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A COMPARATIVE STUDY OF CONSUMER BRAND PREFERENCE BETWEEN
BRITANNIA AND PRIYAGOLD BISCUIT WITH REFERENCE TO NCR.
Dissertation Submitted
In
Partial Fulfillment of the Requirement for the award of
Post Graduate Diploma in Management
(Recognized by AICTE, Ministry of HRD, Govt of India)
By
Paramita Chattopadhyay
Integrated Academy Of Management and Technology
Ghaziabad
April,2010
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A COMPARATIVE STUDY OF CONSUMER BRAND PREFERENCE BETWEEN
BRITANNIA AND PRIYAGOLD BISCUIT WITH REFERENCE TO NCR.
.
By
Paramita Chattopadhyay
Under the guidance of
Prof. Sagar Chander
Inmantec,Ghaziabad
Integrated Academy of management and Technology
Ghaziabad
April,2010
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Acknowledgement
It is a great pleasure and privilege for me to take the opportunity to render my
deep sense of gratitude and appreciation to the esteemed faculty members of
Inmantec, Integrated Academy of Management and Technology who had beenthe source of inspiration for taking up this project and for its successful
completion. I would like to express my heartful gratitude to Prof R. K . Singhal
(Dean Management ) and also Prof. Sagar Chander. Without their guidance and
patience I could not have succeeded in preparing this project. I would also like to
express my gratitude and respect to Prof. Lata Singh (Program Coordinator) for
the help and encouragement during the course of this project work.
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Table of Contents
1) Executive Summary2) Synopsis3) Review of Literature4) Statement of the Research Objective5) Objective6) Research Methodology7) Data Analysis8) Findings9) Recommendations
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Executive Summary
Today companies has to work under tremendous pressure to sustain in the
market to stay ahead of its competitors. It is difficult to turn customers into loyal
customers. There is a huge advancement of technology in this era. Thereforethere is an immense need to satisfy their target customers. Companies should be
market focused and customer driven rather than solely product focussed or cost
driven.
For that, it is very important to constantly update, know the latest trends in the
market and knowledge about the competitors. The main focus of this report is to
analyze Britannia and Priyagold Biscuits current scenario in Delhi NCR with special
emphasis on Ghaziabad and Noida region.
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Synopsis
It was a matter of immense excitement and pleasure for me to undergo my final
semester dissertation report on the topic A Comparative Study OF CONSUMER
BRAND PREFERENCE BETWEEN BRITANNIA AND PRIYAGOLD BISCUIT WITH
REFERENCE TO NCR. Here there is a small biscuit brand making its place in front
of a very successful giant brand. The project would be carried within the NCR
area.
The primary data would be collected from the market in Ghaziabad, Noida
and NCR area. The secondary data collection would be done through exhaustive
literature survey, magazines, journals and websites etc.
The analysis would be presented with the help of tables and charts and suitable
recommendations would be suggested following that. I would try my utmost best
to prepare the project with the help of theoretical knowledge acquired during my
academic course along with practical implementation mixed with it.
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REVIEW OF LITERATURE
BRITANNIA INDUSTRIES LTD
The Company is in the manufacturing and selling of biscuits, bread, rusk, cakes
and dairy products like cheese, butter and milk. The brand names of biscuits are:
y Marie Goldy Treaty Maska Chaskay Good Dayy Milk Bikisy Pure Magic
The story of one of India's favourite brands reads almost like a fairy tale.Once upon a time, in 1892 to be precise, a biscuit company was started in a
nondescript house in Calcutta (now Kolkata) with an initial investment of
Rs. 295. The company we all know as Britannia today.
The beginnings might have been humble-the dreams were anything but. By
1910, with the advent of electricity, Britannia mechanised its operations,
and in 1921, it became the first company east of the Suez Canal to use
imported gas ovens. Britannia's business was flourishing. But, more
importantly, Britannia was acquiring a reputation for quality and value. As aresult, during the tragic World War II, the Government reposed its trust in
Britannia by contracting it to supply large quantities of "service biscuits" to
the armed forces.
As time moved on, the biscuit market continued to grow and Britannia
grew along with it. In 1975, the Britannia Biscuit Company took over the
distribution of biscuits from Parry's who till now distributed Britannia
biscuits in India. In the subsequent public issue of 1978, Indian shareholding
crossed 60%, firmly establishing the Indianness of the firm. The followingyear, Britannia Biscuit Company was re-christened Britannia Industries
Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue
mark.
On the operations front, the company was making equally dynamic strides.
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In 1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled
its new corporate identity - "Eat Healthy, Think Better" - and made its first
foray into the dairy products market. In 1999, the "Britannia Khao, World
Cup Jao" promotion further fortified the affinity consumers had with 'Brand
Britannia'.
Britannia strode into the 21st Century as one of India's biggest brands and
the pre-eminent food brand of the country. It was equally recognized for its
innovative approach to products and marketing: the Lagaan Match was
voted India's most successful promotional activity of the year 2001 while
the delicious Britannia 50-50 Maska-Chaska became India's most successful
product launch. In 2002, Britannia's New Business Division formed a joint
venture with Fonterra, the world's second largest Dairy Company, and
Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its visionand accelerating graph, Forbes Global rated Britannia 'One amongst the
Top 200 Small Companies of the World', and The Economic Times pegged
Britannia India's 2nd Most Trusted Brand.
Today, more than a century after those tentative first steps, Britannia's
fairy tale is not only going strong but blazing new standards, and that
miniscule initial investment has grown by leaps and bounds to crores of
rupees in wealth for Britannia's shareholders. The company's offerings are
spread across the spectrum with products ranging from the healthy andeconomical Tiger biscuits to the more lifestyle-oriented Milkman Cheese.
Having succeeded in garnering the trust of almost one-third of India's one
billion populations and a strong management at the helm means Britannia
will continue to dream big on its path of innovation and quality. And
millions of consumers will savour the results, happily ever after.
Different Products
Britannia Nutrichoice Oat Cookies
Britannia NutriChoice Oat Cookies are scientifically created to suit the
special lifestyle and nutrition needs of diabetics to manage extreme swings
in blood sugar. They are tasty, crunchy and convenient option for those
mid-meal pangs. In addition, the oat fiber lowers rise in blood sugar, helps
control blood cholesterol and helps you feel satisfied and active for longer.
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Britannia NutriChoice Ragi Cookies
For the first time in India we have Britannia NutriChoice 'Diabetic Friendly'
Essentials specially designed for people with diabetes. There's no longer aneed to avoid snacks or go hungry while traveling or at work. Rather
approach snacking in a healthy way with our Ragi Cookies. Britannia
NutriChoice Ragi Cookies are scientifically created to suit the special
lifestyle and nutrition needs of diabetics to manage extreme swings in
blood sugar levels. They are tasty, crunchy and convenient option for those
mid-meal pangs. Ragi helps lower blood glucose levels and in a rich source
of magnesium, which is instrumental for the production of important
enzymes. Our Ragi Cookies are a good source of fiber, both soluble and
insoluble, for heart and digestive health.
Veg Cakes
Britannia Veg Cakes is every vegetarian's dream come true! 100%
vegetarian cake with all the softness and delight a cake should have. Every
slice is soft and fluffy, stuffed with real fruit bits, to give you a cake that is
truly delicious, down to the last slice. Add to this zero cholesterol and a 3
month shelf life and you have a healthy, convenient snack to enjoy any
time, anywhere.
Nutrichoice Health Starter Kit
2010 - Britannia Nutrichoice launches a New Year pack - the Nutrichoice
Health Starter Kit . Created for everyone who makes a New Year resolution
to become healthy and does not follow through on it. The Health Starter Kit
contains a range of healthy biscutis - 1 pack each of Nutrichoice Hi-Fiber
Digestive, Nutrichoice 5 Grain and Nutrichoice Nature Spice Cracker. It also
has a one week free pass to Talalkars gym that entitles every consumer toone week free trial of any Talwalkars (TBVF ltd) gym across the country.
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NutriChoice 5 Grain
Most consumers believe that to in order to stay healthy one needs to make
certain compromises on some good things in life. Whether it is missing that
extra hour of sleep over early morning exercise, or eating unappetizingfoods over that extra oil-dripping samosa. At the same time most of us
agree that good nutrition cannot come from one kind of food alone, but
from a healthy combination / assortment of several healthy ingredients put
together. Britannia NutriChoice 5 Grain Biscuits are a perfect answer to
those looking for healthy eating options without as much making a
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 whichpromotes 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.
Britannia NutriChoice 5 Grain biscuit pack contains several small single
serve pocket meals packs, so that one is never far away from pacifyinghunger on the move. So whenever you miss your breakfast, or succumb to
those unhealthy evening snacks, you can relish the goodness of health with
Britannia NutriChoice 5 Grain biscuits.
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', we have launched a new variantunder 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.
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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 isaccessible to all, being available in convenient packs priced at Rs.2, Rs.4 and
Rs.10.
NutriChoice Sugar Out
Sounds like yesterday when people commented that healthy foods meant
"compromising on the taste." NutriChoice Sugar Out is the most novel
product range to have been introduced in the market. The product is notjust sweet but tastes great, and yet contains no added sugar.
This is because NutriChoice Sugar Out is sweetened with "Sucralose,"
derived from sugar, which provides the same sweetness as any other
biscuit, without the added calories of sugar.
This range is available in 3 delicious variants namely Litetime, Chocolate
cream, and Orange cream, targeted towards all health sensitive people. It
is also relevant for consumers with sugar related ailments.
We are sure that you will be pleasantly delighted with its great taste and
equally surprised to know that it has no added sugar.
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
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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 your healthiest bites of the day.
Treat Fruit Rollz
Britannia Treat launches the amazingly yummy Treat Fruit Rollz!! These
tasty soft rolls are filled with real fruits and provide a healthy yet mouth-
watering treat to the kids. Fruit Rollz comes in four masti fruit flavours -
Juicy Apple, Strawberry Surprise, Tangy Orange and Delicious Dates!
New Britannia Milk Bikis
Milk Bikis, the favourite growth partner of Kids, now brings greater value
and delight to all with its new product and pack design. Recently re-
launched in its existing Southern & Eastern markets, and extended across
India, the new Milk Bikis is all set to add excitement and appeal to
nutritious food. With a unique and attractive honeycomb design and an
enhanced product experience, the new biscuit prompts the Kids will love
it reaction amongst mothers. The milk goodness in the recipe is now
enhanced with SMART NUTRIENTS 4 vital vitamins, iron and iodine,
proven to aid mental and physical development in growing kids. Thepremium packaging, besides appealing to kids, also ensures that the
biscuits remain fresh and crisp.
So, whether its breakfast time or snack time at school, rest assured that
kids will look forward to munching these crunchy, milky biscuits which even
helps in their development.
The Origin of 'Eat Healthy Think Better'
Britannia -the 'biscuit' leader with a history-has withstood the tests of time.Part of the reason for its success has been its ability to resonate with the
changes in consumer needs-needs that have varied significantly across its
100+ year epoch. With consumer democracy reaching new levels, the one
common thread to emerge in recent times has been the shift in lifestyles
and a corresponding awareness of health. People are increasingly becoming
conscious of dietary care and its correlation to wellness and matching the
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new pace to their lives with improved nutritional and dietary habits. This
new awareness has seen consumers seeking foods that complement their
lifestyles while offering convenience, variety and economy, over and above
health and nutrition.
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.
Thus, the new logo was born, encapsulating the core essence of Britannia -
healthy, nutritious, optimistic - and combining it with a delightful product
range to offer variety and choice to consumers.
Basic Strategies Adopted
NEW PRODUCT DEVELOPMENT
NEW MARKET DEVELOPMENT
OUTDOOR PROMOTION
RURAL THIRST
COST MANAGEMENT
With f resh marketing strategies, new bra nd portfolio a nd a healthy
lifestyle positioning hasled the c ompa ny to a tremendo us growth and
reach new heights. It is rated o ne of the most t rusted brand and also
one of the best marketed brands.Brand Awareness and Brand recall is
one area where Britannia has excelled. Its strength is its vibrant
presence among customers. We can say that all this success is a result of
the innovations adapted by the company. T he company has innovated
itself in terms of itspackaging, its marketing and they way they approach
the consumers. Even new tec hnologies have been built to sustain build their
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business momentum. The current focus of the company is in achieving top
line growth; it has also unleashed major growth s trategies to achieve
the sa me. Not on ly the y have a taken a clear positioning on projecting
themselves as a healthy lifestyle brand but they have been innovating their
key products also. Some of the key products even went throughreinventing and rebranding strategies. The best part is their product
portfo lio caters to all segments of the market and each of them have their own
positioning andimage.E ven smaller packaging and the strong distribut ion
network has helped them reach moreand more customers. Even the
company launched personal packs catering to Individual consumptions.
They even captured the Indian festival seasons to create special limited edition
packs which could be gifted to friends and family. Hence a lot of insight has gone
into the product packaging and innovation. Even they have entered the
choice health market with digestive biscuits. Clearly this company hasdiversified with time a nd entered the newer markets and co me up with
newproducts with time. Its a clear example how they understood their customers
pain points and came up new products and new innovations.Even their new
positioning, of being a health and wellness brand has been boosted with their
new products. Like for example, their bread products have been positioned as
healthy start to your day. This innovation combined with relevant consumer
activation in key markets bought a 30 per cent growth in its business.
Evaluating the brand on various parameters as discussed above
Brand Awareness Britannia has really excelled in this as it has almost one third
of the population as its c ustomers. Hence there is brand awareness to a
huge extent, even with its brands like tiger and packaging and pricing it
has able to crack the r ural markets..
Brand Positioning its current positioning stands to be a health and wellness
brand.Though each product stands for itself, but they are trying to
project that biscuitscould be healthy also. And also they are tying to reach all
types of customers.3.
Brand Value though in such products it is very difficult to measure brand loyalty
as it is mostly impulsive buying and there is very easy chance to switch.
But st il l thebrand has fared out well with 38% market share and it has tried to
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extend its portfolio so that it ca ptures all of its customers needs. But it Is
getting tough challenge from c ompetitors like Parle and ITC.4.
Brand Image - Many customers we interacted with prefer Britannia over
other brands, even it is the first thing which comes to their mind whenthey think of Biscuits. The image they carry is of a f un loving tasty
bra nd. Tho ugh Britannia is trying to project itself as a health and wellness
brand, it might take some time forth consumers to accept it wholly in that
manner. Still some parents think Britannia
as a snack which is not so healthy for their children. But this will soon change.
Brand Leadership -As of now Britannia is clearly the leader, but will it sustain the
competition from competitors like ITC and Parle well only time can tell. But if the
company keeps innovating at this pace it has a very good chance to
retain its leadership.
Market Status of Br itannia
If we look at the c urrent statistics, the current market share of Britannia
is 38% that is more than one third of the nation consumes Britannia. Currently
it is into manufacturing of biscuits, bread, rusk, cakes and dairy products. The
company is growing at a growth of 27%co mpared to the industry growth of
20% with an annual revenue of Rs 2,200 crores alone from Biscuits whichconstitutes for the 90% of the revenues.
In my provided area the share of the market is as follows.
BRITANNIA 48%
PRIYAGOLD 20%
PARLE-G 16%
PURE FOOD 8%
OTHERS 8%
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Priyagold
The wondrous magical journey of the company Surya Food & Agro Ltd, one
of the leading manufacturers of biscuits in northern India. Our brand
PRIYAGOLD has been a perennial household favorite since then. On aprofound level spread in to western as well as southern India, the inevitable
cycle of distribution network has helped us to spread into western India as
well. Our obsession is to make the finest quality biscuits available to the
consumers & our constant endeavor is to provide our consumers, a palate
to look forward to a taste & flavor that is uniquely PRIYAGOLD
Surya Food & Agro Ltd. was incorporated in November 1992 and
commenced its commercial operations of manufacturing & selling of
biscuits under brand Priyagold in October 1993. Over a period, they have
established strong manufacturing capabilities and have invested
substantially in developing consumer preference for our products. Our
trademarks / brands Haq Se Maango & Priyagold have emerged as one
of the most powerful brands in the FMCG sector. We are committed to
invest in brands, manufacturing capabilities, deliverables and distribution
strength. We have three plants located in Greater Noida, Lucknow & Surat.
We also outsource some of our requirements to another plant located in
Hyderabad. Our capacities have reached 1,50,000 MT p.a., which along
with strong brand building and distribution capabilities have enabled us to
command a sizable market share in the biscuit market despite competition
from well-established players in the industry. After establishing our
foothold in biscuit industry, we continued to adopt strategy to identify and
commercialize profitable growth opportunities by leveraging established
brand and distribution network. Following this strategy, they diversified
into manufacturing of fruit juices through our wholly owned subsidiary
Surya Fresh Foods Ltd. in January 2006. They have consciously invested
in creating markets for fruit juices and have established brands such as
Fresh Gold & Treat.
Both the brands are also well established and have penetrated into the fruit
juice market aggressively by commanding considerable market share. We
have also forayed into the aerated fruit drink segment with the launch of
Fresh Fizzy.
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Thus the companys manifesto is to build on the presentstrength created
over the years and diversify into products and geographic portfolio. They
aim at achieving profitable growth by penetrating into the consumption
market to enhance marketshare by constantly innovating on product
profile, investing in infrastructure thereby accelerating the top linegrowth to enhance the marketshare.
STRATEGYADOPTED
Their strategy of strengthening the brands especially the umbrella brand
Priyagold has resulted in creating immense brand recall value. They are
continuing with their effort of strengthening the brand with a scientific
approach, which will result in growth of customer base, price premium,
consumer loyalty which is expected to result in increased earning and
ultimately enhancing enterprise value of our company.
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Statement of the Research Objective
To find out and establish a comparative picture between two biscuit brands that
is Britannia and Priyagold on various parameters.
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Objective
The objective of this project is to compare the preference of Biscuit between
Britannia and Priyagold in Delhi NCR.
The project basically deals with the following.
Major Key player in Biscuit industry.
Market status of Britannia and Priyagold biscuit.
Reasons of customers preferences.
Position of Britannia and Priyagold biscuit in Delhi NCR especially in Ghaziabad
and Noida.
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Research Methodology
Research Design
The research design was mainly exploratory in nature. The survey was conducted
among 100 customers and retailers of Britannia and Priyagold biscuits.
Target Segment
The target segment consisted of various retailers and the customers of Britannia
and Priyagold in Delhi NCR.
Data Collection Methods
Primary data
This data is generally collected by observations, survey or experimental method.
My primary sources of data collection are as follows:-
Survey-Primary survey was done with the help of questionnaire. It consists of
open and close ended questions.
Communication
It involves questioning the respondent to secure the desired information. It maybe asked verbally or writing.
Research Instruments
1) Interview2) Questionnaire
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Secondary Data
It consists of gathering information that already exists somewhere. It is gathered
with the help of various magazines, journals, websites etc. It is also low cost and
readily available.
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Sampling
Sample size of 100 customers and retailers were taken for conducting the survey
from Delhi NCR.
Data Analysis
The collected data is analyzed by using charts and graphs. Percentages are used in
making the comparative analysis.
Fieldwork
The field work was done in different markets in Ghaziabad and Noida to get
maximum information because more and more information will help to achieve
accurate results.
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Data Analysis
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Q1) Customer of Britannia or Priyagold
Britannia 75%
Priyagold 25%
Survey was conducted mainly to the retailers and customers of Britannia and
Priyagold Biscuit. From the survey it has been found that 75% of the customer
prefer Britannia Biscuit and 26% preferred Priyagold brand.
75
25
Britannia
Priyagold
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Q2)
Purchase Preferred Biscuits
Regularly
Britannia 83%
Priyagold 17%
83% of the customers purchase their preferred brand of biscuit regularly and the
rest 17% do not purchase the same brand repeatedly.
83
17
Britannia
Priyagold
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Q3a)
Preference according to taste
(Rank1=highest &Rank 4=least)
Rank Britannia
Rank1 33%
Rank2 39%
Rank3 16%
Rank4 12%
According to my survey, 33 people have voted Britannia as first rank when it
comes to taste followed by 39 people who have given 2nd
position in terms of
taste.
0
5
10
15
20
25
30
35
40
45
Rank1 Rank2 Rank3 Rank4
Britannia
Britannia
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When it comes to Priyagold only 9% of the people have voted it no 1 and almost
47% of the respondents have voted it rank 4th
. So we can clearly compare the vast
difference.
0
5
10
15
20
25
30
35
40
45
50
Rank1 Rank2 Rank3 Rank4
Priyagold
Priyagold
Q3b)
Preference according to taste
(Rank1=highest and Rank4=least)
Rank Priyagold
Rank1 9%
Rank2 9%Rank3 35%
Rank4 47%
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Q4a) Preference according to Brand Image
Rank Britannia
Rank1 39%
Rank2 36%
Rank3 19%
Rank4 6%
According to my survey, 39% of the respondents have voted 1st
rank as far as the
brand image of Britannia is concerned followed by 36% who have voted it in the
2nd
position.
39
36
19
6
Britannia
Rank1
Rank2
Rank3
Rank4
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Q4b)
Preference according to Brand
ImageRank
Rank1 14%
Rank2 11%
Rank3 27%
Rank4 48%
According to my survey only 14 % of the respondents have
given 1
st
position followed by 11% who have given 2
nd
positionas far as the brand image of Priyagold biscuit is concerned. So
we can easily come into the conclusion that the brand value of
Britannia is much more stronger than Priyagold.
14
11
27
48
Rank
Rank1
Rank2
Rank3
Rank4
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Q5 Factors leading to the purchase of the biscuiit
Price 16%
Quality 33%
Advertisement 14%
Brand name 16%
Availability 3%
Brand Loyalty 11%
Value formoney 9%
word of mouth 2%
Quality plays the most important role before the customer and the retailer. Next
brand name and price also plays an important role. 16% of the customer has
emphasized on these two parameters
0
5
10
15
20
25
30
35
Series1
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Q6)
Good Brand factor in Biscuit
Industry
Quality 33%
Price 21%
caloric value 20%
product range 26%
Quality is the factor which acquires 33% place. Then product range comes with
26%. Caloric value acquires 20% and price acquires 21% of the total factors for agood brand.
0
5
10
15
20
25
30
35
Quality Price caloric value product range
Series1
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Q7) Importance of Brand name
Brand Name Not Important 10%
Brand name Least Important 42%
Brand name most important 48%
Brand name is most significant for 48% of the customers. It is least important for
42% of the customers. 10% do not look at brand name while purchasing the
biscuit.
10
42
48Brand Name Not
Important
Brand name Least
Important
Brand name most
important
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Q8) Importance Of Quality.
Quality Not Important 8%
Quality Least Important 38%
Quality Most Important 54%
54% of the customers and retailers consider Quality as the most important factor.
38% finds quality least important and only 8% of people surveyed do not find
quality playing any role while purchasing and selling the biscuit.
0 10 20 30 40 50 60
Quality Not Important
Quality Least Important
Quality Most Important
Series1
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Q9) Importance Of Price
Price Most Important 43%
Price Least Important 28%
Price Not Important 29%
43% of the customers finds price as the most important factor while purchasing
the biscuit. 28% finds it least important and 29% finds price to be of no use while
purchasing the biscuit.
43
28
29
Price Most Important
Price Least Important
Price Not Important
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Q10) Importance of Availability
Availability of Britannia 69%
Availability of Priyagold 31%
69% of the respondents of my survey says that availability of Britannia is more in
comparison to Priyagold biscuit
69
31
Availability of Britannia
Availability of Priyagold
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Q11) Which brand has the widest
product range
Widest Product Range, Britannia 62
Widest Product Range, Priyagold 38
About 62% of the respondents feel that Britannia has the widest product range
while 38% of my survey feel that Priyagold also has a wise product range.
62
38
Widest Product
Range, Britannia
Widest Product
Range, Priyagold
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Q12) Best Advertising Strategy
Best Advertising Strategy, Britannia 34
Best Advertising Strategy,Priyagold 66
66% of my survey finds that Priyagold have effectively used the advertising
strategy. Their caption Haq se Mango has created an identity of Priyagold.
While 34% finds that Britannia has used best advertising strategies by taking help
of big celebrities.
34
66
Best Advertising
Strategy, Britannia
Best Advertising
Strategy,Priyagold
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Q13) Best Packaging Style
Best Packaging Style,Britannia 85
Best Packaging Style,Priyagold 15
85% of the respondents of my survey has found that Britannia has the best
packaging style in comparison to Priyagold.
85
15
Best Packaging
Style,Britannia
Best Packaging
Style,Priyagold
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Limitations of the project
The main limitation of the project is time.
The size of the data is not sufficient for marketing research.
The study is confined to a specific geographic area. So it might not be providing
the accurate result.
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Findings
Findings say that the value for the money of Britannia is very much high
compared to that of Priyagold.
The customers feel that the essence and taste of Britannia is unique one and that
is the reason why no one can match with Britannia.
The most important is Quality. Britannia stood first in all matter of Quality.
Britannia act as an international player.
Everyone knows Priyagolds HAQ SE MANGO campaign and Priyagold has
succeeded in one aspect and that is positioning itself well in the customers mind.
Britannia has a vast product range in comparison to Priyagold.
Priyagold has a lot more to do because it is still in its initial stage.
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Recommendations
More sales promotion activities should be carried out in order to compete with
the Britannia brand.
Priyagold also should increase the product line. Britannia is having a huge product
line that attracts the customers.
Quality of biscuits is an important factor. People are ready to give more but they
want better quality biscuits. So Priyagold needs to improve its quality.
Priyagold should do its brand positioning in an international level if it wants to
compete with Britannia.
Priyagold could take the help of famous celebrities and Brand ambassadors to
increase the brand value.
Priyagold should invest a lot more for their product promotions by sponsoring big
events.
It should be noted whether whole product range is reaching retailers or
not. More retailers and consumer based schemes should be introduced and
special emphasis should be given children based schemes, because children
mainly consume the biscuits.
As a researcher, I observed that for making the distribution channel smooth
transfer of goods, the contribution of middlemen is required. Making all
process convenient always helps in doing so
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Conclusion
In this highly competitive market scenario, the companies are fighting for brand
loyalty of their customers. Following are essential.
Focusing on the Quality of the product.
Proper bundling of product lines that will enable for competition.
Increase the reach to make avail the products to the customers worldwide.
Better promotional activities.
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QUESTIONNAIRE FOR THE RETAILER/CONSUMER OF PRIYAGOLD/BRITANNIA BISCUITS OR BOTH OF
THEM.
Dear Sir/Madam,
I am a student of INMANTEC Ghaziabad. I am doing survey on the project A COMPARATIVE STUDY of
CONSUMER BRAND PREFERENCE BETWEEN BRITANNIA AND PRIYAGOLD BISCUIT IN NCR WITH SPECIAL
REFERENCE TO NOIDA AND GHAZIABAD. With regard to this, I would like to have some information which you
can provide me. It would be kept strictly confidential.
Name:
Contact No:
1)Are you a consumer/retailer of Priyagold/Britannia Biscuits or both of them?
Yes No
2) Do you take or sell biscuits of your preferred choice only?
Always Never
3) Which brand do you prefer more?
Britannia Priyagold
Both Indifferent
4) What factors instigates you to purchase/sell the biscuit?
Price Advertisement
Quality Brand name
Availability Value for money
Brand Loyalty Word of mouth
5) A good brand must have which of these factors?Quality Calorie Value
Price Product Range
6) What is the importance of brand name when you go to purchase/sell the biscuit?Most Important Important
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Least Important
7) What is the importance of quality when you go to purchase the biscuit?Most Important Important
Least Important
8) What is the importance of price when you go to purchase the biscuit?Most Important Important
Least Important
9) Which brand of biscuit, you always find available when you go to buy?Britannia Priyagold
10)Should there be wide product range of biscuit?Yes No
11)Which biscuit brand has the widest product range?Britannia PriyaGold
12)Which biscuit brand has the best advertising strategy?Britannia PriyaGold
13)Which biscuit brand has the best packaging style?
Britannia PriyaGold
14)Give ranking in order of preference from 1-4th
(1being highest and 4th
being least ) as far as the
taste of Britannia and Priyagold is concerned?
Britannia Rank1 Priyagold Rank1
Rank2 Rank2
Rank3 Rank3
Rank4 Rank4
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Q15) Give ranking in order of preference from 1-4th (1being highest and 4th being least ) as far as
the Brand Image of Britannia and Priyagold is concerned?
Britannia Rank1 Priyagold Rank1
Rank2 Rank2
Rank3 Rank3
Rank4 Rank4
Any Suggestions: