8/3/2019 Importance of Promotion Mix in Consumer Market
1/37
OBJECTIVE
To help me to understand the consumer needs and thus modify my promotion mix withrespect to the competitive market to make my product more friendly for the consumer market.
To enhance the consumer producer bond as the product is made known to the customer onthe personal selling level in its very early stages of introduction.
To retain the customers of britannia and to reach every level of society.
1
8/3/2019 Importance of Promotion Mix in Consumer Market
2/37
INDUSTRIAL DETAIL
What are FMCGs?
WE regularly talk about things like butter, potato chips, toothpastes, razors, household care
products, packaged food and beverages, etc. But do we know under which category these
things come? They are called FMCGs. FMCG is an acronym for Fast Moving Consumer
Goods, which refer to things that we buy from local supermarkets on daily basis, the things
that have high turnover and are relatively cheaper.
FMCG Products and Categories
Personal Care , Oral Care , Hair Care , Skin Care , Personal Wash (soaps) Cosmetics and toiletries, deodorants, perfumes , feminine hygiene, paper products; Household care fabric wash including laundry soaps and synthetic detergents;
household cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners , air
fresheners, insecticides and mosquito repellents , metal polish and furniture polish .
SECTOR OUTLOOK
FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs.
60,000 crores. FMCG sector generates 5% of total factory employment in the country and is
creating employment for three million people, especially in small towns and rural India.
FMCG INDUSTRY
FMCG INDUSTRYalternatively called as CPG(consumer packaged goods) industry
primarily deals with the production,distribution and marketing of consumer packaged
goods.Some of the prime activities of FMCG industry are selling ,marketing, financing,
purchasing,etc.The industry also engaged in operations,supply chain,production and
management.
FMCG INDUSTRY ECONOMY
2
http://www.naukrihub.com/india/fmcg/overview/personal-care/http://www.naukrihub.com/india/fmcg/overview/oral-care/http://www.naukrihub.com/india/fmcg/overview/hair-care/http://www.naukrihub.com/india/fmcg/overview/skin-care/http://www.naukrihub.com/india/fmcg/overview/soaps/http://www.naukrihub.com/india/fmcg/overview/cosmetics-toiletries/http://www.naukrihub.com/india/fmcg/overview/deodorants-perfumes/http://www.naukrihub.com/india/fmcg/overview/feminine-hygene/http://www.naukrihub.com/india/fmcg/overview/paper-products/http://www.naukrihub.com/india/fmcg/overview/household-care/http://www.naukrihub.com/india/fmcg/overview/fabric-wash/http://www.naukrihub.com/india/fmcg/overview/household-cleaners/http://www.naukrihub.com/india/fmcg/overview/air-fresheners/http://www.naukrihub.com/india/fmcg/overview/air-fresheners/http://www.naukrihub.com/india/fmcg/overview/mosquito-repellents/http://www.naukrihub.com/india/fmcg/overview/furniture-polish/http://www.naukrihub.com/india/fmcg/overview/oral-care/http://www.naukrihub.com/india/fmcg/overview/hair-care/http://www.naukrihub.com/india/fmcg/overview/skin-care/http://www.naukrihub.com/india/fmcg/overview/soaps/http://www.naukrihub.com/india/fmcg/overview/cosmetics-toiletries/http://www.naukrihub.com/india/fmcg/overview/deodorants-perfumes/http://www.naukrihub.com/india/fmcg/overview/feminine-hygene/http://www.naukrihub.com/india/fmcg/overview/paper-products/http://www.naukrihub.com/india/fmcg/overview/household-care/http://www.naukrihub.com/india/fmcg/overview/fabric-wash/http://www.naukrihub.com/india/fmcg/overview/fabric-wash/http://www.naukrihub.com/india/fmcg/overview/household-cleaners/http://www.naukrihub.com/india/fmcg/overview/air-fresheners/http://www.naukrihub.com/india/fmcg/overview/air-fresheners/http://www.naukrihub.com/india/fmcg/overview/mosquito-repellents/http://www.naukrihub.com/india/fmcg/overview/furniture-polish/http://www.naukrihub.com/india/fmcg/overview/personal-care/8/3/2019 Importance of Promotion Mix in Consumer Market
3/37
FMCG industry provides a wide range of consumables and accordingly the amount
of money circulated against FMCG products is also very high .
FMCG industry is regarded as the fourth largest sector with total market size of
US$13.1 billion. FMCG Sector in India is estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New Zealand which accounts for
5% of Gross Domestic Product (GDP).
COMMON FMCG PRODUCTS
Some common FMCG product categories include food and dairy products, glassware,
paper products, pharmaceuticals, consumer electronics, packaged food products,
plastic goods, printing and stationery, household products, photography, drinks etc.
Some of the examples of FMCG products are coffee, tea, dry cells, greeting cards,
gifts, detergents, tobacco and cigarettes, watches, soaps etc.
LEADING FMCG COMPANIES
Some of the well known FMCG companies are Sara Lee, Nestl, Reckitt Benckiser, Unilever,
Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc.
SCOPE OF THE SECTOR
The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest
sector in the economy. FMCG Sector is expected to grow by over 60% by 2010. That will translate into an
annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in
2005 to Rs 92,100 crores in 2010.
GROWTH PROSPECTS
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.
3
8/3/2019 Importance of Promotion Mix in Consumer Market
4/37
Because of the low per capita consumption for almost all the products in the country,
FMCG companies have immense possibilities for growth. At present, urban India accounts for 66% of total FMCG consumption, with rural
India accounting for the remaining 34%. Rural India accounts for more than 40% consumption in major FMCG categories such
as personal care, fabric care, and hot beverages. Within the foods segment, it is estimated that processed foods, bakery, and dairy are
long-term growth categories in both rural and urban areas.
Indian Competitiveness and Comparison with the World Markets
Availability of raw materials
Because of the diverse agro-climatic conditions in India, there is a large raw material
base suitable for food processing industries. India is the largest producer of livestock, milk, sugarcane, coconut, spices and cashew
and is the second largest producer of rice, wheat and fruits &vegetables. The availability of these raw materials gives India the location advantage.
Presence across value chain
Indian companies have their presence across the value chain of FMCG sector, right
from the supply of raw materials to packaged goods in the food-processing sector. This brings India a more cost competitive advantage. For example, Amul supplies
milk as well as dairy products like cheese, butter, etc.
TOP 10 FMCG COMPANIES
S. NO. Companies
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company)
4
http://www.naukrihub.com/india/fmcg/top-companies/hindustan-unilever.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/itc-limited.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/hindustan-unilever.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/itc-limited.html8/3/2019 Importance of Promotion Mix in Consumer Market
5/37
3. Nestl India
4. GCMMF (AMUL)
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8 Britannia Industries
9.Procter & Gamble Hygiene and
Health Care
10. Marico Industries
The Marketing Communications or Promotional Mix
Your marketing plan will be executed by using the tactical elements of the Marketing
Communications, or Promotions Mix.
5
http://www.naukrihub.com/india/fmcg/top-companies/nestle.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/gcmmf.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/dabur.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/asian-paints.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/cadbury.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/britannia.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/procter-gamble.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/procter-gamble.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/marico-industries.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/nestle.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/gcmmf.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/dabur.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/asian-paints.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/cadbury.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/britannia.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/procter-gamble.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/procter-gamble.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/marico-industries.html8/3/2019 Importance of Promotion Mix in Consumer Market
6/37
The elements of the marketing communications mix
The Marketing Communications Mix is the specific mix of advertising , personal selling ,
sales promotion , public relations , and direct marketing a company uses to pursue its
advertising and marketing objectives.
Definitions:
Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or
services by an identified sponsor.
Personal selling - Personal presentation by the firms sales force for the purpose of making
sales and building customer relationships.
Sales promotion - Short-term incentives to encourage the purchase or sale of a product or
service.
Public relations - Building good relationships with the companys various publics by
obtaining favorable publicity, building up a good "corporate image", and handling or heading
off unfavorable rumors, stories, and events.
Direct marketing - Direct communications with carefully targeted individual consumers to
obtain an immediate response and cultivate lasting customer relationships.
Setting the Promotion Mix
When deciding how to properly utilize the marketing communications mix to meet your
marketing objectives, it is important to consider the relative strengths and weaknesses of each
component of the mix. Further, you must always define your total budget first (generally
defined in the Marketing and/or Business Plan) and then decide upon the best way to leverage
6
8/3/2019 Importance of Promotion Mix in Consumer Market
7/37
the different elements of the mix to maximize the return on your investment. You will
balance the various parts of the mix to not only create an integrated approach to your
marketing communications but you must also devote enough resources for each component to
be successful.
Here are some things to keep in mind:
Reaches large, geographically dispersed audiences, often with high
frequency; Low cost per exposure, though overall costs are high; Consumers perceive
advertised goods as more legitimate; Dramatizes company/brand; Builds brand image; may
stimulate short-term sales; Impersonal, one-way communication; Expensive
Most effective tool for building buyers preferences, convictions,
and actions; Personal interaction allows for feedback and adjustments; Relationship-oriented;
Buyers are more attentive; Sales force represents a long-term commitment; Most expensive
of the promotional tools
May be targeted at the trade or ultimate consumer; Makes use of a
variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong
purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response;
Short-lived; Not effective at building long-term brand preferences
Highly credible; Very believable; Many forms: news stories, news
features, events and sponsorships, etc.; Reaches many prospects missed via other forms of
promotion; Dramatizes company or product; Often the most under used element in the
promotional mix; Relatively inexpensive (certainly not 'free' as many people think--there are
costs involved)
7
8/3/2019 Importance of Promotion Mix in Consumer Market
8/37
Many forms: Telephone marketing, direct mail, online marketing,
etc.; Four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive ;
Well-suited to highly-targeted marketing efforts
When deciding upon your unique marketing communications mix, you should also consider
the Product Life Cycle . Here are some general guideline as to how and when to emphasize
different parts of the mix according to the stages of a typical product life cycle:
Product Life Cycle
Pre-Introduction: Light advertising, pre-introduction publicity
8
8/3/2019 Importance of Promotion Mix in Consumer Market
9/37
Introduction: Heavy use of advertising, public relations for awareness, sales promotion for
trial
Growth: Advertising, public relations, branding and brand marketing, personal selling for
distributionMaturity: Advertising decreases, sales promotion, personal selling, reminder & persuasion
Decline: Advertising and public relations decrease, limited sales promotion, personal selling
for distribution
Next let's briefly walk through each of the various parts of the marketing communications
mix.
HISTORY
The story of one of India's favourite brands reads almost like a fairy tale. Once upon a time,
in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta
(now Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia
today.
The beginnings might have been humble-the dreams were anything but. By 1910, with the
advent of electricity, Britannia mechanised its operations, and in 1921, it became the firstcompany 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" .
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 fromParry's who till now distributed Britannia biscuits in India. In the subsequent public issue of
9
8/3/2019 Importance of Promotion Mix in Consumer Market
10/37
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.
10
8/3/2019 Importance of Promotion Mix in Consumer Market
11/37
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.
VISION
Our vision is to make every third Indian a Britannia consumer.
MISION
Our market are poised for exciting time. As a successful organization we must notoly keep
pace with consumer expectation, but also anticipate them. Our new identity is to lay the base
to project our future as a successful foodcompany,a company that provides high quality
and tasty yet healthy food and beverages,
Nusli Wadia, Chairman, Britannia Industries Limited.
"I conform to the view that there are three kinds of companies - those that watch things
happen; those that make things happen; and those that wonder what happened. We certainly
wish to make things happen..My personal commandment is Do unto others what you don't
wish Done unto you. It's not the big who swallow the small, it is the fast who swallow the
slow"
11
8/3/2019 Importance of Promotion Mix in Consumer Market
12/37
CODE OF CONDUCT
The reputation that Britannia has built over the years for high ethical standards is one of our
greatest business assets. To share the responsibility to preserve and enhance this asset, the
company has documented the Code of Business Conduct (COBC) for its employees. This
handbook covers the Code in detail.
1. Responsibilities of Employees of Britannia
Maintaining ethical standards, including appropriate accounting controls;
Identify, surface and resolve ethical issues with great speed;
Corporate assets (physical and intellectual) must not be used for personal benefit;
Exercise good judgment and standards of good taste when creating company records,including e-mail;
Maintain company records accurately and retain them in accordance with law.
2. Workplace Responsibilities
Being committed to fair employment practices;
Being committed to a workplace free from drugs and any kind of harassment or
intimidation of employees;
Being committed to the safety of our employees;
12
8/3/2019 Importance of Promotion Mix in Consumer Market
13/37
Being committed to discipline at workplace;
Compliance with appropriate laws and internal regulations.
3. Representing Britannia to Customers and Other External Constituencies
Treating customers, suppliers and competitors fairly;
Maintaining high standards of quality;
Speeches, media interviews, and other public appearances in connection with
Britannia must first be approved internally;
Preparing accounts accurately and maintaining records;
Ensuring not to use unfair and misleading statements when marketing Britannia
products and services;
4. Privacy / Confidentiality
Protect proprietary and confidential information at all times in accordance with
applicable law;
Keep customer information secure at all times, as a sacred trust given to the company
by our customers;
Keep employees' information confidential.
5. Investments and Outside Activities
Trading in the securities of Britannia or any other company while in possession of
"inside" information is illegal;
Avoiding real or perceived conflicts of interest in areas including investments or
outside business activities, among others.
6. Corporate Social Responsibility Catering to the national interest
Committed to be a good corporate citizen
The company prohibits any payment of bribes.
13
8/3/2019 Importance of Promotion Mix in Consumer Market
14/37
8/3/2019 Importance of Promotion Mix in Consumer Market
15/37
1983
Sales cross Rs.100 crore
1993
Wadia Group acquires stake in ABIL, UK and becomes an equal partner
with Groupe Danone in BIL.
1994
Volumes cross 1,00,000 tons of biscuits
2000
BIL ranked one of India's biggest brands No.1 food brand of the
country
2001
Britannia industries formed a joint venture with the Khimji Ramdas
Group and acquired a 70 percent beneficial stake in the Dubai-based
Strategic Foods International Co. LLC and 65.4% in the Oman-based
Al Sallan Food Industries Co. SAOG.
Britannia NutriChoice SugarOut range introduced - 1st of its kind of
biscuits to be be launched in India with "No Added Sugar" (Variants -
15
8/3/2019 Importance of Promotion Mix in Consumer Market
16/37
8/3/2019 Importance of Promotion Mix in Consumer Market
17/37
ANURADHA NARASIMHAN - Category Director - Health & WellnessASHOK KUMAR GUPTA - General Manager - Accounts & Planning
GAUTAM BANERJEE - General Manager - Materials
R K AGRAWAL - Supply Chain Director for New Business Development
R S SUBRAMANIAM - General Manager - Manufacturing, Engineering and Projects
R. ANAND - Business Operations Director
SHALINI DEGAN - Category Director - Delight & Lifestyle
T S VENKETRAM - General Manager - Engineering Projects & Technology
VINOD MENON - Head - Dairy Business
BALAJI REDDIPALLI - Head Replenishment
N. VENKATARAMAN - General Manager - Commercial
B. PRASHANTH - Head of R&D
Dr. K.N. SHASHIKANTH - Corporate Quality Assurance Manager
P. GOVINDAN - Company Secretary & Head of Legal
SHRIDHAR PANSHIKAR - National Sales Manager
VALIVETI V PADMANABHAM - Head - Corporate IT
17
8/3/2019 Importance of Promotion Mix in Consumer Market
18/37
PRODUCT OVERVIEW
For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials
specially designed for people with diabetes.
There's no longer a need to avoid snacks or go hungry while traveling or at work. Rather
approach snacking in a healthy way with our Oat Cookies.
BRITANNIA NUTRICHOICE RAGI COOKIES
NutriChoice Ragi Cookies are scientifically created to suit the special lifestyle and nutrition
needs of diabetics to manage extreme swings in blood sugar levels.
Ragi helps lower blood glucose levels and in a rich source of magnesium, which is
instrumental for the production of important enzymes.
VEG CAKES
100% vegetarian cake with all the softness and delight a cake should have.
Grab a pack of Britannia Veg Cake today. Masti ka Green Signal!
NUTRI CHOICE HEALTH STARTER KIT
18
8/3/2019 Importance of Promotion Mix in Consumer Market
19/37
8/3/2019 Importance of Promotion Mix in Consumer Market
20/37
NUTRICHOICE DIGESTIVE BISCUITS
Made with 50% whole-wheat and packed with added fibre (10% of our daily dietary needs),
these delightfully tasty biscuits are amongst your healthiest bites of the day.
Britannia Treat launches the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are
filled with real fruits and provide a healthy yet mouth-watering treat to the kids .
TREAT FRUIT ROLLZ
Fruit Rollz comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy
Orange and Delicious Dates!
Britannia's platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy snacking option
for kids, while keeping the Moms assured about the goodness provided by the fruit filling.
NEW BRITANNIA MILK BIKIS
Recently re-launched in its existing Southern & Eastern markets, and extended across India,
the new Milk Bikis is all set to add excitement and appeal to nutritious food.
The milk goodness in the recipe is now enhanced with SMART NUTRIENTS 4 vital
vitamins, iron and iodine, proven to aid mental and physical development in growing kids.
20
8/3/2019 Importance of Promotion Mix in Consumer Market
21/37
JOINT VENTURES
Britannia Industries Ltd (BIL) has acquired a strategic stake in Daily Bread, a
Bangalore-based boutique manufacturer and retailer of high-end bakery products,
which includes a variety of European breads, pastries and savouries. Daily Bread is an
equal joint venture floated by CCD and Mr Arjun Sekri, which operates in both theinstitutional and retail segments.
Britannia Industries, Indias largest processed food company, has signed an agreement
with Fonterra Brands (Mauritius Holding) Ltd, Mauritius, for acquiring the latters 49
per cent equity and preference shareholding in Britannia New Zealand Foods Pvt Ltd
(BNZF), their dairy joint venture.
The move comes soon after Groupe Danone SA, the worlds biggest yogurt maker,
agreed to sell its 25.5 per cent stake in Britannia to its Indian partner, the Wadia
group. This gives the latter 51 per cent control of Britannia.
Fonterra Cooperative Group Ltd, the New Zealand-based parent firm which has
decided to entirely divest to Britannia, is the worlds largest dairy products exporter,
with annual revenue of more than $4 billion. This joint venture was formed in early
2002.
21
8/3/2019 Importance of Promotion Mix in Consumer Market
22/37
CORPORATE SOCIAL RESPONSIBILITY
Company continues to pursue its Corporate Social Responsibility by driving the Nutrition agenda in India. It is a well documented statistic that India suffers from
wide spread micronutrient deficiency - the most notable being Iron Deficiency or
Anaemia which affects 70% of the Indian population.
Company continues to support NGOs like the Navjyoti Foundation by supplying Iron
Fortified biscuits - you may be pleased to note that within 3 months of supply of these
biscuits, children showed a significant improvement in Iron status with a rise in
Haemoglobin levels from around 8 to around 12.
Company pursues relevant partnerships with key organizations in Nutrition like GAIN
(Global Alliance for Improved Nutrition), UNWFP (United Nations World Food
Program), WBI (World Bank Institute) etc.
Company has been recognized for its CSR efforts by the global non-partisan
organization CGI - Clinton Global Initiative. Out of 1,200 organisations that are partof the CGI.Companys progress on its nutrition commitment was acknowledged at the
closing plenary and Company was asked to present a progress update in front of a
global audience of Heads of States, industry and NGO representatives and
international media in New York in September 2009.
Company is in the process of setting up a foundation under the name and style of the
Britannia Nutrition Foundation which will primarily work towards betterment of the
undernourished segments of our society and will be supported by an external expert
advisory board. To advance this process, your Company had organized a well
attended technical seminar on Addressing Malnutrition in India on 12 October 2009
in New Delhi.
Britannia Nutrition Foundation
22
8/3/2019 Importance of Promotion Mix in Consumer Market
23/37
http://www.britannia.co.in/bnf/aboutus.html
To secure Every Childs Right to Growth and Development through Right 2 Nutrition.
Objective of the Britannia Nutrition Foundation (BNF)
Setting up the Britannia Nutrition Foundation was a small step that we took to address
the issue regarding child malnutrition. Britannia Nutrition Foundation is an independent, autonomous, non-profit entity that
will leverage the strength through Britannias wide stakeholder network to address the
issue of Child Nutrition. We see BNF working proactively to secure every childs right to growth and
development through catalyzing thought and action that drives a meaningful
nutrition agenda.
What it is:
An independent, Autonomous, non-profit body that leverages the strengths of
Britannias wide stakeholder network to address Child Malnutrition through scientific
knowledge building and dissemination, driving awareness and education, and creating
a platform for action.
Why BNF?
1. Commitment to Health & Well-Being of most vulnerable population of India i.e.
children (33% population below 14 years) and being aware that child-under nutrition
is not an isolated phenomenon, but linked to maternal under-nutrition, in vitro under-
nutrition, and to under-nutrition of adolescent girl
2. To demonstrate the strength & durability of Britannias commitment to health andenable the brand to play a significant civic role in social community through concrete
action
3. BNF will enable BIL to reach the vulnerable sections of society with
products/solutions of public health relevance
Mission
23
http://www.britannia.co.in/bnf/aboutus.htmlhttp://www.britannia.co.in/bnf/aboutus.html8/3/2019 Importance of Promotion Mix in Consumer Market
24/37
The foundation provides information, guidance and support and a platform for action to help
secure every childs right to growth and development through driving thought and action
about "Right 2 nutrition"
PromiseBNF proactively works towards securing every childs right to growth and development
through catalyzing thought and innovative action about nutrition.
METHODOLOGY
24
8/3/2019 Importance of Promotion Mix in Consumer Market
25/37
Research Design: Descriptive Study
Data Type: Primary data and Secondary data
Primary data is collected through questionnaire and Secondary data is collectedthrough Britannia website, internet, etc.
Research Instrument: Questionnaire
Sample Size: 30
Target population consumers of Britannia.
Sampling location: Noida-sector: 62.
Analytical tool: Pie chat
Limitations:
Sample taken may not represent the whole population.
Persons may not give the genuine answers.
DATA COLLECTION
1.DO YOU LIKE THIS TYPE OF PACKAGING?
25
8/3/2019 Importance of Promotion Mix in Consumer Market
26/37
A.YES - 25
B.NO- 5
Out of 30 sample size 25 people liked this kind of packaging and 5 dont like the packaging.
2.WHAT CHANGES CAN BE DONE?
A.packaging- 3
B.size- 5
C.cost- 15
D.quantity- 7
26
8/3/2019 Importance of Promotion Mix in Consumer Market
27/37
Out of 30 sample size 15 people said to lower the cost of the gift pack to make it pocket
friendly.
7 people said to increase the quantity according to the cost of the packaging.
3.DO THIS PRODUCT NEED ADVERTISMENT AND PROMOTION FOR CONSUMER
MARKET?
A.YES - 22
B.NO - 8
Out of 30 sample size 22 people said that this product needs advertisement for consumer
market and 8 said no.
4.FROM WHICH SOURCE YOU CAME TO KNOW ABOUT THIS PRODUCT?
A.NEWSPAPER- 5
27
8/3/2019 Importance of Promotion Mix in Consumer Market
28/37
B.MAGAZINE- 2
C.TELIVISION- 13
D.RADIO- 4
E.DIRECT SELLING AGENCY-3
F.OTHERS- 3
Out of 30 sample size most of the people came to know about the product through television.
5.WHAT CAN BE THE BEST GIFT ACCORDING TO YOU?
A.COOKIES- 13
B.CHOCOLATES- 6
C.CAKES- 3
D.SWEETS- 6
E.OTHERS 2
28
8/3/2019 Importance of Promotion Mix in Consumer Market
29/37
Out of 30 sample size 13 people prefer to gift cookies as gift and then most people like
chocolates n sweets for gifting purpose.
6.WHAT KIND OF PROMOTION WILL YOU PREFER?
A.CASH DISCOUNT- 20
B.GIFT OFFERS- 5
C.REWARD POINTS- 3
D.OTHERS..- 2
Out of 30 sample size 20 people said that they prefer cash discount more than other offers.
7.WHAT FORM OF SELLING IS MORE PREFERRED BY YOU?
A.DIRECT SELLING- 15
B.INTERNET- 5
29
8/3/2019 Importance of Promotion Mix in Consumer Market
30/37
C.RETAIL SHOP- 7
D.TELEPHONIC SELLING- 3
Out of 30 sample size 15 people said that they like direct selling and 7 said that they prefer
retail shopping.
8.DO you find the product is qualitative enough for the consumer market?
a.yes- 23
b.no- 7
Out of 30 sample size 23 people said that product is qualitative for the consumer market and
7 said no.
30
8/3/2019 Importance of Promotion Mix in Consumer Market
31/37
CONCEPTUAL DISCUSSIONDuring this research I came to know about the importance of Promotion Mix in marketing of
any product in the consumer market. A good advertisement create a good image of a product
in the mind of consumer and motivate them to buy that product. It also create brand image
and show that it is a legal product to buy. Sales promotion by giving cash discount/coupons/
price off etc make customers happy and a strong bond is created between the brand and the
customers. Giving personal attention to the customers and saving their time is very important
factor of promotion mix. It helps in maximizing the satisfaction level of the customers.
Estimation of an effective promotion mix can lead to the success of the product because
todays environment is very much competitive and to survive in the long run a company
should not ignore this area to work upon.
31
8/3/2019 Importance of Promotion Mix in Consumer Market
32/37
FINDINGS
1. The gift pack Britannia shubhkamnaye is a quality product for the consumer market.
2. Most of the people like to gift this type of packs on occasion because sweets are now
out of fashion.
3. Telivision advertisements are more successful for the promotion of the product.
4. Most of the people prefer cash discount instead of gift offers and other options.
5. Direct selling is more attractive than other mode of selling.
32
8/3/2019 Importance of Promotion Mix in Consumer Market
33/37
CONCLUSION
Company is doing good in consumer market and the BSK pack is a success.As this pack
is made only for gift purpose so company provide special attention towards the
cuctomer.Supply chain of the company is very good in the market and its demand is
really high.It is considered as a brand name and a very tough competitor for other FMCG
companies.The quality of the product is very good and it is capable of satisfying the
consumer needs. Company is also paying attention towards the different kind of
promotion for the product to make it successful in the consumer market.
SUGGESTIONS
33
8/3/2019 Importance of Promotion Mix in Consumer Market
34/37
1. The cost of BSK pack should be reduced to make it more pocket friendly2. Attractive advertisement should be made for the promotion of the gift pack, and
banners and hoardings should be placed in the market.3. The quantity of the product inside the pack should be increased for the value of
money.
4. Cash discount should be provided rather than gift offers.
5. Direct selling should be most preferred than other modes.
APPENDICES
1.DO YOU LIKE THIS TYPE OF PACKAGING?
34
8/3/2019 Importance of Promotion Mix in Consumer Market
35/37
A.YES -
B.NO-
2.WHAT CHANGES CAN BE DONE?
A.packaging
B.size
C.cost
D.quantity
3.DO THIS PRODUCT NEED ADVERTISMENT AND PROMOTION FOR CONSUMER
MARKET?
A.YES
B.NO
4.FROM WHICH SOURCE YOU CAME TO KNOW ABOUT THIS PRODUCT?
A.NEWSPAPER
B.MAGAZINE
C.TELIVISION
D.RADIO
E.DIRECT SELLING AGENCY
F.OTHERS
5.WHAT CAN BE THE BEST GIFT ACCORDING TO YOU?
A.COOKIES
B.CHOCOLATES
35
8/3/2019 Importance of Promotion Mix in Consumer Market
36/37
C.CAKES
D.SWEETS
E.OTHERS
6.WHAT KIND OF PROMOTION WILL YOU PREFER?
A.CASH DISCOUNT
B.GIFT OFFERS
C.REWARD POINTS
D.OTHERS..
7.WHAT FORM OF SELLING IS MORE PREFERRED BY YOU?
A.DIRECT SELLING
B.INTERNET
C.RETAIL SHOP
D.TELEPHONIC SELLING
8.DO you find the product is qualitative enough for the consumer market?
A.YES
B.NO
BIBLIOGRAPHY
1. www.britanniaindustriesltd.com
2. www.answer.com3. www.naukrihub.com
36
http://www.britanniaindustriesltd.com/http://www.answer.com/http://www.naukrihub.com/http://www.britanniaindustriesltd.com/http://www.answer.com/http://www.naukrihub.com/8/3/2019 Importance of Promotion Mix in Consumer Market
37/37
Top Related