This project is all about the Marketing Strategy and sales of Britannia GOOD DAY cookies.

1. A PROJRCT REPORT ON
MARKETING STRATEGY AND SALES
OF
BRITANNIA GOOD DAY COOKIES
SUBMITTEDBY:
ANANDKUMAR CHAUDHARI
19PGDM-BHU009

2. ACKNOWLEDGMENT
I would like to express my specialthanx to Mr. Shyam Ji Kashyap
(Distributor head ) for giving his precious time for giving me all
information about ,distribution , market strategy ,promotion of Good day
cookies and all other process.However it would not have possible
without his guidance.
I would like to thank to Mr. Anand Dubey ( one of the retailers) for giving
other information about consumer.
Also I would like to thanks Prof. Rahul Gupta Chaudhary Sir for giving
this opportunity to embark on this project, which is a great experience for
me and I can use this experience further in future.

3. DECLARATION
It is declare that I, Anand Kumar Chaudhari student of International
management Institute Bhubaneswar, PGDM batch 2019-21,has done
this projectTitled MARKETING STRATIGYAND SALES OF BRITANNIA
GOOD DAY COOKIES , under the guidance Mr. Shyam Ji Kasyap
distributor head of Britannia biscuits Captainganj.
Anand Kumar Chaudhari

4. EXECUTIVE SUMMARY
This report all about the marketing strategy and sell of Good day cookies
a product of Britannia. This report will show how company acquire the
market and increase the sell growth and how they offer the new product
in markets. It includes all about the margin profit,how marketers advertise
the product ( Good day cookies ), brand building strategy to address the
discerning the buyers.
It is very important to understand the behaviour of retailer behaviour and
this report shows the objectives,segmentationof Britannia industry
towards Good day cookies.This report also shows the positioning
,targeting and market mix marketing strategies in terms of its 4ps.
In today’s competitive world while entering in market world it becomes
very necessary to understand and have the great knowledge of the
potential of the particular market, so that the information regarding the
activities of competitorswho are existing in market so that marketer can
plan each activity according that. So that this report also shoes that the
market analysis and sales developmentof Britannia’s product Good day.

5. TABLE CONTENT
1. COMPANY PROFILE
2. PRODUCT
3. FIELD STUDY SCENARIO
4. DISTRIBUTION CHANNEL
5. MARKETING MIX
6. SWOT ANALYSIS
7. STP (SEGMENTATION, TARGETING &POSITIONING)
8. CONCLUSION
9. QUESTIONNIAR
10 CUSTOMER BEHAVIOR ANALYSIS
11 RETAILER’S DETAILS

6. COMPANY PROFILE
Britannia is one of the popular and major brand of biscuit , dairy products
and cookies products , which was stablished in 1892 in Kolkata with an
initial investment of Rs.295 ,and became one of the emerging cookie
industry in India. Good day biscuit was launched in 1986 and became
britannia’s one the flagship product and still it is. If we talk about the
numbers, Britannia continues to grow at a steady rate. The Net profit of
Britannia Industries with an increase of 25 per cent from the quarter
ended 31 March was Rs 263 crore compared with Rs 211 crore in the
year-ago quarter. While the growth numbers are in its favour, it is
believed that the brand can grow even faster if the focus is on the
volume game with theGood day cookies are productof Britannia
Industry which places itself as a FMCG industry. It is one the fastest
growing brands in Britannia’s portfolios and today it is market leader in
segmentof cookies industries,it has 2/3 share of the market.
Formerly Britannia Biscuit
Company Limited
Type Public
Tradedas BSE: 500825
NSE: BRITANNIA
Industry Food processing
Founded 1892;127 years
ago in Calcutta
1918;101 years
ago as Britannia
BiscuitCompany
Limited

7. PRODUCT
Good day is 2nd
largest consumed biscuit in India , it shows the
popularity of Good day in India. In a month Good Day sells almost 30
crore packs and by the end of the year it is poised to become a Rs 2,500
crore brand.
PRODUCTS
GOOD DAYBUTTER GOOD DAYCASHEW
GOOD DAYBERRIES AND NUTS GOOD DAYCHOCO NUTS
GOOD DAYCHOCO-CHIP GOOD DAYCHOCO-NUTS

8. GOOD DAYPISTA BADAM GOOD DAY NUTS COOKIE
GOOD DAYCHUNKIES

9. FIELD STUDYSCENARIOAT
SIDDHI COMMUNICATION
At siddhi communication I know about the marketing strategy, sells,
productpromotion, and distribution by Mr. Shyam in captainganj. The
whole team work on field work and promotionthe Good day biscuit in
town as well as in rural area also. They majorly focus on;
 Promotionthe product
 Field work
 Target work
Promotion of new product of Good day: Whenevera new
modelof Good Day launched , then they have to promote those product
by posters in town as well as in rural area also.
Field work: In field work they have to work in market to increase in the
sell of the particular good day product. They have to increase the
Retailers for increasing the sell of the particular product. They have to
target the retailers according to the customerneed , means what a
customerwants and what is his capability. They know very well the local
area the retailers also it helps to increase the sell of the Good day
biscuit.
Target work: Sales target always calculated on the basic of previous
performance of the particular retailer. Since everyone has well capacity
to perform bestkeeping in mind all factors and pit falls throughout the
calculated time. The time could be daily, weekly, monthly and yearly.
Siddhi communication gives target to Retailers of selling the Good day
cookies in limited time. If they get succeed in the target siddhi
communication gives reward to them. Usually a single retailer sells 4
boxes in a week. And there are 100 piece of packet in one box.
Sells of the cookies also depend on the price of the packet as well as the
flavor the cookies.

10. DISTRIBUTION CHANNEL
The distribution channel of the Britannia company ( Good day cookies)is
following:

11. Basically the distribution of the Good day biscuit is divided in to four
parts:
From the factory to Distributor and they make the stock of the productin
warehouses .
And from the warehouses , distributors has to distribute the cookies to
retailers. Where retailers can sell the product to the consumer/customer.
There are two type of distributors are available in market:
1: Institutional Distributors
2: Distributor (Retailors)
In Institutional Distributor , they get the cookies from the factory and sells
into institutions like hospital etc. and in the other distributor they get
cookies from factory and they have to distribute to retailers and after that
customercan easily buy.
CUSTOMER VALUE HIERARCHY
The marketer needs to address five product levels for increasing the sell
of the products. There each level adds more customer value.

12. MARKETING MIX
Marketing mix is all about the combination of four Ps of marketing that
give the idea about the right productwith the effective price at the right
place as well as the right strategy of promotion.
Product: The 1st
p is product in marketing mix. Product can be two
types:
1: Tangible 2: Intangible
So Good Day comes in tangible product’s list , because these can be
tested , smelled and consumed.And if we talk about good day cookies
then:
 Availability in all over India.
 Quality is very good.
 Various products launched fordifferent producttypes

13. Price: Price is basically the costof the particular product that customer
pay. Pricing of any productplay very important role for any country to
achieve the major market share in the particular area. Price is one of the
very important and main factorto attract the consumer/ customerfor
buying the product. If we talk about the Good day biscuit then, it focus
on middle class family majorly. The price range of the good day cookies
is Rs. 5 to Rs. 40.
Good day cookies price list:
Product name weight price
Good Day Cookies - Berries &
Nuts,
75 gm Rs 30
Good Day WonderfulChoc &
Nut,
75gm Rs 25
Good Day Chocochips 150 gm Rs 30
Good Day Choco Nut 150 gm Rs 40
Good Day Butter 75 gm Rs 15
Good Day Butter 150 gm Rs 25
Good Day Cashew 200 gm Rs37
Good Day Cashew 100 gm Rs 20
Good Day Pista Badam 200 gm Rs 40
Good Day Pista Badam 100 gm Rs 20
Good Day Biscuit, Nut
Cookies,
200 gm Rs 40
Good Day Biscuit, Nut
Cookies,
100 gm Rs 20
Good Day Choco Chunkies 100 gm Rs 40

14. Place: place is very important factor for any company for increasing the
sell. So that place is where the product is available to target the
customer to buy. Britannia has very strong channel of distribution of the
there products.While talking to Mr. Shyam he told me about the place
that he target. According to him the consumptionof Good day cookies is
much higher in urban area as compare to rural areas. The distributor
mainly target those places where middle class family live.
Promotion: It is very important tool to increase the sell of Good day
cookies.Promotiongenerally means that to make every one aware
about the product. Retailer generally do four thing for promoting the
product:
1: By Catalog /Price Book
2: By Newsletter/Monthly Specials Bulletin
3: By Consumer Flyer/Flier/Circular
4: By Case-Stack programs
SWOT Analysis of Good Day cookies
STRENGTH
 More than 100 years old brand with good trustworthy image.
 Very strong distribution channel
 Huge market share
 High potential for advertising campaign.
 Huge revenue based market share in cookies industries.
 Good market
WEAKNESSES
 So many competitorare available in market which produce similar
product. Example: Anmol Butter, Amul butter cookies ,sunfeast
butter and choco cookies etc.
 Huge Expenditure in marketing of product.
 Not very good market in rural area.
 Exorbitant cost of the cookies

15. OPPORTUNITIES:
 Potential market in rural area.
 Potency of producing new product in same line segment.
 Rise in demand of low calories cookies.
 A growing market size
THREAT:
 There are so many other market player available who are
producing the same product with lower price
 Buying the same type of productfrom local bakeries.
 Inflation in India is another causes of low productionof cookies.
 Rise in cost of raw material.
STP(Segmentation, Targeting &Positioning)
Segmentation
Good day cookies has a very good image premium biscuit that makes
that could be served in parties as well as other gatherings.
 Differentflavour for differentoccasions.
There are majorly 4 type of market segments of good day cookies.
1. Niche
2. Psychographic
3. Demographic
4. Behavioural
Targeting
Distributor of good day cookies coverthe urban as well as rural area
trough its strong distribution channel.
Good day has full market coverage by which they can sell there product
in huge amount.
Positioning
There are so many category in good day cookie , like cashew, choco,
pasta , badam, butter , which make Good day a diversified cookie brand

16. With “eat healthy think better” good day positions itself as a healthy
cookie.
It has differentflavour of cookie which make it the flagship productof
Britannia brand.
CONCLUSION
Good day is one the stable and mostbuying cookie in biscuit industry.
Good day is having a huge number of customeracross the India. And
it’s distribution area is also very huge. In is distributed in urban area and
the most targeted customerare middle class family because of this
factors Good day is 2nd
most consuming cookie in India after Parle G .
Still selling of Good day cookie in rural area is less so that , company
should focus on rural area also.
They can start new scheme about the good day cookies , like cash prize
for lucky winner or foreigntrip for lucky winner for increasing the sell in
rural area as well as in urban area .
While making a producta SKU (Stock Keeping Unit) of the shop retailers
I have got about the Gross Margin Return on Investment and they
promote the brands(good day) which provide them highest profit margin.
Maximum time the retailers expect return in the form of some company
scheme and profit margin as well as references ofthe shop. After all
these, company schemes make the a huge differences about profit
margin.

17. QUESTIONNAIRE:
While taking to Mr. Shyam Ji Kashyap who is presently working with
Britannia biscuit as a Distributor, he gave me answer which were asked by
me. These are follows:
1: By how many years you are distributing the Good day cookies?
- 6 years
2: What are the major area for distribution the good day cookies?
- Small retailers of the city as well as the in rural area also. A good
amount of the cookies also distributed in some marts also.
3: By how much amount of the good day distribute in one month?
- Average 4 boxes in one small retail store and 6-8 boxes in marts. And
distribution is also dependenton season. Like in festival season the
distribution is increased .
4: what is the market share of good day cookies in your area?
- There is very good market share of good day cookies in our are. It is
2nd
most buying cookie in market and market share is 2/3.
5: How you generate the sell of good day biscuit while distributing?
- We offersome scheme and discountaccording to there past
experience of selling. Also give target to them for getting more good
scheme.
6: How many retailers do cover in one month?
- Approximately 100 to 120
7: Can you provide your firm’s GST no?
- 09BJBPA2379F1ZG
8: Can you give me your number?
- 9984174061
.

18. Consumer Behaviour Analysis
For getting the consumer behaviour analysis I created googleform with several
questionnaire about the Good day. Afterthat I became to know that , there are
majorly three type of factors which affectthe consumer behaviour and those
are : psychological, personal and social.
I am providing the google form link billow:
https://docs.google.com/forms/d/1_3JxMccEy5yPZgURumk9n1Vr23UxAK1Y28Aoylei_LQ/edit#respo
nse=ACYDBNhuIeK6JgHQeKgYzjNp-e8dwc95I0ehzxeCLNZNAzwRo555DH8ydbh_K-7Iv4wY44Y

21. Retailers Details:
BLUEMART EMPORIO PRIVATELTD
Ajad Chauk kaptanganj
Kushinagar Uttar Pradesh 274301
Phone No. 9918700160
Reliance fresh
Plot No.- 1079/1110/1961(P) Chnadaka
Bhubaneswar, Odisha 751003
Phone no. 6742500137
Krishna bakers store
Main road captainganj kushinagar
Uttar Pradesh 274301
Radhika variety store
near SUM hospital
Bhubaneswar 751003
Abhi store
near IIIT college
Bhubaneswar 751003
Phone no. 8249813889
Omfed
Gotthapatana
Bhubaneswar 751003
Phone no. 8637277197

22. Gauri kirana store
Captainganj kushinagar
Uttar Pradesh 274301
Phone no. 9453065423
Super marts
Near kalinga chok
Bhubaneswar 751003