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TRANSCRIPT
1. Introduction:
Bread is one of the oldest prepared foods, dating back to the Neolithic era. The first bread produced was probably cooked versions of a grain-paste, made from ground cereal grain sand, water, and may have been developed by accidental cooking or deliberateexperimentation with water and grain flour. Yeast spores are ubiquitous, including thesurface of cereal grains, so any dough left to rest will become naturally leavened. Therefore multiple sources of leavening available for early bread. Airborne yeasts could beharnessed by leaving uncooked dough exposed to air for some time before cooking.Plinythe Elder reported that “the Gauls and Iberians used the foam skimmed from beer to produce a lighter kind of bread than other peoples.” Parts of the ancient world that drank wine instead of beer used a paste composed of grape juice and flour that was allowed to begin fermenting, or wheat bran steeped in wine, as a source for yeast. The most commonsource of leavening, however, was to retain a piece of dough from the previous day to useas a form of sourdough starter. Fresh bread is priced for its taste, aroma, quality and texture. Retaining its freshness isimportant to keep it appetizing. Bread that has stiffened or dried past its prime is said to be stale. Modern bread is sometimes wrapped in paper or plastic film, or stored in acontainer such as a breadbox to avoid drying. Bread that is kept in warm, moistenvironments is prone to the growth of mold. Bread kept at low temperatures, in arefrigerator for example, will develop mold growth slowly than bread kept at roomtemperature, but will turn stale quickly due to retro gradation. Retail research project implies to the overall analysis of certain important aspects for the purpose of ³Retailer¶s perception towards Britannia Daily Bread´. We have taken Bakeryindustry, which is fastest growing industries in India as well as in the world.In our project here we include secondary as well as primary data for knowing aboutRetailer¶s perception towards Britannia Daily Bread.The present report tries to review the Retailer¶s perception towards Britannia Daily Bread
2. About Retail Industry:
Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and around 8 per cent of the employment. Retail sector is one of India's fastest growingsectors with 5 per cent compounded annual growth rate. India's huge middle class baseand its untapped retail industry are key attractions for global retail giants planning toenter newer markets. Driven by changing lifestyles, strong income growth and favorabledemographic patterns, Indian retail is expected to grow 25 per cent annually. It isexpected that retail in India could be worth US$ 175-200 billion by 2016.
3. About the Company:
Britannia Daily Bread, a wholly owned subsidiary of Britannia Industries Ltd. was founded in 2003 by Arjun Sekri, an international investment advisor. The mission of the company was to be India’s first world class nationwide bakery and confectionary brand, providing aninternational range and quality of bakery products to urban consumers and to be thesupplier of choice to the institutional market.The company started commercial operations in November 2003 with Café Coffee Day being its first institutional client. Daily Bread manufactured all the private label productsfor all the 100 Café Coffee Day outlets in Bangalore. The company soon expanded intomanufacturing a wide range of specialty breads for distribution in the supermarket chains,manufacturing private label bakery products for other institutional clients such as coffeechains and multiplexes, corporate catering for MNC’s as well as setting up its brandedretail outlets in Bangalore. Daily Bread hired the best bakery and confectionary chefswith 5 star hotel and flight kitchen experience and trained them in the leading wholesale bakeries in
Hong Kong. Through intensive R&D, Daily Bread developed proprietaryrecipes for over 400 bakery products including India’s widest range of breads.By fiscal year 2005, Daily Bread was widely recognized in the industry circles as havingrevolutionized the specialty bakery sector in India and was considered the leadingspecialty bakery brand in the country. Many competitors starting emulating Daily Bread’s business model, and copying the range of its specialty breads.In fiscal year 2006, the company also launched two new brands, Deluca’s Gelato Italiano,a premium Italian frozen desert parlor, and Daily Brew, a premium espresso bar. Deluca’s Gelato and Daily Brew are offered as value added offerings in the Daily Bread premium cafes and in some independent locations as well. Deluca’s Gelato is a leading brand in its sector in India and has a wide range of gelato, sorbetto, gelato cakes, floats, frappe’s and sundaes, all made from raw materials directly imported from Italy.In fiscal year 2008, the company expanded its operations by franchising with a Master franchisee in Goa. The company since then has expanded its operations with morefranchisees being added in Bangalore.Today the company has a strong brand name and retail following in the Bangalore marketand is the supplier of choice for institutional clients in all the 3 metros it operates in, withall the major café chains and multiplex chains as its clients. On the retail front, it has recently launched India’s widest range of health breads, over 15 types of breads madewith imported wheat, spelt and rye flour with healthy ingredients with as oats, wheatgerm, flaxseeds, linseeds, poppy seeds, millet, barley etc.The USP of Daily Bread is its huge range of proprietary recipes, its talented group of chefs, its huge installed bakery capacity with imported equipment in 3 key metros, itsrelationships with nationwide institutional clients, its strong distribution network to over 300 points of sale, in and its strong brand name in the South.
The mission statement of the company is:
“To establish Daily Bread as the pre-eminent brand in the bakery sector in India set the defining standards as the country's first purveyor of world class breads, confectionary and specialty food products for wholesale & retail clients” The company objectives are as follows:There is currently no pan India bakery brand. By opening wholesale bakeriesin the top metros, 'Daily Bread' will be India's first national bakery brand,synonymous with European quality bakery products.Daily Bread will deliver superior value to urban Indian consumers by makingavailable bakery and confectionary products of international selection,standards and packaging at a competitive cost for the first time in
India.Daily Bread will be the first bakery vendor in India to provide institutionalclients such as coffee chains, fast food chains, multiplexes and hotel chains,etc. with a reliable and consistently high quality and wide selection of bakery products across all the major metros.The need for setting up production units in each major metro is driven byhigh transportation costs, the lack of an effective cold chain, the perishablenature of bakery products, the variance in regional tastes and the need to beclose to the market.To capture the significant growth potential in the bakery and confectionarysector which is driven by strong macro drivers: rapid urban populationgrowth, increasing affluence, changing food consumption patterns andlifestyle trends in urban areas and rapid expansion and improvement of standards in organized retailing in India.To generate multiple revenue streams from a complete suite of fresh &frozen bakery, confectionary & specialty food products catering to a diversewholesale & retail client base
a.) Daily Bread
Under the Daily Bread brand, the company manufactures and retails a range of breads includes baguettes, rolls, Paninis, ciabattas, multi-grains, croissants,foccaccias, bagels and as well a range of ultra premium health breads. For the sweetlovers, there would be Danishes, doughnuts, cheesecakes, mousse cakes, gateaux,fruit cakes, fruit tarts, pastries, brownies, cookies and Belgian pralines and truffles.Also to service customers with more of a meal or tea time snack, there arewonderful selections of wraps, quiches, curry puffs, savoury and pies. A big drawat the Daily Bread premium stores are the live salad and sandwich bar which offersfresh and healthy veg and non-veg salads as well as sandwiches that can becustomized by choosing from a range of freshly baked breads, scrumptious fillingsand dressings.
b.) Daily Brew
Daily Brew is the brand of Daily Bread Gourmet Foods India Pvt. Ltd that waslaunched in 2007. The premium Daily Brew espresso bars, provide an ambiencethat is warm and inviting, a great place to meet friends for a cuppa from Daily Brew’s premium espresso menu of a variety of coffee and tea over a light meal.Daily Bread's range of products is manufactured at state-of-the-art productionfacilities. There are currently three such set-ups across India. Daily Bread's firstwholesale bakery began commercial production on October 20, 2003
inBangalore and a second 20,000 sq. ft. production unit in Bangalore, whichcommenced production in December 2006. The 20,000 sq. ft. commissary atHyderabad began production in August 2007 while an 18,000 sq. ft. production set-up in operation in Noida from September 2007.
TYPES OF BREAD:
1. Country Style Health Breads
Healthy Whole Wheat Bread Rs. 25,Spanish Loaf Rs 30 German Root Baguette Rs45 Muesli Sliced Bread Rs 42 Rustica Wheat & Walnut Loaf Rs 45 Multigrain Loaf Rs 55 American Rye Loaf Rs. 55 High Fiber Fruitti Fit Loaf Rs. 99.
2. Stone BakedArtisan Style Bread
Masala Loaf Rs33 Panini-Herb & Pesto Rs38 San Francisco Sourdough Loaf Rs40 Parisian Baguette Rs45 Italian Bell Pepper &HebToscanne Loaf Rs45 Ciabbatta - Black Olives Rs50 Foccacia – onion and sun driedTomato Rs50 Multigrain Loaf with Apricots Rs55.
3. European Sandwich Breads
English Premium Butter Bread Rs.23 French Village Sliced Bread Rs 42 Bavarian Dark Rye Sliced Bread Rs 50 Mediterranean Sliced Bread Rs 42.
4. High Tea Breads & French Brioches
Milk & Honey Plait Rs40 Chocolate Brioche Rs50, Welsh Fruit Loaf Rs50,Almond & Raisin Brioche Rs60
5. Assorted Breads
Pizza Base Rs13,Mumbai Butter Pav Rs12Buns - Flavored Rs20,Submarine rolls /Hot DogRolls Rs18 ,Burger Buns Rs20 Mixed Herb Croutons Rs23, Herb Breads Sticks Rs25Merthi, Ajwain& Mustard and Haldi Loaf Rs30,Curry Leaves & Mustard SeedLoaf Rs30,Cheese & Garlic Loaf Rs33, Bread Crumbs Rs35 4. Literature review:Bread, which finds its way to over 6 lakh households daily, is the mainstay of thecompany's non-biscuit business at present. Its key competition in the organised nationalmarket are Modern and perhaps Harvest Gold. Britannia hopes to drive this emerging business through the exploding modern trade and has already gained access to RelianceRetail and Trinethra/ Fabmall for its breads. New Delhi, Aug. 17: Britannia Industries Ltd said that it was planning to increase itsstake in the recently acquired Bangalore-based Daily Breads Pvt. Ltd to 50 per cent. "Weare looking at increasing stake in Daily Breads Pv.t Ltd from the current strategic stake to50 per cent in the time to come," said Ms Vinita Bali, Managing Director of BritanniaIndustries Ltd, on the sidelines of a marketing summit organized by the Confederation of Indian Industry.
6. Research Methodology:
Objective:
a. To find out Retailer’s Perception Regarding “BRITANNIA DAILYBREAD”
b. To check the Service Provided by “ BRITANNIA DAILY BREAD”
Purpose of study:
This study is about Retailer’s perception towards Britannia Daily Breadand get in depth knowledge about the bakery industry.
Research Design:
Conclusive Research Exploratory Research
Sampling method: Convenience Sampling
Research instrument: Questionnaire
Location: Jaipur
Sample Size: 100
Data Sources: Primary Data: Questionnaire Secondary Data: Internet, Magazine,News paper
6.DataAnalysis:
Q.1 Do you keep Britannia Daily Bread in your shop?
YES
NO
0 10 20 30 40 50 60 70
Series1
Interpretation:From above graph, we can conclude that the 63% of retail respondents are keepingBritannia daily Bread in their shop and 37% respondent do not keep Britannia DailyBread in their shop.
YES NO63 37
Q.2 Which of the following Bread Manufacturer gives you maximum profit margin?Bharat Modern Britania Raj laxmi Other
3 17 30 2 2
Bharat
Modern
Britania
Raj laxmi
Other
0 5 10 15 20 25 30
Series2Series1
Interpretation:From above graph we can conclude that Britannia Daily Bread Manufacturer giving themaximum profit margin. Here we find that 47.61% retailer’s saying that maximum profitmargin provided by Britannia Daily Bread followed by Modern bread 26.98% and same14.28%.
Q.3Are you satisfied with profit margin you are getting from Britannia DailyBread?
Yes No
33 30
Yes No28.5
29
29.5
30
30.5
31
31.5
32
32.5
33
Series2Series1
InterpretationHere we find that 52.38% retailers are satisfied with the profit margin given by BritanniaDaily Bread and 47.61% retailers are not satisfied with the profit margin given byBritannia Daily Bread.
Q-4 which is the most sellable brand?
Bharat Modern Britannia Rajlaxmi Same
9 20 27 7
Bharat Modern Britannia Rajlaxmi Same
0
5
10
15
20
25
30
Series1Series2
Series1Series2
InterpretationFrom above graph we can conclude that Britannia Daily Bread is the most sellable brandfollowed by Modern and the other brands.42.85% retailers are saying that Britannia is most sellable brand followed by Modern31.74% and Bharat 14.28% and Rajlaxmi 11.11%
Q.5 What do you feel, consumer consider while purchasing bread?
Quality Freshness Availability Price Brand Name
12 15 6 3 27
Quality Freshness Availability Price Brand Name
0
5
10
15
20
25
30
Series2Series1
InterpretationFrom above graph we can conclude that 42.85% respondents are giving more preferenceto the Brand name 23.80% are giving preference to freshness and 19.04% are giving preference to quality ,availability 9.52% and price 4.76%.
Q.6 Which of the following Bread will you recommend to consumer in case of absence of bread demanded by customer?
Bharat Modern Britannia Rajlaxmi Same
5 28 30 2 0
Bharat Modern Britannia Rajlaxmi Same0
5
10
15
20
25
30
Series1Series2
InterpretationFrom the above graph we can conclude that in absence of demanded brand by consumer retailer’s recommends Britannia Daily Bread first then Modern and then other brands.
Q.7 Which of the following brand is more consumed by customer?
Bharat Modern Britannia Rajlaxmi Same
2 23 36 2
Bharat Modern Britannia Rajlaxmi Same0
5
10
15
20
25
30
35
40
Series1Series2
InterpretationHere we can say that the Britannia Daily Bread is most consumed brand having 57.14%followed by Modern 36.50%, Bharat and rajlaxmi 3.17%
Q.8 What do you feel about Quality of bread of following brands?
Very Good
Good Average Bad Very Bad
Brands of BreadBharat Bread
7 19 24 11 2
Britania Bread
32 25 6 0 0
Modern Bread
15 30 13 5 0
Rajlaxmi Bread
2 19 20 16 6
Very Good Good Average Bad Very Bad0
5
10
15
20
25
30
35
Brands of BreadBharat BreadBritania BreadModern Bread Rajlaxmi Bread
InterpretationHere we find that 30% respondents are saying that the quality of Britannia daily Bread isvery good followed by Modern brand and then other brands.
Q.9 What do you feel about service provided by Britannia Daily Bread ?
Very Good Good Average Bad Very BadBritania Dialy Bread
31 6 21 5
Very Good
Good Average Bad Very Bad0
5
10
15
20
25
30
35
Britania Dialy Bread
Britania Dialy Bread
InterpretationHere we can conclude that 49.20% respondents are saying that service provided byBritannia Daily Bread is very good while 33.33% are saying that service provided by Britannia daily Bread average.
Q.10 What do you feel consumer gives weightage to brand or not?
Yes No55 8
Yes No0
10
20
30
40
50
60
Series1
IterpretationHere we can conclude that 87.30% respondents are giving weightage to brand while12.69% respondents are not giving weightage to brand.
Q.11Which pack of Britannia Daily Bread is more consumed by customer?
SandwichBread BhajiPav SpecialBread PremiumBread
31 21 7 4
SandwichBread
BhajiPav
SpecialBread
PremiumBread
0 5 10 15 20 25 30 35
Series2Series1
InterpretationHere we can conclude that sandwich bread is consumed 49.20% followed by bhajipav33.33%, special bread 11.11%, premium bread 6.34%.
Q.12 What size of Britannia Daily Bread has more sales in your shop?200Gms.400Gms.800Gms.12 41 10InterpretationHere we can conclude that 400gms size of bread is sold 65.07% followed by 200gmssize of bread 19.04%,800gms size of bread 15.87%.124110051015202530354045200 Gms . 4 0 0 Gms . 8 0 0 Gms.
Q.13 What is your response regarding packaging of Britannia Daily Bread?Verygood Good Average BadVerybad22 279 5InterpretationHere we can conclude that 42.85% respondents are saying that packaging of britanniaDaily Bread is good, 34.92% are saying very good,14.28% are saying average, 7.93% aresaying very bad packaging.222795051015202530Verygoo d G o o d A v e rageBad v e r ybad
Q.14 Where do you put Britannia Daily Bread in your shop?In front on desk in self Behind other bread32 20
11InterpretationHere we can conclude that 50.79% respondents are keeping Britannia daily Bread in front,31.74% on desk and 17.46% in self.32201105101520253035In fromt On d e s k I n s elfBehind otherbreadSeries1
Q.15 What do you feel regarding price of Britannia Daily Bread comparing withother Bread?Cheaper Competitive Costly12 37 14InterpretationHere we can conclude that 58.73% respondents are saying that the price of Britanniadaily Bread is competitive ,22.22% are saying that price is costly and 19.04% are sayingthat price is cheaper.1237140510152025303540Cheap e r C ompetiti v e C o stly
AnnexureQuestionnaireQ.1 Do you keep Britannia Daily Bread in your shop?[ ] Yes [ ] NoIf No then directly go to Name«««««««««
Q.2 Which of the following Bread Manufacturer gives you maximum profit margin?[ ] Bharat [ ] Modern [ ] Britannia[ ] Rajlaxmi [ ] Same
Q.3 Are you satisfied with profit margin you are getting from Britannia Daily Bread?[ ] Yes [ ] No
Q,4 which is the most sellable brand?[ ] Bharat [ ] Modern [ ] Britannia[ ] Rajlaxmi [ ] Same
Q.5 What do you feel, consumer consider while purchasing bread?[ ] Quality [ ] Freshness [ ] Availability[ ] Price [ ] Brand NameGive Ranks.
Q.6 Which of the following Bread will you recommend to consumer in case of absence of bread demanded by customer?[ ] Bharat [ ] Britannia[ ] Modern [ ] Rajlaxmi
Q.7 Which of the following brand is more consumed by customer?[ ] Bharat [ ] Britannia[ ] Modern [ ] Rajlaxmi
Q.8 What do you feel about Quality of bread of following brands?1 2 3 4 5 VeryGood Good Average
Bad Very Bad Sr. Brands of bread Rate the Their Quality 1 Bharat Bread 1 2 3 4 52 Britannia Bread 1 2 3 4 53 Modern Bread 1 2 3 4 54 Rajlaxmi Bread 1 2 3 4 5Q.9 What do you feel about service provided by Britannia Daily Bread ?1 2 3 4 5 Very Good Good Average Bad Very Bad 1 Britannia Daily Bread 1 2 3 4 5Q.10 What do you feel consumer gives weightage to brand or not?[ ] Yes [ ] NoQ.11 Which pack of Britannia Daily Bread is more consumed by customer?[ ] Sandwich Bread [ ] Bhaji Pav[ ] Special Bread [ ] Premium BreadQ.12 What size of Britannia Daily Bread has more sales in your shop?[ ] 200 Gms. [ ] 400 Gms.[ ] 800 Gms.
Q.13 What is your response regarding packaging of Britannia Daily Bread?[ ] Very good [ ] Good [ ] Average[ ] Bad [ ] Very Bad
Q.14 Where do you put Britannia Daily Bread in your shop?[ ] In front [ ] On desk [ ] In self [ ] Behind other bread
Q.15 What do you feel regarding price of Britannia Daily Bread comparing with other Bread?[ ] Cheaper [ ] Competitive [ ] Costly
Q.16 Give your suggestion to improve sales of Britannia Daily Bread .[1] Service:-[2] Quality:-[3] Advertisement:-[4] Packaging:-[5] Other:- Name :-Address:-
