evaluation of marketing strategy of priyagold biscuits in ghazipur city”

8/12/2019 Evaluation of Marketing Strategy of Priyagold Biscuits in Ghazipur City

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Declaration

I, Gyanendra Nath Singh, hereby declare that this research project entitled

Evaluation of marketing strategy of Priyagold biscuits in Ghazipur ity!has been

prepared by me under the supervision of "r# $i%ay &umar Pandey#

This research project report is my bonafide work and has not been submitted in

any form to any University or Institute for the award of any degree or diploma prior to

the under mentioned date. I bear the entire responsibility of submission of this project

report.

'( )pril, *(++ Gyanendra Nath Singh BBA th!emester

"epartment of Business Administration

Technical #ducation $ %esearch Institute

&.'. (ollege, 'ha)ipur

*


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)&N-.EDGE"EN/

I take the opportunity to e+press my profound sense of gratitude and respect to all

those who helped through out the duration of project.

irst and most I like to e+press my heartfelt thanks to my internal guide

"r# $i%ay &umar Pandey for her encouragement and e+pert guide. -er helped during

the research project was very valuable.

I would like to e+press my unfeigned thanks to 0ead# Department of 1usiness

)dministration, "r# 2ahul )nand Singhfor giving me inspiration and constructive

suggestion during the completion of this project.

I would also like to say thanks to consumers and retailers with whom this project

could not be competed. They give their valuable time to fill my uestionnaire.

I would also like to say thanks to other faculty members who helped me during

this research project.

A special words of thanks to my colleagues who worked together with me for

collecting the data from various source.

I am thankful to my family especially my mother who/s support is always with

me. And finally I want to thanks all those people whose name is not mentioned here.

Gyanendra Nath Singh

11) 3thSem#

0


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P2E4)E

The first real insight of an organi)ation for management student comes only

during his preparation of project work because student first interacts with real practical

work. This is first introduction to industry and its working. This project work synthesi)e

the theoretical concept learn in the class room and its practical orientation in

organi)ation.

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In my project I have studied the Evaluation of marketing strategy of

Priyagold biscuits in Ghazipur ity!.

This research report has five chapters and each chapter has its own importance.

Together they show the entire picture of consumer behavior towards to famous brand of

biscuits.

The irst chapter deals with the introduction of the topic, which describes the

product and its history. It also describes the profile and history of &riyagold (ompany.

In first chapter I have mentioned the various biscuit products of &riyagold. This

chapter also describes the organi)ational structure of both the organi)ation. The objective

and need of research is also mentioned in section of project work.

The !econd chapter deals with research methodology. The process of carrying out

the whole research problem is defined in it. It contains information about the objectives

of the research, methods of data collection, sampling and sample design.

Third chapter is data analysis and interpretation. This is the most important

section of the project work. This section contains the analysis of all the data collected so

far and they are interpreted to produce the final conclusion. It contains all the tables and

charts which depicts the result.

(hapter four contains the finding and recommendation of the research. This sis

based on the data analy)ed and interpreted in the previous chapter. This is the most

important section of the research report for a report is evaluated on the validity ad

correctness of findings.

(hapter five depicted conclusion which concludes the whole report, that is, gives

a brief description of the process employed so far. And later chapters contain


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bibliography which describes the list of sources from where the matter and information is

collected. It contains the list of books, authors, web sits use etc.

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5ntroduction

5ntroduction

The Biscuit market in India is estimated to be *.1 million tons per annum valued at %s. 13

billion. The market has been growing 456 7 per annum. &er (apita consumption of

biscuit in India is appro+imately *.2 8.'. and it has vary huge potential of growth.

Biscuit industry was treated as small scale industry up to *336 which was disadvantage

for large investors. In India Britannia and &arle are the major share holders of Biscuit

market. &arle commands a 9 per cent market share in the %s 12 billion biscuit markets

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in India. Britannia has maintained market leadership with 97 volume share and : 7

value market share. ;ther organi)ed domestic players like Brakeman/s, &riya, 8wality,

(hampion etc and ith was e+tended with

launch of butter, flavored milk.

The other global biscuit brands include ;reo from =abisco and


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the southern market, #ffective and innovating advertising strategy has helped Britannia to

boost their top line growth.

A brand is a collection of e+periences and associations connected with a service, a

person or any other entity.Brands have become increasingly important components of

culture and the economy, now being described as cultural accessories and personal

philosophies.

!ome people distinguish the psychological aspect of a brand from the e+periential aspect.

The e+periential aspect consists of the sum of all points of contact with the brand and is

known as the brand e6perience. The psychological aspect, sometimes referred to as the

brand image, is a symbolic construct created within the minds of people and consists of

all the information and e+pectations associated with a product or service.

&eople engaged in branding seek to develop or align the e+pectations behind the brand

e+perience Csee also brand promiseD, creating the impression that a brand associated with

a product or service has certain ualities or characteristics that make it special or uniue.

A brand is therefore one of the most valuable elements in an advertising theme, as it

demonstrates what the brand owner is able to offer in the marketplace. The art of creating

and maintaining a brand is called brand management.

(areful brand management, supported by a cleverly crafted advertising campaign, can be

highly successful in convincing consumers to pay remarkably high prices for products

which are inherently e+tremely cheap to make. This concept, known as creating value,

essentially consists of manipulating the projected image of the product so that that the

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consumer sees the product as being worth the amount that the advertiser wants himEher to

see, rather than a more logical valuation that comprises an aggregate of the cost of raw

materials, plus the cost of manufacture, plus the cost of distribution. hen

brand recognition builds up to a point where a brand enjoys a critical mass of positive

sentiment in the marketplace, it is said to have achieved brand franchise. ;ne goal in

brand recognition is the identification of a brand without the name of the company

present. or e+ample, "isney has been successful at branding with their particular script

font Coriginally created for >alt "isney@s signature logoD, which it used in the logo for

go.com.

(onsumers may look on branding as an important value added aspect of products or

services, as it often serves to denote a certain attractive uality or characteristic Csee also

brand promiseD. rom the perspective of brand owners, branded products or services also

command higher prices. >here two products resemble each other, but one of the products

has no associated branding Csuch as a generic, store5branded productD, people may often

select the more e+pensive branded product on the basis of the uality of the brand or the

reputation of the brand owner.

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*9


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"P)N7 P245.E

8P257)G.D9

5ntroduction on Priyagold biscuit:

Surya 4ood ; )gro .td#


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capabilities and have invested substantially in developing consumer preference for our

products. ;ur trademarks E brands F0a> Se "aangoG $ FPriyagoldG have emerged as

one of the most powerful brands in the e also outsource

some of our reuirements to another plant located in -yderabad. ;ur capacities have

reached *,29,999


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-e are also diversifying into manufacturing of chocolate and toffee ; candy!

through our


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*


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Priyagold Product

"agic Gold

*2


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)vailable in:

75g, & 150g packs

heat lour, !ugar, #dible %efined -ydrogenated ?egetable ;ils C&alm oilE!oya

bean ;ilE(otton seed oil and !esame oilD, Hiuid 'lucose, Invert !yrup, !weetened

(ondensed


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+((g, ; *((g packs

A delectable combination of chocolate biscuit and chocolate cream, Bourbon is a

perfect e+perience for those who treasure taste. (hocolate connoisseurs, enjoy.

>heat lour, #dible %efined -ydrogenated ?egetable ;ils C&alm ;ilE !oya Bean

;ilE (otton !eed ;il And !esame ;ilD, !ugar, !weetened (ondensed


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(oconut (runch is the perfect combination of coconut, butter and flour which

makes the biscuit real crunchy and tasty. !o, to taste the buttery coconut, have a bite of

&riyagold/s (oconut (runch.

>heat lour, !ugar, #dible %efined -ydrogenated ?egetable ;ils C&alm oilE!oya

bean ;ilE(otton seed oil and !esame oilD, "essicated (oconut &owder, Hiuid 'lucose,

Invert !yrup, !weetened (ondensed


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&riyagold/s !nacks Jig Jag allows you to e+perience the ultimate topping biscuit.

=ow, your biscuit will turn your wish true, as make it pi))a, burger or anything else you

want. !o, make a wish

>heat lour, #dible %efined -ydrogenated ?egetable ;ils C&alm ;ilE !oya Bean

;ilE (otton !eed ;ilE &alm 8ernel ;il And !esame ;ilD, !ugar, Heavening Agents

CAmmounium Bi5(arbonate $ !odium Bi5(arbonateD, Iodised !alt, Invert !yrup, Hiuid

'lucose, !kim


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lassic ream Elaichi 1iscuits:

(lassic (ream #laichi biscuit is tradition e+perience of elaichi and finest flour, Its

crisp and freshness will give you every reason to have it. !o, try the authentic taste of

elaichi.

Available in65gm, & 130gm packs

>heat lour, !ugar, #dible %efined -ydrogenated ?egetable ;ils C&alm

;ilE !oya Bean ;ilE (otton !eed ;il And !esame ;ilD, Invert !yrup, Hiuid

'lucose, !kim


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1ig 1oss "ilk 1iscuits

&riyagold/s Big Boss with milk is enriched with the healthy combination

of ?itamins, Iron and (alcium which are necessary for the total health which

leads to a perfect growth. Baked to stay (risp and resh for long. !o, have it to

believe it.

>heat lour, !ugar, #dible %efined -ydrogenated

?egetable ;ils C&alm oilE!oya bean ;ilE(otton seed oil

and !esame oilD, Hiuid 'lucose, Invert !yrup,

!weetened (ondensed


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G54/ P)&S

00


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lassic ream range 1iscuits:

(lassic (ream ;range biscuit will overwhelm you, as it has tangy orange classic cream

pasted between fresh flour made crispy biscuits. !o, tickle your taste buds for the best.

>heat lour, !ugar, #dible %efined

-ydrogenated ?egetable ;ils C&alm ;ilE !oya Bean ;ilE (otton !eed ;il And !esame ;ilD,

Invert !yrup, Hiuid 'lucose, !kim


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1utter 1ite 1adam Pista:

Butter Bite Badam &ista brings to you, the real taste and traditional ualities of Badam5

&ista added with great buttery taste. !o, all you taste lovers, empower yourself.

>heat flour, #dible %efined

hydrogenated vegetable oils

C&alm oilE !oya bean ;ilE

cottonseed oil and sesame oilD,

!ugar, !weetened (ondensed


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Agents CAmmonium Bi5carbonate $ !odium Bi5(arbonateD, &rocessed (heese, Iodi)ed

!alt, "ough (onditioners C!odium heat lour, #dible %efined -ydrogenated ?egetable ;ils C&alm ;ilE !oya Bean ;ilE

(otton !eed ;ilE &alm 8ernel ;il And !esame ;ilD, !ugar, Invert !yrup, Hiuid 'lucose,

Iodised !alt, Heavening Agents CAmmounium Bi5(arbonate $ !odium Bi5(arbonateD,

(umin !eeds, Keast, !weetened (ondensed


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!tearoy *505 HaclylateD, &apain, "ough (onditioners C!odium


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b%ective of the study

*. To study the product, price place, promotion strategy of priyagold biscuit in 'ha)ipur

city.

0. To study of the effect of these strategy on the business of priyagold biscuit at on its

customer.

1. To study the satisfaction $ good will created by priyagold biscuit in gha)ipur city.

. To study the factor plan of marketing strategy priyagold biscuit in gha)ipur city

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Scope of the study

The term consumer behavior refers to the behavior that consumes display in searching

for, purchasing, using, evaluating and disposing of product and services that they e+pect,

will satisfy their needs. (onsumers are highly comple+ individuals, subject to variety of

psychological and sociological needs apart from their survival needs. =eeds and priorities

of different consumes segment differ drastically.

A brand is a collection of e+periences and associations connected with a service, a

person or any other entity. Brands have become increasingly important components of

culture and the economy, now being described as cultural accessories and personal

philosophies.

&eople engaged in branding seek to develop or align the e+pectations behind the brand

e+perience Csee also brand promiseD, creating the impression that a brand associated with

a product or service has certain ualities or characteristics that make it special or uniue.

A brand is therefore one of the most valuable elements in an advertising theme, as it

demonstrates what the brand owner is able to offer in the marketplace. The art of creating

and maintaining a brand is called brand management.

(onsumers may look on branding as an important value added aspect of products or

services, as it often serves to denote a certain attractive uality or characteristic Csee also

0:


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brand promiseD. rom the perspective of brand owners, branded products or services also

command higher prices. >here two products resemble each other, but one of the products

has no associated branding Csuch as a generic, store5branded productD, people may often

select the more e+pensive branded product on the basis of the uality of the brand or the

reputation of the brand owner.

In this competitive era, a large number of biscuits brands are available to consumers and

the study e+amines how consumers choose brand between &riyagold.

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2ESE)20 "E/0D.G7

2ESE)20

A !ystematic search for an answer to a uestion or solution to problem is

known as %#!#A%(-.

According to 8#%HI='#% defines %#!#A%(- , F A !ystematic , (ontrolled ,

#mpirical and (ritical Investigation of -ypothetical &reposition about &reasumes

%elation among =atural &henomen G.

#


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5"P2/)NE 4 2ESE)20:

*. %esearch inculcates scientific and inductive thinking and it promotes the

development of logical habits of thinking and organi)ation.

0. The role of research in several field of applied economics , whether related to

business or to the economy as a whole, has greatly increased in modern times.

1. %esearch provides the basis for nearly all government policies in our economics

system.

. %esearch has its special significance solving various operational and planning

problems.

2. %esearch is eually important for social scientists in studying social relationships

and in seeking answers to various social problems.

4. %esearch can also be understood keeping in view the following pointsM

A. To professionals in research methodology, research may mean a source of

livelihood.

B. To philosphers and thinkers, research may mean the outlet for new ideas

and insight.

(. To literary men and women, research may mean the development of new

styles and creative work.

". To analyst and intellectuals, research may mean the generali)ations of

new theories.

1*


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%esearch is the fountain of knowledge of for the sake of knowledge and an

important source of providing guidelines for solving different business,

governmental , and social problems.

D)/) ..E/5N

SA2ES 4 D)/)

"ATA are fact , figures , and other relevant material , past and present , serving as

basis for study and analysis.

"ata reuired for management research can be classified into primary $ secondary

data. The task of data collection begins after a research problem has been defined

and research desinedN plan chalked out.

>hile deciding about the method of data collection to be used for the study. The

researcher should keep in mind two sources of data namely.

a. Primary Data

b. Secondary Data

P25")27 D)/) The primary data collected directly by researcher from their original

sources. In this case, these are not previously collected.

The primary data are the first-hand data through various method of data

collection-

o ;bservation,

o Ouestionnaire

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o Interview

o Through schedules

A. 1SE2$)/5N :

;bservation is the most direct form of data collection. Usually data is

gathered by observation when it can be gathered accurately only by this

method.

This is effective when data is accessible by observation of facial

e+pression and body language relating to activities, which are repetitive

and freuent.

I observed the financial statement and &$H statement of all telecom.

(ompanies which I taken.

B. AES/5NN)52 :

Ouestionnaires are preferred in most surveys because they are less

e+pensive. It is instrument for data collection in survey research for large

sample.

Information on fact , attitudes , motivation and knowledge can be

obtained easily. It is being adopted by private individual, research work,

private $ public organi)ation, even also by government.

I distributed uestionnaires to general people , my family and my faculty.

# 5N/E2$5E- :Interviews can be used for data collected for data collection for all

segments of population whereas uestionnaire can be used only with the

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educated segment. They are the commonest method to get information

on behaviour , attitudes , needs and characteristics of people.

I had seen interview process of telecom companies which I taken.

D. THRO!H "#H$D%$" &This method of data collection is very much like the collection of data

through uestionnaire with little difference which lies in the fact that

schedules are being filled in by the enumerators who are specially

appointed for the purpose.

I had also tried my level best to collect the information with the help of

schedules.

SEND)27 D)/) These are sources containing data which are collected previously and

compiled for some purpose. !econdary data are already available.

These sources gives not only published record but also unpublished records

and periodicals.

S)"P.E DES5GN

!ample design is conducted framework and plan for a study that is used

as a guide in collecting and analysis of data.

4E)/A2ES :

*. 't is a plan that specifies the sources and the types of information relevant

to the problem.

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0. 't is strategy specifying which approach will be used for collection and

analysis of data.

1. 't also involves the time and cost budget.

NEED 42 DES5GN5NG :

*. %esearch design makes possible as ma+imum information with minimum

e+penditure of effort, time, $ money

0. >e need research design in advance collecting and analysis of data for

research project.

/7PES 4 2ESE)20 DES5GN :

*. EFP.2)/27 2ESE)20 :

It is known as formulari)e research design.

The main purpose is to formulate more precise investigation. It developed

discoveries of new ideas.

It is based on secondary sources and it is the nature of preliminary research.

*. Hiterature research

0. #+perienced survey

1. (ase study

*# N.AS5$E 2ESE)20 :

It provides information that the e+ecutives make used to rational decision.

The provides various alternative and selecting suitable alternatives is done by

descriptive and e+perimentation.

AP Hongitude study

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!tratified random sampling.

(luster sampling.

0. Non C probability sampling :

This method have a judgmental element somewhere in the

procedures , and these are not representative of the population.

Ouota sampling.

(onvenience sampling.

udgmentsampling. *urp sive sampling.

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Data )nalysis ; 5nterpretation

O.*. "o you eat biscuitsQ

S#No# Details 2espondent Percentage

* Kes *99 *99

0 =o 9 9

/otal +(( +((

)nalysis:

;ut of total respondents *997 eat biscuits.

1:


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5nterpretation:

rom the above table researcher has found that ma+imum respondent eat biscuits.

O.0. 'enerally how many times you eat biscuits in dayQ


* ;ne time 3 3

0 Two time 19 19

1


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)nalysis:

;ut of *99 respondents 37 says biscuit use to onetime, 197 two time and 4*7

many time use to biscuit. .

5nterpretation:

rom the above table researcher has found that ma+imum respondent use to many

time.

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O.1. "o you use &riyagold biscuitsQ


* Kes 4* 4*

0 =o 13 13

/otal +(( +((

*


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Analysis5

;ut of *99 respondents 4*7 use priyagold biscuit and 137 other brand use.

Interpretation5

rom the above table researcher has found that ma+imum respondent use to

priyagold biscuit.

0


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)nalysis:

;ut of *99 respondents 137 medium of advertisement persuades, 0*7 newspaper,

*:7 friends and 007 self .

5nterpretation:

rom the above table researcher has found that ma+imum respondent T.?.

advertisement persuades priyagold biscuit.


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O.2. >hich flavor do you like mostlyQ


* Butter bite 03 03

0 (lassic cream 9 9

1 (=( 1* 1*

/otal +(( +((

2


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)nalysis:

;ut of *99 respondents 037 use butter bite biscuit, 97 used (lassic cream and

1*7 use to (=(.

5nterpretation:

rom the above table researcher has found that ma+imum respondent use to

(lassic cream priyagold biscuit.

4


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)nalysis:

;ut of *99 respondents 067 yes to the presence of a celebrity on advertising

influences to buy the product, 617 no.

5nterpretation:

rom the above table researcher has found that ma+imum respondent celebrity on

advertising influences to buy the product.

:


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O.6. Are you always in search for discounts on salesQ

S# No# Details 2espondent Percentage

* Kes 46 46

0 =o 11 11

/otal +(( +((

3


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O.:.Are you satisfied regarding tasteQ


* Kes 6: 6:

0 =o 00 00

/otal +(( +((

2*


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)nalysis:

;ut of *99 respondents 6:7 satisfied regarding taste $ 007 not satisfied

regarding taste

.

5nterpretation:

rom the above table researcher has found that ma+imum respondent for

satisfied regarding taste.

.

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O.3. Are you satisfied regarding priceQ


* Kes :9 :9

0 =o 09 09

/otal +(( +((

21


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)nalysis:

;ut of *99 respondents :97 satisfied regarding price $ 097 not satisfied

regarding price.

.

5nterpretation:


satisfied regarding price.

2


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O.*9.Are you satisfied regarding packagingQ


* Kes :3 :3

0 =o ** **

/otal +(( +((

22


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)nalysis:

;ut of *99 respondents :37 satisfied regarding packaging $ **7 not satisfied

regarding packaging.

.

5nterpretation:


satisfied regarding packaging.

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O.**.In your opinion &riyagold stands with competitor brands asR


* Ahead them 6 6

0 Hess them 09 09

1 >ith them 11 11

/otal +(( +((

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O.*0. >hat is the availability of &riyagold biscuits in the retails shope as well as in

agencyQ


* &roper available 66 66

0 Hess available 09 09

1 =on available 1 1

/otal +(( +((

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)nalysis:

;ut of *99 respondents 667 &roper available, 097 Hess available $ 17 =on

available for the availability of &riyagold biscuits in the retails shope as well as in

agency.

5nterpretation:


availability of &riyagold biscuits in the retails shope as well as in agency.

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O.*1.If you choose &riyagold

-AO !#


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;ut of *99 respondents 467 -AO !#


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4inding

4inding

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;ut of total respondents *997 eat biscuits.

;ut of *99 respondents 37 says biscuit use to onetime, 197 two time and 4*7 many time

use to biscuit. .

;ut of *99 respondents 4*7 use priyagold biscuit and 137 other brand use.

;ut of *99 respondents 137 medium of advertisement persuades, 0*7 newspaper, *:7

friends and 007 self .

;ut of *99 respondents 037 use butter bite biscuit, 97 used (lassic cream and 1*7 use to

(=(.

;ut of *99 respondents 067 yes to the presence of a celebrity on advertising influences to

buy the product, 617 no.

;ut of *99 respondents 467 always in search for discounts on sales $ 117 no.

;ut of *99 respondents 6:7 satisfied regarding taste $ 007 not satisfied regarding taste

;ut of *99 respondents :97 satisfied regarding price $ 097 not satisfied regarding price.

;ut of *99 respondents :37 satisfied regarding packaging $ **7 not satisfied regarding

packaging.

;ut of *99 respondents 67 Ahead them opinion &riyagold stands with other competitor

brands, 097 Hess them $ 117 with them.

;ut of *99 respondents 667 &roper available, 097 Hess available $ 17 =on available for

the availability of &riyagold biscuits in the retails shope as well as in agency.

;ut of *99 respondents 467 -AO !#


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*. Introduction of new product line by the e+isting brand image may help to satisfy the

e+pectation of new variety seekers.

0. Advertisement is necessary for awareness but taste and uality should maintain

because the taste is the biggest criteria for purchasing biscuits.

1. (hildren play the part of major influence in purchasing decision of biscuits. or

attracting those advertisement should be focused on the wants, needs and pleasure of

children.

. (onduction of competition among children will definitely improve the e+isting sale.

2. Introduction of hygienic and attractive packaging without increasing the price may

attract more consumers.

4. &rice is also a major factor for changing purchase behavior. !o e+pensive biscuits

should be introduced in small packets.

6. Availability is also a major factor which is affecting the sales of biscuits. !mall packs

should be available in small shops.

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2ecommendation

2ecommendation

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Recommendation refers to the outcome of the research work done and the suggestions

for implementation i.e. findings.

*. It is suggested that manufacturer should make all efforts to control cost.

0. The company should improve the uality of the product.

1. &rovide various schemes which attract the customers.

. Brand preference should be created through feel good publicity.

2.


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.5"5/)/5NS

.5"5/)/5NS

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/here are some limitations in this research pro%ect report these

limitations are as follo


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uestionnaire

uestionnaire

6*


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7our respondent


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CaD ;ne time C D CbD Two time C D

CcD ith them C D

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O.*0. >hat is the availability of &riyagold biscuits in the retails shope as well as in

agencyQ

CaD &roper available C D CbD Hess available C D

CcD=on available C D

O.*1.If you choose &riyagold

-AO !#


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1ibliography

1ibliography

1ooks ; "agazine

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News Papers

Magazines

Indian journal of marketing

Marketing Management by Philip Kotlar

Research Methodology

-eb:sites

www. priyagold.com

www. google. com

evaluation of marketing strategy of priyagold biscuits in ghazipur city”

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