CHAPTER 1

INTRODUCTIONParle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even to the remotest villages of India, the company has definitely come a very long way since its inception.Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance.Since 1929, Parle Products, with its wide platter of biscuits and sweets is also actively engaged in changing and uplifting the social face of India. As part of its Corporate Social Responsibility Policy, Parle is keenly involved in the overall development of the younger generation, with a focused endeavor to build the New Face of India and spread happiness and joy all over.Some of our best habits, as we said, are also our oldest. Many of them date back to the last decade of the 19th century. It was in the 1880s that the late Mohanlal Dayal came to Bombay from his village Pardi, in the district of Surat, to work as a dusting boy at a silk merchants. What a long way that bright little boy came! First, the hard apprenticeship and the graduation to MasterCutter, then the elite tailoring establishment that eventually developed into a wholesale business to finally, the new business in confections and biscuits. Always, the accent was on self-sufficiency. Mohanlal Dayal was not just a progressive and astute businessman. He never gave in to the sense of indifference that often comes with the commercial outlook. All through his life, he was deeply conscious of his duties towards society and the community. He built the Shri Mohanlal Dayal Prasuti Graha and General Hospital in Pardi, which is maintained through charity trusts set up by him. The Shri Mohanlal Dayal Sanatorium and Hostel at Matunga in Bombay is another such institution. In his memory and after his example, his sons have donated significant sums to set up the Chauhan Institute of Science at Vile Parle.Parle Centre of Excellence, as an institution, is dedicated to enriching the lives of people by conducting various cultural programs across all regions to facilitate the all round development of children. Every year, Parle organizes Saraswati Vandana in the state of West Bengal during the festival of Saraswati Puja, inviting schools from all across the state to participate. The event is one of much fanfare and celebration, keeping alive the culture and traditions. The involvement in cultural activities has seen the inception of Golu Galata in Tamil Nadu, held during Navratri. It provides all the members of a household a platform to showcase their creativity and be judged by eminent personalities. Thousands of families participate and celebrate the occasion on a grand scale.These events give us a chance to interact with children on a one-to-one basis, and promote our belief of fun and health for the whole family.

OBJECTIVE To deliver right SKU & Gift item to right place in right time. To achieve internal customer satisfaction level to 95%. And to increase the consumer base for newly launched product. To penetrate market with greater share of business. To leverage Parle G brand by having association with some other known brand. To counterattack competitors strategy.The consumer promotional offers are based on the principle of elasticity of demand.

SCOPEThe ultimate scope of this project is based on Marketing Strategy of Parle-G product.In this project we think and design marketing strategy and analysis of parle-G product, also think about its policy and it is helpful for the fix the standard about purchasing of raw material. Tha main research of this project is pricing consistency about parle-G product since 25 years so people may stick with the parle-G product because of not raise the price .LIMITATION The study conducted in 45 days its not enough to such wast topic. It is very difficult to storekeeper to pinpoint the sale of particular brand in both organized and unorganized retail store No paper data was available in store city. As nature research was exploratory so it was difficult to cover each and every topic . Many User and retailer dont expect origin perception and view about the product.

CHAPTER 2

RESEARCH OF METHODOLOGY

Research Design

Type and Nature of the Study:

The hypothesis that we want to study wants to find why is Parle-G number one glucose biscuit.This has made the research base to be cause and effect oriented. The problem was taken in toconsideration looking at the data available on the consumption pattern of glucose biscuit. The datashowed 65% of glucose biscuit market share is owned by Parle-G.The consumption trends were also observed among the population surrounding us and onlineportals. The cause for this affection towards biscuit was not known hence the study stresses on thecauses of why is this biscuit number one. The question designing was mostly kept closed ended withquestion targeting at the performance, conformance, aesthetics and reliability of the product. Theproduct under consideration has no segment and is targeted at population in general withoutdifferentiating its consumers.

Sample Design: size

The sample to be chosen was people who have consumed Parle-G biscuits and there was noother criterion. The sampling technique used in this case was convenient sampling. The chances oferrors were less, for the data, due to commonality of the product and positive response of each of therespondent. Also the data to be collected was of type which could be answered by anyone who eatsbiscuit. The sample contained male and females both, across all ages. There was no duplication ofthe sample as all the samples were from different areas which were in the proximity of the interviewer.The sample was up to date and the study was conducted recently and hence the data wasrelevant for the current timing. The method of sampling was random and hence probabilistic. Thesample size also is not true representation of the population under consideration but an experimentalsample of population. The numbers of samples were minimum 30 due to limitation on time bases andcost of research.Parle G as a Brand The brand is associated with the positive values of life like honesty, sharing and caring. The incredible demand led Parle to introduce the brand in special branded packs and in larger festive tin packs. It is synonymous to energy & nutrition. It has become a part of the daily lives of many Indians. It wasn't a biscuit any more. It had become an icon. Parle G conjures up fond memories across the length and breadth of the country. Be it a big city or a remote village of India, the Parle G symbolizes quality, health and great taste.

Parle - G and Challenges Increasing prices of basic Raw material like, Sugar, Wheat, Milk, Milk Powder. This leading to increase in manufacturing cost of the biscuits. Parle G very price sensitive product. Small increase in price (by 50 paise) in past had seen high decline in sales. Even though the Parle is market leader in the segment, others are also trying to capture the chunk of market share. Fake brands like Parel G, Parle Jee tried to extract market share. However only serious competition faced by Parle G is from Britania Tiger biscuit

SOURCES OF DATA There are two types of data namely primary data and secondary data.

PRIMARY DATAThis is project is not based on primary data.SECONDARY DATAThis project based on secondary data. Information about project is collected by various website, magazines, newspapers etc.

CHAPTER 3

PROFILE OF COMPANY :-

NAME OF COMPANY :- PARLEADDRESS OF COMPANY :- Parle Products Pvt. Ltd.V.S. Khandekar MargVile Parle East, Mumbai -400057,Maharashtra.TELEPHONE NO. :- (022)6691 6911 15FOUNDER OF COMPANY :- British IndiaOWNER OF COMPANY :- Chauhan familyWHEN STARTED :- In year 1929.WHERE STARTED :-Vile Parle, Mumbai.

TOPIC DETAIL EXPLAINBISCUITS are the products of daily consumption.Consumed by, one and all. And when it comes to Parle biscuits, it is loved by all.Parle Products Company was founded in 1929 in British India. It was owned by the Chauhan family of Vile Parle, Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco biscuits as an Indian alternative to the British biscuits. The Parle brand became well known in India following the success of products such as the Parle-G biscuits and the Thums Up soft drink.The original Parle Company was split into three separate companies, owned by the different factions of the original Chauhan family:Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack) Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner of the brands such as Frooti and Appy) Parle Bisleri, led by Ramesh ChauhanAll three companies continue to use the family trademark name "Parle". The original Parle group was amicably segregated into three non-competing businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro diversified into the confectionary business, thus becoming a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the brand Parle for competing confectionary products. Later, Parle Agro launched its confectionery products under a new design which did not include the Parle brand name.In 2009, the Bombay High Court ruled that Parle Agro can sell its confectionery brands under the brand name "Parle" or "Parle Confi" on condition that it clearly specifies that its products belong to a separate company, which has no relationship with Parle Products.

Parle-G or Parle Glucose is a brand of biscuits manufactured by Parle Products in India. As of 2011, it is the largest selling brand of biscuits in the world according to Nielsen.Primarily eaten as a tea-time snack, Parle-G is one of the oldest brand names in India. For decades, the product was instantly recognised by its iconic white and yellow wax paper wrapper with the depiction of a young girl on the front.

INFRASTRUCTUREApart from the original factory in Mumbai, Parle has manufacturing facilities at Neemrana (Rajasthan), Bangalore and Bahadurgarh (Haryana). It also has several manufacturing units on contract.

AVAILABILITYOutside India, Parle-G is available in Europe, UK, USA, Canada, Singapore, etc. In Canada, it is sold by Zehrs, Food Basics, Loblaws, etc. for only 99 cents for a 418gram pack. A more common 80 gram "snack pack" is sold for as low as 15 cents at Indian grocers, and 40 cents at major retailers. It is also popular across the world and is starting to sell in Western Europe and USA.

GROWTH 70%market share in glucose biscuit is captured by parle-g as compare to britannia tiger (17-18%) I T C Sunfeast 8-9%. Last year sell is 35 billion. Recognised by iconic white and yellow wax paper or wrapper with depiction of young girl covering the front. Parle derived from the name of the indian railway station vileparle near mumbai. Primarily eaten as a tea time snacks. Available in rs.1, rs.2, rs.4 , rs.25QUALITY

Hygiene is the precursor to every process at Parle. From husking the wheat and melting the sugar to delivering the final products to supermarkets and store shelves nationwide, care is taken at every step to ensure the best product of long-lasting freshness. Every batch of biscuits, confectioneries & snacks are thoroughly checked by expert staff, using the most modern equipment. This ensures consistent and perfect quality across the nation and abroad.Concentrating on consumer tastes and preferences, the Parle brand has grown from strength to strength ever since its inception. The factories at Bahadurgarh, Haryana and Neemrana, Rajasthan are the largest biscuit and confectionery plants in the country. The factory in Mumbai was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle also has 10 manufacturing units for biscuits and 75 manufacturing units for confectioneries on contract.

IMPORT EXPORTThe immense popularity of Parle products in India was always a challenge to their production capacity. Now, using more modern techniques for capacity expansion, we have begun spreading their wings and are going global.Parle bisuits and confectionaries are fast gaining acceptance in international markets, such as, Abu Dhabi, Africa, Dubai, South America and Sri Lanka. Even the more sophisticated markets like USA & Australia, now relish Parle products.As part of the efforts towards a larger share of the global market, Parle has initiated the process of getting ISO 9000 certification. Many Parle Products have also won Gold, silver and bronze medals at the Monde Selection

MARKETAccording to a Nielsen report released in 2011, Parle-G is the largest selling biscuit in the world.It has 70% market share in India in the glucose biscuit category followed by Britannia, Tiger (17-18%) and ITC's Sunfeast (8-9%). The brand is estimated to be worth over Rs 2,000 crore (Rs 20 billion), and contributes more than 50 per cent of the company's turnover (Parle Products is an unlisted company and its executives are not comfortable disclosing exact numbers). Last fiscal, Parle had sales of Rs 3,500 crore (Rs 35 billion). It also is popular across the world and is starting to sell in Western Europe and USA.

AWARDSParle - G is the winner of 8 Gold and 11 Silver awards at the Monde Selection Awards? The global standard for quality in Food category. Providing kids with the vital vitamins and minerals necessary for all round mental and physical development

CHAPTER 4

MARKETING STRATEGY

Anorganization'sstrategythat combines itsmarketinggoalsintoonecomprehensiveplan. A good marketing strategy should be drawn frommarket researchand focus on therightproduct mixinordertoachievethe maximumprofit potentialand sustain thebusiness. The marketing strategy is thefoundationof amarketing plan.It is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainablecompetitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

LATEST STRATEGYAs part of its marketing initiative, Parle Products has recently adopted a major pricing strategy whereby a 5 kg Parle-G Atta will be available to consumers and, along with Parle-G biscuit pack for free at Rs 90. However, competitors, Pillsbury atta are priced at Rs 104, and, Kissan Annapurna at Rs 102, in similar capacity.

MARKET SHAREIt has 70% market share in India in the glucose biscuit category followed by Britannia, Tiger (17-18%) and ITC's Sunfeast (8-9%). The brand is estimated to be worth over Rs 2,000 crore (Rs 20 billion), and contributes more than 50 per cent of the company's turnover (Parle Products is an unlisted company and its executives are not comfortable disclosing exact numbers). Last fiscal, Parle had sales of Rs 3,500 crore (Rs 35 billion). It also is popular across the world and is starting to sell in Western EuropeMARKET STRENGTHThe extensive distribution network, built over the years, is a major strength for Parle products. Parle biscuits & sweets are available to consumers, even in the e most remote places and in the smallest retail outlets. Parle has nearly 1,500 wholesalers, careering to 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services there wholesalers and retailers. Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution network. Parle constantly endeavor at designing products that provide nutrition and fun t o the common man. Most Parle offerings are in the low and mid-range price segments. This is based on their understanding of the Indian consumer psyche. The Value for money positioning helps generate large sales volumes for the products. However, Parle Products also manufactures a variety of premium products for the up-market, urban consumers. And in this way, caters a range of products to a variety of consumers

The Customer ConfidenceThe Parle name conjures up fond memories across the length and breadth of the country. After all, since 1929, the people of India have been growing up on Parle biscuits & sweets.Today, the Parle brands have found their way into the hearts and homes of people all over India & abroad. Parle Biscuits and confectioneries, continue to spread happiness & joy among people of all ages.The consumer is the focus of all activities at Parle. Maximizing value to consumers and forging enduring customer relationships are the core endeavours at Parle.Their efforts are driven towards maximizing customer satisfaction and this is in synergy with their quality pledge. " Parle Products Limited will strive to provide consistently nutritious & quality food products to meet consumers' satisfaction by using quality materials and by adopting appropriate processes. To facilitate the above we will strive to continuously train our employees and to provide them an open and participative environment."PODUCT STRATEGYCore benefit:- the core benefit of biscuit is to satisfy hunger of the consumer.Basic product- in the second level, the basic product is biscuits.Expected product- the consumers expect the product to have a good taste and also give nutrition.Augmented product- Parle biscuits increase a persons energy levels. o Potential product- in the future Parle could come up with different prod ucts.

PRICING STRATEGY OBJECTIVELearn the major strategies for pricing imitative and new products. Understand how companies find a set of prices that maximizes the profits from the total product mix. Learn how companies adjust their prices to take into account different types of customers and situations.Know the key issues related to initiating and responding to price changes.PARLE- G & PRICE MIXParle G has adopted the Market Penetration strategy i.e. low price alongwith capturing of a large marketAlso they focus on providing good quality products at the same time, whichmeans it uses the value pricing method.The value-for-money positioning helps generate large sales volumes for theproducts.Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25 packetProfit margin for distributors is 4% and for retailers is 10-12%Parle-G maintained its price of Rs.4.00 for the last 25 yrs & has seen thevariation in its sales due to increase in price by mere 50p.Core value An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. With products created bearing in mind both health and taste, Parle products equally appeal to fun loving kids & youth. Even today, the great tradition of taste and nutrition is consistent in every pack on the store shelves. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest.PARLE G & PLACE MIXThe extensive distribution network, built over the years, is a majorstrength for Parle Products.Parle G biscuits are available to consumers, even in the most remoteplaces and in the smallest of villages with a population of just 1500.Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outletsdirectly or indirectly. A two hundred strong dedicated field force services itshuge wholesalers & retailers network.Additionally, there are 31 depots and C&F agents supplying goods to thewide distribution network.Factories at strategic locations & Establishment of manufacturing units inrural areas

PRICING STRATEGY OF PARLE GAppeal to all income groups : The product is appealing to the consumers as the target audience is basically kids. This product is suitable to all Income group.Low and mid range price Segments: The pricing of the product is of low and mid range so as it suits every ones pocket

VALUE OF MONEYValue for money allows all age group to enjoy parle products at fullestStrict cost control at every point in supply Chain: It reaches 2.5 million outlets, including villages with a population of 500 people

PARLE G & PROMOTION MIXAdvertising - It was advertised mainly through press ads. Thecommunication spoke about the basic benefits of energy and nutritionIn 1989 Parle-G released its Dadaji commercial which was a hugesuccess and was aired over a period of 6 years. The communicationspoke about the basic benefits of energy and nutritionThe next level of communication associated the brand with the positive values oflife like honesty, sharing and caring. Just a few months back a reminder TVcommercial was launched for Parle-G where the product is being called hindustanki takat Recently Parle G has started the use of celebrity in their advertisements

EVENT & COMPAIGNPromotional campaigns - Parle-Gramin Swastha YojanaParle had launched a new scheme called a Parle-Gramin Swastha Yojana, which was a network of ambulance van visiting rural areas giving basic medical treatments, educating people on nutrition deficiency problems, and promoting Parle nutritious products. Using this it penetrated into those areas where direct penetration using just advertisements was not possible

Parle-G Mera Sapna Sach HogaIn 2002, Parle decided to launch Parle-G Mera Sapna Sach Hoga contest to stay as a popular brand among children. This was an initiative taken after its successful branding with Shaktimaan. The national level promos run for a period of 6 months which promised free scholarship and free trips to Disneyland at Paris and Singapore. In past, it had also launched TV serial called Parle Sakthi, mainly oriented towards the women consumers

SALES PROMOTIONEvery year it holds day fairs at branded venues where games and fun events are organized for the employees of Parle and their families where Parle products are giveaway prizes.

PUBLIC RELATIONParle has done the following for enhancing publicrelations:In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero,Shaktimaan that went on to become a huge success.In the year 2002, a national level promo - `Parle-G Mera Sapna SachHoga' was run for a period of 6 months. The promo was all about fulfilling thedreams of children.Parle Saraswati Vandana, one of its initiatives, is an inter-school contestbased on the Saraswati Puja celebrations. Since it started in 2002 it has seen atremendous increase in participating each year, with entries coming fromschools of West Bengal.Parle had introduced the novel promotion called Parle Golu Galata contest in 2005. (Golu means Doll & Galata means Dhammal)

BRAND STORY OF PARLE GIn the hit Bollywood movie Welcome, actor Nana Patekar, in a passing reference to Parle-G, notes that even biscuits command respect and have to be addressed with a ji (a term of respect in Hindi). His remark, while made in jest, is not far off the mark.It is a heritage brand. We sell over 25 crore packets every month. That should reflect the stature of the brand, says Praveen Kulkarni, marketing head at Parle Products Pvt. Ltd.Parles mantra has always been about repositioning the brand without tweaking the look and feel of the product. The brand is clearly an Indian brand and it straddles all economic strata. The fact that it is a staple for everyone in the house keeps it going, says Nirvik Singh, chairman and president, Grey Global Group, South and South-East Asia, the agency that handles the Parle-G account.There was a time when Parle-Gs dominance was threatened by rival brands, especially the Tiger brand from Britannia. We found out that Tiger was getting stronger in the kids segment, and we decided to change our positioning, says Kulkarni.Later, when the company sponsored the television show Shaktimaan on Doordarshan, it literally rescued Parle-G. The brand also had some innovative commercials involving young children with a new punchline, G means Genius, which was an instant hit.While rivals have signed on celebrities, Parle-G has managed to retain its leadership position with just a simple white-and-yellow striped wrapper with a picture of a baby on it. We dont need celebrities as the brand equity is so strong, says Kulkarni. The biggest concern is that the brand shouldnt become outdated as it is a historic brand. The brand has managed to retain its leadership position because it has evolved its campaign with every consumption trend, says Singh.

Reason Of Parle-G Maintaining Its Price Of Rs.4.00 For The Last 25 Years ?

Low profit margin. Decrease in weight per biscuit. Bulk purchase of raw material. Reduced wastage- 1% of the 115 TONES Increased productivity. Availability in remote places. Avoid sophisticated packing. 100g pack costing Rs 4 has net weight of 93.5g from Jan2008. Parle-G has seen the variation in sales due to increase in price. By mere 50 paise in 1995

It's a brand that has held its price line at Rs 4 for 25 years now -- the price was last raised in 1994 by 25 paise. So, it's not for nothing that Parle-G is the world's largest-selling biscuit by volumes.Not that the company didn't try to raise prices to offset the overall hike in costs. Three years ago it did so, but quickly rolled it back after volumes fell sharply and consumers wrote to lodge their protest."We want to cater to the masses and have consciously tried not to increase the price. Parle-G is available for Rs 50 a kg. There are very few food items that are available for Rs 50-60 a kg," says Pravin Kulkarni, general manager (marketing), Parle Products.Parle is, of course, not doing it for charity. Soaring input prices meant it opted for reducing the weight of the biscuit than increasing the price -- first from 100 gm to 92.5 gm in January 2008, and then to 88 gm in January this year -- in line with other biscuit-makers and FMCG players.Regular customers would have noticed the number of biscuits in a pack come down from 16 to 15 even as each biscuit became lighter, but they seemed to understand the cost pressures on the firm. The gamble paid off: Parle was able to sustain its volumes.Strict cost control at every point in its supply chain also helped -- Parle entered into forward contracts with suppliers, outsourced production, increased the number of manufacturing locations to 60 and consolidated buying.Raw material costs account for 60 per cent of the total costs in this segment and packaging costs (plastic films) account for 20-25 per cent of this.Nirmalaya Kumar, professor of marketing at London Business School, feels it's a very smart strategy. "At this price point, price becomes more important than the weight of the biscuit. It's very interesting and similar to the dollar stores in the US," he says.But price is not its only USP.What makes the Parle G brand tick is also that it has been positioned on the health platform (a single pack of biscuit offers 450 calories). Its earlier punchline was Parle-G: swadh bhare, shakti bhare (full of taste and energy). Currently, the brand uses two punchlines. Parle-G: G for Genius and Hindustan ki Taakat (the country's strength).The brand, says Kulkarni, meets different needs of customers: calories (energy), nutrition and value-for-money -- enough reasons why Parle-G enjoys close to 70 per cent market share in the glucose biscuit category and probably has the deepest reach.It reaches 2.5 million outlets, including villages with a population of 500 people, on a par with Unilever's Lifebuoy, ITC's cigarettes or mobile pre-paid cards.It's also one of the few FMCG brands in the country, whose customers straddle across income segments.The brand is estimated to be worth over Rs 2,000 crore (Rs 20 billion), and contributes more than 50 per cent of the company's turnover (Parle Products is an unlisted company and its executives are not comfortable disclosing exact numbers). Last fiscal, Parle had sales of Rs 3,500 crore (Rs 35 billion).Competition has, of course, been trying to wean away customers from Parle. Britannia relaunched its Glucose-D biscuit as Tiger in 1995 and boasts of 17-18 per cent share, while ITC's Sunfeast glucose has captured 8-9 per cent, according to industry sources.Even Levers had forayed into this segment in 2003 and launched a glucose biscuit branded as Modern, after it acquired the bakery business of Modern. There are strong regional brands, including Priya Gold (west), Cremica (north) and Anmol (east).But they still have their work cut out.Nirmalaya Kumar feels the Parle-G story is so fascinating that it deserves to be a case study. What would be interesting to see is whether it will be able to retain its leadership in the coming years as income grows in the hinterlands and consumers upgrade and develop new tastes.

Parle G - Target BaseParle-G is consumed by people of all ages, from the rich to the poor,living in cities & in villages.While some have it for breakfast,For others it is a complete wholesome meal.For some it's the best accompaniment for tea,While for some it's a way of getting charged whenever they are low onenergy.Parle company practices mass marketing for Parle- G which appeals tomasses. It is a product liked by everyone and does not cater only to aspecific group or part of the whole market. Thus it is mass production,mass distribution and mass promotion of Parle- G for all buyers.

Consumer Psyche & Parle - GParle-G is consumed by people of all ages, from the rich to the poor, livingin cities & in villages.While some have it for breakfast, for others it is a complete wholesomemeal.For some it's the best accompaniment for chai While for some it's a way of getting charged whenever they are low onenergy.

SuggestionsTarget young generation, i.e. school going children. Associate with various Government initiative like ,Primary Education scheme ,National Rural health mission centres,Mid-day meals being serve in primary school.This will help in Brand Registration and Associate Parle G as health food, and complete nutrition package.Concentrate on rural market.Parle G market reach very high but due to distribution networkConsumer psyche: Recognize Not as Parle G but as biscuit ka puda.Need to increase awareness about the PARLE G as BRAND. Should keep the price of Parle G same and increase price of other high and variant products like, Milano, Hide n Seek, Bourbourn.High end products can absorb the increased production cost,This will help to cater to existing market without price change.

CHAPTER 5

SWOT ANALYSIS

STRENGTHS

(1) Low price as compared to competitors:

They constantly endeavor at designing products that provide nutrition and fun to the common man. Most Parle offerings are in the low and mid-range price segments. This is based on their understanding of the Indian consumer psyche. The value-for-money positioning helps generate large sales volumes for the products. However, Parle Products also manufactures a variety of premium products for the up-market, urban consumers. And in this way, caters a range of products to a variety of consumers.

Affordability:Parle G offers 1Rs. pack which contains 4 biscuits which is affordable to anyone aims to satisfy hunger.

(2) Sizeable market share in the country:

Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance.

(3) Offers variety of products in different sizes under its brand:

Parle offers a variety of biscuits at different pricing range. The Parle marketing philosophy emphasizes catering to the masses. We constantly endeavor at designing products that provide nutrition and fun to the common man. Most Parle offerings are in the low and mid-range price segments. This is based on our cultivated understanding of the Indian consumer psyche.The value-for-money positioning helps generate large sales volumes for the products. However, Parle Products also manufactures a variety of premium products for the up-market, urban consumers. And in this way, caters a range of products to a variety of consumers.

(4) An experienced team of sales and marketing executives:

Sales and Marketing executives are selected through a special process. A proper verification of identity and financial background are done for a better structure of the human resource in the company.

(5) Largest distribution system:

The extensive distribution network, built over the years, is a major strength for Parle Products. Parle biscuits and sweets are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500.Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers and retailers. Additionally, there are 31 depots and C and F agents supplying goods to the wide distribution network.

(6) Wide coverage area of manufacturing units:

Parle Products has one factory at Mumbai that manufactures biscuits and confectioneries while another factory at Bahadurgarh, in Haryana manufactures biscuits. Apart from this, Parle has manufacturing facilities at Neemrana, in Rajasthan and at Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana are the largest such manufacturing facilities in India. Parle Products also has 14 manufacturing units for biscuits and 5 manufacturing units for confectioneries, on contract. All these factories are located at strategic locations, so as to ensure a constant output and easy distribution.WEAKNESS

(1) Breakage of biscuits while delivering to retailers:

Sometimes biscuits get damaged while delivering to retailers. Company should adopt innovative packaging techniques. So that the quality of biscuits are good till it reaches the customer, also attractive for the customer.

(2) No proper replacement system for broken biscuits to retailers:

There is no proper replacement system for broken biscuits to retailers. Company should start a program for the loyal retailers and wholesalers to reduce their complaints by providing timely supply and replacement. This will help in increasing their sales.

(3) Improper and irregular supply:

There is improper supply of products to retailers and distributors. Hence it is advised to increase the number of stock keeping units {SKU} available in the retailers store. Each salesman should stress the retailers to keep the maximum SKUs and to maintain these SKUs throughout. With this, the replacement of the damaged and expired biscuits should be prompt and without any hassles, so that retailer can be saved from the loss of the expired and damaged goods.

(4) Dependent on its flagship brand, Parle-G:

The major income source for Parle Company is the Parle-G biscuits. The biggest concern for Parle -G is that the brand shouldnt become outdated as it is a historic brand. The brand has managed to retain its leadership position because it has evolved its campaign with every consumption trend. Hence Parle Company should opt for innovative techniques to maintain the brand of Parle-G

(5) Poor packaging in family pack of glucose biscuits:

Company should adopt innovative packaging techniques, as they have their own packaging unit as consumers are highly attracted towards new packaging. The packaging of Parle Glucose biscuits (1/2 and 1 kilogram packs) must be improved for its better sales. The company should come up with double packaging as people refuse to buy family pack biscuits with loose packaging. The company should take proper measures that the schemes and offers are not gulped by the middlemen, and that it benefits the retailers and customers.

(6) Lack of schemes for retailers and distributors:

One of the advantages of Parle Company is the wide range of retailers and Distributors. ParleCompany should implement more innovative schemes for retailers and distributors. So there is better relationship between the company and retailers, distributors.

OPPORTUNITIES

(1) Rising demand for innovative packaging in packaged foods:

Parle should adopt new innovative packaging techniques. Since it can attract more customers specially kids through innovative packaging techniques. Due to proper packaging the quality of the biscuits will be retained and the retails will not suffer loss if goods are spoiled before it reaches their place.

(2) Retaining loyal retailers or wholesalers:Parle can motivate retailers and wholesalers good incentives and programs. The Parle Company can maintain the loyal retailers and wholesalers. Since one of the most important strength of the company is wide spread distribution network. The wholesalers and retailers are one of the main reasons for the same. Hence it is advised that new innovative programs and more incentives should be given to them.

(3) Improving supply system for established brands:

As discussed in the earlier point the company can attract more retailers and wholesalers. Due to this the company can expand the supply system and attract more customers. This in turn will earn good profit to the company.

(4) New innovative promotion techniques:

Promote Parle brand through schemes such as Parle Gramin Swastha Yojana (a network of ambulance van visiting rural areas giving basic medical treatments educating people on nutrition deficiency problems and promoting Parle nutritious products)Promote Parle brand through T. V. shows such as Parle Sakthi (Parle - Friend of Women). The weekly T. V. show will cater to health issues of women and children and will explain long term benefits of healthy diet) Results Expected Improved sales through Top of mind recall.Parle is weak in Eastern India and Tamil Nadu. To cover up this loop hole, they are giving scholarships to children in these states to cover up the corporate equity which is less than Britannia in these statesBased on the above mentioned facts, the following are some of the suggestions that may help Parle Products Pvt. Ltd. to maintain its position as a leading company in the food and beverage market in India(5) Penetrate the Market Share of the Unorganized Sector

The Indian biscuit industry is divided into the organized sector that has 60% market share and the unorganized sector that has the rest 40% market share. Parle can take a pie of the market share of the unorganized sector by tapping rural markets through several government schemes such as mid day meals. They can also be a part of NRHM centers. By this, they would be able to improve their visibility in the rural biscuit market in India.

(6) Innovation and Rural Market:

Innovating new products, especially non-glucose type biscuits, and its test marketing in the rural market with its existing distribution channel would help them establish a new market in rural India. This would be similar to replication of their strategy of innovation following which they launched their product - Hide and Seek that is a premium segment product mainly focused in the urban or semi-urban market.

(7) Going Public:

Parle is one of the oldest companies in the biscuit market and except for its glucose biscuit business, no other product has had a significant impact in the market. In order to follow an aggressive expansion plan and to foster world class R & D, it may need funds, which it can easily generate through an IPO because of its brand name. This can also help them diversify into different related markets. It is important to note that both of its major competitors, namely, Britannia and ITC are publicly listed companies that have aggressively pursued advertising and R & D.

(8) Diversify in New Market:

Today, though Parle has a commanding position in the biscuit industry, the future may be much more competitive in this industry. This is because of entry of several new companies into this market. The entry of new product suppliers in the market is also one of the Porters five forces which can alter the market scenario. Hence, Parle being an established brand should diversify into different market such as dairy products like cheese, butter, etc.The image that it has among the Indian masses is that of a chai-biskut providing company in the rural India. Specifically, in this context, in the urban sector Parle can create a new image of itself in the confectionary market by catering to high end

Parle should go in for exclusive outlets in at least all the shopping malls and in medical shops coming up these days and any location where footfalls are large in number. The advantages of this channel will be:

i. Full range displayii. Easier to promote new productsiii. Easy to push impulse purchase productsiv. Brand building will be facilitated

Pushcarts should be increased in number in order to increase the market reach this can provide with e very effective channel

Trade promotion should be formulated for newly launched products instead of just tagging them onto best sellers.

The company should start a home delivery where a particular household will order full range of products required by it over a period of time. For this the company could provide a deliveryman with cycle to reach the different houses.

In order to motivate the channel members it is also very essential for the company to increase the margins for the hard selling items In order to remain sensitive to market demand, it is essential for the company to place additional salesmen on the field since the brand as such commands a high demand in the market but fails to match it with the supply.

THREATS

(1) Highly advertised brands such as Britannia:

Parle faces the adverse competition from Britannia. Now-a-days Britannia have adopted intensive advertisement such as through media to promote their products. This can result in less attraction for the brand products of Parle.

(2) Ever increasing competition from multinationals and local companies:

ITC is promoting their Sun Feast brand by using strong promotional campaign with Brand ambassador Shah Rukh khan. ITC Foods Ltd has expanded network and is promoting its Sun feast biscuits across 1000 schools in the country. Britannia Tiger has brand ambassador Rahul Dravid and Virender Sehwag who are doing heavy duty endorsement on their personal equity line for the brand.

(3) Increase in sale of cheap local bakery products:

There is sudden increase in bakery products for past certain period of time in the market. Due to this the Parle biscuits are facing competition. This can affect the performance of the company.

(4) Emerging substitutes like wafers, snacks and toast:

Earlier it was just the biscuit which was available as snacks item. Now there are many other products like wafers and toast. Thus company is facing threat due to the new substitute products.

CHAPTER 6

CONCLUSION

I want to conclude my project by saying that marketing strategy is 4ps such as product, promotion, price and place. These are all important aspects of marketing strategy. Without these aspects marketing is not possible. Marketing strategy is all about marketing a product .In these marketing mix sellers, retailers, buyers, and wholesalers play an important role. There is lot of scope in marketing strategy. Parle company had made huge profit by marketing there products in India and in foreign countries.It was concluded that Parle is the first preference of both the customers and retailers (Organized and unorganized both) because of its price and brand image.The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide and Seek enjoy a strong imagery and appeal amongst consumers across the world. Which has resulted into Parle-G being the worlds largest selling biscuit".The Parle name symbolizes quality, health and great taste. Constantly innovating and catering to new tastes PARLE-G has built its reputation.Parle Products Pvt Ltd. is now lagging in services to retailers because of improper supply and distribution in some areas and competitors taking advantage of these points. Parle Company should take into consideration the opportunities and threats as discussed above. This will help the company to maintain its brand image for long time.

Parle The world of Happiness

FINDING After studying the marketing strategy of parle-g biscuits ,we come to know that .. Profit margin of company is very low because they dont want higher range of profit,they only want consumer satisfaction and stick with them. Parle-G product is not only available in urban area but also in ruler area with same quality as well as same quality. Parle G product is available in reasonable rate so consumer can buy that product easily. Parle-G held his price Rs.4 since 25 years ,they only rise price by 0.25paisa or 0.50 paisa so its nothing like overall hike in price.

SUGGESTIONI used to be an ardent fan of Parle-G. There was a whole shelf in our kitchen dedicated to PG packets. However, they recently changed something in their recipe - the new biscuits look different, are slightly thicker and less dense, taste quite different (and slightly burnt, I must say) as compared to the old ones. The packet cover has changed ever so slightly, so... Target young generation, i.e. school going children, Associate with various Government initiative like, Primary Education scheme,National Rural health mission centres. This will help in Brand Registration, Mid-day meals being serve in primary school. Associate Parle G as health food, and complete nutrition package

CHAPTER 7

BIBLIOGRAPHY

Marketing Management - Philips Kotler Times of Business Economy Times India Today Front Line

WEBILIOGRAPHY

www.wikipedia.comwww.parleproduct.comwww.britannia.comwww.sunfeastharabanao.com

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