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 follow-ups 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”

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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

C ontents Purpose of Training 08Company Profile 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 31

The Indian FMCG Industry 32SWOT Analysis of Indian FMCG sector 34About Biscuit Manufacturers 36

Parle 37 Britannia 42

Sunfeast 47 Project Plan for Field 53

Research Methodology 56 Introduction of research Objective & scope of study Research description Problem Formulation

Analysis & Interpretation 66Survey Findings & recommendation 87Learning experience during training

Bibliography 97

5

Questionnaires 98

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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:

The players: Distributor, trade (Wholesale & retail), Salesman.

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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

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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

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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 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 beginning

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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 was merged with the Bhadrachalam Paperboards

Division to form the Paperboards & Specialty Papers Division in

November 2002.

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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.

In 2000, ITC spun off its information technology business into a

wholly owned subsidiary, ITC Infotech India Limited, to more

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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

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THE ITC VISION

Awards & Accolades

• 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

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• 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

CORPORATE STRATEGIES OF ITC

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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.

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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.

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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

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Classic Finance Ltd. Classic has also ventured into Merchant and

investment 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

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300 such choupals across the country current year ITC also has an

InfoTech division, which is being 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.

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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.

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

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ITC

FMCG: Cigarettes

Other FMCG

HotelsAgri

BusinessLeaf Tobacco

Agri Commodities

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.

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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.

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.

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ITC AGRO-TECH LIMITED

Business processes edible oil & also moving towards consolidating

other aspects of edible oil procurement, marketing & trading.

ITC FILTRONA LIMITED

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

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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.

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:

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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.

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.

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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:

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

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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

EARNINGS PER SHARE 7.20 23.4

NET WORTH 10425.00 22.5

CAPITAL EMPLOYED 11125.00 17.5

FINANCIAL HIGHLIGHTS

Figure: 1 Figure: 2

Figure: 3

THE INDIAN FMCG INDUSTRY

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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 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.

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THE TOP 10 COMPANIES IN FMCG SECTOR

1. Hindustan Unilever Ltd.(Hul)

2. ITC (Indian Tobacco Company)

3. Nestle India

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

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SWOT ANALYSIS OF INDIAN FMCG SECTOR

Strengths:

1. Low operational costs.

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.

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Threats:

1. Removal of import restrictions resulting in replacing of domestic

brands.

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.

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36

PA RLE

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.

37

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 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

38

manufactures biscuits. Apart from this, Parle has manufacturing facilities

at 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.

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The Parle marketing philosophy emphasizes catering to the masses. We

constantly endeavour at designing products that provide nutrition & fun

to 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."

40

PARLE BISCUITS AVAILABLE IN MARKET

Name gm Flavour price

GLUCOSE

Parle G 19 Rs 144 Rs 266 Rs 388 Rs 4220 Rs 10440 Rs 20

PREMEUM GLUCOSE

Milk shakti 75 Rs 5 150 Rs10

Parle 20-20 75 Rs 5110 Rs10220 Rs 22

CREAM

Parle Cream 90 orange Rs 590 ilachi Rs 590 mango Rs 590 pineapple Rs 5

Bonn-Bonn 90 chocolate Rs 10180 chocolate Rs 18

SNACKY

Monaco 75 Rs 741

110 Rs 10

Parle Namkin 75 Rs 5

Krack Jack 75 Rs 7120 Rs 10

MARIE

Digestive Marie 182 Rs 13

HIDE & SEEKHide & Seek 25 Rs 4

50 Rs 8100 Rs 15

BRITANNIA

COMPANY OVERVIEWThe 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'.

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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.

LATEST PRESS ARTICLECARTS 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," vice-president (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

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variations in demand through the week and special needs of consumers in terms of speciality breads and products, thereby making sure of continuous 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

 1892The Genesis - Britannia established with an investment of Rs. 295 in Kolkata

 1910Advent of electricity sees operations mechanized 

 1921Imported machinery introduced; Britannia becomes the first company East of the Suez to use gas ovens 

 1939 – 44Sales 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 

 1975Britannia Biscuit Company takes over biscuit distribution from Parry's

 1978Public issue - Indian shareholding crosses 60% 

 1979Re-christened Britannia Industries Ltd. (BIL) 

 1983Sales cross Rs.100 crore 

 1989The Executive Office relocated to Bangalore 

 1992BIL celebrates its Platinum Jubilee 

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 1993Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Groupe Danone in BIL 

 1994Volumes cross 1,00,000 tons of biscuits  

 1997Re-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

 1999"Britannia Khao World Cup Jao" - a major success! Profit up by 37% 

 2000Forbes Global Ranking - Britannia among Top 300 small companies  

 2001BIL 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

Maska Chaska: India's most successful FMCG launch

 2002BIL 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

Pure Magic -Winner of the Worldstar, Asiastar and Indiastar award for packaging

 2003'Treat Duet'- most successful launch of the year Britannia Khao World Cup Jao rocks the consumer lives yet again

 2004Britannia accorded the status of being a 'Superbrand'

Volumes cross 3,00,000 tons of biscuits

Good Day adds a new variant - Choconut - in its range

 2005Re-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

 2007Britannia 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%

45

in the Oman-based Al Sallan Food Industries Co. SAOG.

 2008Britannia 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 Rs 144 Rs 267 Rs 388 Rs 4

MILK BIKIS 67 Rs 5NICE 200 Rs 15

CREAM

T-CREAM 85 Kesar Rs 585 orange Rs 585 Rose Rs 5

TREAT 180 Chocolate Rs 22100 Chocolate Rs 12

MARIE

GOLD 198 Rs 13

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PREMIUM QTY

GOOD DAY 92 Butter Rs 1092 Kashew Rs 12

LITTLE 87 Rs 10HEART50-50 50 Rs 5

NUTRI 250 Rs 35CHOICEDIGESTIVE

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

"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

47

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 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

48

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 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

49

(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.

“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.

50

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

GLUCOSE NET PTR. MRP.GL – 16 GM 0.91 1GL – 44 GM 1.82 2GL – 66 GM 2.73 3GL – 88 GM 3.64 4

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GL - 220 GM 9.10 10GL - 440 GM ( FAMILY PACK) 18.38 20     

FIT * KIT NET PTR. MRP.VITAMIN & PROTEIN 75 GM 4.51 5MULTI GRAIN 100 GM / WITH PROMO 8.93 10BENNE VITA FLAXSEED 92 GM 17.87 20     

MARIE NET PTR. MRP.MARIE-LIGHT / ORANGE MARIE - 183 GM 11.62 13MARIE – 366 GM ( FAMILY PACK) 21.29 24     

PREMIUM CREAM NET PTR. MRP.PINE APPLE CREAM 90 GM 8.93 10MANGO CREAM 90 GM 8.93 10ELAICHI CREAM 90 GM 8.93 10BUTTERSCOTCH CREAM 90 GM 8.93 10STRAWBERRY CREAM 90 GM 8.93 10ORANGE CREAM 90 GM 8.93 10MILY MAGIC CREAM 90 GM 10.72 12BOURBON CREAM 88 GM 10.72 12BUTTERSCOTCH 180 GM / 200 GM 16.08 18ORANGE CREAM 180 GM / 200 GM 16.08 18STRAWBERRY CREAM 180 GM / 200 GM 16.08 18BOURBON CREAM 176 GM 19.86 22     

DARK FANTACY NET PTR. MRP.DARK FANTASY -150 GM 25.62 30DARK FANTASY -240 GM 50.89 60DARK FANTASY -300 GM 51.23 60     

SPECIAL CREAM NET PTR. MRP.SUNFEAST SPECIAL ORANGE CREAM – 75GM 4.55 5SUNFEAST SPECIAL ORANGE CREAM - 150GM 9.10 10SUNFEAST SPECIAL ORANGE CREAM - 250GM 13.65 15SUNFEAST SPECIAL CHOCO CREAM - 75GM 4.55 5SUNFEAST SPECIAL CHOCO CREAM – 150GM 9.10 10SUNFEAST SPECIAL CHOCO CREAM – 250GM 13.65 15     

SPECIAL COOKIES NET PTR. MRP.SUNFEAST SPECIAL BUTTER - 75 GM 4.47 5SUNFEAST SPECIAL BUTTER - 150 GM 8.93 10SUNFEAST SPECIAL BUTTER - 250 GM 16.25 18SUNFEAST SPECIAL CASHEW - 75 GM 5.36 6SUNFEAST SPECIAL CASHEW - 150GM 10.72 12SUNFEAST SPECIAL CASHEW - 250GM 18.05 20SUNFEAST SPECIAL COCONUT - 72GM 4.51 5SUNFEAST SPECIAL COCONUT – 165GM 8.93 10     

SNACKY NET PTR. MRP.SNACKY SALTED 75 GM 13.28 7

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SNACKY CHILLI 75 GM 6.25 7SWEET N SALTY - 75 GM 6.25 7SNACKY SALTED 110 GM 8.93 10SNACKY CHILLI 110 GM 8.93 10

  

 

53

PROJECT PLAN IN TERMS OF FIELD

STUDY OF THE PROJECT

The entire project activity was divided into weekly milestone to ensure the

following:

54

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.

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.

55

WEEK- 4,5,6,7 Interviewed retailers, wholesalers & consumers in first zones

which covers the areas of Shamli.

WEEK-8

Analysis & interpretations

Suggestions & Recommendations.

56

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 a research problem it is necessary to

design a research methodology for the problem as the same may differ

from problem to problem.

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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.

8)To suggest the distribution system for ITC and to point out the strong

points of it.

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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 :

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.

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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.

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.

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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 :

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:

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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.

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.

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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 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.

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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.

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.

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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.

The sample size for consumers is small; it may not be the true

representation.

Analysis is based on the tables only.

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ANALYSIS & INTERPRETATION

The data, which is collected through the survey, is analysed and

interpretation is given on the basic of analysis.

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%

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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 of 20%. As the data also shows that all three brands are in stiff

competition with each other in the convenience channels of Shamli.

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SURVEY OF DIFFERENT BISCUIT SEGMENTS

IN SHAMLI

1) GLUCOSE

Company No. Of RespondentsSunfeast 15Parle 60Britannia 20Others 5

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.

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2)PREMIUM CREAM

Company No. Of RespondentsSunfeast 20Parle 45Britannia 30Others 5

FINDINGS

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.

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3)COOKIES

Company No. Of RespondentsSunfeast 25Parle 25Britannia 45Others 5

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.

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4)MARIE

Company No. Of RespondentsSunfeast 10Parle 35Britannia 50Others 5

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.

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5)SNACKY

Company No. Of RespondentsSunfeast 27Parle 35Britannia 35Others 3

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.

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BUYING PREFERENCE OF THE RETAILERS IN SHAMLI

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 No. Of RespondentsSunfeast 50Parle 25Britannia 20Others 5

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.

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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.

REASONS FOR BRAND PRERENCE

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Does Promotional Activity affect the sale of products in the market?

YES 70%

NO 30%

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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?

Response %age of Respondents

Yes 75

80

No 25

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.

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?

0

20

40

60

80

%age

Response

Response for Quality

Yes

No

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Response %age of Respondents

Yes 75

No 25

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.

What should be the promotional Scheme?

Schemes % age of Respondents

Gifts 10

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Prize Coupons 25

Discount 25

Good Commission 30

Extra quantity 10

30

25

20

15

10

5

0

Gifts Prize Discount Good Extra quantity Coupons Schemes commission

Findings

30% of respondents say company should provide them good commission.

25% of respondents say discount and prize coupons respectively. 10% of

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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 60 70

%age of Respondents

Findings

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?

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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

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 No. Of Respondents

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Newspapers 25T.V 45Internet 10Others 20

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.

In your view, what will be the future of ITC Sunfeast?

Status No. Of RespondentsExcellent 25

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Good 40Average 30Poor 5

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.

COMPARATIVE ANALYSIS

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No. of Respondents

Excellent25%

Good40%

Average30%

Poor5%

The following chart shows the comparative analysis of all the areas

visited on the basis of various criteria such as distribution, brand

awareness, availability etc.

PA

RT

ICU

LA

RS

BA

DA

BA

JAR

DE

LH

I R

OA

D

NE

HR

U M

KT

KA

BR

I B

AZ

AR

SH

IV M

UR

TI

HA

NU

MA

N

TIL

LA

SH

AM

LI

BI

PA

SS

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

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.

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.

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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.

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.

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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.

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.

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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

carry the complete product range to meet the demand of a

particular area.

5. Areas covered by SCP’s, should be covered by distribution van

at least once in a week to ensure the proper supply to whole

sellers.

6. The Supervisor needs to increase the frequency of visits, this

will 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.

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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

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)

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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

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

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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

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.

.

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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 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.

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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

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

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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

(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.

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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 _______%

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

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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 Credit

10 Do you think consumer are ready to pay high for good quality ?

Yes No

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 Parle

Others

3. Which attributes describes your buying behaviour ?

Taste Price

Brand image Advertisement

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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

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

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Name: Age

Sex : M / F Address

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