Description
Fiber does not dissolve in water. It can be metabolically inert and provide bulking or prebiotic, metabolically fermenting in the large intestine. Bulking fibers absorb water as they move through the digestive system, easing defecation.[1] Fermentable insoluble fibers mildly promote stool regularity, although not to the extent that bulking fibers do, but they can be readily fermented in the colon into gases and physiologically active byproducts.
A PROJECT REPORT ON MARKET RESEARCH OF HI-FIBRE BISCUITS SUBMITTED BY: GROUP NAME: ‘U’ SECOND YEAR MBA 2011-2012
KSSBM
1
History
History of biscuits:
KSSBM
2
The history of biscuits can be traced back to a recipe created by the Roman chef Apicius, in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp, then Served with honey and pepper"
The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store.
Making good biscuits is quite an art, and history bears testimony to that. During the 17th and 18th Centuries in Europe, baking was a carefully controlled profession, managed through a series of 'guilds' or professional associations. To become a baker, one had to complete years of apprenticeship - working through the ranks of apprentice, journeyman, and finally master baker. Not only this, the amount and quality of biscuits baked were also carefully monitored.
HISTORY OF HI- FIBRE BISCUITS :
A digestive biscuit, sometimes referred to as a sweet-meal biscuit, is a semi-sweet biscuit originated in the United Kingdom and popular worldwide.
The term 'digestive' is derived from the belief that they had antacid properties due to the use of sodium bicarbonate when they were first developed Historically, some
KSSBM 3
producers used diastatic malt extract to 'digest' some of the starch that existed in flour prior to baking.
The digestive biscuit comes from Great Britain. It is a cookie to Americans, but a biscuit in the United Kingdom. Still, this cookie is not quite as sweet as the ones sold for snacks and paired with ice cream. Like the American breakfast biscuit and scones, digestive biscuits often show up at the breakfast or afternoon tea table.
ORIGINS
The digestive biscuit has been available since the late 19th century in Europe, mainly consumed in countries of the United Kingdom. The McVitie's brand claims that the company invented the recipe for digestive biscuits in 1892. The digestive's benefit came from the main leavening agent, sodium bicarbonate. At that time, it was a popular home remedy for stomach troubles. In the United States, buying digestive biscuits may require a visit to an international market or you can order them from international retailers that have an Internet presence. Graham crackers and digestive biscuits have similar characteristics that allow cooks to exchange or substitute them as recipe ingredients.
COMMON INGREDIENTS : The various brands use whole-wheat flour to make the plain biscuits. Wheat meal gives the biscuits their flaky texture. Additional baking ingredients depend on the brand recipe. These include leavening, such as baking soda, vegetable fat or lard, malt syrup, sugar and milk or milk powder.
CONSUMPTION :
KSSBM 4
Digestive biscuits are frequently eaten with tea or coffee. Sometimes, the biscuit is dunked into the tea and eaten quickly due to the biscuit's tendency to disintegrate when wet. In the UK alone, the annual sales of chocolate digestives total about £35 million. This means that each year, 71 million packets of these are sold - and each second 52 biscuits are consumed. Digestives are also popular in food preparation for making into bases for cheesecakes and similar desserts. Hi-fibre Biscuits essentials offers you 5 benefits that help you manage your diabetes better : 1. Zero Added Sugar - High sugar is an important risk factor for people with diabetes. Nutrichoice diabetic friendly essentials cookies contain added sugar. 2. Zero Cholesterol – if you have diabetes, you are more likely to have cholesterol abnormalities that contribute to cardiovascular diseases. Nutrichoice diabetic friendly essentials cookies contain 0% cholesterol. 3. Zero Trans Fat – Trans fats tend to raise the risk of cardio vascular diseases. Nutrichoice diabetic friendly essentials cookies contain 0% Trans fats and at least 25% reduced fat compared to other available cookies.
4. Extra Dietary Fibers – Nutrichoice diabetic friendly essentials cookies contain a unique combination of soluble and insoluble fibers that are reported to delay glucose absorption preventing swings in blood glucose levels. 5. Complex Carbohydrates – Complex carbohydrates are considered healthier because they are digested by the body slowly, providing a steady source of energy.
KSSBM 5
KSSBM
6
KSSBM
7
Degree of competition
Mc Vitie’s , Sunfeast and Britannia share huge market of hi-fibre biscuits.
Internationally, Mc vities is most popular brand of hi-fibre biscuits. Almost 65% of the international market is in hands of Mc vitie’s. it is also pioneers of hi-fibre biscuits.
But in India, people prefer more of Sunfeast and Britannia rather than Mc Vities. Britannia’s nutrichoice range of digestive biscuits nd Sunfeast Marie lite is more popular in India.
The usage of Hi-fibre biscuits among people is increasing day by day. Also other regional brand of hi-fibre biscuits like Alibaba is available but they don’t have a good market share at regional level.
KSSBM
8
KSSBM
9
KSSBM
10
Major players of hi-fibre biscuits
1. Mc Vitie’s
McVities & Prices first major biscuits were the Mcvitie?s digestive, the first ever digestive biscuit created by young new employee Alexander Grant in 1892. The biscuit was given its name because it was thought that its high baking soda content served as an aid to food digestion. Hobnobs were launched in 1985 and a milk chocolate variant followed in 1987.
a) Hobnob :
Hobnob is a brand name of biscuit made from Rolled Oats and Jumbo Oats. They are mainly sold in the United Kingdom and Ireland. In Italy they are now marketed As a variety of digestive, having previously been known as suncrok. Hobnobs are available as palin hobnobs and chocolate digestive coated ons side with milk, dark or white chocolate.
b) Rich Tea Biscuits :
Rich tea is a type of sweet biscuits, The ingredients generally include wheat flour, sugar, vegetable oil, and Malt extract. The biscuits are popular in the Unitrd Kingdom, where their plain flavor and consistency makes them particularly suitable for dunking in tea and coffee.
KSSBM
11
c) Marie Biscuits :
A Marie is a type of sweet biscuits similar to a rich tea. It is made with wheat flour, sugar, vegetable oil and unlike the rich tea biscuits, vanilla flavoring. The biscuits is round and has its name engraved into popular version of this biscuits in the United Kingdom.
2. Sunfeast
In july 2003, ITC forayed into the biscuits market with the Sunfeast range of glucose, marie with the Sunfeast range of glucose, marie and cream biscuit. Sunfeast’s brand essence, “Spread The Smile” connotes happiness, contentment, satisfaction and pleasure. The mascot sunny reinforces the emotional aspects of the brand. In a span of 6 years Sunfeast has launched many new varieties and has its presence in almost all types.
a) Sunfeast Marie light Oats :
The first of its kind in india, Sunfeast Marie Light Oats is Enriched with goodness of natural wheat fibre and soluble Oats fibre.
b) Sunfeast Benne Vita Flaxed Biscuits :
If Benne vita in Italian stands for „Good Life?, then Benne Vita Flaxed Biscuits just make the good life better. The flaxseed content in these protin and mineral enriched Biscuits are rich source of omega III Acids that helps control cholesterol. Flaxseed is the richest plant source of these essential Omega-3 fatty acids. It is also rich in dietary fibre, proteins, calcium and other minerals to maintain healthy heart and good gut health.
KSSBM
12
3. Britannia
In continuation of the promise of “Swasth Khao, Tan Man Jagao” Britannia introduced nutrichoice range of healthy biscuits in 1998. The brand is targeted towards overall health and wellness for adults. The range has for long comprised of three popular variants, namely Nutrichoice Thin Arrowroot, Nutrichoice 5 grain and Nutrichoice Cream Cracker.
a) Britannia Nutrichoice 5 Grain Biscuits :
They are a perfect answer to those looking for healthy eating options without as much making a compromise on taste, or convenience, or health. Because Britannia Nutrichoice 5 Grain biscuits are made from 5 carefully chosen healthy cereals (Oat that help reduce bad cholesterol, corn which promotes heart health, Ragi a good source of both calcium as well as fibre, rice low in fat, and wheat that provides wholesome energy).these biscuits are delicately sweetened with natural honey, and come in a unique large oval shape. It is thislarge size and the healthy combination of the ingredients, that healthy combination of the ingredients, that make it an ideal hunger buster for those in-between meals time hunger.
b) Nutrichoice Cream Cracker :
Ask any biscuit manufacture and they will tell you how difficult it is to make this biscuit, especiaaly with next to nothing sugar, with no added colors and flavoringsfor taste. It is this neutral taste that makes it an ideal choice tobe consumed with hot beverages, dips, chutneys, and accompaniments.
KSSBM
13
c) Nutrichoice Classic Lite Cracker :
Nutrichoice crackers have for long been the healthy choice of the discerning consumer. The popular nutrichoice cream cracker has been improved to make it crisper and tastier and been rechristened as Nutrichoice Classic Lite Cracker.
d) Nutrichoice Nature Spice Cracker :
Now there is more choice for the discerning cracker consumer Nutrichoice Nature Spice Crackers are delicately sprinkled with the goodness of Ajwain and Jeera. Ajwain is benefit with good digestion is legendry, while each one of us relishes the taste of jeera. In addition 0% sugar is added to these biscuits which delivers the health promise that Nutrichoice is known for. Nutrichoice Crackers are made by using a special fresh bake technology, which ensures that they are completely free from cholesterol, Harmful Transfats, Artificial Preservatives, Colors and Flavours.
e) Nutrichoice Thin Arrowroot :
Extremely Popular is East India for over 4 decades (Where it is affectionately referred to as Britannia theen), this brand contains the benefits if Arrowroot known to aid digestion and remove harmful Toxins from the body. Prior to 1998 it was being marketed as Britannia Jacob?s Thin.
KSSBM
14
KSSBM
15
Marketing Mix
Marketing mix is a combination of 4 inputs which constitutes core of the company?s marketing system i.e. the Product, the Price structure, the Promotion activity and the Distribution system.
KSSBM
16
When marketing their products firms need to create a successful mix of :
? ? ? ? The right product Sold at the right price In the right place Using the most suitable promotion
To create the right marketing mix, businesses have to meet the following conditions:
KSSBM
17
? The product has to have the right features- for example; it must look good and work well. ? The price must be right. Consumer will need to buy in large numbers to produce a healthy profit. ? The goods must be in the right place at the right time making sure that the goods arrive when and where they are wanted is an important operation. ? The target group needs to be aware of existence and availability of the product through promotion successful promotion helps a firm to spread costs over a larger output.
MARKETING MIX
PRODUCT
Variety Design Features Brand name Size Services Warranties Packaging
PRICE
List price Discounts Allowances Payments Period Credit terms
PROMOTION
Sales promotion Advertising Sales force Public relations Direct marketing
PLACE
Channels Coverage Assortments Locations Transport
Product
KSSBM
18
The product is the physical product or service offered to the consumer. In the case of physical product, it also refers to any services or conveniences that are part of the offering When an organization introduces a product into a market they must ask themselves a number of questions. 1. 2. 3. 4. Who is the product aimed at? What benefit will they expect? How do they plan to position the product within the market? What differential advantage will the product offer over their competitors?
Product Decisions:
When placing a product within a market many factors and decisions have to be taken to be considered. These include :
Product variety:
Hi fibre biscuits are available in different varieties: 1) Oat cookies 2) Ragi cookies 3) Arrowroot cookies 4) Wheat cookies
Product quality:
Hi fibre biscuits are good source of nutritional intake for all age group people.
Features :
1 It helps to control diabetes. 2. It is good source of nutrition and rich in vitamins. 3. It is available in different flavors.
KSSBM 19
4. It is good snacks option for all age group. 5. It satisfies hunger in healthy manner.
Brand :
The most commonly used brands of hi fibre biscuits are Britannia,mc vities and sunfeast etc
Packaging:
The Packaging of Hi fibre biscuits basically differs with the Brand but the most common packages are as follows:
1.Britannia :
a) 75 gms b) 92 gms c) 250 gms
2. Mc vities :
a) 82 gms b) 100 gms
3. sunfeast :
a) 60 gms b) 100 gms c) 255 gms
Product levels
Product level table for Hi-fibre Biscuits :
KSSBM 20
CORE BENEFITS
Core benefits of a product include the benefit that the product provides to the customer to satisfy their need.
The core benefit of our product Hi fibre biscuit is that it satisfies hunger in healthy manner for digestive system.
BASIC PRODUCT
In the basic product the marketer has to turn the core benefit into a basic product.
It has also become the basic product as everyone has become health conscious.
EXPECTED PRODUCTED
At this level the marketer prepares and expected product, a set of attributes and conditions buyers normally expect when they purchase this product.
Nowadays the Hi fibre biscuits are available in different varieties like oat cookies,ragicookies,arrowroot cookies etc
AUGMENTED PRODUCTED POTENTIAL PRODUCT
This is the non tangible elements that are perhaps provided in addition to the physical parts. At this level, the potential product and encompasses all the possible augmentation and transformations the product or offering might undergo future.
Various designs & packaging in which Hi fibre biscuits is available forms the augmented product. It can be made available in more different flavours and varieties.
KSSBM
21
Price
The price is the only component in the mix that generates revenue, while other components generate costs. Price means consideration of any goods or services that a customer paid to the producer. To manufacturer, price represents the quality of money received by the firm on sales of its products. To a customer, it represents monetary scarifies and hence his perception of the value of the products.
Pricing includes :
DISCOUNT AND ALLOWANCES:
Discount and allowances are any reduction offered to the customers on buying the product. They serve as an important tool in attracting potential customers to buy the hi fibre biscuits. Generally there is not any discount provide to small/retail buyers. But there is different situation for institutional buyers.
KSSBM
22
Promotion
Promotion is the part of marketing mix that many people consider to be “marketing” but this is really the end result of all your hard work in defining products to satisfy need and pricing it accordingly. Promotion decisions are those related to communicating and selling to potential consumers. It defined as “activity that communicates the product or service and persuade them to buy”.
Types of promotion : ADVERTISMENT :
? Informative advertisement :
Informative advertisements are those from which the consumer gets the necessary information about the switch and other relevant details.
? Influential advertisement :
Influential advertisement which influences the customers to buy the particular product. Marketers can use hoardings, TV, magazine, radio, news-papers, road show etc. to build up long term image to create awareness among the customers.
One can often find advertisement of various brands of hi fibre biscuits on tv and other mass media. This is an attempt by the company to spread awareness among the potential customers and promote their product.
KSSBM
23
SALES PRAMOTION :
Sales promotion is collection of incentives tools, mostly shorter, and design to stimulate quicker or greater purchase of particular products or services by consumer or trade. In sales promotion different types of promotion schemes or offers like price pack, discount, cash refund, premium price etc are offered.
? Personal selling :
When the company opts to sell the product via salesman it is known as personal selling. In case of personal selling, to whom it is solids not important but who is selling is important. A company can sell via salesman to households, companies, institutes and even government.
? Direct market :
When company opts to sell directly to customer, eliminating the middlemen and reducing the cost of selling for benefits of the customer, it is called as direct selling. These channels include direct mail, catalogue, telemarketing, interactive T.V., websites and mobile devices. Company sells its products at Malls like Star Bazaar, Big Bazaar, Grocery shops etc.
? Public relations :
It includes activities done to maintain good relations with public. Marketing of public relations is called publicity.
KSSBM 24
Place
The place element of the marketing mix is defining how and where the product is being sold. In these days of online purchasing the covers both the website and the physical distribution and delivery of the product once purchased. When developing your marketing plan you should cover all area from the wholesaler, retailer and storage or intermediaries along the way. It must be noted that he place is not where your business is located but where your customers are. Place decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers.
CHANNELS :
There are many types of channel intermediaries such as wholesalers, agents, retailers, the internet, overseas distributors, direct marketing and many others.
? Wholesalers :
They break down „bulk? into smaller packages for resale by a retailer. They buy from producers and resell to retailers. A wholesaler will often take on the some of the marketing responsibilities. Many producer their own broachers and use their own telesales operations.
? Retailers :
Retailers will have a much stronger personal relationship with the consumer. The retailer will hold several other brands and products. A consumer will expect to be
KSSBM 25
exposed to many products. The retailers will give the final selling price to the product.
? Internet :
Nowadays with rapidly growing technology,hi fibre biscuits can also be sold through internet. Websites like www.snapdeal.com offer different brands of hi-fibre biscuits for sale.
? Location :
This is the prime factor in determining the success of the retail chain. The location of retail outlet at various places helps the potential buyers to pick a store near them.
KSSBM
26
KSSBM
27
KSSBM
28
Market Research
Marketing brief overview :
Marketing is a process of finding the needs of the customers through survey, research and thereby providing the customer services as per their demand. Since it is necessary to have sound knowledge in every field of management, MARKET RESEARCH serves as an important tool to closely connect the customers and public to the marketer by providing Reliable, Relevent and current information to identify and define marketing perspective, opportunities and problems.
KSSBM
29
KSSBM
30
Objective and Importance of Market Research : Objectives :
1 2 3 4 5 To find out satisfaction level of users of Hi-fiber biscuits. To find out the most common and preferred company among users. To find out brand loyalty among consumers. To find out the factors considered by the Users at the time of purchasing. To find out problems encountered by existing users and come up with relevant solutions. 6 To devise new marketing practices to further enhance the market of the product. 7 To come up with relevant suggestions.
Importance :
1 2 3 4 5 To determine current position of product in market. To know the position of competitors in the Market. To know customers expectations towards the product. To know the preference towards existing product. To identify the schemes to be introduced to make product more successful. 6 To identify changes to be introduced in Product according to need of customer and Feasibility. 7 To understand the current market scenario with reference to the given product.
KSSBM
31
Steps Involved In Market Research :
We have restricted to market research of HI-FIBER BISCUITS only to AHMEDABAD. The market research comprises of FOUR MAJOR STEPS.
1. DECISION ALTERNATIVES AND RESEARCH OBJECTIVES :
For market research the following two things should be very clear: (i) What is to be researched ? (ii) Why it is to be researched ? We surveyed that HI-FIBER BISCUITS companies having Objectives for doing the survey are : 1. To get information about consumers buying behavior. 2. Demand of consumers. 3. Problems faced by consumers. 4. Suggestions about modifications. 5. Favorable brands. 6. Success and failures of various models.
2. DEVELOP RESEARCH PLANS :
Once it is decided to research the market for specific purpose, then researchers develop research plan which includes the following things:
(a) DATA SOURCE:
Researchers can collect primary data which is freshly collected or secondary data which is collected from other sources.
(b) RESEARCH APPROACHES:
Primary data can be collected by observing data, focus groups, behavioral data, surveys and experiments.
KSSBM
32
To conduct research, marketers can use instruments such as: (i) Questionnaires (ii) Qualitative Measures (iii) Technical Devices (c) SAMPLING PLAN : In this, a specific group of market is selected, on specific common basis to survey the whole Market. After deciding on research approach and instruments, the marketing researcher must design a sampling plan which calls for 3 DECISIONS:
1) SAMPLING UNITS :
We have done the survey of business men, housewives, students, professionals, etc. Respondents of all age groups have been covered in our survey.
2) SAMPLE SIZE :
We have decided to survey 500 people to get maximum response from wide variety of people.
3) SAMPLING PROCEDURE :
We have used simple random sampling method.
CONTACT METHOD :
This research has been done by e-mail, personal investigation, telephone and personal visits to respondents. To do research on HI-FIBER BISCUITS we have gathered information regarding various brands, tonnage, models available in the market. We have used Questionnaires survey the market by taking personal interviews of consumers.
KSSBM
33
3. COLLECTION OF INFORMATION :
By Questionnaire and personal interview, we have collected the information about occupation, monthly income, buying behavior, most preferable brands, promotional offers, capacity and models of Hi-fiber biscuits, satisfaction level of consumers using Hi-fiber biscuits. We have also studied about the consumers not having Hi-fiber biscuits and their future plans to buy a Hi-fiber biscuits
4. ANALYSIS OF INFORMATION &CONCLUSION :
In this step we have extracted findings by tabulating data and developing frequency distributions. Then we have analyzed information by uni-variate and bi-variate graphs.
KSSBM
34
KSSBM
35
Consumer Analysis
1. Proportion of Male - Female using Hi-fibre Biscuits :
MALE 205 FEMALE 295
From the findings of our survey, we conclude that Male using Hi-fibre Biscuits are around 59% , while Female using Hi-fibre Biscuits are 41%.
2.Distribution of people on basis of Age :
200 180 160 140 120 100 80 60 40 20 0 BELOW 20 YRS 20-30 YEARS 30-40 YEARS ABOVE 40 88 93 Series1 129 190
People of Age group below 20 Constitute about 38% of consumption of hi-Fibre Biscuits.
KSSBM 36
KSSBM
37
3.Distribution of people on basis of Occupaiton :
180 180 160 140 120 100 80 60 40 20 0 10 41 81 80 Series1 108
About 36% of people using Hi-fibre Biscuits Constitute Student.
4.Distribution of people on basis of mothly income :
14 UPTO 15000 157 15000-25000 25000-35000 ABOVE 35000 292 37
around 60% of the people using hi-fibre biscuits come in Income group of 25000-35000 Rs.
KSSBM
38
5.People knowing about hi-fibre biscuits :
YES 30 470 30 NO
About 90% of people know about availabilty of hi-fibre biscuits.
6.People consuming biscuits regularly :
89
YES NO
411
More than 82% of people consume biscuits.
KSSBM
39
7.People using hi-fibre biscuits regularly :
310 310 305 300 Series1 295 290 285 280 YES NO 290
About 62% of people consume hi-fibre biscuit regularly.
8.Hi-fibre Biscuits you are aware of :
MC VITIE'S 95 NURICHOICE OAT COOKIES 227 NUTRICHOICE RAGI COOKIES SUNFEAST MNARIE LIGHT 90 52 SUNFEAST BENNE VITA FLAXSEED BISCUIT OTHER
36
Mc vities is the most popular brand of hi-fibre biscuits among consumer.
KSSBM
40
9.Brand of hi-fibre biscuit people purchase :
180 160 140 120 100 80 60 40 20 0 MC VITIES BRITANNIA SUNFEAST 52 Series1 123 175 150
ANY OTHER
People mostly prefer using Britannia brand of hi-fibre biscuits.
10.Place used for purchasing hi-fibre biscuits.
160 140 120 100 80 60 40 20 0 STAR BAZAAR 110
155
150
Series1
12 BIG BAZAAR
D MART
ANY OTHER
People mostly prefer Malls for purchasing hi-fibre biscuits.
KSSBM
41
11.Get to listen about hi-fibre biscuit from :
180 160 140 120 100 80 60 40 20 0 TV ADVT. WORD OF MOUTH NEWSPAPER MAGAZINR ANY OTHER 7 52 Series1 130 168 142
People mostly came to know about hi-fibre biscuit as a Word Of Mouth.
12.Reason Lures to have hi-fibre biscuits :
140 120 100 80 60 40 20 0 38 Series1 11 58 71 116 103 103
People prefer using hi-fibre biscuits because of instructed by Gym Intructor OR to Good Taste.
KSSBM 42
13.Eat thisbiscuits during :
45 BREAKFAST 168 SNACKS 136 REGULARLY ANY TIME
150
People use hi-fibre biscuits mostly during Breakfast time.
14.Satisfaction with the product :
80 70 60 50 40 30 20 10 10 1 0 HIGHLY SATISFIED SATISFIED NEUTRAL PARTIALLY DISSATISFIED DISSATISFIED 17 PRICE FLAVOUR QUALITY TASTE VARIETY 73
Most of people are satisfied with the Taste and Quality of hi-fibre biscuits.
KSSBM
43
15.People willing to shift to any other brand :
350 300 250 200 150 100 50 0 YES NO 180 Series1
320
Most of people are not willing to shift to any other brand of hi-fibre biscuits than they are currently using.
16.People thinking that hi-fibre biscuits Cures Diseases :
91
409
YES
NO
More than 80% ofpeople are aware of fact that hi-fibre biscuits helps to cure diseases.
KSSBM
44
17.Whenever people are hungry they prefer :
HI FIBRE BISCUIT 490 10 10 ANY OTHER FAT FREE PRODUCT
People prefer using hi-fibre biscuits than any other fat free product when they are hungry.
18.Reason for not using Hi-fibre Biscuits :
90 170 NOT AWARE OF NO PARTICULAR REASON NOT AVAILABLE
240
People are using hi-fibre biscuits Don?t have any specific reason behind not using it.
KSSBM 45
19.People aware of advantages of Hi-fibre Biscuits :
400 350 300 250 200 160 150 100 50 0 YES NO Series1 340
Most of the people are not awre of the advantages of hi-fibre Biscuits that it helps to cure diseases.
KSSBM
46
KSSBM
47
Major Findings
1. Hi-fibre Biscuits are used more ny Male. Around 60% of people consuming hi-fibre biscuits are Male.
2. Hi-fibre Biscuits are consumed largely by youngsters. People age group of below 30 years mostly consume hi-fibre biscuits. Use of hi-fibre biscuit is found less in population between 30-40 years.
3. Student mostly prefer using hi-fibre biscuits. Housewives are using hi-fibre biscuits in less proportion compared to people doing business or profession.
4. People of middle income group use hi-fibre biscuits more in proportion. People of income group of 25000-35000 Rs. Use more hi-fibre biscuits than other people.
5. More than 80% of people use biscuits regularly. People prefer using biscuits mostly during breakfast time with tea.
6. About 65% of the market are aware of hi-fibre biscuits available in the market and helpful for diabetic patients.
7. About 62% of people use hi-fibre biscuits regularly either during Breakfast time OR as Snacks OR Anytime.
8. People are mostly aware of Mc vities and Britannia and Sunfeast Brand of hi- fibre Biscuits. People mostly Purchase Britannia Nutrichoice hi-fibre Biscuits.
9. People mostly prefer Malls for purchasing hi-fibre Biscuits.Availability hi-fibre biscuits are much less in locl Grocery Shops.
KSSBM 48
10. People mostly came to know about Hi-fibre biscuits as a Word of Mouth OR through T.V. OR Newspaper Advertisement.
11. People mostly use hi-fibre biscuits as they are instructed by Gym Instructor, People also prefer hi-fibre biscuits because of Good Taste OR Just for Variety.
12. People like using hi-fibre biscuits during Breakfast time. People also use it as Snacks.
13. People are Highly Satisfied by the Price of the Hi-fibre Biscuits. Consumer are also satisfied with the Taste and Quality of hi-fibre biscuits.
14. Most of the people are satisfied with the brand of hi-fibre biscuits they are using and are not willing to shift to any other brand.
15. About 80% of people think that biscuits are helpful in curing diseases ans are very beneficial for Diabetic people.
16. When people are hungry they prefer using hi-fibre biscuits rather than using any other Sugarless OR Fat free products (i.e. Chips, wafers etc.)
17. Most of the users if hi-fibre biscuits are not aware of the Advantages of using hi- fibre biscuits that helps to cure Diseases and are Beneficial for Diabetic people.
KSSBM
49
KSSBM
50
Limitations of the Survey
1) The survey is limited to only 500 consumers and 10 dealers. 2) The project is conducted only in Ahmedabad and the same data cannot be capable or applicable for other places. 3) Students form a considerable part of our sample population. Their opinion cannot affect the survey findings very much as they are not the part of decision making process. 4) This project if used as source of data may not serve the purpose of other person. 5) Some consumers were baised in disclosing information such as their income level etc.,
KSSBM
51
KSSBM
52
KSSBM
53
Conclusion
? After conducting survey on 500 people, we have come to a conclusion that people now have become more health conscious and started using hifibre biscuits. People also use hi-fibre biscuits due to its Good Taste OR just for variety. ? Hi-fibre biscuits are more Beneficial compared to normal biscuits as it helps to control diabetes. People use hi-fibre biscuits as they are instructed by gym instructor. ? Mc vities, Britannia Nutrichoice and Sunfeast are the most popular brands of hi-fibre biscuits among people. At international level the market share of Mc vities is highest and it is also Pioneer of producing hi-fibre biscuits. ? Mostly people use Malls for Purchasing hi-fibre biscuits. Hi-fibre biscuits are not available in Local Grocery Shops. ? Hi-fibre Biscuits are available in different flavours and with different fibre rich ingredient like Ragi, Oat cookies etc. ? Hi-fibre Biscuits are not only consumed by Diabetic Patients but also by Youngsters. The usage of hi-fibre biscuits is increasing in youngsters. ? Hi-fibre biscuits are more popular at international level. The usage of hifibre biscuits is found less in India compared to Western Countries. ? People mostly prefer using hi-fibre biscuits than any other type of Fat free products like fat free Chips and Wafers.
KSSBM
54
KSSBM
55
Suggestions
? To increase the advertisement of the fi-fiber biscuits as tv is only mostly used for advertisement of hi fibre biscuits ? To ensure easy availability as hi fibre biscuits are not available in many local shops ? To make it available in more different flavours.
KSSBM
56
Bibliography :
? Marketing Management 13th Edition By Philip Kotler, Kevin Lane keller, Abraham Koshy & Mithileshwar Jha.
Webography :
o o o o www.Scribd.com www.Sunfeast.com www.Britannia.com www.wikiepedia.com
KSSBM
57
KSSBM
58
KSSBM
59
Questionnaire for Consumers
We, the students of K.S.School of Business Management are doing a survey on Hi-fibre Biscuit. Please cooperate by filling this questionnaire. Note : Please tick mark in the boxes.
1) Name : 2) Residential Area : 3) Gender : ( ) Male 4) Age : ( ) Below 20 years ( ) 20 to 30 years ( ) Female ( ) 30 to 40 years ( ) above 40 years ( ) Business ( ) Profession ( ) Other ( ) 15,000 – 25,000 ( ) 35,000 & above
5) Occupation : ( ) Student ( ) Service ( ) House wife 6) Monthly Family Income (in Rs.) : ( ) upto 15,000 ( ) 25,000 – 35,000 7) Do you eat biscuits ? ( ) Yes
( ) No
8) Are you aware of Hi-fibre biscuits which helps to control diabetes ? ( ) Yes ( ) No
9) Do you purchase Hi-fibre biscuits regularly ? ( ) Yes ( ) No
If Yes, then go to Section- A , and if No then go to Section – B.
KSSBM 60
Section - A
10) Which Hi-fibre biscuits you are aware of ? ( ( ( ( ( ( ) McVitie’s ) Britannia NutriChoice Oat Cookies ) Britannia NutriChoice Ragi Cookies ) Sunfeast Marie Light Original ) Sunfeast Benne Vita Flaxseed Biscuits ) Any Other (Please Specify)
11) Which brand of biscuits do you generally purchase ?
12) From which place do you generally purchase this biscuits ? ( ) Grocery shop ( ) Star Bazaar ( ) Any Other (Please Specify) ( ) Big Bazaar ( ) D Mart
13) From where did you get to listen about Hi-fibre biscuits ? ( ) Television Advertisement ( ) Newspaper ( ) Word of mouth ( ) Magazine ( ) Other (Please Specify) 14) What Lures you to have Hi-fibre biscuits ? ( ( ( ( ( ) Advised by doctor ) Weight loss ) Only for variety ) Advised by Gym insrtuctor ) Any other (Please specify) ( ) Good taste ( ) Satisfies hunger ( ) Sugarless
15) When do you eat these biscuits ? ( ) Breakfast ( ) Anytime ( ) Snacks ( ) Regularly
KSSBM
61
16) Are you satisfied with the product ?
Highly satisfied Satisfied Neutral Partially dissatisfied Dissatisfied
Price Flavour Quality Taste Variety
17) Would you like to shift to any other brand than you are currently using ? ( ) Yes ( ) No 18) Do you think these Hi-fibre biscuits cures some disease ? ( ) Yes If yes, Which (Please specify) 19) Whenever you feel hungry, you prefer … ( ) Hi-fibre biscuits ( ) Any Other Sugarless or fat free products (i.e. Chips,wafer) Please Specify ( ) No
Section – B
20) Why are you not using these biscuits ? ( ) Not aware of ( ) Not available ( ) No particular reason ( ) Any other reason (Please Specify) 21) Are you aware about the advantages of these biscuits that , it helps you to cure some diseases ? ( ) Yes ( ) No
Thank You For Your Cooperation!
KSSBM
62
Questionnaire for dealers
We, the students of K.S.School of Business Management are doing a survey on Hi-fibre Biscuit. Please cooperate by filling this questionnaire. Note : Please tick mark in the boxes.
1) Name of the shopkeeper :
2) Area :
3) Which of the following brands of Hi-fibre biscuits do you deal with ? ( ( ( ( ( ( ) McVitie’s ) Britannia NutriChoice Oat Cookies ) Britannia NutriChoice Ragi Cookies ) Sunfeast Marie Light Original ) Sunfeast Benne Vita Flaxseed Biscuits ) Any Other (Please Specify)
4) Which are the highest selling biscuits of Hi-fibre ?
5) Which are the lowest selling biscuits of Hi-fibre ?
KSSBM
63
6) How long have you been dealing with following biscuits of Hi-fibre ?
Brand Name
McVitie’s Britannia NutriChoice Oat Cookies Britannia NutriChoice Ragi Cookies Sunfeast Marie Light Original Sunfeast Benne Vita Flaxseed Biscuits Any Other
Time Period
7) What is your monthly sale of Hi-fibre biscuits ?
8) What is your profit margin on selling on Hi-fibre biscuits ?
9) Which type of promotional offers does a company undertake ? ( ) Discount ( ) Free Samples ( ) Other (Please Specify) 10) Have you experience a decline in a demand of Hi-fibre biscuits ? ( ) Yes ( ) No
11) Do you have any complaints of Hi-fibre Biscuits ? ( ) Yes ( ) No
KSSBM
64
12) If yes, What kind of complaints you generally receive from a consumer ? ( ( ( ( ( ( ) Low Quality ) High price ) Taste less ) less sugar ) less availability ) Other (Please Specify)
13) Do you feel a competition/more demand of Hi-fibre Biscuits with other low calories or fat free products ( i.e. Chips, Wafer ) ( ) Yes ( ) No
If yes, Please mention the Product
Thank You For Your Cooperation!
KSSBM
65
doc_670649006.docx
Fiber does not dissolve in water. It can be metabolically inert and provide bulking or prebiotic, metabolically fermenting in the large intestine. Bulking fibers absorb water as they move through the digestive system, easing defecation.[1] Fermentable insoluble fibers mildly promote stool regularity, although not to the extent that bulking fibers do, but they can be readily fermented in the colon into gases and physiologically active byproducts.
A PROJECT REPORT ON MARKET RESEARCH OF HI-FIBRE BISCUITS SUBMITTED BY: GROUP NAME: ‘U’ SECOND YEAR MBA 2011-2012
KSSBM
1
History
History of biscuits:
KSSBM
2
The history of biscuits can be traced back to a recipe created by the Roman chef Apicius, in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp, then Served with honey and pepper"
The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store.
Making good biscuits is quite an art, and history bears testimony to that. During the 17th and 18th Centuries in Europe, baking was a carefully controlled profession, managed through a series of 'guilds' or professional associations. To become a baker, one had to complete years of apprenticeship - working through the ranks of apprentice, journeyman, and finally master baker. Not only this, the amount and quality of biscuits baked were also carefully monitored.
HISTORY OF HI- FIBRE BISCUITS :
A digestive biscuit, sometimes referred to as a sweet-meal biscuit, is a semi-sweet biscuit originated in the United Kingdom and popular worldwide.
The term 'digestive' is derived from the belief that they had antacid properties due to the use of sodium bicarbonate when they were first developed Historically, some
KSSBM 3
producers used diastatic malt extract to 'digest' some of the starch that existed in flour prior to baking.
The digestive biscuit comes from Great Britain. It is a cookie to Americans, but a biscuit in the United Kingdom. Still, this cookie is not quite as sweet as the ones sold for snacks and paired with ice cream. Like the American breakfast biscuit and scones, digestive biscuits often show up at the breakfast or afternoon tea table.
ORIGINS
The digestive biscuit has been available since the late 19th century in Europe, mainly consumed in countries of the United Kingdom. The McVitie's brand claims that the company invented the recipe for digestive biscuits in 1892. The digestive's benefit came from the main leavening agent, sodium bicarbonate. At that time, it was a popular home remedy for stomach troubles. In the United States, buying digestive biscuits may require a visit to an international market or you can order them from international retailers that have an Internet presence. Graham crackers and digestive biscuits have similar characteristics that allow cooks to exchange or substitute them as recipe ingredients.
COMMON INGREDIENTS : The various brands use whole-wheat flour to make the plain biscuits. Wheat meal gives the biscuits their flaky texture. Additional baking ingredients depend on the brand recipe. These include leavening, such as baking soda, vegetable fat or lard, malt syrup, sugar and milk or milk powder.
CONSUMPTION :
KSSBM 4
Digestive biscuits are frequently eaten with tea or coffee. Sometimes, the biscuit is dunked into the tea and eaten quickly due to the biscuit's tendency to disintegrate when wet. In the UK alone, the annual sales of chocolate digestives total about £35 million. This means that each year, 71 million packets of these are sold - and each second 52 biscuits are consumed. Digestives are also popular in food preparation for making into bases for cheesecakes and similar desserts. Hi-fibre Biscuits essentials offers you 5 benefits that help you manage your diabetes better : 1. Zero Added Sugar - High sugar is an important risk factor for people with diabetes. Nutrichoice diabetic friendly essentials cookies contain added sugar. 2. Zero Cholesterol – if you have diabetes, you are more likely to have cholesterol abnormalities that contribute to cardiovascular diseases. Nutrichoice diabetic friendly essentials cookies contain 0% cholesterol. 3. Zero Trans Fat – Trans fats tend to raise the risk of cardio vascular diseases. Nutrichoice diabetic friendly essentials cookies contain 0% Trans fats and at least 25% reduced fat compared to other available cookies.
4. Extra Dietary Fibers – Nutrichoice diabetic friendly essentials cookies contain a unique combination of soluble and insoluble fibers that are reported to delay glucose absorption preventing swings in blood glucose levels. 5. Complex Carbohydrates – Complex carbohydrates are considered healthier because they are digested by the body slowly, providing a steady source of energy.
KSSBM 5
KSSBM
6
KSSBM
7
Degree of competition
Mc Vitie’s , Sunfeast and Britannia share huge market of hi-fibre biscuits.
Internationally, Mc vities is most popular brand of hi-fibre biscuits. Almost 65% of the international market is in hands of Mc vitie’s. it is also pioneers of hi-fibre biscuits.
But in India, people prefer more of Sunfeast and Britannia rather than Mc Vities. Britannia’s nutrichoice range of digestive biscuits nd Sunfeast Marie lite is more popular in India.
The usage of Hi-fibre biscuits among people is increasing day by day. Also other regional brand of hi-fibre biscuits like Alibaba is available but they don’t have a good market share at regional level.
KSSBM
8
KSSBM
9
KSSBM
10
Major players of hi-fibre biscuits
1. Mc Vitie’s
McVities & Prices first major biscuits were the Mcvitie?s digestive, the first ever digestive biscuit created by young new employee Alexander Grant in 1892. The biscuit was given its name because it was thought that its high baking soda content served as an aid to food digestion. Hobnobs were launched in 1985 and a milk chocolate variant followed in 1987.
a) Hobnob :
Hobnob is a brand name of biscuit made from Rolled Oats and Jumbo Oats. They are mainly sold in the United Kingdom and Ireland. In Italy they are now marketed As a variety of digestive, having previously been known as suncrok. Hobnobs are available as palin hobnobs and chocolate digestive coated ons side with milk, dark or white chocolate.
b) Rich Tea Biscuits :
Rich tea is a type of sweet biscuits, The ingredients generally include wheat flour, sugar, vegetable oil, and Malt extract. The biscuits are popular in the Unitrd Kingdom, where their plain flavor and consistency makes them particularly suitable for dunking in tea and coffee.
KSSBM
11
c) Marie Biscuits :
A Marie is a type of sweet biscuits similar to a rich tea. It is made with wheat flour, sugar, vegetable oil and unlike the rich tea biscuits, vanilla flavoring. The biscuits is round and has its name engraved into popular version of this biscuits in the United Kingdom.
2. Sunfeast
In july 2003, ITC forayed into the biscuits market with the Sunfeast range of glucose, marie with the Sunfeast range of glucose, marie and cream biscuit. Sunfeast’s brand essence, “Spread The Smile” connotes happiness, contentment, satisfaction and pleasure. The mascot sunny reinforces the emotional aspects of the brand. In a span of 6 years Sunfeast has launched many new varieties and has its presence in almost all types.
a) Sunfeast Marie light Oats :
The first of its kind in india, Sunfeast Marie Light Oats is Enriched with goodness of natural wheat fibre and soluble Oats fibre.
b) Sunfeast Benne Vita Flaxed Biscuits :
If Benne vita in Italian stands for „Good Life?, then Benne Vita Flaxed Biscuits just make the good life better. The flaxseed content in these protin and mineral enriched Biscuits are rich source of omega III Acids that helps control cholesterol. Flaxseed is the richest plant source of these essential Omega-3 fatty acids. It is also rich in dietary fibre, proteins, calcium and other minerals to maintain healthy heart and good gut health.
KSSBM
12
3. Britannia
In continuation of the promise of “Swasth Khao, Tan Man Jagao” Britannia introduced nutrichoice range of healthy biscuits in 1998. The brand is targeted towards overall health and wellness for adults. The range has for long comprised of three popular variants, namely Nutrichoice Thin Arrowroot, Nutrichoice 5 grain and Nutrichoice Cream Cracker.
a) Britannia Nutrichoice 5 Grain Biscuits :
They are a perfect answer to those looking for healthy eating options without as much making a compromise on taste, or convenience, or health. Because Britannia Nutrichoice 5 Grain biscuits are made from 5 carefully chosen healthy cereals (Oat that help reduce bad cholesterol, corn which promotes heart health, Ragi a good source of both calcium as well as fibre, rice low in fat, and wheat that provides wholesome energy).these biscuits are delicately sweetened with natural honey, and come in a unique large oval shape. It is thislarge size and the healthy combination of the ingredients, that healthy combination of the ingredients, that make it an ideal hunger buster for those in-between meals time hunger.
b) Nutrichoice Cream Cracker :
Ask any biscuit manufacture and they will tell you how difficult it is to make this biscuit, especiaaly with next to nothing sugar, with no added colors and flavoringsfor taste. It is this neutral taste that makes it an ideal choice tobe consumed with hot beverages, dips, chutneys, and accompaniments.
KSSBM
13
c) Nutrichoice Classic Lite Cracker :
Nutrichoice crackers have for long been the healthy choice of the discerning consumer. The popular nutrichoice cream cracker has been improved to make it crisper and tastier and been rechristened as Nutrichoice Classic Lite Cracker.
d) Nutrichoice Nature Spice Cracker :
Now there is more choice for the discerning cracker consumer Nutrichoice Nature Spice Crackers are delicately sprinkled with the goodness of Ajwain and Jeera. Ajwain is benefit with good digestion is legendry, while each one of us relishes the taste of jeera. In addition 0% sugar is added to these biscuits which delivers the health promise that Nutrichoice is known for. Nutrichoice Crackers are made by using a special fresh bake technology, which ensures that they are completely free from cholesterol, Harmful Transfats, Artificial Preservatives, Colors and Flavours.
e) Nutrichoice Thin Arrowroot :
Extremely Popular is East India for over 4 decades (Where it is affectionately referred to as Britannia theen), this brand contains the benefits if Arrowroot known to aid digestion and remove harmful Toxins from the body. Prior to 1998 it was being marketed as Britannia Jacob?s Thin.
KSSBM
14
KSSBM
15
Marketing Mix
Marketing mix is a combination of 4 inputs which constitutes core of the company?s marketing system i.e. the Product, the Price structure, the Promotion activity and the Distribution system.
KSSBM
16
When marketing their products firms need to create a successful mix of :
? ? ? ? The right product Sold at the right price In the right place Using the most suitable promotion
To create the right marketing mix, businesses have to meet the following conditions:
KSSBM
17
? The product has to have the right features- for example; it must look good and work well. ? The price must be right. Consumer will need to buy in large numbers to produce a healthy profit. ? The goods must be in the right place at the right time making sure that the goods arrive when and where they are wanted is an important operation. ? The target group needs to be aware of existence and availability of the product through promotion successful promotion helps a firm to spread costs over a larger output.
MARKETING MIX
PRODUCT
Variety Design Features Brand name Size Services Warranties Packaging
PRICE
List price Discounts Allowances Payments Period Credit terms
PROMOTION
Sales promotion Advertising Sales force Public relations Direct marketing
PLACE
Channels Coverage Assortments Locations Transport
Product
KSSBM
18
The product is the physical product or service offered to the consumer. In the case of physical product, it also refers to any services or conveniences that are part of the offering When an organization introduces a product into a market they must ask themselves a number of questions. 1. 2. 3. 4. Who is the product aimed at? What benefit will they expect? How do they plan to position the product within the market? What differential advantage will the product offer over their competitors?
Product Decisions:
When placing a product within a market many factors and decisions have to be taken to be considered. These include :
Product variety:
Hi fibre biscuits are available in different varieties: 1) Oat cookies 2) Ragi cookies 3) Arrowroot cookies 4) Wheat cookies
Product quality:
Hi fibre biscuits are good source of nutritional intake for all age group people.
Features :
1 It helps to control diabetes. 2. It is good source of nutrition and rich in vitamins. 3. It is available in different flavors.
KSSBM 19
4. It is good snacks option for all age group. 5. It satisfies hunger in healthy manner.
Brand :
The most commonly used brands of hi fibre biscuits are Britannia,mc vities and sunfeast etc
Packaging:
The Packaging of Hi fibre biscuits basically differs with the Brand but the most common packages are as follows:
1.Britannia :
a) 75 gms b) 92 gms c) 250 gms
2. Mc vities :
a) 82 gms b) 100 gms
3. sunfeast :
a) 60 gms b) 100 gms c) 255 gms
Product levels
Product level table for Hi-fibre Biscuits :
KSSBM 20
CORE BENEFITS
Core benefits of a product include the benefit that the product provides to the customer to satisfy their need.
The core benefit of our product Hi fibre biscuit is that it satisfies hunger in healthy manner for digestive system.
BASIC PRODUCT
In the basic product the marketer has to turn the core benefit into a basic product.
It has also become the basic product as everyone has become health conscious.
EXPECTED PRODUCTED
At this level the marketer prepares and expected product, a set of attributes and conditions buyers normally expect when they purchase this product.
Nowadays the Hi fibre biscuits are available in different varieties like oat cookies,ragicookies,arrowroot cookies etc
AUGMENTED PRODUCTED POTENTIAL PRODUCT
This is the non tangible elements that are perhaps provided in addition to the physical parts. At this level, the potential product and encompasses all the possible augmentation and transformations the product or offering might undergo future.
Various designs & packaging in which Hi fibre biscuits is available forms the augmented product. It can be made available in more different flavours and varieties.
KSSBM
21
Price
The price is the only component in the mix that generates revenue, while other components generate costs. Price means consideration of any goods or services that a customer paid to the producer. To manufacturer, price represents the quality of money received by the firm on sales of its products. To a customer, it represents monetary scarifies and hence his perception of the value of the products.
Pricing includes :
DISCOUNT AND ALLOWANCES:
Discount and allowances are any reduction offered to the customers on buying the product. They serve as an important tool in attracting potential customers to buy the hi fibre biscuits. Generally there is not any discount provide to small/retail buyers. But there is different situation for institutional buyers.
KSSBM
22
Promotion
Promotion is the part of marketing mix that many people consider to be “marketing” but this is really the end result of all your hard work in defining products to satisfy need and pricing it accordingly. Promotion decisions are those related to communicating and selling to potential consumers. It defined as “activity that communicates the product or service and persuade them to buy”.
Types of promotion : ADVERTISMENT :
? Informative advertisement :
Informative advertisements are those from which the consumer gets the necessary information about the switch and other relevant details.
? Influential advertisement :
Influential advertisement which influences the customers to buy the particular product. Marketers can use hoardings, TV, magazine, radio, news-papers, road show etc. to build up long term image to create awareness among the customers.
One can often find advertisement of various brands of hi fibre biscuits on tv and other mass media. This is an attempt by the company to spread awareness among the potential customers and promote their product.
KSSBM
23
SALES PRAMOTION :
Sales promotion is collection of incentives tools, mostly shorter, and design to stimulate quicker or greater purchase of particular products or services by consumer or trade. In sales promotion different types of promotion schemes or offers like price pack, discount, cash refund, premium price etc are offered.
? Personal selling :
When the company opts to sell the product via salesman it is known as personal selling. In case of personal selling, to whom it is solids not important but who is selling is important. A company can sell via salesman to households, companies, institutes and even government.
? Direct market :
When company opts to sell directly to customer, eliminating the middlemen and reducing the cost of selling for benefits of the customer, it is called as direct selling. These channels include direct mail, catalogue, telemarketing, interactive T.V., websites and mobile devices. Company sells its products at Malls like Star Bazaar, Big Bazaar, Grocery shops etc.
? Public relations :
It includes activities done to maintain good relations with public. Marketing of public relations is called publicity.
KSSBM 24
Place
The place element of the marketing mix is defining how and where the product is being sold. In these days of online purchasing the covers both the website and the physical distribution and delivery of the product once purchased. When developing your marketing plan you should cover all area from the wholesaler, retailer and storage or intermediaries along the way. It must be noted that he place is not where your business is located but where your customers are. Place decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers.
CHANNELS :
There are many types of channel intermediaries such as wholesalers, agents, retailers, the internet, overseas distributors, direct marketing and many others.
? Wholesalers :
They break down „bulk? into smaller packages for resale by a retailer. They buy from producers and resell to retailers. A wholesaler will often take on the some of the marketing responsibilities. Many producer their own broachers and use their own telesales operations.
? Retailers :
Retailers will have a much stronger personal relationship with the consumer. The retailer will hold several other brands and products. A consumer will expect to be
KSSBM 25
exposed to many products. The retailers will give the final selling price to the product.
? Internet :
Nowadays with rapidly growing technology,hi fibre biscuits can also be sold through internet. Websites like www.snapdeal.com offer different brands of hi-fibre biscuits for sale.
? Location :
This is the prime factor in determining the success of the retail chain. The location of retail outlet at various places helps the potential buyers to pick a store near them.
KSSBM
26
KSSBM
27
KSSBM
28
Market Research
Marketing brief overview :
Marketing is a process of finding the needs of the customers through survey, research and thereby providing the customer services as per their demand. Since it is necessary to have sound knowledge in every field of management, MARKET RESEARCH serves as an important tool to closely connect the customers and public to the marketer by providing Reliable, Relevent and current information to identify and define marketing perspective, opportunities and problems.
KSSBM
29
KSSBM
30
Objective and Importance of Market Research : Objectives :
1 2 3 4 5 To find out satisfaction level of users of Hi-fiber biscuits. To find out the most common and preferred company among users. To find out brand loyalty among consumers. To find out the factors considered by the Users at the time of purchasing. To find out problems encountered by existing users and come up with relevant solutions. 6 To devise new marketing practices to further enhance the market of the product. 7 To come up with relevant suggestions.
Importance :
1 2 3 4 5 To determine current position of product in market. To know the position of competitors in the Market. To know customers expectations towards the product. To know the preference towards existing product. To identify the schemes to be introduced to make product more successful. 6 To identify changes to be introduced in Product according to need of customer and Feasibility. 7 To understand the current market scenario with reference to the given product.
KSSBM
31
Steps Involved In Market Research :
We have restricted to market research of HI-FIBER BISCUITS only to AHMEDABAD. The market research comprises of FOUR MAJOR STEPS.
1. DECISION ALTERNATIVES AND RESEARCH OBJECTIVES :
For market research the following two things should be very clear: (i) What is to be researched ? (ii) Why it is to be researched ? We surveyed that HI-FIBER BISCUITS companies having Objectives for doing the survey are : 1. To get information about consumers buying behavior. 2. Demand of consumers. 3. Problems faced by consumers. 4. Suggestions about modifications. 5. Favorable brands. 6. Success and failures of various models.
2. DEVELOP RESEARCH PLANS :
Once it is decided to research the market for specific purpose, then researchers develop research plan which includes the following things:
(a) DATA SOURCE:
Researchers can collect primary data which is freshly collected or secondary data which is collected from other sources.
(b) RESEARCH APPROACHES:
Primary data can be collected by observing data, focus groups, behavioral data, surveys and experiments.
KSSBM
32
To conduct research, marketers can use instruments such as: (i) Questionnaires (ii) Qualitative Measures (iii) Technical Devices (c) SAMPLING PLAN : In this, a specific group of market is selected, on specific common basis to survey the whole Market. After deciding on research approach and instruments, the marketing researcher must design a sampling plan which calls for 3 DECISIONS:
1) SAMPLING UNITS :
We have done the survey of business men, housewives, students, professionals, etc. Respondents of all age groups have been covered in our survey.
2) SAMPLE SIZE :
We have decided to survey 500 people to get maximum response from wide variety of people.
3) SAMPLING PROCEDURE :
We have used simple random sampling method.
CONTACT METHOD :
This research has been done by e-mail, personal investigation, telephone and personal visits to respondents. To do research on HI-FIBER BISCUITS we have gathered information regarding various brands, tonnage, models available in the market. We have used Questionnaires survey the market by taking personal interviews of consumers.
KSSBM
33
3. COLLECTION OF INFORMATION :
By Questionnaire and personal interview, we have collected the information about occupation, monthly income, buying behavior, most preferable brands, promotional offers, capacity and models of Hi-fiber biscuits, satisfaction level of consumers using Hi-fiber biscuits. We have also studied about the consumers not having Hi-fiber biscuits and their future plans to buy a Hi-fiber biscuits
4. ANALYSIS OF INFORMATION &CONCLUSION :
In this step we have extracted findings by tabulating data and developing frequency distributions. Then we have analyzed information by uni-variate and bi-variate graphs.
KSSBM
34
KSSBM
35
Consumer Analysis
1. Proportion of Male - Female using Hi-fibre Biscuits :
MALE 205 FEMALE 295
From the findings of our survey, we conclude that Male using Hi-fibre Biscuits are around 59% , while Female using Hi-fibre Biscuits are 41%.
2.Distribution of people on basis of Age :
200 180 160 140 120 100 80 60 40 20 0 BELOW 20 YRS 20-30 YEARS 30-40 YEARS ABOVE 40 88 93 Series1 129 190
People of Age group below 20 Constitute about 38% of consumption of hi-Fibre Biscuits.
KSSBM 36
KSSBM
37
3.Distribution of people on basis of Occupaiton :
180 180 160 140 120 100 80 60 40 20 0 10 41 81 80 Series1 108
About 36% of people using Hi-fibre Biscuits Constitute Student.
4.Distribution of people on basis of mothly income :
14 UPTO 15000 157 15000-25000 25000-35000 ABOVE 35000 292 37
around 60% of the people using hi-fibre biscuits come in Income group of 25000-35000 Rs.
KSSBM
38
5.People knowing about hi-fibre biscuits :
YES 30 470 30 NO
About 90% of people know about availabilty of hi-fibre biscuits.
6.People consuming biscuits regularly :
89
YES NO
411
More than 82% of people consume biscuits.
KSSBM
39
7.People using hi-fibre biscuits regularly :
310 310 305 300 Series1 295 290 285 280 YES NO 290
About 62% of people consume hi-fibre biscuit regularly.
8.Hi-fibre Biscuits you are aware of :
MC VITIE'S 95 NURICHOICE OAT COOKIES 227 NUTRICHOICE RAGI COOKIES SUNFEAST MNARIE LIGHT 90 52 SUNFEAST BENNE VITA FLAXSEED BISCUIT OTHER
36
Mc vities is the most popular brand of hi-fibre biscuits among consumer.
KSSBM
40
9.Brand of hi-fibre biscuit people purchase :
180 160 140 120 100 80 60 40 20 0 MC VITIES BRITANNIA SUNFEAST 52 Series1 123 175 150
ANY OTHER
People mostly prefer using Britannia brand of hi-fibre biscuits.
10.Place used for purchasing hi-fibre biscuits.
160 140 120 100 80 60 40 20 0 STAR BAZAAR 110
155
150
Series1
12 BIG BAZAAR
D MART
ANY OTHER
People mostly prefer Malls for purchasing hi-fibre biscuits.
KSSBM
41
11.Get to listen about hi-fibre biscuit from :
180 160 140 120 100 80 60 40 20 0 TV ADVT. WORD OF MOUTH NEWSPAPER MAGAZINR ANY OTHER 7 52 Series1 130 168 142
People mostly came to know about hi-fibre biscuit as a Word Of Mouth.
12.Reason Lures to have hi-fibre biscuits :
140 120 100 80 60 40 20 0 38 Series1 11 58 71 116 103 103
People prefer using hi-fibre biscuits because of instructed by Gym Intructor OR to Good Taste.
KSSBM 42
13.Eat thisbiscuits during :
45 BREAKFAST 168 SNACKS 136 REGULARLY ANY TIME
150
People use hi-fibre biscuits mostly during Breakfast time.
14.Satisfaction with the product :
80 70 60 50 40 30 20 10 10 1 0 HIGHLY SATISFIED SATISFIED NEUTRAL PARTIALLY DISSATISFIED DISSATISFIED 17 PRICE FLAVOUR QUALITY TASTE VARIETY 73
Most of people are satisfied with the Taste and Quality of hi-fibre biscuits.
KSSBM
43
15.People willing to shift to any other brand :
350 300 250 200 150 100 50 0 YES NO 180 Series1
320
Most of people are not willing to shift to any other brand of hi-fibre biscuits than they are currently using.
16.People thinking that hi-fibre biscuits Cures Diseases :
91
409
YES
NO
More than 80% ofpeople are aware of fact that hi-fibre biscuits helps to cure diseases.
KSSBM
44
17.Whenever people are hungry they prefer :
HI FIBRE BISCUIT 490 10 10 ANY OTHER FAT FREE PRODUCT
People prefer using hi-fibre biscuits than any other fat free product when they are hungry.
18.Reason for not using Hi-fibre Biscuits :
90 170 NOT AWARE OF NO PARTICULAR REASON NOT AVAILABLE
240
People are using hi-fibre biscuits Don?t have any specific reason behind not using it.
KSSBM 45
19.People aware of advantages of Hi-fibre Biscuits :
400 350 300 250 200 160 150 100 50 0 YES NO Series1 340
Most of the people are not awre of the advantages of hi-fibre Biscuits that it helps to cure diseases.
KSSBM
46
KSSBM
47
Major Findings
1. Hi-fibre Biscuits are used more ny Male. Around 60% of people consuming hi-fibre biscuits are Male.
2. Hi-fibre Biscuits are consumed largely by youngsters. People age group of below 30 years mostly consume hi-fibre biscuits. Use of hi-fibre biscuit is found less in population between 30-40 years.
3. Student mostly prefer using hi-fibre biscuits. Housewives are using hi-fibre biscuits in less proportion compared to people doing business or profession.
4. People of middle income group use hi-fibre biscuits more in proportion. People of income group of 25000-35000 Rs. Use more hi-fibre biscuits than other people.
5. More than 80% of people use biscuits regularly. People prefer using biscuits mostly during breakfast time with tea.
6. About 65% of the market are aware of hi-fibre biscuits available in the market and helpful for diabetic patients.
7. About 62% of people use hi-fibre biscuits regularly either during Breakfast time OR as Snacks OR Anytime.
8. People are mostly aware of Mc vities and Britannia and Sunfeast Brand of hi- fibre Biscuits. People mostly Purchase Britannia Nutrichoice hi-fibre Biscuits.
9. People mostly prefer Malls for purchasing hi-fibre Biscuits.Availability hi-fibre biscuits are much less in locl Grocery Shops.
KSSBM 48
10. People mostly came to know about Hi-fibre biscuits as a Word of Mouth OR through T.V. OR Newspaper Advertisement.
11. People mostly use hi-fibre biscuits as they are instructed by Gym Instructor, People also prefer hi-fibre biscuits because of Good Taste OR Just for Variety.
12. People like using hi-fibre biscuits during Breakfast time. People also use it as Snacks.
13. People are Highly Satisfied by the Price of the Hi-fibre Biscuits. Consumer are also satisfied with the Taste and Quality of hi-fibre biscuits.
14. Most of the people are satisfied with the brand of hi-fibre biscuits they are using and are not willing to shift to any other brand.
15. About 80% of people think that biscuits are helpful in curing diseases ans are very beneficial for Diabetic people.
16. When people are hungry they prefer using hi-fibre biscuits rather than using any other Sugarless OR Fat free products (i.e. Chips, wafers etc.)
17. Most of the users if hi-fibre biscuits are not aware of the Advantages of using hi- fibre biscuits that helps to cure Diseases and are Beneficial for Diabetic people.
KSSBM
49
KSSBM
50
Limitations of the Survey
1) The survey is limited to only 500 consumers and 10 dealers. 2) The project is conducted only in Ahmedabad and the same data cannot be capable or applicable for other places. 3) Students form a considerable part of our sample population. Their opinion cannot affect the survey findings very much as they are not the part of decision making process. 4) This project if used as source of data may not serve the purpose of other person. 5) Some consumers were baised in disclosing information such as their income level etc.,
KSSBM
51
KSSBM
52
KSSBM
53
Conclusion
? After conducting survey on 500 people, we have come to a conclusion that people now have become more health conscious and started using hifibre biscuits. People also use hi-fibre biscuits due to its Good Taste OR just for variety. ? Hi-fibre biscuits are more Beneficial compared to normal biscuits as it helps to control diabetes. People use hi-fibre biscuits as they are instructed by gym instructor. ? Mc vities, Britannia Nutrichoice and Sunfeast are the most popular brands of hi-fibre biscuits among people. At international level the market share of Mc vities is highest and it is also Pioneer of producing hi-fibre biscuits. ? Mostly people use Malls for Purchasing hi-fibre biscuits. Hi-fibre biscuits are not available in Local Grocery Shops. ? Hi-fibre Biscuits are available in different flavours and with different fibre rich ingredient like Ragi, Oat cookies etc. ? Hi-fibre Biscuits are not only consumed by Diabetic Patients but also by Youngsters. The usage of hi-fibre biscuits is increasing in youngsters. ? Hi-fibre biscuits are more popular at international level. The usage of hifibre biscuits is found less in India compared to Western Countries. ? People mostly prefer using hi-fibre biscuits than any other type of Fat free products like fat free Chips and Wafers.
KSSBM
54
KSSBM
55
Suggestions
? To increase the advertisement of the fi-fiber biscuits as tv is only mostly used for advertisement of hi fibre biscuits ? To ensure easy availability as hi fibre biscuits are not available in many local shops ? To make it available in more different flavours.
KSSBM
56
Bibliography :
? Marketing Management 13th Edition By Philip Kotler, Kevin Lane keller, Abraham Koshy & Mithileshwar Jha.
Webography :
o o o o www.Scribd.com www.Sunfeast.com www.Britannia.com www.wikiepedia.com
KSSBM
57
KSSBM
58
KSSBM
59
Questionnaire for Consumers
We, the students of K.S.School of Business Management are doing a survey on Hi-fibre Biscuit. Please cooperate by filling this questionnaire. Note : Please tick mark in the boxes.
1) Name : 2) Residential Area : 3) Gender : ( ) Male 4) Age : ( ) Below 20 years ( ) 20 to 30 years ( ) Female ( ) 30 to 40 years ( ) above 40 years ( ) Business ( ) Profession ( ) Other ( ) 15,000 – 25,000 ( ) 35,000 & above
5) Occupation : ( ) Student ( ) Service ( ) House wife 6) Monthly Family Income (in Rs.) : ( ) upto 15,000 ( ) 25,000 – 35,000 7) Do you eat biscuits ? ( ) Yes
( ) No
8) Are you aware of Hi-fibre biscuits which helps to control diabetes ? ( ) Yes ( ) No
9) Do you purchase Hi-fibre biscuits regularly ? ( ) Yes ( ) No
If Yes, then go to Section- A , and if No then go to Section – B.
KSSBM 60
Section - A
10) Which Hi-fibre biscuits you are aware of ? ( ( ( ( ( ( ) McVitie’s ) Britannia NutriChoice Oat Cookies ) Britannia NutriChoice Ragi Cookies ) Sunfeast Marie Light Original ) Sunfeast Benne Vita Flaxseed Biscuits ) Any Other (Please Specify)
11) Which brand of biscuits do you generally purchase ?
12) From which place do you generally purchase this biscuits ? ( ) Grocery shop ( ) Star Bazaar ( ) Any Other (Please Specify) ( ) Big Bazaar ( ) D Mart
13) From where did you get to listen about Hi-fibre biscuits ? ( ) Television Advertisement ( ) Newspaper ( ) Word of mouth ( ) Magazine ( ) Other (Please Specify) 14) What Lures you to have Hi-fibre biscuits ? ( ( ( ( ( ) Advised by doctor ) Weight loss ) Only for variety ) Advised by Gym insrtuctor ) Any other (Please specify) ( ) Good taste ( ) Satisfies hunger ( ) Sugarless
15) When do you eat these biscuits ? ( ) Breakfast ( ) Anytime ( ) Snacks ( ) Regularly
KSSBM
61
16) Are you satisfied with the product ?
Highly satisfied Satisfied Neutral Partially dissatisfied Dissatisfied
Price Flavour Quality Taste Variety
17) Would you like to shift to any other brand than you are currently using ? ( ) Yes ( ) No 18) Do you think these Hi-fibre biscuits cures some disease ? ( ) Yes If yes, Which (Please specify) 19) Whenever you feel hungry, you prefer … ( ) Hi-fibre biscuits ( ) Any Other Sugarless or fat free products (i.e. Chips,wafer) Please Specify ( ) No
Section – B
20) Why are you not using these biscuits ? ( ) Not aware of ( ) Not available ( ) No particular reason ( ) Any other reason (Please Specify) 21) Are you aware about the advantages of these biscuits that , it helps you to cure some diseases ? ( ) Yes ( ) No
Thank You For Your Cooperation!
KSSBM
62
Questionnaire for dealers
We, the students of K.S.School of Business Management are doing a survey on Hi-fibre Biscuit. Please cooperate by filling this questionnaire. Note : Please tick mark in the boxes.
1) Name of the shopkeeper :
2) Area :
3) Which of the following brands of Hi-fibre biscuits do you deal with ? ( ( ( ( ( ( ) McVitie’s ) Britannia NutriChoice Oat Cookies ) Britannia NutriChoice Ragi Cookies ) Sunfeast Marie Light Original ) Sunfeast Benne Vita Flaxseed Biscuits ) Any Other (Please Specify)
4) Which are the highest selling biscuits of Hi-fibre ?
5) Which are the lowest selling biscuits of Hi-fibre ?
KSSBM
63
6) How long have you been dealing with following biscuits of Hi-fibre ?
Brand Name
McVitie’s Britannia NutriChoice Oat Cookies Britannia NutriChoice Ragi Cookies Sunfeast Marie Light Original Sunfeast Benne Vita Flaxseed Biscuits Any Other
Time Period
7) What is your monthly sale of Hi-fibre biscuits ?
8) What is your profit margin on selling on Hi-fibre biscuits ?
9) Which type of promotional offers does a company undertake ? ( ) Discount ( ) Free Samples ( ) Other (Please Specify) 10) Have you experience a decline in a demand of Hi-fibre biscuits ? ( ) Yes ( ) No
11) Do you have any complaints of Hi-fibre Biscuits ? ( ) Yes ( ) No
KSSBM
64
12) If yes, What kind of complaints you generally receive from a consumer ? ( ( ( ( ( ( ) Low Quality ) High price ) Taste less ) less sugar ) less availability ) Other (Please Specify)
13) Do you feel a competition/more demand of Hi-fibre Biscuits with other low calories or fat free products ( i.e. Chips, Wafer ) ( ) Yes ( ) No
If yes, Please mention the Product
Thank You For Your Cooperation!
KSSBM
65
doc_670649006.docx