A Project ON Retail Coverage of Britannia FMCG Product With Special Reference To Omfed Outlets in Bhubaneswar
A Project ON Retail Coverage of Britannia FMCG Product With Special Reference To Omfed Outlets in Bhubaneswar
A Project ON Retail Coverage of Britannia FMCG Product With Special Reference To Omfed Outlets in Bhubaneswar
PROJECT
ON
By
DEBASIS MOHANTY
Place: GUIDE
Date: Dr. M.C TRIPATHY
DECLARATION
I am DEBASIS MOHANTY ,student of COLLEGE OF IT &
MANAGEMENT EDUCATION under BPUT,2017-2019 batch,
bearing Reg. No-1706107022 do hereby declare that this project
report title “RETAIL COVERAGE OF BRITANNIA FMCG
PRODUCTS SPECIAL REFERENCE TO OMFED OUTLETS ’’
BHUBANESAWR” submitted by me.
DEBASIS MOHANTY
Regd. No: -1706107040
CONTENTS
During the course of study I visited around 170 omfed stores and
conducted personal interviews with the retailers to find out major
competitors of BRITANNIA I also used observation technique to
ascertain penetration of the BRITANNIA products and the market
potential for the new products. Also interviews were conducted to
determine major competitors in FMCG.
INTRODUCTION
RETAILING
The scope of the projects involves the study of the availability and
coverage of BRITANNIA FMCG products in OMFED outlets. The
project also involves the weakness and strengths of BRITANNIA and
as well as the competitors.
ITC’s aspiration to create enduring value for the nation and its stakeholders is
manifest in its robust portfolio of traditional and greenfield businesses
encompassing Fast Moving Consumer Goods (FMCG), Hotels, Paperboards
& Specialty Papers, Packaging, Agri-Business, and Information
Technology. This diversified presence in the businesses of tomorrow is
powered by a strategy to pursue multiple drivers of growth based on its proven
competencies, enterprise strengths and strong synergies between its businesses.
Within a relatively short span of time, BRITANNIA has established vital brands
like Aashirvaad, Sunfeast, Fabelle, Sunbean, Dark Fantasy, Mom's Magic
Bingo!, Yippee!, Candyman, mint-o, Kitchens of India, Farmland, B Natural,
BRITANNIA MasterChef in the Branded Foods space; Essenza Di Wills,
Fiama, Vivel, Engage, Savlon, Charmis, Shower to Shower and Superia in the
Personal Care products segment; Classmate and Paperkraft in Education &
Stationery products; Wills Lifestyle and John Players in the Lifestyle Apparel
business; Mangaldeep in Agarbattis and Aim in the Safety Matches segment.
This growth has been rated by a Nielsen Report to be the fastest among the
consumer goods companies operating in India.
ITC's production facilities and hotels have won numerous national and
international awards for quality, productivity, safety and environment
management systems. BRITANNIA was the first company in India to
voluntarily seek a corporate governance rating.
The Company continuously endeavours to enhance its wealth generating
capabilities in a globalising environment to consistently reward more than
7,68,000 shareholders, fulfill the aspirations of its stakeholders and meet
societal expectations.
HISTORY
BRITANNIA was incorporated on August 24, 1910 under the name Imperial
Tobacco Company of India Limited. As the Company's ownership
progressively Indianised, the name of the Company was changed from
Imperial Tobacco Company of India Limited to India Tobacco Company
Limited in 1970 and then to I.T.C. Limited in 1974. In recognition of the
Company's multi-business portfolio encompassing a wide range of businesses -
Fast Moving Consumer Goods comprising Foods, Personal Care, Cigarettes
and Cigars, Branded Apparel, Education and Stationery Products, Incense
Sticks and Safety Matches, Hotels, Paperboards & Specialty Papers,
Packaging, Agri-Business and Information Technology - the full stops in the
Company's name were removed effective September 18, 2001. The Company
now stands rechristened 'BRITANNIA Limited,'where ‘ITC’ is today no
longer an acronym or an initialised form.
A MODEST BEGINNING
The Company's 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.
ITC’s aspiration to create enduring value for the nation and its stakeholders is
manifest in its robust portfolio of traditional and greenfield businesses
encompassing Fast Moving Consumer Goods (FMCG), Hotels, Paperboards
& Specialty Papers, Packaging, Agri-Business, and Information
Technology. This diversified presence in the businesses of tomorrow is
powered by a strategy to pursue multiple drivers of growth based on its proven
competencies, enterprise strengths and strong synergies between its businesses.
Within a relatively short span of time, BRITANNIA has established vital brands
like Aashirvaad, Sunfeast, Fabelle, Sunbean, Dark Fantasy, Mom's Magic
Bingo!, Yippee!, Candyman, mint-o, Kitchens of India, Farmland, B Natural,
BRITANNIA MasterChef in the Branded Foods space; Essenza Di Wills,
Fiama, Vivel, Engage, Savlon, Charmis, Shower to Shower and Superia in the
Personal Care products segment; Classmate and Paperkraft in Education &
Stationery products; Wills Lifestyle and John Players in the Lifestyle Apparel
business; Mangaldeep in Agarbattis and Aim in the Safety Matches segment.
This growth has been rated by a Nielsen Report to be the fastest among the
consumer goods companies operating in India.
ITC's production facilities and hotels have won numerous national and
international awards for quality, productivity, safety and environment
management systems. BRITANNIA was the first company in India to
voluntarily seek a corporate governance rating.
Our Vision
Sustain ITC’s position as one of India most valuable corporations through world
class performance, creating growing value for the Indian economy and the
company stakeholdes.
Our Mission:
To enhance the wealth generating capability of the enterprises in a globalising
environment, delivering superior and sustainable stakeholder value.
Core Values
Trusteeship
Customer Focus
We are always customer focused and will deliver what the customer needs in
terms of value, quality and satisfaction.
We will simultaneously respect and value people and uphold humanness and
human dignity.
Excellence
Innovation
We will constantly pursue newer and better processes, products, services and
management practices.
Nation Orientation
We are aware of our responsibility to generate economic value for the Nation.
In pursuit of our goals, we will make no compromise in complying with
applicable laws and regulations at all levels
BUSINESS HEADS
India Tobacco Division
Foods Division
Hotels Division
Managing Director
SanjivPuri
Executive Directors
NakulAnand Rajiv Tandon (CFO)
Non-Executive Directors
Shilabhadra Banerjee Hemant Bhargava ArunDuggal
CSR Activities
Various CSR activities in which the Company has been engaged during the
current year are listed below:
AREA ACTIVITIES/INITIATIVES/PROGRAMMES
Promoting Gender Equality & Empowering Women Promotion of women-based micro enterprises
Reducing child mortality & improving maternal health Basic hygiene and sanitation improvement initiatives
BRITANNIA E-CHOUPAL
BRITANNIA E-Choupal creatively leverages information technology
to set up a mega market in favour of India’s small and poor faremrs ,
who would otherwise continue to operate and transact in un-evolved
markets.
As of july 2010 , services through 6500 e- choupal across 10 states ,
reach more than 4 million farmers in about 40000 villages.free access
to internet is also opening windows of rural india to the world at
large.
BRITANNIA E- Choupal is now being regarded as a reliable delivery
mechanism for resources development initiatives . its potential is
beimg tested through pilot projects in health care , educational
services, water management and cattle health Management with the
help of several service providers including NGOs.
Classmate notebooks were launched with the initiative of contributing
1 rupee towards the education of poor children , from every four
books sold.
Classmate, has launched a programme called Classmate Ideas for
India challenge. The programme would be a part of the company’s
centenary initiative. The nation wideprogramme would be invite ideas
youth ,who have the potential to transform India. Classmate ideas for
india challenge plans to reach out to 25 lakh students across 30 cities ,
500 schools and 200 colleges across the country.
RESEARCH METHODOLOGY:
Research instrument: -
Sampling Plan: -
OPPORTUNITY
BRITANNIA has immense opportunities to increase its export
turnover, which at presents is very meager.
BRITANNIA can leverage its pillar brands in full swing. It may
enter in to other food products or health beverages and to become
total foods company.
THREAT
Threats of regional and local players are more.
Other competitors like BRITANNIA and Parle are playing very
aggressive role in this era beside the threat of inflation in prices of
agriculture based commodities are always attached with it.
PARLE
STRENGTH
PARLE-G is the largest selling brand.
It also has well penetrated distribution network.
It has very good distribution channels even in rural areas also.
It’s competitive pricing strategy to that of the competitors.
WEAKNESS
There is less number of brands under its umbrella than its competitors.
It does not have attractive packaging.
It does not focus on advertising and promotion strategies of its new
brands.
Lack of schemes for retailers and distributors.
OPPORTUNITIES
Increase the number of brands under the same Umbrella.
Retaining loyal retailers or wholesalers.
Good scope for new segments, if launched and properly promoted by
Parle.
Improving supply system for established brands.
THREATS
Margin war among the major brands.
The entry of players like BRITANNIA & BRITANNIA in the field could
mean more competition.
Some area lacks in distribution.
42%
58%
TOTAL NO OF
OMFED OUTLET
NO OF OUTLET
COVERED BY ITC
The above graph shows that out of 174 OMFED outlets only 125
outlets has been covered by BRITANNIA That is 58% outlets are
avail the BRITANNIA services.
70
60
50 43
40
30
20
10
0 0
0
daily weekly fortnightly monthly
The graph shows that 82 outlets goes to daily retail services for taking
orders while 43 outlets goes to weekly taking order services and not a
single outlet goes for monthly or fortnightly ordering service.
1500
1,243
1120.6
956 1011.3
1000
590.75
500
0
Britannia ANMOL Parle Nestle Fritolays Local Biskfarm ITC
chips
12% 20%
36%
32% Strongly
agree
Disagree
agree
strongly
disagree
The above pie-chart shows that 20% of the retailers are strongly agree
that there product is delivered to them on time and 36% are of them
agree but 32% of the retailers told that their orders is not delivered to
them on time.
Are the orders of competitor’s delivered to you on time?
Strongly agree 27%
Agree 53%
strongly disagree 7%
disagree 13%
TIMELY ORDER REPORT
OF COMPETITORS
7%
27%
Agree
Strongly
disagree
The above pie-chart shows that 27% of the retailers are strongly agree
that there product is delivered to them on time and 53% are of them
agree and only 7% of the retailers are not happy because the product
is not delivered to them on time.
BEST IN TERMS OF SERVICES
ITC 27%
PARLE 20%
ANMOL 6%
BRITANNIA 40%
Nestle 7%
GOOD IN TERMS OF
SERVICES
6%
7%
27%
20%
ITC
40% Britannia
parle
Nestle
Anmol
The above chart clearly shows that PARLE & BRITANNIA are the
market competitor in terms services and BRITANNIA is leader
among all.
Are your order fulfilled properly ?
Strongly agree 19%
Disagree 24%
Agree 45%
Strongly disagree 12%
ORDER FULFILLED PROPERLY
12% 19%
strongly agree
24%
45% disagree
agree
disagree
The pie chart shows that the 64% (45% agreed & 19% strongly
agreed) that the orders they give are properly fulfilled while 36%
(24% disagree & 12% strongly disagree) that they orders they give are
not properly fulfilled.
46
30 33
16
The chart above shows that the 36% retailers says that ITC’s
distribution channel is good while 17% marked it as excellent and
19% said that its average, but only 22% retailers perception about
ITC’s distribution channel is bad.
RATING OF BRITANNIA
1 10
2 30
3 49
4 24
5 12
60 RATING OF ITC
50
40
30
49
20
30
10 24
10 12
0
1 2 3 4 5
1. Name _______________________________
2. Address _______________________________
3. what is your sales per week ?
a)1000-4000 c)7000-10000
b)4000-7000 d)more than 10000
3.what is your milk sales per week ?
a)1000-3000 c)6000-10000
b)3000-6000 d)more than 10000
4.what is your daily sales of other FMCG products ?
a)1000-3000 c)6000-10000
b)3000-6000 d)more than 10000
5.what is the frequency of services in omfed outlets provided by BRITANNIA ?
a)daily c)fortnightly
d)weekly d)monthly
6.what is the frequency of services in omfed outlets provided by other companies
i)BRITANNIA
a)daily c) fortnightly
b)weekly d) monthly
ii)PARLE
a)daily c) fortnightly
b)weekly d) monthly
iii)ANMOL
a)daily c) fortnightly
b)weekly d) monthly
iv)BISKFARM)
a)daily c)fortnightly
b)weekly d)monthly
7.what is the mode of services provided by BRITANNIA in omfed outlets ?
a) CGDS c)both
b)GRDS d)no service
8.what is the mode of services provided by other companies in omfed outlets ?
a)company services b)wholesaler
9.what is the volume of order of BRITANNIA products (weekly) in omfed outlets ?
a) b)
c) d)
10. what is the highest selling product of the individual omfed outlets ?
b) Fortnightly d) Monthly
c) Fortnightly d) Monthly
15. what is the main reason for being the highest selling product ?
a) demand
b) taste
d)intermediary benefit