preferences regarding Britannia biscuits and cookies, with a specific emphasis on the recently launched "Good Day Wonderfulls" product range.
Which geographical area was selected for this study?
The study was conducted in the city of Kolkata, specifically gathering data from customers at the VIP Road Big Bazar location.
What is the central objective of the project?
The core objectives are to identify consumer category preferences, establish brand loyalty towards cookies, and improve acquisition and conversion rates for the Good Day Wonderfulls line.
Which scientific methodology was utilized?
The author employed a descriptive research design using non-probability convenience sampling, collecting primary data through closed-ended questionnaires and interviews with 160 respondents.
What specific topics are covered in the main section of the report?
The report covers industry classification, company profile, research design, detailed data analysis of consumer demographics and buying patterns, and final recommendations for the company.
Which keywords best characterize this work?
The study is characterized by terms such as Brand Preference, Modern Trade, Consumer Behavior, Market Research, and Biscuit Industry.
Why is "Share of Shelf" (SOS) considered important by the author?
The author identifies SOS as a critical element in the Modern Trade industry for ensuring product availability and gaining competitive visibility against other brands like Parle and Sunfeast.
What are the author's main recommendations for increasing product awareness?
The author recommends implementing wet sampling strategies, conducting local leaflet campaigns within a 1-2km radius of outlets, and introducing attractive promotional offers for children.
What conclusion does the author reach regarding the market competition?
The author concludes that there is cut-throat competition in the biscuit sector, necessitating continuous innovation and a strong focus on quality and taste to maintain top-of-mind awareness for the brand.
- Arbeit zitieren
- Kunal Chakraborty (Autor:in), 2017, Awareness & Acceptability of Good Day Wonderfulls Cookie in Modern Trade, München, GRIN Verlag, https://www.grin.com/document/388630
