SUMMER TRAINING REPORT On “COMPARATIVE STUDY OF BISCUITS WITH ITC SUNFEAST ” In Indian Tobacco company Ltd.,Saharanpur SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE Of MASTERS OF BUSINESS ADMINISTRATION
Submitted By: ABHISHEK MITTAL 2010-2012
COER School of Management
Uttarakhand Technical University
ABSTRACT This report is about comparison of Sunfeast ITC with other biscuit manufacturers.
This
research
report
has
been
prepared
on,
“Comparative study of biscuits with ITC Sunfeast ” at Marketing Branch ITC, Shamli. My purpose of training was to determine key players operating in the biscuit Industry by estimating their sale volumes and critically evaluate distribution practices. According to my research, I found that ITC is performing well and is giving good competition to other popular brands in Shamli in a very efficient manner.
__________________
____________________
Signature of Student
Signature of faculty
2
ACKNOWLEDGEMENT “There is joy in work. There is no happiness except in the realization that we have accomplished something” -Henry Ford The making of any project requires contribution from many people, right from inception till its completion. In my case also, there had been a few people who have made this happen. It was not only learning but also an enriching experience.
I would like to thank Mr. MUKUL KAMBOJ, for being a source of inspiration and for the valuable suggestions provided throughout. His constant followups and result orientation ensured that we successfully meet the deadlines.
I also thank my colleagues and friends for providing constant encouragement and help. Finally, I am grateful to my family members for their moral support and understanding.
“Teachers open the door, but you must enter by yourself”
3
PREFACE The customer is king: finally ten years after the liberalization of India's economy began the marketplace has, suddenly, become frighteningly competitive. Not only have new players including a host of powerful translation, stormed into the country, there are more brands available then even before in every segment of every market. Befittingly, for the time in above 50 years since Independence, delivering the final verdict will be the customer who is already finicky about what will buy, in future, only that which meets her every desire. This demands more intimate understanding of the customer by the smart companies'. In my project I have tried to Estimate and Identify the Critical Success Factors for the availability of sunfeast biscuits in the convenience channel in Shamli for ITC.
4
Contents Purpose of Training Company Profile
08 11
• History and Evolution
14
• The Mission and Vision Statement
17
• Awards and Accolades
18
• Corporate Strategies of ITC
19
• Products of ITC
20
• History of Saharanpur
26
• ITC Family
27
• SWOT Analysis
29
• Financial Performance The Indian FMCG Industry SWOT Analysis of Indian FMCG sector About Biscuit Manufacturers
31 32 34 36
• Parle
37
• Britannia
42
• Sunfeast
47
• Project Plan for Field Research Methodology
53 56
• Introduction of research • Objective & scope of study • Research description • Problem Formulation Analysis & Interpretation Survey Findings & recommendation Learning experience during training Bibliography Questionnaires 5
66 87 97 98
6
PURPOSE OF THE TRAINING
PROJECT TITLE:
•
Comparative study of biscuits with sunfeast ITC.
•
To determine key players operating in the Industry by estimating their sale volumes and critically evaluate distribution practices.
THE STUDY SHALL ENTAIL THE FOLLOWING :
Complete understanding of the category and industry: The key players with brand wise volumes. Availability & Visibility figures of key players by channels.
Understanding of the distribution process and the components of the distribution chain: 7
The players: Distributor, trade (Wholesale & retail), Salesman. Various channels and their dynamics (wholesale, convenience, grocer, tea stall/restaurant...) Distribution infrastructure (vehicle, sales force...) Distribution norms and practices: (inventory, billing, credit, delivery, frequency of service....) Strengths & Weaknesses of various players as regards distribution.
Understanding of various trade schemes in the market : Critically analyze the schemes as regards their design and effectiveness
Recommendations
for ITC to formulate a sales and distribution
strategy to align with industry needs.
8
9
COMPANY PROFILE
ITC is one of India's foremost private sector companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75 billion. ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today. ITC also ranks among India's top 10 `Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC has a diversified presence in Cigarettes, Safety matches, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care, Greeting Cards and other FMCG products. While ITC is an outstanding market
leader
in
its
traditional
businesses
of
Cigarettes,
Hotels,
Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel and Greeting Cards.
ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building
10
capabilities, effective supply chain management and acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of the country's biggest foreign exchange earners (US $ 2.8 billion in the last decade). The Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. This transformational strategy, which has already become the subject matter of a case study at Harvard Business School, is expected to progressively create for ITC a huge rural distribution infrastructure, significantly enhancing the Company's marketing reach. ITC's wholly owned Information Technology subsidiary, ITC InfoTech India Limited, is aggressively pursuing emerging opportunities in providing end-to-end IT solutions, including e-enabled services and business process outsourcing ITC's production facilities and hotels have won numerous national and international awards for quality, productivity, safety and environment management systems. ITC was the first company in India to voluntarily seek a corporate governance rating. ITC employs over 21,000 people at more than 60 locations across India. The Company
continuously
endeavors
to
enhance
its
wealth
generating
capabilities in a globalizing environment to consistently reward more than 3,97,000 shareholders, fulfill the aspirations of its stakeholders and meet societal expectations. This over-arching vision of the company is expressively captured in its corporate positioning statement:
"Enduring Value. For the nation. For the Shareholder."
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HISTORY AND EVOLUTION
ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company of India Limited'. Its beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the centre of the Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India's future. The Company's headquarter building, 'Virginia House', which came up on that plot of land two years later, would go on to become one of Kolkata's most venerated landmarks. The Company's ownership progressively Indianised, and the name of the Company was changed to I.T.C. Limited in 1974. In recognition of the Company's
multi-business
businesses -
Cigarettes &
portfolio Tobacco,
encompassing
a
wide
Hotels, Information
range
of
Technology,
Packaging, Paperboards & Specialty Papers, Agri-Exports, Foods, Lifestyle Retailing and Greeting Gifting & Stationery - the full stops in the Company's name were removed effective September 18, 2001. The Company now stands rechristened 'ITC Limited'.
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Though the first six decades of the Company's existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the beginning of a corporate transformation that would usher in momentous changes in the life of the Company.
ITC's Packaging & Printing Business Division was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today India's most sophisticated packaging house.
In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment. Since then ITC's Hotels business has grown to occupy a position of leadership, with over 75 owned and managed properties spread across India.
In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited, which today has become the market leader in India. Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002 and became a Division of the Company, Bhadrachalam Paperboards Division.
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. Since inception, its shares have been held by ITC, British American Tobacco and various independent shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD
13
was merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty Papers Division in November 2002.
Also in 1990, leveraging its agri-sourcing competency, ITC set up the International Business Division (IBD) for export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 9 states covering over 3.5 million farmers. ITC's first rural mall, christened 'Choupal Saagar' was inaugurated in August 2004 at Sehore. The year 2006 witnessed the ramping up of the Company's rural retailing network with 17 'Choupal Saagars' being operational in three states of Madhya Pradesh, Maharashtra and Uttar Pradesh.
In 2000, ITC's Packaging & Printing business launched a line of high quality greeting cards under the brand name 'Expressions'. In 2002, the product range was enlarged with the introduction of Gift wrappers, Autograph books and Slam books. In the same year, ITC also launched 'Expressions Matrubhasha', a vernacular range of greeting cards in eight languages and 'Expressions Paperkraft', a range of premium stationery products. In 2003, the company rolled out 'Classmate', a range of notebooks in the school stationery segment.
ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003). ITC also initiated a foray into the popular segment with its men's wear brand, John Players, in 2002. In December 2005, ITC introduced Essenza Di Wills, an exclusive line of prestige fragrance products, to select 'Wills Lifestyle' stores. In 2006, Wills Lifestyle became title partner of the country's most premier fashion event - Wills Lifestyle India Fashion Week - that has gained recognition from buyers and retailers as the single largest B-2-B platform for the Fashion Design industry. To mark the occasion, ITC launched a special 'Celebration Series', taking the event forward to consumers.
14
In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC Infotech India Limited, to more aggressively pursue emerging opportunities in this area. In a short span of 5 years, ITC Infotech has already crossed over US$ 60 million in revenues. It also has a joint venture with ClientLogic, a top five global Business Process Outsourcing (BPO) provider.
In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matches brands like iKno, Mangaldeep, VaxLit, Delite, Homelite and Aim.
THE MISSION AND VISION STATEMENT
THE ITC MISSION 15
THE ITC VISION
Awards & Accolades
16
•
Golden Peacock Global Award for Corporate Social Responsibility in Emerging economies for 2005 by World Council for Corporate Governance for the e-choupal and social & farm forestry initiatives
•
2005 Golden Peacock Award for Excellence in Corporate Governance
•
ITC Centre, Gurgaon awarded Platinum Green building rating by US Green Building Council -Leadership in Energy and Environmental Design –
largest Platinum rated building in the world; 7th such building in the world
•
Bhadrachalam paperboard unit :
–
adjudged ‘Greenest paper mill in India’ by The Centre for Science & Environment; won the Greentech Environment Excellence Gold Award
•
‘John Players’ adjudged the ‘Most Admired Shirt Brand of the Year’ at the Lycra® Images Fashion Awards (LIFA) awards in Jan’06
•
SAM/SPG Sustainability Leadership Award conferred at the International Sustainability Leadership Symposium, Zurich
•
Business Leadership Award for the Best Food Company, organized by NDTV Profit
17
CORPORATE STRATEGIES OF ITC ITC is a board-managed professional company, committed to creating enduring value for the shareholder and for the nation. It has a rich organizational culture rooted in its core values of respect for people and belief in empowerment. Its philosophy of all-round value creation is backed by strong corporate governance policies and systems.
Create multiple drivers of growth by developing a portfolio of world class businesses that best matches organizational capability with opportunities in domestic and export markets.
Continue to focus on the chosen portfolio of FMCG, Hotels, Paper, Paperboards & Packaging, Agri Business and Information Technology.
Benchmark the health of each business comprehensively across the criteria of Market Standing, Profitability and Internal Vitality.
Ensure that each of its businesses is world class and internationally competitive.
Enhance the competitive power of the portfolio through synergies derived by blending the diverse skills and capabilities’ residing in ITC’s various businesses.
Create distributed leadership within the organization by nurturing talented and focused top management teams for each of the businesses.
Continuously strengthen and refine Corporate Governance processes and systems to catalyze the entrepreneurial energies of management by striking the golden balance between executive freedom and the need for effective control and accountability.
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PRODUCTS OF ITC Today ITC is dealing in almost all the sectors of production. Some major areas of production are as follows:-
LEAF TOBACCO DIVISION ITC has brought modern farm practices and continuous improved to Virginia and Burley Tobacco cultivation. The company’s green leaf threshing at Anarporti and Chirala are the largest in Asia. They are the first tobaccos threshing plants in the world to get ISO 9002 accreditation for matching International norms. ITC’s ILTD (Indian Leaf Tobacco development Division) is India’s largest buyer, processor and exporter of leaf tobacco. Through its emphasis on quality and services, ILTD, is striving to make tobacco the “Golden Crop of India”.
HOTELS ITC entered the tourism industry in the year 1975 with the WELCOME Group, ITC’s hotels division. In less then 20 years it has created chain of Luxury Hotels at key location such as Agra, Andaman, Aurangabad, Jaipur, Jodhpur etc. for discerning business traveler it has created two distinct options, the exclusive Sheraton Towers, a hotel with in a hotel and the executive, club at all its destinations across the country. The Maurya Sheraton at Delhi and the Mughal Sheraton at Agra are the best in the world.
19
SEEDS ITC’s Agro-Business Division was set up to develop, produce and market hybrid and high yielding, varieties of seeds to farmers. Today, this division is a leader in oil seeds and other cereal crops. ITC’s Adarsh have emerged as one of the India’s leading brands of seeds well received by the farming commodities. Its Sunflower Hybrid Seeds performed better then the best in the National Trials Conduct by the Indian Council of Agricultural Research. This is a result of a commitment to plant breeding, farm technology, quality seed production and an extensive rural marketing network.
CIGARETTES ITC owns the brand leadership in every segment The Company has launched several new brands such as Capstan Menthol, Filter, Capstan standard, Gold Flake Kings, and Berkley Filter. Gold Flake Premium Filter has since been rolled out of market and Gold Flake Light King size has been introduced ITC’s strong brand portfolio has is demonstrated by the fact that scissors is the brand leader in volume, Wills remain as the largest free standing consumer product in India and Wills Gold Flake family has grown to be come the largest single trademark in the consumer product. ITC’s factories at Calcutta, Saharanpur, Bangalore and Munger have the 9002-quality accreditation The Company has signed an agreement with the British American Tobacco Company Limited (BAT) of which it is already an associate. As per this agreement ITC Ltd. launched BAT’s global brand such as State Express 555 and Benson and Hedges.
20
PACKING AND PRINTING It develop pack designs on 24-hours turnaround basis International Liquor brands and other fast moving consumer products manufactures are today some of the users of the company packing products. Through a strategy of being market leader and technology driven the ITC group has achieved market leadership and in the largest integrated source of paper and paperboard products. ITC’s printing and packaging division has a technical collaboration with Liquid Box Corporation USA, to manufacture and market bag-in box system in India.
SPECIALITY PAPERS In 1979, ITC entered the papers industry with ITC Bhadrachalam paperboards. Through the application of clonally technology and scientific plantation management, it has revolutionized land productivity. Today it offers the widest variety of papers and paperboard manufactured by the single group in India. Tribeni Tissues, which amalgamated, with the ITC group has emerged as the leader in custom specific specialty paper for cheques and passports and for the packaging, printing, insulation decorative laminate and communication industries.
FINANCIAL SERVICES ITC financial services were inaugurated in 1986. It diversified in to Asset Financing and capital market operations through its associates ITC Classic Finance Ltd. Classic has also ventured into Merchant and investment
21
banking, capital market intermediation, International advisory services and public deposit mobilization. Classic Today is one of the best capitalized Financial services Companies.
SPECIALTY PAPER ITC operates a 33000 TPA plant at Tribeni, West Bengal, to manufacturing specialty papers, mainly with the imported wood pulp cigarette packing paper to BAT subsidy in Africa and Central Asia. Margins in the business have been adversely affected with stiff price competition from domestic as well as imported products post reduction in import duty. ITC has been scouting for an international joint venture partner for upgrading technology in this business. The division received certification under ISO9001 quality standards and Gold Star awards From Royal Society for Prevention of accidents, UK .The specialty. Besides captive consumption, ITC also exports paper division contributed to Rs.1bn. to the total revenues during FY00 compared to 880.5mn in FY99. The company produced 16355 tons of specialty paper during the year. International business division, which is involved in handling exports from the company, did exports of Rs.3.2 billion during FY00.The division exports agri.- products to various countries across the globe. Recently the division has
decided to set up e-choupals for Shrimps
and coffee. These e-choupals would provide up-to -date information grading local and global weather and scientific practice followed at different place to farmers. The division has plans of setting up 300 such choupals across the country current year ITC also has an InfoTech division, which is being
22
realigned to focus on e-commerce software solutions. The company plans to hive off its InfoTech division in to a separate subsidiary.
NEW ENTERANCE The company has decided to venture in to a number of new and unrelated areas. ITC has recently launched its leisure apparels under Wills sports brand to leverage on its Wills brand equity. The company had also ventured into Branded Holidays business, which is being reviewed as performance has been below expectations.
EARNING FACTORS •
Excise duty changes on cigarettes.
•
New product launches are as: Rothmans International brand portfolio may be
launched
through
ITC, as Rothmans has withdrawn
proposal for 100% subsidiary post global merge with BAT. •
Leaf & tobacco crop depends on weather conditions, which results its impact on material costs. •
Export markets reduce dependence on domestic market.
•
Exports are also affected by the domestic crop production.
23
•
Paper/paperboard margins depend on International paper & wood pulp Prices as well as charges in custom duty rates.
•
Excise duty exemption in northeastern states and also one of the largest Non banking financial services.
ITC - Business Portfolio
ITC
FMCG: Cigarettes Other FMCG
Agri Business
Hotels
Leaf Tobacco Agri Commodities
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Paperboard Paper & Packaging
HISTORY OF SAHARANPUR
1925: Cigarette manufacturing unit established. 1926: Manufacturing of cigarette began & brands were Red Bird, Duck & Peacock. 1935: Packing Machines established. 1938: Created cigarette workers union with the help of J.B.Miller & Pt. Kamalnath. 1940: First major strike came in practice. 1942: The post of Labor Welfare Officer created. 1953: First long term agreement marked signing. 1970: Company got its name Indian Tobacco Company (ITC) 1983: The computer center was set up in ITC SAHARANPUR unit. 1984: An Integrated Factory Information System was developed at Bangalore.
25
1986: The Technological training center was established. 1994: High & Luxury tax was imposed on all branches of cigarettes 1995: Saharanpur unit bagged British Safety Council National Award for its low rate of accident.
ITC FAMILY ITC PAPERBOARD LIMITED India’s largest manufacture of paper & paperboard. It also a India’s largest exporter of paper & paperboard industry.
ITC CLASSIC FINANCE LIMITED It is Rs. 315Cr Company, which is established to offer preferred financial services & products.
ITC AGRO-TECH LIMITED Business processes edible oil & also moving towards consolidating other aspects of edible oil procurement, marketing & trading.
ITC FILTRONA LIMITED 26
A joint venture with filtrona international limited. UK is making available in India the latest Cigarette filter technology including technology advance multiple filters.
ITC ZENECA LIMITED A unique partnership of two major players in agro-business, ITC with ZENECA limited UK. It develops high quality seeds for the Indian agriculture sector.
INTERNATIONAL TRAVEL HOUSE LIMITED One of the India’s leading travel & tour agency offering services for business & leisure travelers throughout India, in the business of “rent a car” under the “Eurocar” brand& in the process of setting of golf resets of International standards.
SURYA TOBACCO COMPANY LIMITED ITC’s joint venture project in Nepal is the company’s largest private sector corporation with brands leader in every segment. ITC has achieved the “Super star trading house” status. It contributes over 4% of the revenue, provides 9% of the Indian agri-export & about 2% of the company’s total export centers total tax.
INDIAN TOBACCO DIVISION It is India’s largest manufacture & exporter of cigarette. It has the market share of 67% of the total cigarette market in India.
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ITC HOTELS LIMITED ITC hotels limited are a premier hotel chain catering to the International travelers. Its the market & operates 16 leading hotel properties under the Welcome group banner. It has the collaboration with ITC Sheraton USA for the International marketing of the ITC hotels.
SWOT ANALYSIS SWOT stands for Strengths, Weaknesses, Opportunities and Threats. It is basically used as an important technique through which a company can evaluate its positive features and overcome its negative aspects. The following is the SWOT analysis of ITC:
STRENGTHS: Products of ITC are quality products and have good repute in the market. The pricing policy is best among its competitors when compared with the quality. Packaging is of high standards. State-of-the-art technology is used in developing the products. The sales force is dedicated and very sincere.
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WEAKNESSES: The product range of the company is very limited in some of the product categories. The distribution network still needs a lot of improvements as ITC’s products are not available at every shop. Trade schemes and promotional activities are very less frequent.
OPPORTUNITIES: ITC should continue targeting the rural market and near by places as it holds tremendous opportunities in the nearby future. With the presence of 12.2 % of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. ITC must add some more products to its product profile to cover wider area and provide wider range to attract more customers specially the kids. ITC must restrengthen its distribution channel in order to improve the availability of its products and to gain a larger market share for its products.
THREATS: 29
The aggressive nature of the competitors is the main threat to the Company. The distribution network of its competitors (Specially Local Players) is very strong. The indirect reach of the company is too weak (I.e. through Promotional activities) Government policy is unfavorable and discouraging towards the tobacco products.
FINANCIAL PERFORMANCE Annual Financial Highlights of ITC (in Rs. Cr.)
PARTICULARS
2007-08
CAGR
GROSS TURNOVER
19841.54
12.9
NET TURNOVER
12313.83
15.5
PBDIT
4299.13
19.9
PAT
2699.97
23.7
7.20
23.4
EARNINGS PER SHARE 30
NET WORTH
10425.00
22.5
CAPITAL EMPLOYED
11125.00
17.5
FINANCIAL HIGHLIGHTS
Figure: 1
Figure: 2
Figure: 3
THE INDIAN FMCG INDUSTRY
The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organized and unorganized segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand
31
makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge. The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Unilever Ltd. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands.
THE TOP 10 COMPANIES IN FMCG SECTOR
1. Hindustan Unilever Ltd.(Hul) 2. ITC (Indian Tobacco Company) 3. Nestle India
32
4. GCMMF (Amul) 5. Dabur India 6. Parle Agro 7. Cadbury India 8. Britannia Industries 9. Procter & Gamble Hygiene and Health Care 10 Marico Industries
SWOT ANALYSIS OF INDIAN FMCG SECTOR Strengths: 1. Low operational costs.
33
2. Presence of established distribution networks in both urban and rural areas. 3. Presence of well-known brands in FMCG sector.
Weaknesses:
1. Lower scope of investing in technology and achieving economies of scale, especially in small sectors. 2. Low exports levels. 3. "Me-too" products, which illegally mimic the labels of the established brands. These products narrow the scope of Branded FMCG products in rural and semi-urban market.
Opportunities:
1. Untapped rural market. 2. Rising income levels i.e. increase in purchasing power of consumers. 3. Large domestic market- a population of over one billion. 4. Export potential. 5. High consumer goods spending.
Threats: 1. Removal of import restrictions resulting in replacing of domestic brands.
34
2. Slowdown in rural demand. 3. Tax and regulatory structure.
The performance of the industry was inconsistent in terms of sales and growth for over 4 years. The investors in the sector were not gainers at par with other booming sectors. After two years of sinking performance of FMCG sector, the year 2005 has witnessed the FMCG demand growing. Strong growth was seen across various segments in FY06 and 07. With the rise in disposable income and the economy in good health, the urban consumers continued with their shopping spree.
35
36
PARLE Introduction A long time ago, when the British ruled India, a small factory was set up in the suburbs of Mumbai city, to manufacture sweets and candies. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time. A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets and candies. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality.
How Parle fought to make biscuits affordable to all. Biscuits were very much a luxury food in India, when Parle began production in 1939. Apart from Glucose and Monaco biscuits, Parle did offer a wide variety of brands.
However, during the Second World War, all domestic biscuit production was diverted to assist the Indian soldiers in India and the Far East. Apart from this, the shortage of wheat in those days, made Parle decide to concentrate on the more popular brands, so that people could enjoy the price benefits. Thankfully today, there's no dearth of ingredients and the demand for more premium brands is on the rise. That's why, we now have a wide range of
37
biscuits and mouthwatering confectionaries to offer.
The strength of the Parle Brand Over the years, Parle has grown to become a multi-million US Dollar company. Many of the Parle products - biscuits or confectionaries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971.
Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India. The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack and confectionery brands, such as, Melody, Poppins, Mangobite and Kismi, enjoy a strong imagery and appeal amongst consumers.
Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great taste! And yet, we know that constantly innovating and catering to new tastes have built this reputation. This can be seen by the success of new brands, such as, Hide & Seek, or the single twist wrapping of Mango bite. In this way, by concentrating on consumer tastes and preferences and emphasizing Research & Development, the Parle brand grows from strength to strength.
The Quality Commitment Parle Products has one factory at Mumbai that manufactures biscuits & confectioneries while another factory at Bahadurgarh, in Haryana manufactures biscuits. Apart from this, Parle has manufacturing facilities at
38
Neemrana, in Rajasthan and at Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana are the largest such manufacturing facilites in India. Parle Products also has 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries, on contract.
All these factories are located at strategic locations, so as to ensure a constant output & easy distribution. Each factory has state-of-the-art machinery with automatic printing & packaging facilities.
All Parle products are manufactured under the most hygienic conditions. Great care is exercised in the selection & quality control of raw materials, packaging materials & rigid quality standards are ensured at every stage of the manufacturing process. Every batch of biscuits & confectioneries are thoroughly checked by expert staff, using the most modern equipment.
The Marketing Strength The extensive distribution network, built over the years, is a major strength for Parle Products. Parle biscuits & sweets are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500.
Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers & retailers. Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution network.
The Parle marketing philosophy emphasizes catering to the masses. We constantly endeavour at designing products that provide nutrition & fun to
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the common man. Most Parle offerings are in the low & mid-range price segments. This is based on our cultivated understanding of the Indian consumer psyche. The value-for-money positioning helps generate large sales volumes for the products.
However, Parle Products also manufactures a variety of premium products for the up-market, urban consumers. And in this way, caters a range of products to a variety of consumers.
The Customer Confidence The Parle name conjures up fond memories across the length and breadth of the country. After all, since 1929, the people of India have been growing up on Parle biscuits & sweets. Today, the Parle brands have found their way into the hearts and homes of people all over India & abroad. Parle Biscuits and confectioneries, continue to spread happiness & joy among people of all ages. The consumer is the focus of all activities at Parle. Maximizing value to consumers and forging enduring customer relationships are the core endeavours at Parle. Our efforts are driven towards maximising customer satisfaction and this is in synergy with our quality pledge. "Parle Products Limited will strive to provide consistently nutritious & quality food products to meet consumers' satisfaction by using quality materials and by adopting appropriate processes. To facilitate the above we will strive to continuously train our employees and to provide them an open and participative environment."
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PARLE BISCUITS AVAILABLE IN MARKET Name
gm
Flavour
price
GLUCOSE Parle G
19 44 66 88 220 440 PREMEUM GLUCOSE
Rs 1 Rs 2 Rs 3 Rs 4 Rs 10 Rs 20
Milk shakti
75 150
Rs 5 Rs10
Parle 20-20
75 110 220
Rs 5 Rs10 Rs 22 CREAM
Parle Cream
Bonn-Bonn
Monaco
90 90 90 90 90 180
orange ilachi mango pineapple chocolate chocolate SNACKY
75 110
Rs 5 Rs 5 Rs 5 Rs 5 Rs 10 Rs 18 Rs 7 Rs 10
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Parle Namkin
75
Rs 5
Krack Jack
75 120
Rs 7 Rs 10 MARIE
Digestive Marie
182
Hide & Seek
25 50 100
Rs 13 HIDE & SEEK Rs 4 Rs 8 Rs 15
BRITANNIA COMPANY OVERVIEW
The story of one of India's favourite brands reads almost like a fairy tale. Onceupon 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 a result, 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 following year, 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. 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
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the pre-eminent food brand of the country. It was equally recognised 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 vision and 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 and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-third of India's one billion population 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.
LATEST PRESS ARTICLE
CARTS MAKE HORSE SENSE FOR BRITANNIA
Economic Times, Bangalore, 23 July 08 TAKING a leaf out of the book of the itinerant green-grocer, biscuits major Britannia has launched pushcarts to deliver fresh food products, especially breakfast items, at consumers' doorsteps. The company came up with the idea of mobile carts for direct-to-home sales Britannia Industries calls it a modern retailing model - to deliver fresh products in localities which do not have large or small retail outlets in the vicinity. "Most Indian cities are undergoing rapid development and expansions of number of localities which require such a retailing model are coming up. By plying pushcarts in such colonies Britannia ensures its consumers get regular supply of fresh products at their door step," vicepresident (sales, marketing and innovation) Neeraj Chandra said. Sales through mobile carts have started in some residential colonies in Mumbai and Delhi and Britannia is evaluating plans for expansion into other cities. "The Britannia pushcarts ply inside a number of localities everyday and carry all Britannia products right from breads to biscuits, rusks , cakes , cheese. The pushcarts also benefit residents by carrying exclusive offers and announcements, displaying new products launched from time to time," Mr. Chandra said. The pushcart vendors, kitted out with smart uniforms and caps, are trained on how to interact with consumers and provide key inputs on the consumer preferences. "By regular interactions and with experience, the vendors also recognise variations in demand through the week and special needs of consumers in terms of speciality breads and products, thereby making sure of continuous
43
availability and no stock-outs." Although the company did not reveal the revenue contribution from the pushcart retail model, it said it had received a "good response from the consumer." Britannia, which has biscuit brands like Good Day, Tiger and Pure Magic, has of late increased focus on its breakfast foods portfolio
MILESTONES 1892 1910 1921 1939 – 44
The Genesis - Britannia established with an investment of Rs. 295 in Kolkata Advent of electricity sees operations mechanized Imported machinery introduced; Britannia becomes the first company East of the Suez to use gas ovens Sales rise exponentially to Rs.16,27,202 in 1939 During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore
1975 1978 1979 1983 1989 1992
Britannia Biscuit Company takes over biscuit distribution from Parry's Public issue - Indian shareholding crosses 60% Re-christened Britannia Industries Ltd. (BIL) Sales cross Rs.100 crore The Executive Office relocated to Bangalore BIL celebrates its Platinum Jubilee
44
1993 1994
Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Groupe Danone in BIL Volumes cross 1,00,000 tons of biscuits
1999
Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make every third Indian a Britannia consumer' BIL enters the dairy products market "Britannia Khao World Cup Jao" - a major success! Profit up by 37%
2000
Forbes Global Ranking - Britannia among Top 300 small companies
1997
2001
BIL ranked one of India's biggest brands No.1 food brand of the country Britannia Lagaan Match: India's most successful promotional activity of the year
2002
Maska Chaska: India's most successful FMCG launch BIL launches joint venture with Fonterra, the world's second largest dairy company Britannia New Zealand Foods Pvt. Ltd. is born Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global Economic Times ranks BIL India's 2nd Most Trusted Brand
2003
2004
Pure Magic -Winner of the Worldstar, Asiastar and Indiastar award for packaging 'Treat Duet'- most successful launch of the year Britannia Khao World Cup Jao rocks the consumer lives yet again Britannia accorded the status of being a 'Superbrand' Volumes cross 3,00,000 tons of biscuits
2005
Good Day adds a new variant - Choconut - in its range Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant! Britannia launched 'Greetings' range of premium assorted gift packs The new plant in Uttaranchal, commissioned ahead of schedule. The launch of yet another exciting snacking option - Britannia 50-50 Pepper Chakkar
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2007
2008
Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a 70 percent beneficial state in the Dubai-based Strategic Foods International Co. LLC and 65.4% in the Oman-based Al Sallan Food Industries Co. SAOG. Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies', Low Fat Dahi and renovated 'MarieGold'
BRITANNIA BISCUITS AVAILABLE IN MARKET Name
gm
Flavour
Price GLUCOSE
TIGER
16 44 67 88
Rs 1 Rs 2 Rs 3 Rs 4
MILK BIKIS NICE
67 200
Rs 5 Rs 15
CREAM T-CREAM TREAT
85 85 85 180 100
Kesar orange Rose Chocolate Chocolate
Rs 5 Rs 5 Rs 5 Rs 22 Rs 12
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MARIE GOLD
198
Rs 13
PREMIUM QTY GOOD DAY
92 92
Butter Kashew
Rs 10 Rs 12
LITTLE HEART 50-50
87
Rs 10
50
Rs 5
NUTRI CHOICE DIGESTIVE
250
Rs 35
100
Rs 14
SUNFEAST INTRODUCTION TO THE BISCUIT SEGMENT OF ITC ITC launched delicious biscuits of international quality under the Sunfeast range on 28th July 2003. The biscuits were launched after a great deal of market research. Sunfeast Glucose, Sunfeast Marie and Dream Cream biscuits were the first to make an appearance in the market. In a short span of 3 years Sunfeast has launched many new varieties and has its presence in almost all types of biscuit categories
ITC launches "Sunfeast'' range of biscuits "Sunfeast" - the umbrella brand name introduced in the Glucose, Marie and Cream segments "Sun" mascot - the brand ambassador reinforcing the positioning of the brand "Spread the Smile" Product Innovation - two unique and new flavours - for the first time in the India market- Orange Marie and Butterscotch Cream biscuit
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"Sunfeast" - to be launched nationally in phases in over One million retail outlets across the country. Kolkata - July 30, 2003: ITC's Foods business today announced the launch of the "Sunfeast" range of high quality and great tasting biscuits with offerings in Glucose, Marie and Cream segments. Speaking on the occasion, Mr. Ravi Naware, Divisional Chief Executive, ITC Limited - Foods Division said, "the launch of "Sunfeast", marks ITC Foods entry into the branded biscuit market with a range of offerings in both basic and value added segments." "Sunfeast", with the Brand Essence "Spread the Smile" connotes happiness, contentment, satisfaction and pleasure one would derive from great tasting and high quality biscuits. The brand positioning and imagery is reinforced by the Sun mascot conveying the emotional and gratifying aspects of the product. "The latest offering from ITC Foods is in tune with the company's strategic direction to develop new product lines by synergising its proven competencies. We believe that our understanding of the Indian consumer is reflected in the increasing confidence in the "ITC" brand and more importantly the trust that Indian consumers are reposing in all our products" added Mr. Naware. "Sunfeast" range of biscuits is competitively priced and would include two new product innovations - Orange flavoured Marie and Butterscotch flavoured Cream biscuits launched for the first time in the Indian market.
"Sunfeast Biscuits" - Initial Offerings Sunfeast Glucose Biscuits deliver the Natural Goodness of Wheat and is available in 100 gms, 75 gms and 19 gms priced at Rs 4/-, Rs 3/- and Re 1/- respectively targeting children between the age group 4-14 years and their mothers. Sunfeast Orange Marie - a very differential offering is available in 200 gms, priced at Rs 13/- and "Sunfeast Marie Light" - Light & Crispy, available in 200 gms and 400 gms, priced at Rs 13/and Rs 19/- respectively. Targeting housewives and families. Sunfeast Orange Cream, Sunfeast Butterscotch Cream & Sunfeast Bourbon Cream - Smooth & Yummy Cream Biscuits, available in 100 gms, priced at Rs 10/-, Rs 10/- and Rs 12/respectively. Targeting children between the age group 4-14 years. ITC Limited - Foods Division, being in the forefront of product innovation has introduced two new flavours Orange Marie and Butterscotch Cream Biscuits after 12 months of product
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research and development and extensive sampling across 14,000 consumers across all POP first time in the Indian market. the entire range of "Sunfeast Biscuits" will be packed in vibrant colours, distinctive graphics and fonts identifying sub categories - at the same time maintaining a consistent look of the umbrella brand "Sunfeast".
Sunfeast breaks Guinness World Record for simultaneous plantation Sept 05, 2005 • Sapling plantation drive under the aegis of Sunfeast Hara Banao Campaign breaks previous Canadian record • For the first time in the world, people from the grassroots have come together to create a Guinness World Record, thereby putting India on the global map of achievers. • Khammam farmers achieve international acclaim through the unique planting initiative under Sunfeast Hara Banao campaign. Bhadrachalam
Sunfeast is set to enter the prestigious Guinness Book of World Record through a novel Sapling Plantation Drive. Under the
49
auspices of "Sunfeast Hara Banao Campaign", ITC Foods in conjunction with ITC-PSPD (Bhadrachalam Unit) successfully planted a record-breaking 3,00,587 (Three hundred thousand, five hundred and eighty seven) saplings across 17 villages in the Khammam district of Andhra Pradesh in India. The effort was achieved within a record time of 20 (twenty) minutes in the presence of esteemed guests including the Khammam District Collector Mr.N.R.Nimje (IAS) and the Sub District Collector Dr.M.S.Yogita Rane (IAS) among others. Through this effort, Sunfeast, together with the local community, has put India on the global map. A total of 15,907 (Fifteen Thousand nine hundred and seven) farmers and 300 volunteers from the region were involved in this unique world record-breaking plantation in record time of 20 minutes. Both digging and planting was done simultaneously to achieve the feat. This international level achievement by farmers of Khammam district breaks the existing record of 1,34,083 saplings planted in one hour currently held by a Canadian organization. While granting international acclaim to the farmers the initiative also brings under cultivation 264 acres of cultivable land thereby contributing to the economic and ecological development of the region. "Sunfeast Hara Banao Campaign was conceived to sensitize people about the deteriorating environmental conditions and show them how every one of them can make a difference and contribute toward environmental upgradation. This exercise will put the citizens of Khammam District on the world map and hopefully work as a trigger to generate interest and get more people to participate in the cause of environmental protection" says Mr. Ravi Naware, Divisional Chief Executive, ITC Ltd Foods Division. Adds Mr. Pradeep Dhobale, Divisional Chief Executive, ITC PSPD "ITC's presence in the pulp based value chain provides the basis for a significantly enlarged contribution by developing wastelands through the promotion of agro forestry. In partnership with NGOs, the government and the rural community, ITC identifies poor tribals with private wastelands and organizes them into self-supporting forest user groups. The Guinness World Record breaking attempt under the aegis of Sunfeast Hara Banao Campaign is a step in this direction towards empowering the poor tribal population." "We believe that creating this record will inspire more children and citizens to take an interest in the development and enhancement of the economic and ecological landscape of India's rural hinterland" concluded Mr. Ravi Naware.
Shah Rukh Khan To Launch ITC Sunfeast In US ITC Foods has tied up with New York-based company ‘House of Spices’ to launch its biscuit brand Sunfeast across the US.
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“To announce Sunfeast's foray into the US, we are beaming television commercials featuring Shah Rukh Khan on Indian channels in the US,” Ravi Naware, chief executive officer, ITC Foods. On the other hand, Parle Products Ltd is soon spreading its wings to Russia and Bangladesh to launch its flagship brand Parle G. Currently, Parle G is the largest selling glucose biscuit brand across the globe. With these, Indian biscuit majors foraying into international markets with home-grown brands is becoming increasingly commonplace. Just what's fuelling this enthusiasm? “The category is getting overcrowded with too many local and national players.To enhance their value and volume growth, big players are now stepping outside India to woo consumers,” added analysts. According to analysts, the Rs 4,000 crore branded biscuits market will witness a lot of action this year as major players are expanding their reach both in Indian and global markets. On the company's export initiatives, Ravi Naware said: “For Sunfeast's foray into international markets, we are tying up with local distributors in these countries.” As for Parle Products's export plans, Mr Pravin Kulkarni, director, Parle Products said: “We are already present in Australia, South Korea, African and Gulf countries. We are also entering Bangladesh this year. We have set up two additional plants in Bhuj and Rudrapur.” According to analysts, the branded biscuit market will register a 12 % growth in India as many consumers are increasingly shifting from non-branded to to branded products for health reasons.
SUNFEAST BISCUITS IN MARKET
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GLUCOSE GL – 16 GM GL – 44 GM GL – 66 GM GL – 88 GM GL - 220 GM GL - 440 GM ( FAMILY PACK)
NET PTR. 0.91 1.82 2.73 3.64 9.10 18.38
MRP. 1 2 3 4 10 20
FIT * KIT VITAMIN & PROTEIN 75 GM MULTI GRAIN 100 GM / WITH PROMO BENNE VITA FLAXSEED 92 GM
NET PTR. 4.51 8.93 17.87
MRP. 5 10 20
MARIE MARIE-LIGHT / ORANGE MARIE - 183 GM MARIE – 366 GM ( FAMILY PACK)
NET PTR. 11.62 21.29
MRP. 13 24
PREMIUM CREAM PINE APPLE CREAM 90 GM MANGO CREAM 90 GM ELAICHI CREAM 90 GM BUTTERSCOTCH CREAM 90 GM STRAWBERRY CREAM 90 GM ORANGE CREAM 90 GM MILY MAGIC CREAM 90 GM BOURBON CREAM 88 GM BUTTERSCOTCH 180 GM / 200 GM ORANGE CREAM 180 GM / 200 GM STRAWBERRY CREAM 180 GM / 200 GM BOURBON CREAM 176 GM
NET PTR. 8.93 8.93 8.93 8.93 8.93 8.93 10.72 10.72 16.08 16.08 16.08 19.86
MRP. 10 10 10 10 10 10 12 12 18 18 18 22
DARK FANTACY DARK FANTASY -150 GM DARK FANTASY -240 GM DARK FANTASY -300 GM
NET PTR. 25.62 50.89 51.23
MRP. 30 60 60
SPECIAL CREAM NET PTR. SUNFEAST SPECIAL ORANGE CREAM – 75GM 4.55 SUNFEAST SPECIAL ORANGE CREAM - 150GM 9.10 SUNFEAST SPECIAL ORANGE CREAM - 250GM 13.65 SUNFEAST SPECIAL CHOCO CREAM - 75GM 4.55 SUNFEAST SPECIAL CHOCO CREAM – 150GM 9.10 SUNFEAST SPECIAL CHOCO CREAM – 250GM 13.65
MRP. 5 10 15 5 10 15
SPECIAL COOKIES SUNFEAST SPECIAL BUTTER - 75 GM SUNFEAST SPECIAL BUTTER - 150 GM SUNFEAST SPECIAL BUTTER - 250 GM SUNFEAST SPECIAL CASHEW - 75 GM
MRP. 5 10 18 6
NET PTR. 4.47 8.93 16.25 5.36
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SUNFEAST SPECIAL CASHEW - 150GM SUNFEAST SPECIAL CASHEW - 250GM SUNFEAST SPECIAL COCONUT - 72GM SUNFEAST SPECIAL COCONUT – 165GM SNACKY SNACKY SALTED 75 GM SNACKY CHILLI 75 GM SWEET N SALTY - 75 GM SNACKY SALTED 110 GM SNACKY CHILLI 110 GM
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10.72 18.05 4.51 8.93
12 20 5 10
NET PTR. 13.28 6.25 6.25 8.93 8.93
MRP. 7 7 7 10 10
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PROJECT PLAN IN TERMS OF FIELD STUDY OF THE PROJECT The entire project activity was divided into weekly milestone to ensure the following:
Complete framework of the project Completion of the project on time To be economize on time To make continuity of the project Timely completion of the weekly schedules
WEEK- 1 Visiting the marketing branch of ITC. Meeting the project guide to make a scheduled plan for the coming week. Visiting WD (wholesale dealer) point of ITC to know their working process.
WEEK-2 Making a general survey of the market (wholesaler, retailer& customer) to find out the top selling brands with in which the study has to be done.
Five brands came in picture which is most operating brands in the market along with two brands which operates only in some areas of Shamli.
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WEEK-3 Designing a questionnaire to get information regarding the top selling brand out of the chosen three brands.
Divided Shamli in four zones to cover one area in one week.
WEEK- 4,5,6,7 Interviewed retailers, wholesalers & consumers in first zones which covers the areas of Shamli.
WEEK-8 Analysis & interpretations
Suggestions & Recommendations.
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57
INTRODUCTION OF RESEARCH
This chapter focuses on the methodology and the techniques used for the collection, classification and tabulation of data. It sheds light on the research problem the objective of the study its limitations and the hypothesis that have evolved for the study. The later part of the chapter explains the manner in which the data is collected, classified, tabulated and analyzed so as to reach to conclusive results.
Research Methodology has many dimension, it includes not only the research methods but also considers the logic behind the methods used in the context of the study and explains why only a particular method or technique has been used so that search lend themselves to proper evaluation. Thus in a way it is a written game-plan for concluding research. Therefore in to design
58
a research problem it is necessary to design a research methodology for the problem as the same may differ from problem to problem.
OBJECTIVES OF THE STUDY On the basis of my study objectives and scope of the study is as follows :
1) To study the brand preferences for different biscuits. 2) To find the extent of brand loyalty that exists among different biscuit brands. 3) To study the influence of various aspects on buying behaviour and to conduct a comparative analysis across different respondents. 4) To estimate the biscuits industry in Shamli Area. 6)Collection of data and representing them graphically. 7)To analyze the data collected the according to it some recommendations.
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8)To suggest the distribution system for ITC and to point out the strong points of it.
Research Description
HYPOTHECATION OF THE STUDY Hypothesis is considered as the principal instrument in research. It enables to make probability statement about population parameters. The study will be conducted under the broad framework of the following Hypothecation. 1.
Buyer's (customers) give equal importance to different factors while deciding about the purchase of biscuits.
2.
Buyers consider price.
3.
Different media knowledge and in influencing the buyer.
4.
Children at home are a major factor in deciding a particular brand of biscuits.
SCOPE OF STUDY : 60
The scope of study has been limited to sample size of 100 Retailers due to the time and the cost constraints. However, the scope of the study with respect to geographical area is restricted to the city of Shamli.
NATURE OF STUDY: It is an exploratory research and the basic aim of exploratory research is to gain familiarity with the phenomena or to achieve new insights into it. So the study has tried to find out the psychograph of the consumer and to find, who have the maximum influence on the decision making of the consumers.
RESEARCH DESIGN To study the consumer behaviour with respect to Brand Preference in Different Brands of Biscuits sample survey method has been chosen sample survey method has been chosen because of its benefits over other methods. It allows direct contact with the customer and therefore customer psycho can be studied more efficiently. To collect data a number of techniques are employed under the sample survey method like questionnaire, observation and interview schedule. The increasing of questionnaire and schedule it probably due to increased emphasis by social scientists on quantitative measurements to uniformly accumulated data.
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SELECTION OF SAMPLE Social phenomenon being very vat, it becomes impossible to contact each and every individual of the population due to limitations of essential resources like time and money. Therefore, the study is preferable borrowed down to a representative sample to make the study more manageable. Keeping in view of the objectives and resource limitations of the study, samples of 100 retailers were considered. The selected sample is representative of the population and is accurate and practicable.
SAMPLING PLAN The following factors have to be decided with in the scope of sampling plan.
1. SAMPLING UNIT First step in developing any sample design as to clearly define the set of objectives technically called the universe to be studied. The universe can be finite or infinite. My universe was finite as I opted for specific city Shamli.
2. SAMPLE SIZE :
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This refers to the people surveyed although large samples are more reliable but due to shortage of time and money a small representative of 100 shopkeepers were chosen.
3. SAMPLING PROCEDURE : This refers to procedure by which respondents should be chosen. In order to obtain a representative sample a probability sample of population was drawn.
4. SAMPLE DESIGN: Because the primary sampling unit represented a cluster of unit based on geographic area of Shamli.
COLLECTION OF DATA After the research problem has been defined and the research design has been chalked out, the task of data collection begins. The data can be collected mainly through primary sources, but it was supplemented by secondary data. For the collection of primary data, the respondents were contacted personally and the research instrument used for gathering data was the face to face interview. To get further insight into the research problem, interview regarding their buying practices too was made. This was done to cross check the authenticity of the data provided.
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To supplement the primary data and to facilitate the process of drawing inferences secondary data was collected from published sources like magazines journals, newspapers etc.
ANALYSIS OF DATA Data, after collection, has to be analysed in accordance will the outline laid for the purpose at the time of developing the research plan. The term analysis refers to the computation of certain measures along with searching for patterns of relationship that exist among data groups Data presented in state appears unrecognized and complex. Statistical processors are used to read this complex data into some significant understandable form. The method of data analysis includes procedures for classifications, ending, tabulation a statistical analysis of raw data.
CLASSIFICATION OF DATA It refers to the process of arranging data into homogeneous classes subsequent to the collection of data, the results were sorted out and arranged in different categories.
TABULATION OF DATA : After classification and coding data is arranged in the form of tables also and fit chart being used. Tabulation is therefore, arrangement of data in columns and rows. After the research problems has been defined and the research design has been chalked out, the task of data collection begins. The data can be collected from primary and secondary sources. The basic premises of my study are primary data but at the same time it is supplement
64
with the secondary data. Random sample that was representative of the target market was chosen, the respondents were contacted personally and the research instrument used for gathering data was face to face interview. To get further insight into the research problem interview regarding these buying practices too was made.
PROBLEM FORMULATION ITC Ltd wants to increase its sale of it’s biscuits produced under the brand sunfeast. For this purpose a lot of research was going on in many parts of north India. So Shamli area was given to me to do the research work. This research is basically done to explore the biscuit market of the in Shamli. This study should entail many things like which are the major operating brands of biscuits in the market, who are the major companies operating in the market of Shamli, what are the distribution norms & practices & above all what are the various trade schemes on the product in the market of Shamli.
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The study should cover all important element of the market, which give useful information to ITC for making available the biscuits in the convenience channel in the market of Shamli.
RESEARCH PROPOSAL Some shopkeepers were interviewed in the course of the study to gather the information to fulfill the stated objectives. During my survey, I found that there are three types of convenience outlets. These are:I. Those outlets, which are not at all interested in keeping the biscuits, not even local ones. II. Those outlets, which are interested in keeping only the local biscuits. III. Those outlets, which are interested in keeping branded and local biscuits both.
Limitations of the study No research work is complete in itself. There are certain factors which are beyond the control of the researcher but do affect the study. A few limitations are as follows: Due to personal biasness of the individuals involved in the study, the results thus obtained may also be not so much accurate. Another factor was short span of the time.
66
The sample size for consumers is small; it may not be the true representation. Analysis is based on the tables only.
67
ANALYSIS & INTERPRETATION The data, which is collected through the survey, is analysed and interpretation is given on the basic of analysis.
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MARKET SHARE OF THE BISCUIT COMPANIES IN SHAMLI ON THE BASIS OF THE SURVEY
NAME OF COMPANY
PERCENTAGE OF MARKET SHARE (out of 100)
PARLE
40%
BRITANNIA
35%
ITC SUNFEAST
20%
OTHERS
05%
69
40 35
PARLE
30 25
SUNFEAST
20
BRITANNIA
15
OTHERS
10 5 0
It shows that biscuit market in the Shamli is a very competitive one. As far as the big operators are concern PARLE leads the market with having 40% share in the convenience channel
Britannia which is the next most
operating brand in the market is having a share of 35% in the sale & convenience channel. ITC is also not to far away, it also has the market share
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of 20%. As the data also shows that all three brands are in stiff competition with each other in the convenience channels of Shamli.
SURVEY OF DIFFERENT BISCUIT SEGMENTS IN SHAMLI
1) GLUCOSE Company Sunfeast Parle Britannia Others
No. Of Respondents 15 60 20 5
60 50
60 15
40
20
30 20 10 5
0 PARLE
BRITANNIA
SUNFEAST
71
OTHERS
FINDINGS It is clear from the survey that parle holds the glucose segment completely in shamli due to it’s goodwill.Whereas it’s competitors ITC and Britannia are far behind in this segment.
2)PREMIUM CREAM
Company Sunfeast Parle Britannia Others
No. Of Respondents 20 45 30 5
45 40 35 30
45
20
30
25 20 15 10 5
5
0 PARLE
BRITANNIA
SUNFEAST
FINDINGS 72
OTHERS
It is clear from the survey that parle holds the PREMIUM CREAM segment in shamli .It is because they are giving more (gm) in this segment at same price of it’s competitors.
3)COOKIES
Company Sunfeast Parle Britannia Others
No. Of Respondents 25 25 45 5
45
45
40 35 30 25 20
25
25
15 10 5 0
5 PARLE
BRITANNIA
SUNFEAST
73
OTHERS
FINDINGS It is clear from the survey that Britania holds the COOKIES segment in shamli due to the unbeatable taste of GoodDay biscuits.Whereas it’s competitors ITC and Parle are still improving in this segment.
4)MARIE
Company Sunfeast Parle Britannia Others
No. Of Respondents 10 35 50 5 50
50
40
10
35 30 20 10
5
0 PARLE
BRITANNIA
74
SUNFEAST
OTHERS
FINDINGS It is clear from the survey that Britania holds the MARIE segment in shamli as they are producing many variants in Marie segment which attract the people.Whereas it’s competitors ITC and Parle don’t have many variants in this category.
5)SNACKY
Company Sunfeast Parle Britannia Others
No. Of Respondents 27 35 35 3 35
35
35
30 25
27
20 15 10 5 3
0 PARLE
BRITANNIA
75
SUNFEAST
OTHERS
FINDINGS It is clear from the survey that Britania & Parle holds the SNACKY segment in shamli.Whereas it’s competitors ITC is improving. Main reason for ITC set back in this segment is poor advertising according to survey.
BUYING PREFERENCE OF THE RETAILERS IN SHAMLI
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REASON It gives a clear picture ,that the retailer is attracted to sell those items which has greater margin.it is because mostly all the brands have simmilar MRP and weightage of their product if compared with each other in every catogory of biscuits (cream or glucose). Moreover there is not much difference of taste also.
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Which company is providing better distribution services to retailer? Company Sunfeast Parle Britannia Others
No. Of Respondents 50 25 20 5 No. of Respondents
Sunfeast Parle Britannia Others
Interpretation:
The survey conducted shows that out of 100 respondents,
again 50 respondents feel Sunfeast is providing better distribution services in comparison to parle and Britannia service providers.
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BRAND PREFERNCE ON THE BASIS OF CONSUMER SURVEY
YES
65%
NO
35%
BRAND PREFERNCE BY THE CONSUMERS
YES NO
As the data above tells that the percentage of the Brand loyal consumers are very low. This is just because of the competition in the market.
Each company has its own advantage, schemes, quality & taste. This causes consumers to migrate towards a new product, each time they visit the shop. The most appropriate reason for the brand preference by the consumers is PRICE. About 25% consumers go for the quality for the brand preference. And only about 20% of those go for the QUALITY. 23% of the consumers go for the TASTE. 10% & 5% of the total consumers goes for the ADVERTISEMENT & PACKING respectively. Only about 7% & 10% of the total consumers goes for AVILABILTY & SCHEMES on the product respectively. This data clearly tell us the competitive situation of the Confectionery industry.
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REASONS FOR BRAND PRERENCE
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BRAND PREFERANCE REASONS
PRICE QUALITY
21%
ADVERTISEME NT PACKING
18%
TASTE
16%
27% 2%
11%
5%
QUALITY SCHEME
Does Promotional Activity affect the sale of products in the market? YES
70%
NO
30%
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CONSUMER OPINION ON PROMOTIONAL ACTIVITY
NO YES
INTERPRETATION At the data above shows that, out of the total consumers surveyed a major portion of them are in favor that promotional activities like tour to world cup, free trips & other awards increase the sale of the candies in the market. On the other hand, about 31% of the consumers are against them. Most of them are brand loyal.
Would customer is ready to pay higher cost for the good quality? 82
Response
%age of Respondents
Yes
75
No
25
Response for Quality
80 60
Yes
%age 40
No
20 0
Response
Findings Graphical and tabular representation of my survey reveals that according to 75% of dealers customer is ready to pay higher cost for the good quality and 25% says no, customer is not ready to pay higher cost for the good quality.
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Whether customer is ready to changeover to another brand when there is some sort of schemes of More weight on same price or some free gift along with it? Response
%age of Respondents
Yes
75
No
25
%age of Respondents
No 25% Yes 75%
Findings Tabular and Pie Representation above shows 75% of dealers agrees that customer is ready to changeover to another brand because of various schemes and 25% are also there who says no, customer will strict on their own brand.
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What should be the promotional Scheme? Schemes
% age of Respondents
Gifts
10
Prize Coupons
25
Discount
25
Good Commission
30
Extra quantity
10
30 25 20 15 10 5 0 Gifts
Prize
Coupons
Discount
Schemes
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Good
Extra quantity
commission
Findings 30% of respondents say company should provide them good commission. 25% of respondents say discount and prize coupons respectively. 10% of them demanded company should give attractive gifts to them and rest 10% says extra quantity.
In your opinion do the advertisement of a particular brand does attract the customer? Response
% age of Respondents
Yes
70
No
30
No
Yes 0
10
20
30
40
50
%age of Respondents
Findings 86
60
70
In the opinion of 70% of my respondents’ advertisement of particular brand attract the customer and 30% says advertisement doesn't attract the customer.
Whether advertisement of a particular brand changes consumer loyalty to other brand? Response
% age of Respondents
Yes
55
No
45
No
Yes 0
10
20
30
40
50
60
% age of Respondents
Findings In survey conducted by me, in the opinion of 55% of my respondents advertisement of particular brand change the consumer's loyalty to other
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brand and 45% says advertisement doesn't make any effect on consumer's choice.
Which advertisement media put more impact on your buying decision? Media Newspapers T.V Internet Others
No. Of Respondents 25 45 10 20
No. of Respondents
Others
Newspapers
Internet
T.V
Interpretation:
The above table and graph shows, that out of 100
respondents 45 respondents find T.V advertising media are much effective than newspapers, internet or any others.
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In your view, what will be the future of ITC Sunfeast? Status Excellent Good Average Poor
No. Of Respondents 25 40 30 5 No. of Respondents
Poor 5% Excellent 25% Average 30% Good 40%
Interpretation:
The above table and graph shows that out of 100
respondents, 40 respondents think that the future of these mobile companies will be good, then 30 respondents think it will be average, then 25 respondents find it excellent and only 5 respondents are having the view of poor future of mobile companies.
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COMPARATIVE ANALYSIS The following chart shows the comparative analysis of all the areas visited on the basis of various criteria such as distribution, brand
SHAMLI BI PASS
HANUMAN TILLA
SHIV MURTI
KABRI BAZAR
NEHRU MKT
DELHI ROAD
BADA BAJAR
PARTICULARS
awareness, availability etc.
Distribution
P
S
VP
S
VG
G
G
Brand Awareness
S
S
P
P
G
G
G
Promotional Activities
P
P
P
P
P
P
P
Availability
VP
P
S
P
G
G
VG
Services of DS
S
S
VP
S
VG
G
G
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VG -VERY GOOD
G -GOOD
S - SATISFACTORY P -POOR VP -VERY POOR
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SURVEY FINDINGS & RECOMMENDATIONS
AREAS OF CONCERN • Distribution An efficient distribution network is considered as the back bone of any company. There are very few companies in India who are known for its excellent distribution network and ITC is one of them. However, there are a lot of irregularities seen in the distribution of ITC’s Sunfeast biscuits. The following are some of the problems seen in the distribution of the product. 1. The proper coverage of the retail outlets was not done in the following areas: •
NEHRU MARKET
•
HANUMAN TILLA
•
SHAMLI BI PASS
2. There are a lot of other ITC’s products in demand and the sales persons devote more time and energy towards those products rather than concentrating on products that are lagging behind.
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3. The sales persons are not aggressive in their approach which is very essential to increase sales and establish the brand. Since there is a lot of competition from the local players the DS needs to put a lot more effort.
Availability The availability of ITC’s Sunfeast biscuits is satisfactory however, there is still a lot to improve. A total of 100 RO’s were covered during the survey, out of which the product was available on 45 RO’s. The overall availability of the product is 45 %. For a brand like ITC who is known for its excellent market coverage this can not be considered a very good figure.
• Quality Quality is what every one of us look forward to before buying any product. ITC is committed to provide quality products to its customers and we all know this fact. Shockingly, during the survey there were a number of complaints received regarding the quality of the biscuits. Some of them are: 1. There were a lot of complaints regarding the weightage of biscuits. People were complaining that the weight of biscuit packets is reduced by the company in a frequent manner. Example- glucose biscuit of Rs 2 is reduced to 38.5 gm from 40gm.
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Also sunfeast butter has been reduced to 128gm from 150g @ Rs10 2. Breaking of biscuits during distribution was also reported in the majority of areas covered during the survey.
3. There were also complaints regarding the quality of biscuits.
• Trade/Promotional Schemes ITC is one of the biggest manufacturer in the biscuit industry. Its direct competition
with the big fishes like parle and Britannia . ITC is
spending very less on advertisement, which is the source of information
for mass, where as Parle and Britania has widely
spread advertising campaign so it is a word of mouth for the people. They pass this cost advantage to the retailers and provide them better margins and other schemes as compared to ITC.
• Brand Awareness Any brand’s success is measured in terms of its Brand Awareness. The more the brand awareness, the more will be the demand which means increased sales. Any company can not establish a brand unless and until its brand awareness is good in the market.
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During the survey it was also found that there were a large number of retailers who were completely unaware from the fact that ITC also markets premium quality biscuits like DARK FANTASY & BOURN BON CREAM. It means that there are lot of irregularities and loop holes in the distribution system.
POSSIBLE REMEDIES Distribution 1.
Increase the coverage of retail outlets in the market.
2.
The sales persons need to be more aggressive in their approach towards selling ITC’s Sunfeast biscuits. A Workshop may be organized for them where they can get valuable marketing tips from top officials.
3.
The sales persons must ensure that they pay regular visit to RO’s and the supervisor must keep a hawk eye on these issues to ensure strict adherence.
4.
Distribution of tobacco based product and non tobacco based products should be divided, as it is quite difficult for a DS to
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carry the complete product range to meet the demand of a particular area. Areas covered by SCP’s, should be covered by distribution van at
5.
least once in a week to ensure the proper supply to whole sellers. The Supervisor needs to increase the frequency of visits, this will
6.
facilitate in sorting out a few complaints of the retailers i.e. regarding displays and D&D. This will also help in tracking more and more whole sellers and retailers in that particular area.
Availability The availability can be improved by ensuring that:
Regular supply of the items should be properly maintained by enhancing supply chain network.
1.
The sales person must pay regular visit to the retailers.
2.
The DS needs to encourage the retailers to sell ITC’s Sunfeast and ask for orders each time in their visits. It was seen that those retailers who were initially selling sunfeast products
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stopped selling it because the DS didn’t asked again for the orders and were irregular in their visits . 3.
Convert prospective customers (retailers & whole sellers) into actual customers as there are a lot of retailers & whole sellers who can sell ITC
Sunfeast Premium biscuits, but were not
provided with the proper information (as there were few RO’s where sales took place first time after convening them). 4.
DS should be provided with minimum sales target (quantitative based on the past sales record and territory potential)
5.
Additional incentives can be granted on the sale of sunfeast biscuits.
• Quality High level quality check is required at the time of •
Manufacturing process – to control splitting problem and to correct the quality of sunfest biscuits.
•
Packaging – as to ensure the proper quantity
•
Quality of the product should be unmatched, some thing innovative need to be done
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In order to verify these complaints, Random Sampling should be carried out at company warehouses and in manufacturing units. For short term, random sampling should be carried out and replacement of defective goods must to be done by company’s supervisors on regular basis to rebuild the brand image and trust.
• Trade/Promotional Schemes •
Free gifts on bulk purchase
•
Scratch Coupons with sure cash prize.
•
Carry bag if the purchase is done in bulk quantity
•
Cash discount of 1%-2% on future purchases.
The best way to push sales is to give higher margin to retailer as compared to competitors as they act as opinion leaders for consumers.
• Brand Awareness 1. More advertisement should be given in the local newspaper to catch media as well as public attention. 2. Wall paintings
Other Issues 98
1. Price discrimination was also reported in the market for the same product, so for sorting out this problem supervisor should regularly visit the territory and keep a close watch on it. 2. Promotion schemes for both traders and consumers should be there it may include Incentives to traders on fixed volume of sales and Schemes during special occasions like cricket matches and tourist season should be launched in terms of gift-hampers coupons to enhance sale.
.
LEARNING EXPERIENCE DURING THE TRAINING My, project entitled “COMPERATIVE STUDY OF BISCUITS WITH SUNFEAST
ITC” was given to me for my summer training in I.T.C. It has been a great experience, while during a training in Shamli city. In, my life it was my first
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experience to get people knows of different categories through survey. After doing my survey, I learnt that at each and every level there is a competition.
GAINS 1. The first and main thing I learnt about the distribution channel of different companies of biscuits.
2. About handling the work force. 3. How to get people convince for buying the product. 4. How to increase the sales force. 5. About the current situation of market condition.
LOSS 1. During the training some of the sample respondents does not give their full information and also hesitate to answer the questions. 2. The sample selected by the research was of approximately 100 convenience outlets so due to a small sample out of a big universe, the results may not be completely correct. It was too hot outside and places were far from each other.
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BIBLIOGRAPHY
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•
C.R. Kothari, Research Methodology, Methods & Techniques (Second Edition)
•
Kooper, Research Methodology
•
Philip Kotler, The Marketing Management (The Millennium Edition)
•
T.N. Chhabra Marketing Management
• Website of different Companies http://www.itcportal.com http://www.outlookbusiness.com http://www.expressindia.com http://www.icmr.org http://www.moneycontrol.com http://www.google.com
• News Papers 1. I.T.C. News 2. The Economic Times
QUESTIONNAIRE 102
(FOR RETAILERS) 1. Are Sunfeast biscuits available in your shop ? Yes
No
2. If not, reasons for not having Sunfeast biscuits. Margin
Cash discount
Credit
Replacement problem
Problem with distributor 3 Frequency of distributor visit to your shop. Once in 3 days
Once in 5 days
Once in a week
Once in a 2 week
4 Mention in % market share of different biscuit companies. Sunfeast
_______%
Britania
_______%
Parle
_______%
Others
_______%
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5 Mention in % market share of different Sunfeast brands. Cream
______%
Snacky ______% Glucose ______% Marie
______ %
Cookies ______% 6 Which company provide better distribution to retailor. Sunfeast Parle Britania Others 8 Please specify behaviour of distributing agency visiting to your shop. Outstanding
Satisfied
Unsatisfied 9
To what you give preference in buying ? Margin
Brand image
Scheme 10
Credit
Do you think consumer are ready to pay high for good quality ? Yes
No
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11. Do you think the ad campaigns adopted for sales promotion are sufficient. Yes
No
12 If no, then please give suggestions to improve sales promotion.
Name of Shop: Contact Person Address
Tel. No.
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QUESTIONNAIRE (FOR CONSUMERS) 1. Do you like to eat biscuits ? Yes
No
2. If yes , then which company you prefer among biscuits . Sunfeast
Britania
Others 3. Which attributes describes your buying behaviour ? Taste
Price
Brand image
Advertisement
4. Which advertisement mode affects you most ? Newspaper
Magazine
Television
Bus tickets
5. When you use to eat biscuits ? With Tea
With Coffee
With Cold drink
Alone
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Parle
6. Rate of consumption of biscuits. Once in a day
More than once in a day
Once in 2 days
Once in a week
Occasionally 7. How you find the packing of the Sunfeast biscuits ? Average
Good
Outstanding
Poor
8. Please comment something on the taste of Sunfeast biscuits.
9. Any suggestions to improve the sales volume
Name: Sex
Age : M/F
Address
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