ACKNOWLEDGEMENT

Special thanks to Mrs. Jyoti Mangla, my internal guide, for her valueable guidance without
whom I could not have envisaged of my project.

Last but not the least 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.

[RAKHI]
 ABSTRACT

This report is about comparative analysis of ITC biscuits with other companies biscuits namely Parle,
Britannia. This research report has been prepared on comparative analysis of Glucose Biscuits of ITC,
Parle and Britannia at marketing branch of ITC Ltd, Saharanpur. My purpose of report was to
determine the current market position of ITC range of biscuits in SRE market and to find out all the
possible ways to improve the sales for the same. According to my research I found though ITC is
holding 2nd position in sre market but is performing well and is giving good competition to other
popular brands in a very efficient manner.
 TABLE OF CONTENTS

 COMPANY PROFILE

 REVIEW OF LITERATURE

 RESEARCH METHODOLOGY

 DATA ANALYSIS & INTERPRETATIONS

 LIMITATIONS OF THE STUDY

 FINDINGS & RECOMMENDATIONS

 QUESTIONNAIRE

 BIBLIOGRAPHY
 Chapter - 1

COMPANY

PROFILE
 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 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 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:
 THE MISSION AND VISION STATEMENT

THE ITC MISSION

THE ITC VISION

 ITC - Business Portfolio

ITC

FMCG: Agri Business Paperboard

Hotels
Cigarettes Leaf Tobacco Paper &
Other FMCG Agri Commodities Packaging
 OVERVIEW OF COMPANY
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 portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels,
Information 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'.

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 beginnings
of a corporate transformation that would usher in momentous changes in the life of the Company.

ITC's Packaging & Printing Business 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 90 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 November
2002, this division merged with the Company's Tribeni
Tissues Division to form the Paperboards & Specialty Papers 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).

Also in 1990, ITC set up the Agri Business Division 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 10 states covering
over 4 million farmers. ITC's first rural mall, christened 'Choupal Saagar' was inaugurated in August
2004 at Sehore. On the rural retail front, 24 'Choupal Saagars' are now operatonal in the 3 states of
Madhya Pradesh, Maharashtra and Uttar Pradesh.
In 2000, ITC 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's foray into the Foods business is an outstanding
example of successfully blending multiple internal
competencies to create a new driver of business growth. It
began in August 2001 with the introduction of 'Kitchens of
India' ready-to-eat Indian gourmet dishes. In 2002, ITC
entered the confectionery and staples segments with the
launch of the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2003
witnessed the introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the
fast growing branded snacks category with Bingo! in 2007. In just seven years, the Foods business has
grown to a significant
size with over 200
differentiated products
under six distinctive
brands, with an enviable
distribution reach, a
rapidly growing market
share and a solid market
standing. 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, Aim, Aim Mega and Aim Metro.
ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its
partnership with the cottage sector. ITC's popular agarbattis brands include Spriha and Mangaldeep
across a range of fragrances like Rose, Jasmine, Bouquet,
Sandalwood, Madhur, Sambrani and Nagchampa.
ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care
products for men and women in July 2005. Inizio, the signature range under Essenza Di Wills
provides a comprehensive grooming regimen with distinct lines for men (Inizio Homme) and women
(Inizio Femme). Continuing with its tradition of bringing world class products to Indian consumers
the Company launched 'Fiama Di Wills', a premium range of Shampoos, Shower Gels and Soaps in
September, October and December 2007 respectively. The Company also launched the 'Superia' range
of Soaps and Shampoos in the mass-market segment at select markand Vivel De Wills & Vivel range
of soaps in February and Vivel range of shampoos in June 20.
Sunfeast
In 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and
Cream Biscuits. Sunfeast’s brand essence, "Spread the Smile" connotes happiness, contentment,
satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of the brand. Sunfeast
Milky Magic
Packed with goodness of milk these deliciously nutritious
crisp and crunchy biscuits are a favorite among mothers
and kids. Milky Magic has the ‘power of 2’ - A perfect
balance of energy that aids physical strength and mental
ability. These biscuits strike the right balance of milk and
wheat which helps in an all round development and
nurturing of the child.
Sunfeast Marie Light:
This ideal teatime biscuit is made from the
finest quality wheat high in fibre and keeps
one light and healthy through the day.
Orange Marie :
It has the distinction of being one of the
most successful innovative Marie biscuits
and is liked by one and all.
Sunfeast Golden Bakery
Sunfeast Golden Bakery is a premium cookie on an innovative
and differentiated platform. Launched nationally in March 2008,
these cookies are made from the recipes crafted by the master
bakers of ITC Hotels and are slowly baked in the traditional way
till they are golden brown and develop the crispy broken crust
texture.
The Sunfeast Golden Bakery cookies are available in three
distinct flavours - Butter-Nut, Butterscotch and Choco-Nut
cookies. These products are designed to give consumers a rich &
 truly indulgent experience.
Sunfeast Dark Fantasy
Inspired by the Master Chefs of ITC hotels, it is the richest of chocolate
vanilla biscuits. These biscuits are created using carefully chosen premium
ingredients for a sensory experience unlike any other. Dark Fantasy is
more than a biscuit, it’s a luxurious mix of aromatic cocoa and vanilla.

Sunfeast Glucose
For those light hunger pangs, a wholesome & nutritious choice as these
golden brown biscuits are made from the best quality wheat. Sunfeast
Glucose biscuits are ideal not just for kids but adults too.
Sunfeast Dream Cream
A truly scrumptious range of cream biscuits that have become an instant hit with children. ITC’s chefs
have put their legendary skills into these biscuits to deliver truly tasty cream biscuits. Special Flavor
Crystals in Strawberry and Pineapple cream biscuits keep the creamy flavor linger on.
Strawberry Cream Bourbon
A special delight for all those chocolate
The first of its kind cream biscuit with lovers.
special strawberry flavor crystals that
will keep the creamy flavor linger on.

Orange Cream Butterscotch Cream

Experience a tangy twist in biscuits with Another first, the taste of ice-cream in
every Orange cream. cream biscuits.

Mango Cream Elaichi Cream

 Taste the queen of spices in cream
A special summer flavour cream biscuits
biscuits.
for all those who love the king of fruits.

Sunfeast sweet 'n salt

These thin and crisp biscuits come with a distinctive sundry taste, that of salt and
sweetness. A bite into one of these one keeps wondering about its taste!

These are crisp coconut biscuits showered with sugar crystals.

The crisp sugary sweetness will just go on to make all those nice
moments nicer.
Sunfeast Nice
Sunfeast Benne Vita Flaxseed Biscuits
If Benne Vita in Italian stands for ‘Good Life’, then
Benne Vita Flaxseed biscuits just make the good life better. The
Flaxseed content in these protein and mineral enriched
biscuits are rich source of Omega III acids that helps
control cholesterol. Flaxseed is the richest plant source of these essential Omega-3 Fatty
Acids. It is also rich in dietary fibre, proteins, calcium and other minerals to maintain healthy
heart and good gut health.
Sunfeast Special
ITC Sunfeast presents a range of Special cookies and creams
 Special Cookies:
Made with best quality wheat, cashew and butter, Sunfeast Special cookies are
baked with real butter and the finest ingredients to give a mouth-watering treat
that makes every moment special.
Available in Cashew/ Butter/ Coconut.
Special Creams:
Delicious value for money cream biscuits with a thick layer of cream
sandwiched between two biscuits.
Available in Orange and Chocolate variants.

Sunfeast immediately established itself as a provider of innovative and distinctive products - Sunfeast
Marie was launched in an innovative orange flavour and the 'Sunfeast Dream Cream' range
includes new flavours as well as flavour enhancers. The Sunfeast Dream Cream range is currently
available in 8 variants. The Company has also introduced 'Sunfeast Dark Fantasy', a dark chocolate
and vanilla cream offering for the premium segment in select markets.
Riding on the success of its initial offerings, ITC also entered the milk biscuit category with Sunfeast
Milky Magic biscuits in the general milk and milk cream categories. Apart from milk which helps
mental growth, these biscuits also contain the finest quality wheat aiding physical growth. Both cream
and milk biscuits have received enthusiastic response from consumers.
In the last few years the Sunfeast biscuits portfolio has been enhanced to include salted crackers and
cookies. The 'Sunfeast Snacky' salted crackers are available in 2 unique variants viz., Chilli Flakes
and Classic Salted. Sunfeast's cookie offering, 'Sunfeast Special' biscuits are also available in select
markets. The Sunfeast Special range currently includes cookies in three variants – Butter, Cashew
and crunchy Coconut, as well as cream biscuits in two variants – Choco and Orange. The recently
launched Sunfeast Golden Bakery offers the freshly baked taste of cookies in 3 variants - Choco-nut,
Butter-nut and Butter scotch.
The brand has also launched Sunfeast Nice, a tasty and delightful offering of crispy, sugar sprinkled
biscuits.
The Sunfeast product portfolio has been further expanded to include healthy snacking options as well.
'Sunfeast Pasta Treat', a whole wheat based instant pasta was introduced as a healthy snacking
option for children. After the tremendous success of the 4 initial flavours the instant Pasta range has
been extended with two new exciting flavours – Pizza and Chicken. The pasta segment was further
expanded with the launch of 'Sunfeast Benne Vita' in 4 innovative variants. This range has been
enhanced recently with the launch of Sunfeast Benne Vita Flax Seed biscuits that reflect the brand
essence of Benne Vita, which in Italian stands for ‘Good Life’. The flax seed content in these protein
and mineral enriched biscuits is a rich vegetarian source of Omega III acids.
With continued focus on health and nutrition, Sunfeast extended the biscuits portfolio to the nutritional
segment with the launch Sunfeast Sachin's Fit Kit – a range of healthy products co-created with
Sachin Tendulkar. It is for the first time in India that an icon of the stature of Sachin Tendulkar has
been actively involved in the product development process as co-creator of the Sunfeast Sachin's Fit
Kit range. It is the shared vision of Sunfeast as well as Sachin Tendulkar that products under the
Sachin's Fit Kit range will enable create "Champions of Tomorrow". The launch range comprises two
offerings - Sunfeast Sachin's Vitamin and Protein enriched biscuits and Sunfeast Sachin's
Multigrain biscuits
 Chapter - 2

REVIEW

OF

LITERATURE
 PRODUCTS

Our: -

SUNFEAST GLUCOSE BISCUITS

Competitor:- GLUCOSE BISCUITS

 Major competitor

PARLE-G

BRITANNIA

These brands are available on maximum routes:

 Minor competitor

 BONN

 ANMOL

 RAJA

These brands are available on few routes but some of them are the dominator of
their route:
 STRATEGY

By strategy we mean planning which involve controlling,priortization and improvement. Yes, of

course every work needs planning because without planning neither you achieve targets nor it leads to
completion of tasks.

For the successful completion of my tasks I too applied strategies.Throughout the week what all
work I had to carry out ,my company guide gave a brief idea about it.

Note: don’t just stick to one strategy only but keep on changing it whenever the requirement is.
 ACHIEVEMENTS

I believe that achievements are captured by all those whose strategies are worthwhile. Though my
work is not target oriented but task oriented ,still achievement means a lot to me. I want to thank my
god for his wonderful grace on me because of him I am able to successfully achieve all my tasks
assigned by my company guide.

Actually there is no such details to be shown under the achievements section but side by side I have
attached the complete details of my work which is an evidence showing that I have successfully
achieved in all my tasks assigned by my company guide.
 PARLE

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.

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 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.
 Chapter - 3

RESEARCH

METHODOLOGY
 LEARNING OBJECTIVES

 To study the current market position of ITC range of Glucose Biscuits biscuits.

 To find out the ways to improve the sales for the same.

 To find out the extent of brand loyalty that exists among different biscuits brands.
 RESEARCH METHODOLOGY
MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. One can also define research as a
scientific & systematic search for pertinent information on a specific topic. In fact, research is
an art of scientific investigation. The Advanced learner's Dictionary of current English lays
down the meaning of research as a 'careful investigation as inquiry specially through search
for new facts in any branch of knowledge.’ Redman & Mory define research as a
'systematized effort to gain new knowledge.’ Some people consider research as a movement,
a movement from the know to the unknown. It is actually a voyage of discovery. We all
possess the vital instinct of inquisitiveness for, when the unknown comforts us, we wonder &
our inquisitiveness makes probe & attain full & fuller understanding of the unknown. This
inquisitiveness is the mother of all knowledge & the method which man employs for
obtaining the knowledge of whatever the unknown can be termed as research.
Research is an academic activity & as such the term should be used in a technical sense. According to
Clifford woody research comprises defining & redefining problems, formulating hypothesis
or suggested solutions, collecting, organizing & evaluation data, making deductions &
reaching conclusions, and at last carefully testing the conclusions to determine whether they
fit the formulating hypothesis. D. Slesings & M. Stephenson in the encyclopaedia of social
sciences define research as "the manipulation of things, concept or symbol for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art". Research is, thus, an original contribution
to the existing stock of knowledge making for its advancement. It is the pursuit of truth with
the help of study, observation, comparison & experiment. In short, the search for knowledge
through objective & systematic method of finding solution to a problem is research. The
systematic approach concerning generalization & the formulation of a theory is also research.
As such the term 'research' refers to the systematic method consisting of enunciating the
problems, formulating a hypothesis, collecting the facts of data, analyzing the facts &
reaching certain conclusion either in the form of solutions towards the concerned problem or
in certain generalizations for some the theoretical formulation.
SOURCES OF DATA
The task of data collection being after a research problem has been defined & research design checked
out. While deciding about the method of data collection to be used for the study, the
researcher should keep in mind two types of data i.e.:

Primary Data
This is collected on the basis of response provided by the target sample. For this we have gone for
personal interviews of individuals and gathering some information by way of questionnaires.
Primary Data are those which are collected afresh & for the first time, and thus happen to be
original in character.
1) Company Personnel (Dealers)
2) Competitors
Secondary Data
This is a sort of indirect mode of information. The data has been collected on the basis of business
periodical, journals, brochures etc.
Secondary Data are those which have already been collected by someone else and which have already
been passed through the statistical process. i.e. Data provided by Dealers
Strategy of the present study
The objectives of the present study is to study the current market position of Sunfeast brand (ITC
range) of Glucose Biscuits biscuit with respect to two other major brands namely, Britania and Parle.
Further to find out the ways to improve the sales for the same.
Data collection
Collection of Primary Data
We collect primary data during the course of doing experiments in an experimental research but in
case of the descriptive types & perform survey, whether sample survey or causes surveys,
then we can obtain primary data either through observation or through direct communication
with respondents in one form or another or through personal interviews. This is other words,
means that there are several methods of collecting primary data, particularly in surveys &
descriptive researches. Important ones are:-
1) Observation method
2) Interview method
3) Questionnaires
4) Schedules

Secondary Data
Secondary data means that data that are already available i.e. they refer to the data with have already
been collected & analyzed by someone else. When the researcher utilizes secondary data,
then he has to look into various sources from where he can obtain them. In this case he is
certainly not confronted with the problem that are usually associated with the collection of
original data. Secondary data may either be published data or unpublished data. Usually
published data are available in (a) Various publications of central, state and local governments
(b) technical & trade Journals (c) Books, magazines & newspapers (d) reports & publications
of various associations connected with business & industry, bank, stock exchanges etc (e)
reports prepared by research scholars, universities, economists etc in different fields, (f)
Public records and Statistics, historical documents, and other sources of published
information.
We have collected primary data by observation method and interview method. In this survey we
observed availability and visibility of match box we also interviewed vendor about the product.
List of Routes covered

5.1 Wholesale Market

5.2 Retail Market

5.3 Rural Market

5.3.1 Delhi road

5.3.2 Baajoria Road

5.3.3 Chilkana Patthad

5.3.4 Janta road

5.3.5 Tapri

5.3.6 Kailash pur –Ghagalgadi- Chutmalpur

5.3.7 Sarsawa (Ambala Road)

5.4 Urban Market (Saharanpur)

5.4.1 Court road

5.4.2 Bomanji road

5.4.3 Khlasi line

5.4.4 Hakikat nagar

5.4.5 Paper Mill Road

5.4.6 Railway road

5.4.7 Lakad Market

5.4.8 Deharadun road

5.4.9 Jogiyaan pul

5.4.10 Islaamia road

5.4.11 Jail chungi

5.4.12 Rani Bazzar

Design of Survey:
A preliminary survey of the market was carried out to design a survey form. After discussion with
shopkeepers issues were identified and based on these issues survey forms were design. For the study
two kind of survey forms were designed (i) Survey for the traders and (ii) Survey from the consumer.
Consumer survey was specially carried out to analyze the public image and perception of the selected
brand. The sample survey forms are enclosed as Annexure 1 & 2.
 Chapter - 4

DATA ANALYSIS

&

INTERPRETATION
 DATA ANALYSIS & INTERPRETATION

RETAILER RESPONDENTS’ PROFILE

RESPONDENTS’ CLASSIFICATION ACCORDING TO AGE

Age (In years) Respondents

Number Percentage
15-20 - -
20-25 - -
25-30 - -
All Age 40 100
Total 40 100
Source: Sample Survey
Interpretation: Table 4.1 shows that 100 percent of respondents are of avery age group.
 SALES HIGHEST IN GLUCOSE

SALES HIGHEST IN Respondents

GLUCOSE Number Percentage
Itc 82 34.2
Parle 57 23.8
Britania 101 42.0
Total 240 100
Source: Sample Survey
Interpretation: Above depicts that 42.1 of the respondent think that Britania sales is
heighest in Glucose segment.

SCHEME OR GIFTS ON SALE

Scheme or Gifts on Sale Respondents

Number Percentage
ITC 5 12.5
PARLE 7 17.5
BRITANIA 5 12.5
ALL OF THE ABOVE 23 57.5
Total 40 100
Source: Sample Survey
Interpretation: Above reveals that 21.5 percent of the respondents are thing that Itc provide scheme and
gift , 17.5 percent respondent are of parle, 12.5 are of Britania and 57.5 percent respondent think that all
company provide scheme and gift on sales.
 SALESMAN GIVING INFORMATION ABOUT NEW SCHEME

Salesman giving Respondents

information about new Number Percentage
scheme
Yes 30 75
No 10 25
Total 40 100
Source: Sample Survey
Interpretation: Above reveals that 75 percent of the respondents think that sales
person provide information about new scheme and 25 percent of respondents think that
the salesman are not providing information about new scheme.

CUSTOMER ASKED ABOUT NEW SCHEME

Customer asked about new Respondents

scheme Number Percentage
Yes 31 77.5
No 9 22.5
Total 40 100
Source: Sample Survey
Interpretation: Above reveals that 77.5 percent respondents think that customer
asked about new scheme and 22.5 percent said that customer did not asked about new
scheme.
 SELLING ONLY GOOD MARGIN PRODUCT

Selling only those product Respondents

which have good Margin Number Percentage
YES 26 65
NO 14 35
Total 40 100
Source: Sample Survey
Interpretation: Above reveals that 65 percent of the respondent are selling only good margin product in
their shop and 35 percent of the respondent are not selling only good margin product .

WANTS MORE MARGIN

Wants to get more margin Respondents

Number Percentage
YES 40 100
NO - -
Total 40 100
Source: Sample Survey
Interpretation: Above reveals that 100 percent of the respondent wants more margin.

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.

 Money and transport facility sometime become a hindrance.

 Consumers don’t easily trust you.

 Chapter - 5

FINDINGS

&

RECOMMENDATIONS

FINDINGS

 An efficient distribution network is considered as the backbone of any company and ITC is one
of them having strong distribution network.
 Through my survey i have found that Britannia holds the top position in sre market as
compared to ITC and Parle.

 Cream flavors are the most appreciable and consumed one.

 Purchasing influenceability factors shows that good quality of biscuits plays the major role.

RECOMMENDATIONS

 Sales persons should be very aggressive in their approach which is very essential to increase
sales.
 Some range of itc biscuits have high price as compared to the biscuits weightage so it should
be little lessen.
 Large group of consumers has still not taste snacky classic salted and chilli flakes this is all
becoz they are not aware of it(poor advertisement).So the company should focus on
advertisement too.
 Increase the coverage of retail outlets in the sre market.
 Sales persons needs to be in regular touch with all possible retail outlets.
 Orders should be made available at regular interval of time.
 Try to convert prospective customers into actual customers.
 You should grant incentives or some schemes to retailers and wholesellers on the sales of itc
biscuits.
 Launch your products with new schemes like scratch coupons with sure prize.
 Sponsor any TV show in order to gain more publicity.
 Pay a little more attention towards quality.
 As during winter season the consumption of biscuits falls just becoz they are replaced by dry
fruits. So you should come up with such a varities that actively holds its position in winter
season also.

ANNEXURE
 QUESTIONNAIRE
PREFERENCE OF CONSUMER ON BISCUITS

Q1. Name :___________________________

Q2. Age (in years) :___________________________

Q3.Gender : Male Female

Q4. Which type of glucose biscuits do you buy ?

 a) Sunfeast

b) Britannia

c) Parle

d) All of the above

Q5. Which is the most appropriate biscuits flavour which you mostly like?

a) Glucose

b) SP Cream

c) Cookies

d) All of the above

Q6. Which brands of glucose biscuits are you aware of ?

a) sunfeast glucose biscuits

b) Parle –g glucose
c) Britannia glucose

c) others

Q7. What is the reason behind purchasing the same brand of the biscuits?

a) Taste
b) Scheme
c) Brand Name
d) Quality

Q8. In your opinion which is the no one brand of glucose biscuits?

 a) Itc

b) Britania

c) Parle

d) All of the above

Q9 which glucose biscuits tests better?

a) Sunfeast glucose biscuits

b) Parle –g glucose
c) Britannia glucose

d) Others

Q10. Which brand of the glucose biscuits is mostly seen on TV advertisement?

a) Sun feast glucose biscuits

b) Parle –g glucose
c) Britannia glucose

d) Others

Q11. Which brand of glucose biscuits your kids demand?

a) Sun feast glucose biscuits

b) Parle –g glucose
c) Britannia glucose

d) Others

Q12 what do you think about nutritional fact of the sunfeasts glucose biscuits?
 a) Vary good

b) Good

c) Average

D) Poor

Q13. Any suggestion about company and brand?

_______________________________________________________________________________
_________________________________________________________________________

QUESTIONNAIRE
PREFERANCE OF RETAILER ON BISCUITS

Q1. NAME : ________________________

Q2. ADDRESS OF SHOP :________________________

Q3. Of what parsent share of sale of glucose a biscuit is fome sunfeasts glucose biscuits?

Q4. What is the order of sale of different brand in differents price brands?
 Rs 2

Rs 4

Rs 5

Rs 10

Rs 20

Rs 40

Q5.Which brand of the glucose biscuits is most frequntly asked by the consumar

a) Sun feast glucose

b) Parle–G glucose
c) Britannia glucose

d) Others

Q6.Which brand of the glucose biscuits has the most attractve packaging?

a) Sunfeast
b) Parle
c) Britania
d) All of the above

Q7. Is customer asked about a new scheme before purchasing a product?

a) Yes b) No

Q8. What do you thing about the availity of sun feast biscuits.

1 supply is available on time

 2 suuply is sometime delayed

3 supply is frequently delayed

4 it is never on time

Q9. Are you selling only those products which have good margin?

a) Yes b) N0

Q10. What do you think about dealer network of the sunfeast?

1 vary good

2 good

3 Average

Q11. Any suggestion about company and brand?

__________________________________________________________________________________

__________________
 BIBLIOGRAPHY

1. Data is collected primarily by market survey.

www.itc.com

www.parle.com

www.britannia.com