A

Research Report

on

“Retailer’s Perception Towards Britannia Daily Bread”

Presented to

Jayesh Patel Faculty

VMPIM-GNU

On

March 5, 2010

In

Partial fulfillment of the requirement for the subject “Retail Management” in

the Master of Business Administration program

Presented by:

Paras Makvana (10)

Kalpesh Patel (20)

Varun Vyas (40)

MBA-Sem-IV (Mktg.)

V. M. Patel Institute of Management, Ganpat University

Kherva-Mehsana

Preface

“Theory without practice has no fruit Practice without theory has no root.”

As a management student, we must have some practical knowledge regarding research

and research methodology.

The education institutions offering management programs play a significant part in

uncalculating the much needed managerial skills in their students, the aspiring managers.

The real success of management lies in applying the professional management techniques

in all managerial activities. Practical study is eminent, and plays vital role for the students

of management, because classroom coaching and theoretical study alone are not enough.

To survive in this highly competitive world, practicality outweighs theoretic. Students are

supposed to learn the various principles of business administration conceptually but

accuracy and efficiency in their implementation is possible only through exposure to

practical environment.

Through this project report work we can better understood the different aspects like

research design, measurement and scaling techniques, questioner and form design, data

collection, analysis and interpretation. Through this report we can understood business

research methodology in practical term.

Hence, to attain this objective and to have the outlook of all intricacies of corporate world

we have undertaken the research project about "Retailer’s perception towards Britannia

Daily Bread." We have tried our best and have applied all my efforts, knowledge and

sources available, in this project.

Here we try our level best for finding data.

Acknowledgement

“In corporate world practical knowledge does matter” To take sentence in our mind we start our project on Retailer’s perception towards Britannia Daily Bread.

It is with profound indebtness that we acknowledge the efforts of all the well-wishers who have in some or the other way contributes in their own special way to the success of this project.

We would like to express deep sense of gratitude to Mr. Jayesh Patel for their advise, constant encouragement and timely help throughout the course of our project.

We would like to thank Mr. Jayesh patel for provide us this golden opportunity for

preparing report and provide us guideline regarding project.

We would like to thank all the respondents who give their valuable time for filling

questioner and provide necessary information regarding our project.

Last but not the least we thank all the persons who have directly or indirectly support in this project.

Thanking you,

Paras Makvana (10)

Kalpesh Patel (20)

Varun Vyas (40)

Executive Summary

Retail research project implies to the overall analysis of certain important aspects for the

purpose of “Retailer’s perception towards Britannia Daily Bread”. We have taken Bakery

industry, which is fastest growing industries in India as well as in the world.

In our project here we include secondary as well as primary data for knowing about

Retailer’s perception towards Britannia Daily Bread.

The present report tries to review the Retailer’s perception towards Britannia Daily Bread

Table of Contents

Table No.

particulars Page No.

Preface i

Aknowledgement ii

Executive summary iii

1. Introduction 1

2. About the retail industry 2

3. About the company 2

4. Literature review

5. Research methodology

6. Data analysis

7. Conclusion

8. Recommendation

Bibliography

Annexure

1.Introduction:

Bread is one of the oldest prepared foods, dating back to the Neolithic era. The first bread

produced was probably cooked versions of a grain-paste, made from ground cereal grains

and water, and may have been developed by accidental cooking or deliberate

experimentation with water and grain flour. Yeast spores are ubiquitous, including the

surface of cereal grains, so any dough left to rest will become naturally leavened. There

were multiple sources of leavening available for early bread. Airborne yeasts could be

harnessed by leaving uncooked dough exposed to air for some time before cooking.

Plinythe Elder reported that the Gauls and Iberians used the foam skimmed from beer to

produce "a lighter kind of bread than other peoples." Parts of the ancient world that drank

wine instead of beer used a paste composed of grape juice and flour that was allowed to

begin fermenting, or wheat bran steeped in wine, as a source for yeast. The most common

source of leavening, however, was to retain a piece of dough from the previous day to use

as a form of sourdough starter.

Fresh bread is prized for its taste, aroma, quality and texture. Retaining its freshness is

important to keep it appetizing. Bread that has stiffened or dried past its prime is said to

be stale. Modern bread is sometimes wrapped in paper or plastic film, or stored in a

container such as a breadbox to reduce drying. Bread that is kept in warm, moist

environments is prone to the growth of mold. Bread kept at low temperatures, in a

refrigerator for example, will develop mold growth more slowly than bread kept at room

temperature, but will turn stale quickly due to retro gradation.

2.About Retail Industry:

Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and

around eight per cent of the employment. Retail sector is one of India's fastest growing

sectors with a 5 per cent compounded annual growth rate. India's huge middle class base

and its untapped retail industry are key attractions for global retail giants planning to

enter newer markets. Driven by changing lifestyles, strong income growth and favorable

demographic patterns, Indian retail is expected to grow 25 per cent annually. It is

expected that retail in India could be worth US$ 175-200 billion by 2016.

3.About the Company (Britannia Daily Bread )

Daily Bread a wholly owned subsidiary of Britannia Industries Ltd was founded in 2003

by Arjun Sekri, an international investment advisor. The mission of the company was to

be India’s first world class nationwide bakery and confectionary brand, providing an

international range and quality of bakery products to urban consumers and to be the

supplier of choice to the institutional market.

The company started commercial operations in November 2003 with Café Coffee Day

being its first institutional client. Daily Bread manufactured all the private label products

for all the 100 Café Coffee Day outlets in Bangalore. The company soon expanded into

manufacturing a wide range of specialty breads for distribution in the supermarket chains,

manufacturing private label bakery products for other institutional clients such as coffee

chains and multiplexes, corporate catering for MNC’s as well as setting up its branded

retail outlets in Bangalore. Daily Bread hired the best bakery and confectionary chefs

with 5 star hotel and flight kitchen experience and trained them in the leading wholesale

bakeries in Hong Kong. Through intensive R&D, Daily Bread developed proprietary

recipes for over 400 bakery products including India’s widest range of breads.

By fiscal year 2005, Daily Bread was widely recognized in the industry circles as having revolutionized the specialty bakery sector in India and was considered the leading specialty bakery brand in the country. Many competitors starting emulating Daily Bread’s business model, and copying the range of its specialty breads.

In fiscal year 2006, the company also launched two new brands, Deluca’s Gelato Italiano, a premium Italian frozen desert parlor, and Daily Brew, a premium espresso bar. Deluca’s Gelato and Daily Brew are offered as value added offerings in the Daily Bread premium cafes and in some independent locations as well. Deluca’s Gelato is a leading brand in its sector in India and has a wide range of gelato, sorbetto, gelato cakes, floats, frappe’s and sundaes, all made from raw materials directly imported from Italy.

In fiscal year 2008, the company expanded its operations by franchising with a Master franchisee in Goa. The company since then has expanded its operations with more franchisees being added in Bangalore.

Today the company has a strong brand name and retail following in the Bangalore market and is the supplier of choice for institutional clients in all the 3 metros it operates in, with all the major café chains and multiplex chains as its clients. On the retail front, it has recently launched India’s widest range of health breads, over 15 types of breads made with imported wheat, spelt and rye flour with healthy ingredients with as oats, wheat germ, flaxseeds, linseeds, poppy seeds, millet, barley etc. 

The USP of Daily Bread is its huge range of proprietary recipes, its talented group of chefs, its huge installed bakery capacity with imported equipment in 3 key metros, its relationships with nationwide institutional clients, its strong distribution network to over 300 points of sale, in  and its strong brand name in the South.

 

The mission statement of the company is:

"To establish Daily Bread as the pre-eminent brand in the bakery sector in India and set the defining standards as the country's first purveyor of world class breads, confectionary and specialty food products for wholesale & retail clients" The company objectives are as follows:

There is currently no pan India bakery brand. By opening wholesale bakeries in the top metros, 'Daily Bread' will be India's first national bakery brand, synonymous with European quality bakery products.Daily Bread will deliver superior value to urban Indian consumers by making available bakery and confectionary products of international selection, standards and packaging at a competitive cost for the first time in India.Daily Bread will be the first bakery vendor in India to provide institutional clients such as coffee chains, fast food chains, multiplexes and hotel chains, etc. with a reliable and consistently high quality and wide selection of bakery products across all the major metros.The need for setting up production units in each major metro is driven by high transportation costs, the lack of an effective cold chain, the perishable nature of bakery products, the variance in regional tastes and the need to be close to the market.To capture the significant growth potential in the bakery and confectionary sector which is driven by strong macro drivers: rapid urban population growth, increasing affluence, changing food consumption patterns and lifestyle trends in urban areas and rapid expansion and improvement of standards in organized retailing in India.To generate multiple revenue streams from a complete suite of fresh & frozen bakery, confectionary & specialty food products catering to a diverse wholesale & retail client base

Daily BreadUnder the Daily Bread brand, the company manufactures and retails a range of breads includes baguettes, rolls, Paninis, ciabattas, multi-grains, croissants, foccaccias, bagels and as well a range of ultra premium health breads. For the sweet lovers, there would be Danishes, doughnuts, cheesecakes, mousse cakes, gateaux, fruit cakes, fruit tarts, pastries, brownies, cookies and Belgian pralines and truffles. Also to service customers with more of a meal or tea time snack, there are wonderful selections of wraps, quiches, curry puffs, savoury and pies. A big draw at the Daily Bread premium stores are the live salad and sandwich bar which offers fresh and healthy veg and non-veg salads as well as sandwiches that can be customized by choosing from a range of freshly baked breads, scrumptious fillings and dressings.Deluca’sDeluca’s is a division of Daily Bread Gourmet Foods India Pvt. Ltd., launched in April 2006 offering ultra premium quality 96% fat free Italian gelato and frozen dessert brand offering the widest range of gelato, sorbeto, gelato cakes, sundaes, desserts, floats and frappe’s freshly made every day with imported ingredients. Deluca’s enjoys competitive advantage due to technology and recipe transfer and chef training agreements with the largest wholesaler of premium Italian Gelato Aromitalia/ Semplice & Geniale.

 

Daily Brew

Daily Brew is the brand of Daily Bread Gourmet Foods India Pvt. Ltd that was launched in 2007. The premium Daily Brew espresso bars, provide an ambience that is warm and inviting, a great place to meet friends for a cuppa from Daily Brew’s premium espresso menu of a variety of coffee and tea over a light meal.

 

Daily Bread's range of products is manufactured at state-of-the-art production facilities. There are currently three such set-ups across India. Daily Bread's first wholesale bakery began commercial production on October 20, 2003 in Bangalore and a second 20,000 sqft. production unit in Bangalore, which commenced production in December 2006. The 20,000 sqft commissary at Hyderabad began production in August 2007 while an 18,000 sqft production set-up in operation in Noida from September 2007.

 

Country Style Health Breads

Healthy Whole Wheat Bread Rs 25

Spanish Loaf Rs 30

German Root Baguette Rs 45

Muesli Sliced Bread Rs 42

Rustica Wheat & Walnut Loaf Rs 45

Multigrain Loaf Rs 55

American Rye Loaf Rs 55

High Fibre Fruitti Fit Loaf Rs 99

Stone Baked Artisan Style Bread

Masala Loaf Rs33

Panini - Herb & Pesto Rs38

San Francisco Sourdough Loaf Rs40

Parisian Baguette Rs45

Italian Bell Pepper & Heb Toscanne Loaf

Rs45

Ciabbatta - Black Olives Rs50

Foccacia - Onion & Sun Dried Tomato

Rs50

Multigrain Loaf with Apricots Rs55 

European Sandwich Breads

English Premium Butter Bread Rs 23

French Village Sliced Bread Rs 42

Bavarian Dark Rye Sliced Bread Rs 50

Mediterranean Sliced Bread Rs 42

   

 

High Tea Breads & French Brioches

Milk & Honey Plait Rs40

Chocolate Brioche Rs50

Welsh Fruit Loaf Rs50

Almond & Raisin Brioche Rs60

Assorted Breads

Pizza Base Rs13

Mumbai Butter Pav Rs12

Buns - Flavored Rs20

Submarine Rolls / Hot Dog Rolls Rs18

Burger Buns Rs20

Mixed Herb Croutons Rs23

Herb Breads Sticks Rs25

Merthi, Ajwain & Mustard Haldi Loaf

Rs30

Curry Leaves & Mustard Seed Loaf

Rs30

Cheese & Garlic Loaf Rs33

Bread Crumbs Rs35

4. Literature review:

Bread, which finds its way to over 6 lakh households daily, is the mainstay of the

company's non-biscuit business at present. Its key competition in the organised national

market are Modern and perhaps Harvest Gold. Britannia hopes to drive this emerging

business through the exploding modern trade and has already gained access to Reliance

Retail and Trinethra/ Fabmall for its breads.

New Delhi, Aug. 17: Britannia Industries Ltd said that it was planning to increase its

stake in the recently acquired Bangalore-based Daily Breads Pvt Ltd to 50 per cent. "We

are looking at increasing stake in Daily Breads Pvt Ltd from the current strategic stake to

50 per cent in the time to come," said Ms Vinita Bali, Managing Director of Britannia

Industries Ltd, on the sidelines of a marketing summit organized by the Confederation of

Indian Industry.

5. Research Methodology:

Objective:

► To find out Retailer’s Perception Regarding “BRITANNIA DAILY

BREAD”.

► To check the Service Provided by “ BRITANNIA DAILY BREAD”

Purpose of study:

This study is about Retailer’s perception towards Britannia Daily Bread

and get in depth knowledge about the bakery industry.

Research Design:

Conclusive Research

Exploratory Research

Sampling method: Convenience Sampling

Research instrument: Questionnaire

Location: Ahmedabad, and Mehasan

Sample Size: 100

Data Sources:

Primary Data: Questionnaire

Secondary Data: Internet, Magazine,News paper

6.Data Analysis:

Q.1 Do you keep Britannia Daily Bread in your shop?

yes no0

10

20

30

40

50

60

70

63

37

Interpretation:

From above graph, we can conclude that the 63% of retail respondents are keeping Britannia daily Bread in their shop and 37% respondent do not keep Britannia Daily Bread in their shop.

Q.2 Which of the following Bread Manufacturer gives you maximum profit margin?

Bharat Moder

nBritanni

a Rajlax

mi Same Other

Yes No63 37

3 17 30 2 9 2

Bharat Modern Britannia Rajlaxmi Same other0

5

10

15

20

25

30

35

3

17

30

2

9

2

Interpretation:

From above graph we can conclude that Britannia Dail Bread Manufacturer giving the maximum profit margin. Here we find that 47.61% retailer’s saying that maximum profit margin provided by Britannia Daily Bread followed by Modern bread 26.98% and same 14.28%.

Q.3 Are you satisfied with profit margin you are getting from Britannia Daily Bread?

Yes No

33 30

yes no28.5

29

29.5

30

30.5

31

31.5

32

32.5

33

33.5

33

30

Interpretation

Here we find that 52.38% retailers are satisfied with the profit margin given by Britannia Daily Bread and 47.61% retailers are not satisfied with the profit margin given by Britannia Daily Bread.

Q-4 which is the most sellable brand?

Bharat Moder

n Britann

ia Rajlax

mi Same

9 20 27 7

Bharat Modern Britannia Rajlaxmi Same0

5

10

15

20

25

30

9

20

27

7

Interpretation

From above graph we can conclude that Britannia Daily Bread is the most sellable brand followed by Modern and the other brands.

42.85% retailers are saying that Britannia is most sellable brand followed by Modern 31.74% and Bharat 14.28% and Rajlaxmi 11.11%

Q.5 What do you feel, consumer consider while purchasing bread?

Quality

Freshnes

Availabilit

Price Brand Name

s y12 15 6 3 27

Quality Freshness Availability Price Brand Name0

5

10

15

20

25

30

12

15

6

3

27

Interpretation

From above graph we can conclude that 42.85% respondents are giving more preference to the Brand name 23.80% are giving preference to freshnesh and 19.04% are giving preference to quality ,availability 9.52% and price 4.76%.

Q.6 Which of the following Bread will you recommend to consumer in case of absence of bread demanded by customer?

Bharat Moder Britann Rajlax Same

n ia mi5 28 30

Bharat Modern Britannia Rajlaxmi Same0

5

10

15

20

25

30

35

40

2

23

36

2

Interpretation

From the above graph we can conclude that in absence of demanded brand by consumer retailer’s recommends Britannia Daily Bread first then Modern and then other brands.

Q.7 Which of the following brand is more consumed by customer?

Bharat Moder

n Britann

ia Rajlax

mi Same

2 23 36 2

Bharat Modern Britannia Rajlaxmi Same0

5

10

15

20

25

30

35

40

2

23

36

2

Interpretation

Here we can say that the Britannia Daily Bread is most consumed brand having 57.14% followed by Modern 36.50%, Bharat and rajlaxmi 3.17%

Q.8 What do you feel about Quality of bread of following brands?

Very Good Good

Average Bad

Very Bad

Brands of

bread Bharat Bread 7 19 24 11 2

Britannia Bread 32 25 6 Modern Bread 15 30 13 5

Rajlaxmi Bread 2 19 20 16 6

Very Good Good Average Bad Very Bad 0

5

10

15

20

25

30

35

7

19

24

11

2

32

25

6

15

30

13

5

2

19 20

16

6

Bharat Bread Britannia Bread Modern Bread Rajlaxmi Bread

Interpretation

Here we find that 30% respondents are saying that the quality of Britannia daily Bread is very good followed by Modern brand and then other brands.

Q.9 What do you feel about service provided by Britannia Daily Bread ?

Very Good Good

Average Bad

Very Bad

Britannia Daily Bread 31 6 21 5

Very Good Good Average Bad Very Bad 0

5

10

15

20

25

30

3531

6

21

5

Britannia Daily Bread

Britannia Daily Bread

Interpretation

Here we can conclude that 49.20% respondents are saying that service provided by Britannia Daily Bread is very good while 33.33% are saying that service provided by Britannia daily Bread average .

Q.10 What do you feel consumer gives weightage to brand or not?

Yes No55 8

yes no0

10

20

30

40

50

6055

8

Interpretation

Here we can conclude that 87.30% respondents are giving weightage to brand while 12.69% respondents are not giving weightage to brand.

Q.11 Which pack of Britannia Daily Bread is more consumed by customer?

Sandwich Bread

Bhaji Pav

Special

Bread

Premium

Bread31 21 7 4

Sandwich Bread Bhaji Pav Special Bread Premium Bread0

5

10

15

20

25

30

3531

21

7

4

Interpretation

Here we can conclude that sandwich bread is consumed 49.20% followed by bhaji pav 33.33%, special bread 11.11%, premium bread 6.34%.

Q.12 What size of Britannia Daily Bread has more sales in your shop?

200 Gms.

400 Gms.

800 Gms.

12 41 10

200 Gms. 400 Gms. 800 Gms.0

5

10

15

20

25

30

35

40

45

12

41

10

Interpretation

Here we can conclude that 400gms size of bread is sold 65.07% followed by 200gms size of bread 19.04%,800gms size of bread 15.87%.

Q.13 What is your response regarding packaging of Britannia Daily Bread?

Very good Good

Average Bad

very bad

22 27 9 5

Very good Good Average Bad very bad0

5

10

15

20

25

30

22

27

9

5

Interpretation

Here we can conclude that 42.85% respondents are saying that packaging of britania Daily Bread is good, 34.92% are saying very good,14.28% are saying average, 7.93% are saying very bad packaging.

Q.14 Where do you put Britannia Daily Bread in your shop?

In front On desk In self Behind other bread32 20 11

In front On desk In self Behind other bread

0

5

10

15

20

25

30

3532

20

11Series1

Interpretation

Here we can conclude that 50.79% respondents are keeping Britannia daily Bread in front ,31.74% on desk and 17.46% in self.

Q.15 What do you feel regarding price of Britannia Daily Bread comparing with other Bread?

Cheaper

Competitive

Costly

12 37 14

Cheaper Competitive Costly0

5

10

15

20

25

30

35

40

12

37

14

Interpretation

Here we can conclude that 58.73% respondents are saying that the price of Britannia daily Bread is competitive ,22.22% are saying that price is costly and 19.04% are saying that price is cheaper.

7.Conclusion:

Retailers are keeping Britannia daily Bread in their shop because of high profit margin and satisfied with it.

Because of prestigious brand name Britannia Daily Bread is most sellable brand .

Respondents are giving more preference to brand name followed by freshness, quality, availability and price.

We find that quality and service of Britannia Daily Bread is very good compare to other brands.

Sandwich bread is more consumed in compare to bhaji pav, special bread and premium bread.

400gms packaging is most sellable compare to 200gms and 800gms. We find that 42.85% respondents are saying that packaging of Britannia

Daily Bread is verygood . We find that Britannia Daily Bread is competitive than other bread

available in the market.

8.Recommendations

► During This marketing Research I have got all these suggestion for the Britannia Daily Bread from the Retailers who are selling Britannia Daily Bread.

► Many Retailers feel that Britannia Daily Bread is competitive than other bread available in the market.

► Company should all give emphasize on Expected profit margin of Retailers.

► Company can also give more preference to 400 Gms. Britannia Daily Bread having maximum sales in Retailer’s shop.

► Company can create good relationship with the retailers in the city that will gain the company to the greater extent.

Bibliography

Book:

Malhotra Naresh k. (2007), Marketing Research (An Applied Orientation), Fifth edition, Ch. 1 to 12.

Websites:

Http:\bread\board of directors.htm

Http:\bread\Britannia Industries Limited Official Website.htm

Http:\bread\Daily Bread1.htm

Http:\bread\Daily Breadjh.htm

Article:

Britannia is the bread winner, Economic Times; 30th April 07

Britannia plans to raise stake in Daily Breads to 50 pc , Economic Times; 30th

Feb 07

Annexure

Questionnaire

Q.1 Do you keep Britannia Daily Bread in your shop?[ ] Yes [ ] NoIf No then directly go to Name………………………

Q.2 Which of the following Bread Manufacturer gives you maximum profit margin?[ ] Bharat [ ] Modern [ ] Britannia[ ] Rajlaxmi [ ] Same

Q.3 Are you satisfied with profit margin you are getting from Britannia Daily Bread?[ ] Yes [ ] No

Q,4 which is the most sellable brand? [ ] Bharat [ ] Modern [ ] Britannia

[ ] Rajlaxmi [ ] Same

Q.5 What do you feel, consumer consider while purchasing bread?[ ] Quality [ ] Freshness [ ] Availability[ ] Price [ ] Brand Name

Give Ranks.

Q.6 Which of the following Bread will you recommend to consumer in case of absence of bread demanded by customer?

[ ] Bharat [ ] Britannia[ ] Modern [ ] Rajlaxmi

Q.7 Which of the following brand is more consumed by customer?[ ] Bharat [ ] Britannia[ ] Modern [ ] Rajlaxmi

Q.8 What do you feel about Quality of bread of following brands?

1 2 3 4 5

Very Good

Good Average Bad Very Bad

Sr. Brands of bread Rate the Their Quality

1 Bharat Bread 1 2 3 4 5

2 Britannia Bread 1 2 3 4 5

3 Modern Bread 1 2 3 4 5

4 Rajlaxmi Bread 1 2 3 4 5

Q.9 What do you feel about service provided by Britannia Daily Bread ?

1 2 3 4 5

Very Good Good Average Bad Very Bad

1 Britannia Daily Bread 1 2 3 4 5

Q.10 What do you feel consumer gives weightage to brand or not? [ ] Yes [ ] No

Q.11 Which pack of Britannia Daily Bread is more consumed by customer?[ ] Sandwich Bread [ ] Bhaji Pav [ ] Special Bread [ ] Premium Bread

Q.12 What size of Britannia Daily Bread has more sales in your shop?[ ] 200 Gms. [ ] 400 Gms.[ ] 800 Gms.

Q.13 What is your response regarding packaging of Britannia Daily Bread?[ ] Very good [ ] Good [ ] Average[ ] Bad [ ] Very Bad

Q.14 Where do you put Britannia Daily Bread in your shop?[ ] In front [ ] On desk

[ ] In self [ ] Behind other bread

Q.15 What do you feel regarding price of Britannia Daily Bread comparing with other Bread?

[ ] Cheaper [ ] Competitive [ ] Costly

Q.16 Give your suggestion to improve sales of Britannia Daily Bread .[1] Service:- [2] Quality:- [3] Advertisement:- [4] Packaging:- [5] Other:- Name :- Address:-