Project Report

On

“Marketing Strategies”

Of

PARLE LTD.

Preloaded by

MAYURSINH S. JADEJA

Academic year

2009-2011

Roll No.

17

Collage :

KSKV Kachchh University

Guided by :

KANISHAK SHAH

Submitted to

KSKV KACHH UNIVERSITY, B (Mayursinh Jadeja)

Index

Sr. no.

Particulars Page no.

1 Introduction2 General Information

About the company Organization Structure of Mkt. dept. of P.P.L. History & development Marketing Mix

3 Product Introduction Levels of A product Product Mix Brand Name Product life – cycle packaging stage product

positioning Product plan& Strategy Product analysis, Reserch & Innovation Product Related Strategies of P.P.L.

4 Pricing Meaning & Defination Pricing Policy Pricing Methods Factors Influencing Pricing Decisions Pricing Objectives

5 Place Meaning& Selecting Making Channels Channel Levels Channel Mat Decisions Motivating Channel Members

6 Promotion Introduction P.P.L. & Promotion Mix Advertising Sales Promotion Trade Promotion Personnel Selling Publicity Packaging

7 Ending With Future Plans Suggestions Conclusions Bibliography

Introduction

Name & Location : Parle Products Ltd. Village ler, behind shekhpir, bhuj

Regional office : MUMBAI

Branch Office : Delhi, Calcutta, Chennai.

Year of Establishment : 1928

Sources of Finance : Own Capital

Name of the product :

Parle – G

Krack- Jack

Monaco (crishp, light)

Cheese Monaco

Cheeslings

Jeffs

Sixer

Cream Biscuits

Marie choice

Hide & Seek

Nimkin Biscuits

Poppins (Fruity)

Kismi (Elaichi Bar)

Mango Bite

Kismi Toffee

Rol – a – cola

Poppins (Fruity mint)

Resemint

Orange Candy

May Fair (Caramal Fantses)

Lux (The star Tiffee)

Dairy Toffee (Rich Cream)

Tangy

Bool

Fantoosh

Kismi coffee

Production Capacity :

The company has achieved Progress in its

Production Capacity quite quickly and steadily. The production

achieved by the company can be illustrated by the fast that the

production at the rate lactones per annum has now increased to

the rate o got ones per day.

Total turnover : 1100 crores.

GENERAL

INFORMATION

About the Company

(I) Out look of Biscuit Industry :

Biscuit which Constitute an important item of bakery industries

have now become a common item of consumption among all classes of People

with tea or coffee biscuits make a taste nutritious Snack. Biscuits have become

more and more popular as a convenient food with the changes taking place in

the economic life of the masses. The consumption of biscuits has seen

increasing over the years and this envisages the scope for years and this

envisages the scope for setting up of biscuit mixture units. People started

manufacturing biscuits of their own taste by using baking ovens which very

popular in the market now a days. To make it more convenient there is a need

of biscuits mixture which will be ready mix just after adding water, and the

dough will be ready for biscuit making. The Production of ready mix flour on

commercial scale saves time & labour and is sometimes even check up. To the

house wives.

(II) Market of Biscuit Industry :

The consumption of biscuit has been increasing years over

year. The finding of a survey indicates that biscuits are being consumed in the

rural and semi urban arras which constitutes bulk of our population. Looking

at such demand this ready mix can definitely be a popular item particularly in

a rural & urban area.

(III) Insight of Parle Industry :

In the year 1928, there was no any other food industry

producing biscuits and other items of confectionaries. So the chauhan families

the first who have launched or started their industries concerned with Biscuits

and confectionaries. They felt the need or customers requiring the ready

product as and when the consumers need or requirement, chauhan family have

taken the instinctive step in the field of food industry of biscuits.

Parle products ltd. is managed by 7 chauhan families. It is a

partnership firm. Parle products ltd. is contacting manufacturing units. The

company is having total seven departments. In a factory at Mumbai products

are manufactured through various processes in production department. The

machines used by the factory are taken from India and they have also had to

rely on foreign country. In the factory machines are working with fully

automatic and 100% hygienic condition melody production in the factory is

too fast that they produce 140 counts per minute. After completing the

production the products are standardized through various methods. The

company is also having quality control department. They quality of the

product is checked if they are found best then any they are sent for packaging

department.

Finished products are packed with colored butter paper pack.

Then all the packets are packed in cartoon boxes. After packaging products are

labeled. Then different fetch no. of the products are given to each and every

products. After completion of packaging finished. Products are send from

factory to depo. From that parle product ltd. Mumbai dept. have 3 more depos

working for the company in Gujarat. From this depos goods are delivered to

distributors. In this company distributors are called as wholesales.

Wholesalers further delivered these goods to the field staff and

it goes into market. In this unit there is ready stock is available for customers.

All the wholesalers have their own agency in the agency of Parle product Hd.

The work staff from 90 clock in the morning. Products are loaded from

godown for sending the goods or products to retailers. At 9:30 am. First car

starts. In the agency they have recruited salesman delvers and loaders etc.

while delivering goods from the agency to retails shop jeeper. Salesman

carries with them bill books, bags, sample kits, retail pack etc. In the trade,

detailing the product. Sampling of product outlying the product bills, taking

the cash, merchandising the display of the product and ultimately completing

the sales with the best ability all the activities are performed by the salesman.

By providing satisfactory services to there retail customers the company

achieves re-orders from them. The company follows only cash business no

credit is given to retail shopkeepers by wholesalers. The parle product ltd. has

not increased the rate of price also the lucidity maintenance issue good that the

company has achieved market share at their best level. The Parle is the leader

in the market.

History & Development

The history is the past performance of the unit and stage at

which has reached by progress is known as development.

In Parle product ltd. the chief promotion of the company Mr.

Pithamber Chauhan has established the company in 1928 with the small scale

production. The company is established by 7 chauhan families. In the initial

period they first started confectionary manufacturing in a factory of 60 feet ×

40 feet with 12 workers and the production was 40 tone per annum. In value

turnover was Rs. 50,000 per annum. In 1939 company started expansion with

biscuits brands launched were Glucose and monoco. Gradually company has

started producing other novel novelty introduction they are SPIN-H, ORLE,

CHEESLINGS, JEFFS, SIXER, KRACK JACK, POPPINGS, KISMI,

TOFFEES, MELOPY, TOFFEE, VOCACIL, COUGH DROPS, and many

other product in the row. In the year 1981 company started another.

Contents

Introduction

Levels of a product

Product mix

Product life – cycle stage

Product Plan and strategy

Product analysis, research & innovation

Product related strategies of Parle product Ltd.

Introduction

Any damn fool can put on a deal, but it takes genius faith and

perseverance to create a brand.

DAVID OGILAVY

A product is something that is made in a factory a brand is

something that is bought by a customer. A product can be copied by a

competitor. A brand is unique. A product can be quickly out-dated. A

successful brand is timeless.

STEPHEN KINO

A product is anything that can be offered to the market to

satisfy a want or need.

Meaning

Products that are marketed include physical goods, services,

persons, places organization and ideas.

Introduction

Product :

Product is a thing possessing utility. If stands for goods &

services. In a narrow sense, a product is a set of attributes assembled in

identical benefits that satisfy their needs.

According to Philip Kotler, “Product is anything that can be of

fered to a market for attention, acquisition, use or consumption and that might

satisfy a want or need”. Products include more than just tangible goods.

Broadly defined, products include physical objects, service, persons, places,

organizations, ideas or mixer of these entries. Services are products that

consist of activities, benefits or satisfaction that are offered for sale. Services

are essentially intangible & don’t result in the ownership of anything. Thus,

product is an umbrella term covering goods, services. Places, persons & ideas.

According to William Stanton. “ A Product is a set of tangible & intangible

attributes, including packaging, color, price, quality & brand, puls the seller’s

services & reputation.

In essence, consumers are buying much more than a set of

physical attributes. When they buy a product. They are baying want

satisfaction in the form of the benefits they expect to receive from the product.

Product Mix :

The most basic marketing mix pool is “Product Mix”. A

product mix is a set of all products lines & items that a particular seller offers

for sale. A Company’s product mix has four important dimensions. i,e., Width,

Length, Depth & Consistency.

Width: It refers to the no, of different product lines the company carries.

Length: It refers to the total no, of items the company carries.

Depth: It refers to the no, of versions offered of each products in the line.

Consistency: It refers to how Closely related the various lines are in end use,

production, requirement, distribution channels or in some

others way.

The product mix of Vadilal Enterprises Ltd. includes the following

points :

Product Variety

Quality

Features

Brand Name

Packaging

Sizes

Product Positioning

New Product Development Strategy

Now, we shall discuss above points regarding “Product Mix” in

different way & in separate chapter.

Levels of a Product:

In planning its market offering the marketer needs to think

through five levels of the products. Each level adds more customer value and

the five constitute a customer value hierarchy.

In Parle product ltd. the production manager keeps all the five

level of the product. The most fundamental level that parle product ltd. keeps

in mind is core benefit. Then the marketer turns core benefit into a think level,

the marketer of parle product ltd. Prepares on expected product a set of

normally expect. Also parle product ltd. prepares an augmented product that

meets the customer desires. Also parle product ltd. stands for uses of all the

augmentation and transportation that the product might ultimately under go in

the future.

Parle product ltd. is concerned with the processing of best

quality of energy biscuits for the customer. They are manufacturing

confectionaries for children.

Product mix:

A product mix is the set of all products and items that a

particular seller offers for sale to buyers.

A company’s product mix has a certain width, length, depth,

and consistency.

The width of product mix offers to how many different product lines the

company carries.

The length of product mix refers to total number of items in its product

mix.

The depth of product mix refers to the total number of items in its product

mix.

The depth of product mix refers to how variants are referred of each

product in the line.

In Parle Product ltd. the length of the Product mix carries two

different lines. That means the company concerned with manufacturing of

biscuits and confectioneries.

The depth of Parle Product ltd. can be measured for the sizes,

colours, models, price and quality of the Parle Products. Parle Product ltd. has

a products in various Sizes which means the biscuits packets are available in

50gms., 75gms., 100gms., 150gms., 500gms., with various Prices and colours

and colours and quality.

The biscuits market is divided into following segments:

Glucose e.g. Parle – G, Tiger, Gluco-Gold Kwality Gluyco, etc.

Low count stated e.g. Monaco, snax, topate.

More and thin arrow work e.g. parle marie choice.

Low count sweets e.g milk Bikkies, Nice, coconut.

High count sweet. e.g. Brita, Zoological etc.

High count Salted e.g. Sixer. Jeffs, Chakra

Other cookies, cream cruckers, etc.

Cream Variety.

Confectionary is broadly divided into:

Hard Boied Confectionery e.g. orange candies, mango bite, poppins,

etc.

Toffee Modified Toffee, e.g. Kismi, Lux Dairy, Mayfair.

Chocolates eg. Melody, cadburry’ Nestle etc.

Low count sweets e.g. milk Bikkier, Nice, coconut.

High count sweet e.g. Brita, Zoological etc.

High count salted e.g. Sixer, Jeffs, chakra

Other cookier, cream cruckers, etc.

Cream variety

Confectionary is broadly divided into

Hard Boiled confectionery e.g. orange candies, mango bite, poppins,

etc.

Toffee Modified Toffee e.g. Kismi, Lux dairy, My fair

Chocolates e.g. Melody, Cadburry’s Nestle etc.

Brand Name

A brand is name, term, sign, symbol or Design or a

combination of these intended to identity the products of services of one seller

or group of sellers and to differentiate them from those of competitors. Thus a

brand identities the maker or seller of a product.

In other words, a brand is seller’s promise to deliver

consistency a specific set of features, benefits & services to buyers. The best

brand conveys a warranty of quality.

Most of the big companies are having their private brands.

Private brand are often hard to establish & due costly to stock & Primate,

private labels yield higher profit margins for the middlemen, they also give

middlemen exclusive products that cannot be bought them competitors,

resulting in greater store traffic & loyaly.

The unit has adopted its own brand name known as “vadilal”

because of the following reasons.

The unit has broad product lines.

The unit is well established & having a good distribution system.

The unit holds large shares of the market.

The brand name has high consumer acceptance.

The brand name also helps to assure consumers that they will get

consistent quality when they re-order.

From the above discussion we can say that

“Vadilal is one step ahead-as always”

Now days, the company gets success to attract many customers by just the

power of its name & strange image in the market. Today the brand name is

counted much more than the features, Price & other things. The purchasing

decisions made mostly from the brand name of the company and that’s why

Vadilal Ice-Creams are on the top & thus. We confidently say like.

“Nothing can satisfy you like Vadilal”.

Packaging

Some marketers have called packaging a fifth ‘p’, allying with

product, price, promotion & place However packaging is treated as an element

of packaging consists of all the activities designing & producing the container

or wrapper for a product. The container or wrapper is called the package

physical product require packaging decisions to create such benefits as

protection, economy convenience and promotion packaging also have various

elements like size, shape, materials, colour, text & brand name.

Parle Product ltd is always very accurate in the matter of

packaging the products & they care a lot & fined more importance to this

activity at some point. Ice-cream are the frozen liquid items & requires the

superior package & packaging activities because of the following purposes.

Packaging protects the product on its way to the consumer. The

biscuits & chocolates of P.P.L. co. are transported to a very long

distance & also it can prevent tampering with products in the

warehouse or retail store.

Package goods generally are more convenient, cleaner and less

susceptible to losses from evaporation, spilling & spoilage.

Packaging also helps in identifying a product & thus, may prevent

substitution of competitive products.

From the above Points, we can say that package can serve as a

“Silent Sales Person”. Plastic’s wrapper & paper container, ultimately a

package may become a product’s differential advantage, or at least a

significant part of it. Thus, products might be differentiated by a feature of the

package.

Product Positioning

Positioning is an act of designing the company’s offer & image

so that the target market understands and appreciates. The product can enjoy a

strong positions in the market when it fills the consumer needs there for, the

company’s positioning must be routed in an under standing of how the target

market defines value & makes choices among vendors. Positioning them its

competitors along with real dimensions in order to be the preferred company

for creating market segment positioning aims to help customers to know the

different between competition companies, so that, they can match themselves

to the company that it can satisfy their needs best.

The P.P.L. holds a better & strong market share in the market

of Ice-cream vadilal ice-cream stands at the top position of market with its

image in P.P.L. is accepted in all over India

Teenclgers (appr. 30%)

Children’s (appr. 45%)

Middle age & Old age People (appr. 25%)

Product Life Cycle Stage

From the time the produce idea is been during its development

and up to the time it is launched in the market, a product goes through the

various phases of its development. Its life begins with its market introduction,

next it goes through a period during which its market grown rapidly.

Ultimately it resides marketing, maturity after which its market declines and

finally the product dies.

The product life cycle may move through five stages

Introductory, pioneering as development stage.

Growth or the market acceptance stage.

Market Maturity stage

The Saturation stage

The Decline stage

In Parle Product Ltd. the product of the unit has reached at

growth stage. In this stage, the product is produced in significant quantity and

put in the market without delay. Here in this unit also the Parle Product Ltd. is

having ready stock working with them. As the company Parle Product Ltd. has

reached as its growth stage there are large number of competitors entered in

the product. Parle Product Ltd. is having a number of distribution outlets and

that’s why the products of Parle are fixed at economic rate.

Product Plan Strategy

First of all Parle Ltd. concentrate on the need of consumers and

then produces to satisfy those needs of the consumers.

Product planning is defined as the process of deciding in

advance every factor related to product. Each company has their own product

planning and strategy.

Parle Product Ltd. while dealing their product plan and strategy

keeps in mind the following points:

Market SIZE

Consumer NEED

Competition CLUTTERS

After going through the above factors plans are made for the

production and distribution of products, but the main aim remains to meet with

consumer’s needs and demands to know the consumer needs market research

is carried out, through small market research team.

Product Analysis Research & Innovation

Product analysis is the process of evaluating the product and

finding its positive and negative points. Product Analysis refers to the finding

out of pros and cons of any products of the company. The product of the

company is compared with similar products of other companies and then the

product it evaluated on the basis of results obtained.

Product Analysis is done through Research work. The market

and Consumer Research shows the position of the Product and also indicate

whether any modification or change is to be made in the product.

The Parle Product Ltd. have their own Marketing Research

Department. If the company wants to launch any new product then they first of

all make segmentation of cities. If the questionnaires are prepared and people

are interviewed about which type of product they need. Feed back from the

customers are collected and they are scrutinized on the basis of data collected

from the people. Top Level Executives takes action on that. The Manager of

Marketing Research Department and Manager of Production Department both

get concerned with each other and then the finalization of the product is mad.

As the product gets finalized, they are launched in selected cities for test

marketing and get the response about whether the product is going to accept or

not. They are test marketing and getting feedback for six months. If they feel

that the product is fitted according to Customer demand. Then the products are

produced for while market. Other wise changes are made das and when

required.

Product Related Strategies of P.P.L.

“Today the issues of branding, packaging, product warranty

and product servicing are especially sensitive are as than ever before”.

Merchandising

The work merchandising means goods for sales and

merchandising is a comprehensive concept which embraces all concepts

undertaken at the retail to promote sales.

Parle Product Ltd. also uses various types of display material

which reinforces the impression and effects. They are using strummers,

posters, backup sheets, yard stickers, boxes, self stickers, wall paintings stands

and dispenser.

Branding

Perhaps the most distinctive skill of Professional Marketing is

their ability to create, maintain, protect and enhance brands. “Branding is the

art and curbstone of Marketing”. The American Marketing Institution defines

Brand as:

A Brand is a name, term, sign, symbol or design or a

combination of them, intended to identify the goods or services of one seller of

group of sellers and to differentiate them from those of competitors.

As Parle Company gives importance to both brand name and

quality. They believe that brand and quality are the two sides of the same coin.

For maintaining brand it is necessary that the quality of the product should be

best.

BRAND NAMES OF THE BISCUITS OF

PARLE PRODUCT LTD.

1. Parle - G

It is one of the oldest brands of the company which was

introduced in 1939. It is crisp, sweet and has got unique taste. It is a brand

leader especially in west and north zone which are strong Glucose market.

There are lots of limitations of this products, lot of consumption is through

children.

2. Monaco Roll

Monaco Rolls are available in delicious round shaped, salty

biscuits. Very light, very crisp, eaten plain or with toppings and never sold

loose.

3. Krack Jack

Krack Jack of Parle Product Ltd. is about 24 years old product.

It is sweet and salty in taste.

4. Cream Biscuits

Cream biscuits of Parle Product Ltd. are available in four

flavors – Orange, Pineapple, Chocolates and Elaichi. With very crisp and

creamy biscuits, each biscuit includes seven grams cream which is available at

very economical Price.

5. Dump Varieties i.e. High Count Salted Biscuits

(a) Cheeslings : Cheeselings are only type of its kind and unique

cheese biscuits which are very light, thin and

fluffy.

(b) Sixer : Sixer is the brand name which means six sided

salted biscuits.

(c) Jeffs : Jeffs are of small shaped Jerra biscuits.

CONFECTIONARIES - CANDIES

1. Orange Candies:

Orange candies are of the oldest brand of Parle Product

Ltd. It is of oval shaped orange flavored candy which is very popular

among children.

2. Mango Bite:

Mango Bite is mango flavored bid size candy.

3. Roll – A – Cola Candy:

4. Poppins:

It is one of the oldest and very successful brands

available in roll form in various fruity flavors.

5. Peppermints & Rosemings:

Pepper and rose flavored menthol candy in tablet form.

CONFECTIONERY: TOFFEES

Kismis Toffees

Mayfair Toffees

Lux Toffees

Dairy Toffees

Melody Toffees

Melody Regular

Melody Variants

Kismi Toffee Bar

Melody Production in Parle Product Ltd. is too fast that the

machines are working with fully automatic and 100% hygienic capacity. The

Product of Melody per minute is 140 count.

Trademark

A trade mark have been defined as any sign, mark, symbol,

work on words which indicated the origin or ownership of a product as

distinguished from its quality and which others have not the equal right to

employ for the same purpose. Trademark or brand may be registerable or non-

registerable.

As we have already seen that Parle Product Ltd. has choose

various trade marks or brand for their products of biscuits and confectionery

products.

Slogans

Slogans and sentences are used to win sales and increase

business when used intelligently. Someone has said “If you win a luck phrase

you win future success”. Good slogans are never wear out, they are as good

today as they were yesterday and will remain so far coming hundred years.

The following are some slogans which are used by Parle

Product Ltd. have coded in increasing sales by converting prospects into

steady customers.

SLOGANS PRODUCT

1. Crispy Jerra Biscuits Jeffs

2. Crispy Salty Munchies Sixer

3. Cheesier ! Munchies Cheeslings

4. Jeera Ka Jabardast Jalwa Jeffs

5. Curcure Namkin Ka Karara Maja Cheeslings

6. Khile Khile ! Cheese Bhare ! Swad Bhare !

Cheeslings

7. Thoda Mitha Thoda Namkin Krack Jack

8. Tiagling Fresh Extra Strong Mint Parle Extra

9. Cola Ka Gola Rol – A – Cola

10. Jeene Ki Raah Yahi Hai Sahi Parle – G

11. Swad Bhare Shakti Bhare Parle – G

12. Melody Khao Khud Jaan Jao Melody

13. Mast Mast Falon Ka Naya Maja Poppins

14. The Big Toffee Bar Kismi Toffee

PRICING

Pricing Policy

Skimming Price Policy:

This strategy involves setting a very high price, so that in the

initial stage cream of demand may be skimmed and enormous profits made for

an indefinite period or the price may be covered later in order to tap other

segments of the market.

Penetration Price Policy:

In this strategy a low price is set to reach the market

immediately.

Parle products has adopted penetration price policy for their

items of biscuits and confectionery, because in consumer products there are

many competitors prevailing in the market. So it is not possible to set a very

high price in the initial period. Considering their competitors policy parle has

adopted penetration price policy.

Pricing method

The price, the company charges will be somewhere between

one that is too low to produce a profit and one that is to high to produce any

demand product costs set a floor to the price. Consumer perceptions of

product’s value set the ceiling. The company must consider competitor’s price

& other external & internal factors to find the best price between these two

extremes. Companies set prices by selecting a general pricing approach that

includes one or more of three sets of factors such as : The cost – based

approach like cost – based approach like cost-plus pricing, break-even analysis

and target profit planning :

The buyer – based approach like perceived – value pricing:

The competition based approach like going – rate & sealed –

bid pricing.

The Vadilal Enterprises Ltd. has much longer product line. So,

it would be difficult for all products. Therefore, the prices are fixed according

to the materials consumed & adding relatively services.

Generally, pecking method adopted by the unit is the cost –

plus pricing. This pricing method is considered the best approach to pricing. It

is based on the seller’s cost of production plus additional margin of profit.

There are a few items in determining the sale price i.e.

Cost of producing / acquiring goods

Cost of operating / selling expenses

Interest, Depreciation etc.

Expected profit margin

The cost – plus pricing method is a very common practice

particularly in retail trade. because of the following reasons:

Sellers can determine cost much more easily.

Where all the firms in the industry use this pricing method. their prices

tend to be similar. Price competition is therefore minimized.

Many people feel the cost plus pricing is fairer to both buyers &

sellers, As sellers do not take advantage of buyers when the latter’s

demand becomes acute, the sellers earn a fair return on their

investment.

Therefore, the prices fixed by the P.P.L. are in such a manner

that they include cost or production, adding relatively services & profit margin

& also the prices are affordable by all classes of people. Therefore, we can see

that the pricing method adopted by the unit is perfectly suitable.

Pricing Methods

Companies revolve the pricing issue by selecting a pricing

method. The pricing method then leads to a specific price. As there are many

pricing methods which are as under:

Mark – up Pricing

Target Return Pricing

Perceived Value Pricing

Going Rate Pricing

Sealed Bid Pricing

Parle Products Limited has adopted sealed bid pricing method

for the fixation of prices of biscuits and confectionery. Competition oriented

pricing is common where firms submit sealed bid for jobs. The Parle products

fixes the prices taking into account prices of competitors rather than rigid

relation to the firm’s supply or demand. Parle wants to win the contract and

winning normally requires submitting a lower price than competitors. At the

same time the unit has not set its price below cost.

There is no government regulation in fixation of price of

products P.P.L., government only advises on the quality of the products.

There is no any type of discount and allowances provided to

dealers and customers. The products are not sold on credit basis and there is

only such cash system prevailing in P.P.L.

During my field training in market, I came to know that there is

no credit benefit provided to retailers, stockiest or customers, because they are

the market leader and without providing credit facility also their products are

in great demand by the retailers and customers. Also if they fix some high

price, then also, the loyal customers of the P.P.L. will not get diverted toward

others products because 90% of the customers believes in good quality rather

than only on price. Only 10% of customers may have a chance of

diversification towards other brands.

Factors Affecting Pricing Policy

The price fixed by the seller’s own sentiment may not

necessarily be accepted in the market. Historically, prices were set up by

buyers & sellers negotiating with each other. Seller would ask for higher price

than they expected to receive & buyers world offer less than they except to

pay. Through bargaining. They world arrive at an acceptable price.

Today, most sellers set one price for all buyers. Yet, many

companies do not handle pricing well. There are number of factors which

affect the pricing policy of the company. If the entrepreneur would not give

much importance these factors, he may not be able to survive in the

consumer’s markets. The factors affecting the pricing policy can be broadly

deviled into two categories.

Internal factors which include the company’s marketing objectives,

marketing – mix strategy, costs & organization etc.

External factors which include the nature of the market & demand,

competition and other environmental elements.

So far as P.P.L. is concerned, the factors which affect the

pricing policy can be summarized as under:

Internal factors

Cost of Production

At the time of marketing the pricing. The manager has to

attempt to optimize the cost. Cost optimization means setting of reasonable

prices which provide equitable return on capital at the same tome suit the

consumer’s purchasing power.

Distribution cost

P.P.L. are transported to a very distance, naturally the

distribution cost would be high. Again, the costs on middlemen clue generally

high because the profit given to the would also be included in to them would

also be included in the cost.

Normal Profit Margin

The main objective of any company is to earn maximum profit.

Here, also the margin of profit is taken into account while fixing the prices.

But the prices are changed at the cost of society.

Product Perishablility

While fixing the prices, the decision makers should not

underestimate the perishable quality of the products. The unit also gives much

stress on this factor & fixes prices accordingly.

External factors:

Demand of the Product

The decision makers of the unit are always in trying to study

the nature & magnitude of demand & according the level of demand, the unit

fixes prices.

Socio – Economic Environment

Rise in the level of income or in the standard of living may

affect the pricing policy. The decision makers may prefer to increase the price,

where there is a high standard of living & vice versa.

Government Regulations

The decision makers of the unit are always keep in the mind the

regulations introduced by the Government. This factor requires more care &

precaution.

Competitor’s price in the Market

This is the most important factor in determination of prices.

The main competitors of the Vadilal are Amul, Hawmore & Walls. The

decision makers, here also give full attention to these competitors while fixing

prices.

Thus, above all factors are taken into account while fixing

prices for the products. Ultimately, consumer perceptions of price and value

determine whether the company has set the right price, if the price is higher

than the sum of the perceived values, consumer will not buy the product.

Factors Influencing Pricing Decisions

Pricing decisions are influenced by numerous factors. Pricing

policies should be consistent with pricing objectives and pricing strategy

should be in conformity with pricing objectives and pricing policies. Also

pricing decisions require the knowledge of the company’s over all marketing

environment. In P.P.L. while fixing the price structure following points is

considered:

Invoice Amount

Local Sales Tax

Secondary Freight

Wholesaler’s Margin

Cost to Retailers

In Parle Product Limited, company fixes the price of various

brands of biscuits and confectioneries. Accordingly to the price of competitors

like Britania, Bakemans, Windsor, Nutrine, Nestle, Candy-Cake, Simco

products are available from the ranges of Rs. 2, Rs. 4, Rs. 5.45, Rs. 6, Rs.

11.50, Rs. 18.50. The profit covered by pare-G products is very less, but by

the effort of P.P.L.; they have not allowed their competitors to enter in the

market. The future of Parle-G is very bright.

Objectives of Pricing

Every marketing activity – including pricing should be directed

toward a goal. Thus, management should decide on its pricing objective.

Before determining the price itself. The pricing objective selects must be

compatible with the overall goals set by the company & the goals for its

marketing programme.

A company also might use price to attain other more specific

objectives it can set prices low to prevent competition from entering the

market or set prices at competitions levels to stabilize the loyalty & support of

resellers or to avoid government intervention price can be reduced temporarily

to crate excitement for a product or to draw more customers into a retail store.

One product may be priced to help the sales of other products in the

company’s line. Thus, pricing may play an important role in helping to

accomplish the company’s objectives at many levels.

A company can peruse any of the six major objectives by its

pricing which are as follows.

To survive in the market

Maximum current profit

Maximum current revenue

Maximum market skimming

Product quality leadership

The pricing policy of the P.P.L. is formulated keeping in mind

that majority of its customers belong to all classes of people therefore the

pricing policy is formulated in such a way that it can be affordable by all

classes of people & is not burden on their income. The main aim of the

company while setting price objective is to maximize sales growth & current

revenue by keeping the cost as low as possible into increasing both sales &

market share. The speciality of pricing objectives of Vadilal Enterprises Ltd. is

to grow its market share through decreasing the prices of Ice-creams set during

the time of festivals.

Pricing Objectives

Pricing objectives are overall goals that describe the rate of

prices in an organisation’s long range plans. The most important objectives of

the company is to have maximum profits.

There are mane objectives in pricing such as:

To achieve target return of investment.

To stabilize prices.

To maintain or improve a target share of market.

To meet or prevent competition.

Maximum profits.

Survival.

As Parle products is a limited company and that’s why the main

objective of fixing price is to achieve maximum profits from the products like

biscuits and confectioneries items but by providing best quality at economic

rate. That’s why the product of parle-G has covered 70% of market share and

the company is market leader. He secondary objective of P.P.L. wants to

survive by competition as there are many competitors with the products like

Britania, Bakemans, Windsor in Biscuit items and Nutrine, Nestle, Candy –

Cake, Simco in confectionery. Also P.P.L. wants to survive by providing best

quality of product with economical rate. The P.P.L. wants to survive by

providing best quality of product with economical rate. The P.P.L. has not

increased the rate of price as other companies are doing. Retail margin earned

by the unit 10% in biscuits and 15% to 55% margin in confectioneries.

PLACE

Managing & Selecting Marketing Channels

It is a path traced in the direct or indirect, transfer of title to a

product as it moves from a producer to ultimate customers or industrial users.

We can define the distribution channels as movement of goods and services

between the point of production and point of consumption through

organization that perform a variety of marketing activities. The route of the

channel include both manufacturer and the consumer and intermediaries who

are linked in the channel system by one or more of the marketing flows like

transfer of title or ownership, physical movement of goods of merchandise,

flow of money through payment of prices or so or transmission of marketing

information. A distribution system has two sub divisions

Channels of Distribution

Physical Distribution

Physical distribution looks after physical handling of the goods

and assures maximum customer service. It aims at offering delivery of right

goods at the right time and place to customers. These activities include

packaging, warehousing, transportation, and inventory control and customer

service.

In P.P.L. for delivery of biscuits or confectionery products,

they are having truck facilities. They are using many transportation companies

for carrying goods from factory to wholesalers or from factory to depo.

Distribution Channels

Physical Distribution Channel Distribution

Transportation Wholesaler

Warehouse Retailers

Agents

Brokers

Job Workers

“Marketing channels are sets of interdependent organizations

involved in the process of making a product or service available for the use or

consumption.”

- Philip Kotler

Channel Levels

Each intermediary that performs work in bringing the product

and its title closer to the final buyer constitutes a channel limit.

A zero level channel also called a direct marketing channel consists of

a manufacturer selling directly to final customer.

The one level channel contains one selling intermediary such as a

retailer.

The two level channel contains the intermediaries which is the most

widely used channel where manufacturers have direct dealings with

wholesalers who in turn sell to retailers and they in turn to consumers.

The three level channels contains agent, middleman, wholesaler and

retailer and then ultimate consumer which is after used by relatively

small manufacturer with a limited product line who sell to widely

dispersed market.

The Parle industry uses the following channel of distribution:

Parle industry is concerned with food items. There are as many

numbers of buyers and ultimate consumer so it is not possible for direct selling

of buyers and ultimate consumers. So it is not possible for direct selling of

product to them. From the factory of Parle goods are sent in depo. The P.P.L.

is having two depos in Gujarat. From depo goods are delivered to distributors.

P.P.L. calls their distributors as wholesalers. Wholesalers further delivers

goods to the trade. In the unit P.P.L. follows ready stack working system. In

the trade. In the unit P.P.L. follows ready stack working system. In the agency

ready stacks are available for providing and leaders whole delivering agency

have recruited salesman, drivers and leaders whole delivering goods from

agency to retail shopkeepers. Salesman carry with them bill books, sample

kits, retail pack. In the trade various activities are performed by salesman like

Manufacturer Agent Middleman

Wholesaler Retailer Consumer

detailing the product, supplying of products, cutting the product and ultimately

closing the sales with the best ability. By providing satisfactory service P.P.L.

achieves reorders from retailer or retailers gain of business from ultimate

customers. Here service means providing best quality at cheaper rate and at –

proper time and place.

Channel Management Deceasing

After a company has choose a channel alternative, individual

intermediaries must be selected, motivated and evaluated. Also channel

management must be modified over time.

Selecting Channel Members and Providing Training

Producers vary in their ability to attract qualified intermediaries

within the chosen channel. Also they have to work hard to get qualified

intermediaries.

In P.P.L. the management recruits their channel members not

on the basis of qualification and experience but they make marketing survey.

They are getting applications from the applicants. On the basis of the

applications received they evaluated the applicant and the final selection is

made. Newly appointed wholesalers are generally given three days training by

dealers. Also the training is provided by model wholesalers who have got the

thorough knowledge of policy and procedures updated by P.P.L. and

paperwork concerned with that job. New wholesalers are provided with one

and half days on the job training in the one and half day’s electrician training.

For arrangement of this training programme company is producing three star

hotels, single A.C. room with breakfast, launch and dinner and other facilities.

P.P.L. wholesalers are selected to population for e.g. cities like Rajkot they

have wholesalers.

In Ahmedabad they have ten wholesalers. In Baroda they have

five wholesalers. In Surat they have eight wholesalers. In Kachchh they have

six wholesalers. In Talukas company does their business by separating the

market customers.

Motivating Channel Members

Intermediaries must be continuously motivated to do their best

job. This motivation is supplemented by training, supervision and

encouragement. Intermediaries can aim for a relationship based co-operation,

partnership or distribution programmes. Internally producers are using positive

motivators such as high margin, special deals, premiums, co-operative

advertising allowances, display allowances and sales contacts.

P.P.L. has also adopted positive view for motivation. They are

providing their wholesalers 3.85% rate of margin plus they are giving 0.5%

commission to them, as on incentive for extra efforts made by them. Overall

wholesalers are getting 4.3% of margin for their services provided to the

company. P.P.L. Company is also improving their wholesalers. The

distributor’s turnover ratio is nill in parle. All the company is very much co-

operative to the distributors. They believe in providing special deals to their

wholesalers and are heading sales contest in Navratri and Satam-antham

festival. P.P.L. provides stimulates approach towards their wholesalers. That is

why P.P.L. calls their distributors as ‘PARLE PARIWA’ and not Parle

Products Limited.

Also once in a year P.P.L. organizes one self improved

programme for all the wholesalers as well as for field staff. In that self

improvement programme, they are not doing any business yet. The whole

concentration is given on improving themselves. During this period they are

doing YOGA and DHYAN also. The trainers are playing healthy physical

games. Thus all the training programmers are for wholesalers as for sales

managers.

Evaluating Channel Member

In this company of P.P.L. they periodically evaluated

intermediaries performance on the basis of sales quota attainment. Average

inventory levels, customer delivery time, accordingly treatment of damaged

and last goods. In P.P.L. distributors are visiting market regularly. They visit

the out-let one by one to distribute the product. If any problem arises they try

their best to overcome the problem. If retailers have any claim or broken

goods with them they have to replace it and provide replacement stock.

Intensity & Eaten of distribution

After deciding the channel of distribution, the manufacturer has

to decide how many middlemen should be in the demand that is the intensity

of distribution to be used at the wholesaling levels in the channels has to be

decide. They are intensive distribution, exclusive distribution and selective

distribution.

Extensive Distribution

This strategy is used by producers of convenience goods and

common raw materials. The purpose is to saturate the market as such as

possible with their product. The strategy is mostly used when the product is

inexpensive and frequently purchased. The market is competitive. The unit of

purchase is usually small along with their price and consumers wanted to their

near areas and retailers enjoy high stock turnover on small industry. The

burden of advertising lies on the manufacturer.

Norms Followed By The Agency Of The P.P.L.

Active person the firm should visit the trade at least two hours

daily in different routes. He should contact priority outlets once in a month

and on every Saturdays in semi-wholesale market to book the order and to

know market trends. All available products to be given all semi-wholesale

outlets.

All the routs to be covered weakly with rate size of 45 outlests in ready

stock.

If possible the market should be feeded in GRI and GRQ.

For every 450 outlets there should be one unit.

Range selling should be more than and fine.

Stock registers to be maintained daily.

Give respect to all people coming across.

PROMOTION

Contents

Introduction

P.P.L. and Promotion Mix

Advertising

Agency

Objectives

Budget

Message

Media

Publicity

Promotion

Push Strategy and Pull Strategy:

A push strategy involves manufacture’s marketing activities

primarily sales force and trade promotion directed at channel intermediaries.

The good is to induce intermediaries to order and carry the product and

promote it to the end users. It is more useful under when there is low brand

loyalty in a category and brand choice is made in a store. Product is an

impulse item.

A pull strategy involves marketing activities, advertising and

consumer’s promotion directed at end users. The goal is to induce the end

users to ask intermediaries for the product and thus induce intermediaries to

order the product and manufacturer. It is appropriate when there is high brand

loyalty and high involvement the category.

PUSH STRATEGY

Producer Retailers & Wholesalers Consumers

Producer Marketing Activities (personalSelling, Promotionand other)

Retailer marketing activities(personal selling, advertising,sales promotion, etc.)

Demand Demand

PULL STRATEGY

Producer Retailer & Wholesaler Consumers

Products marketing Activities (Advertising, sales promotion)

Introduction

This is the fourth pillar of marketing programme. It refers to the

activities to the promotion of the product, service or idea. It consists of all

activities crimed at persuading and motivating customers to buy the product.

The various element of promotion mix are :

Advertising

Advertising consist of all the activities involving in presenting

product information to customers. The product message is communicated

through media like newspaper, radio, television, etc. and is paid for the seller.

Personal Selling

Personal selling is the face to face communication between a

seller and buyer. Sale contacts are made with the customers by company sales

representatives. These representatives assists and persuades a prospective

buyer to buy a product in face to face situation.

Sales Promotion

It is the method of increasing the sales through displays,

demonstrations, contests, etc. Sales promotion activities aim to supporting

personal selling and advertising efforts.

Publicity

It refers to the mention of a company brand or product in trade

journals, newspapers, radio, etc. which is not paid for. It is relatively a minor

from of promotion because the manufacturer has no control over what the

mention usually. A favourable report by the news media on the company

product often will more weight then a paid advertising message.

Promotion mix aims at stimulating market demand for

products. It refers to the activities designed by the manufacturer to influence

buyer behavior through communication.

BRINK AND KELLY have defined promotion as “The co-

ordination of all seller initiated efforts to set up channel of information and

persuasion to facilitate the sale or a product service or the acceptance of an

idea.”

P.P.L. & Promotion Mix

It is true that to make the product known and acceptable some

kind of promotion tool must be adopted so that company can communicate to

the consumers. Advertising and promotion of products it must for every

company if they want to make their position in this competitive and dynamic

market.

In P.P.L. the manager of marketing believes that it is must for

every product to be advertised by any method or media in this competitive

world where other company concerned with the same products are in large

number. It is necessary to inform about the product to the prospects because

advertising and other promotions helps in crating brand patronage in market.

So, P.P.L. also promotes its products through:

Advertising

Sales Promotion

Publicity

Personal Selling

The P.P.L. spends on advertising according to various brands of

biscuits and confectionaries. Advertising budget is fixed in the year and according to

requirement of advertising budget is set for every brand in the product. P.P.L. spends

65% on advertising budget on the total turnover achieved by the company as

company’s turnover of the last year’s 700 crores. The amount spent by the company

on advertising budget comes to Rs. 455 crores.

Advertising

“Advertising is any paid form of non-personal presentation and

promotion of ideas, goods or services by an identified sponsor.”

- Philip Kotler

It is paid communication because the advertising has to pay for

the space or time in which his advertisement appears. The sponsor wants to

persuade and induce the readers, viewers or listeners to take some action.

Advertising appears in any recognized media as newspapers, magazines, radio,

cinema, television, etc.

The field of advertising management is made up of a system of

interacting organizations and institutions all of which play a role in the advertising

process. At the care of this system are advertisers. The organizations that support

advertising. Advertisers are private and public sector. Organisation that use more

media to accomplish an organizational objective. It is the decision to invest resources

in prevailing time or space in such mass media as television, radio, newspapers or

magazines that basically distinguishes advertisers from non advertisers.

Advertising Department and Advertising Agency:

Advertising department is managed by the advertising manager of the

company. Company has to recruit the advertising manager and has to pay fixed salary

whether he works or not.

Parle Products Limited has their separate advertising department. It

consists of 8 to 10 staff people and key person assistant. Company pays fixed salary to

the staff of advertising department.

Advertising agency employees specialists who generally can perform

advertising tasks better than a companies own staff. Agencies also bring an outside

point of view to solving a company’s problems along with years of experience from

working with different clients and situations. And because the firm can dismiss its

agency, an agency works hard to do a good job.

Also P.P.L. has employed specialists who handles the advertising

tasks. They also have reverent marketing agencies. In P.P.L. advertising agency is

having four departments:

Creative, which develops ads and produces ads.

Media, which selects media and place ads.

Research, which handles the agencies business activities.

Advertiser

Markets and Consumer Behaviour

Government

Competitor

Advertising Agency

Media

Research Suppliers

In this P.P.L. each account is superviewed by an account executive and

people in each department are usually assigned to work in one or more account. Ad

agencies are paid through commission and some fees.

Advertising Objectives of P.P.L.

The long term objective of advertising are broad and general and

concern the contribution advertising should make to the achievement of overall

company objectives.

The Parle Products Limited has the following advertising objectives.

The main object is to remind the customer about the availability of the product. The

other secondary objectives are:

To do the entire selling job.

To build brand Preference.

To remind users to buy the product.

To provide rationalization

To combat competitor’s advertising like Britania.

Increasing sales volume there by reducing unit production cost. That’s

why the parle is providing products at quite economic rate with just

quality.

Stabilise the company’s business

Secure leadership or domination

Protect company from the consequences of revolutionary competitors

tactics.

Promoters intelligent buying by saying JEENE KE RAH YAHE HAI

SAHI – PARLE-G.

Gains goodwill on stores buying power.

Deciding On Advertising Budget by P.P.L.

After determining the advertising objectives Parle Products Limited

established advertising budget for each product. P.P.L. fixes the amount for the whole

advertising budget and according to satellite and brand of the product company

spends on it. As there are various brands of biscuits and confectioneries accordingly.

Considering the following five factors P.P.L. sets the budget:

Stage in the product life cycle

For Monaco Cheesling Company receives large advertising budgets to

build awareness and to gain customer trial.

Market share and consumer share

In glucose biscuits P.P.L. has earned 70% of market share. So far high

market share brands less advertising budget is prepared.

Competitive and clutter

In a market, in P.P.L. they have large number of competitors like

Britatnia, Windsor, Baikmans, so it requires high advertising spending so that the

brand of biscuits can be heard above the noise in the market.

P.P.L. spends 65% of the amount of total turnover Rs. 700 crores

which amount to Rs. 455 crores of advertising expenses.

How P.P.L. chooses advertising message

The advertiser of P.P.L. conducts market analysis and research to

determine that which appeal is most likely to succeed with the target audience. As

P.P.L. is concerned with food products preparing biscuits and confectioneries they

execute the message which stands for rational positioning.

The objective of the advertising made by P.P.L. is convenience biscuit

users that now they can buy a canned biscuit that’s as good as home – made.

Parle Products Limited hence found a style tone words for executing

the message.

Slice of the product

Parle has prepared advertising for the product of PARLE – G showing

the whole family which expresses satisfaction with a biscuits of PARLE – G.

Words

P.P.L. uses these memorable and attention getting words:

THODA MITHA THODA NAMKIN : KRACKJACK

SWADHARE SHACHI SHAKTI BHARE : PARLE – G

MELODY KHAO, KHUD JAAN JAO : MELODY

Media selected by P.P.L.

There are major media types used by the company. The media planner

of advertising department of P.P.L. selects the media considering the reach, frequency

and impact of the customers. As the biscuits and confectionary items are mostly

consumed by children. And also, company is a market leader, they gives

advertisement in television because the television is the media which gives message

of the product to people living in urban or rural area. In rural area people mostly rely

on T.V. and radio. So considering the factor in mind they gives ads in T.V. the serials

like Shaktiman and Captain Vyom are also sponsored by the Parle Products Limited.

Sales Promotion

Sales promotion consists of a diverse collection of incentive tools

mostly short form, designed to stimulate quicken etc. greater purchase of particular

products by consumer or the trade.

Sales promotion tools used by P.P.L. includes Coupons, Lucky draw

schemes, Prizes, Warranties, point of purchase displays and demonstrations. In the

school up to five years of children they are given coupon. P.P.L. gives coupons also to

their retailers up to amount of purchase of Rs. 500. They are given gift coupon free of

cost. Retailers are having facility of lucky draw scheme in that they have 51 prizes for

chances of wining. P.P.L. also considers the interest of wholesalers, keeping this view

in mind, they hold contest for wholesalers in Navratry and Satam-Atham festival.

Parle Products Limited also offers sport purchase scheme and trade load offers

(T.L.O.) for that the retailers got benefits. The company is also having display and

demonstration facility. Generally, this facility is provided to Cinema Canteen, in

Hotel, etc.

On Orange Candy P.P.L. spends 6% amount of total production mix

budget and 1% on biscuits. They do not provide more than 1% on sales promotion in

mass stock yearly. When, I asked to the manager that if they do not provide any kind

of sales promotion then what will happen. He answered me that brand of the product

of Parle are so advertised that if they do not spend a little on sales promotion the also

the sales will remain same.

At the same time, when P.P.L. is offering trade load scheme then the

loyal customers of the other companies are also attracted toward the Parle Product

they getting the additional sales and visibility. P.P.L. arranges sales promotion

programme for maximum of two months in a year.

Situation of sales promotion clutter as compared to advertising clutter of P.P.L.

As against the Parle products; Britania is doing much more advertising,

because they are means. Britania is having premium products with them they have

high M.R.P. product and low awareness product. As against this Parle is having low

M.R.P. products with highest awareness.

In sales promotion also Britania is giving higher sales promotion than

Parle.

Type of part of purchase material used by the Parle Products Limited

Point of purchase displays and demonstrations takes place at the point

of purchase or sale. Parle product uses various materials. For display of product they

give their retailers streamers, posters, danglers, backup sheets, yard stickers and

dispensaries. Generals for less pricing products it is possible for P.P.L. to give

advertisement. On T.V. but generally these types of products are advertised through

stickers.

How sales promotion acts as tool of demand creation

Promotion is described as persuasive communication where message

transmitted describes product features in terms of consumer wants and desires. Sales

promotion develops better understanding of consumer needs and desires and problem.

The overall purpose of sales promotion is to influence buyer behavior and alter the

shape and location of consumer demand curve in favor of the product. All promotion

efforts are directed to alter the demand curve or buyer behavior.

Trade Promotion

ADEX inc. is promoted by professionals having vast experience in the

field of advertising, mass promotion and marketing. The basic principle during this

organization is to create avenues for business unique manner possible to derive

maximum benefits from each rupee spent on such promotion drives.

The original promotion, micro scan graphic process is one of the

leading organization in the field of advertising and pre press services in

SURASHTRA turned to offering the best microscan has always bucked the trend and

offered successfully, unique ways of print media promotion.

This form in the field of exhibition will add one more feather to the cap

of ingenious promotional measures offered by microscan.

Opportunities

PARLE PRODUTS LIMITED has got opportunity for

exhibition for the international standards in exhibiting the goods. In Rajkot the

opportunity is given to P.P.L. for taking part in Festive 98 which is being organized

during the pre-festival days of Christmas and the New Year. The exhibition provides

to P.P.L. products show case for their goods to reach the most potential to P.P.L.

products show case for their goods to reach the most potential market. Festivex’98 is

one of the largest exhibitions organized in Gujarat and it’s the only one of its kind

organized in Surashtra region. Given the timing and organizing of the fare will

definitely prove to be Philip Kotler’s choice.

The Region of Saurashtra and Kutch

Saurashtra and Kutch has been one of the most prosperous regions of

Gujarat having vast natural resources backed by a strong consumer community. This

region has always been one of the focus points in any business house’s marketing

strategy. The agrarian company of the region has nourished a thrilling business

community and vast upper middle class population. Moreover the high literacy level

and the spread of information and knowledge amongst the popular presents the right

segment to be approached.

Rajkot has always enjoyed the distinction of being economic capital of

this region. Almost all the centers of this region by and large depend on Rajkot for

supply on information and goods. In a true sense for this region Rajkot is the window

to the world and for the world.

Infrastructure Facilities Provided to P.P.L.

Ergonomically designed stall lay-outs for maximum exposure and smooth

movements.

Security with C.C.T.V. and Walkie Talkie and insurance cover.

Multiple signboards and guide maps for visitor convenience.

Well planned placement of ceiling fans for better air circulation.

A comprehensive communication center offering facilities like local phone,

fax, email, internet, courier, speed post and secretarial services.

Special business development lounge for free use by participants.

Travel and accompulation assistance dusk for the participants and the

outstatation visitors.

Negotiated special rates in leading hotels for the participants.

Special octroi passing facility for hassle force movement of exhibition goods.

Bank Conuter.

General medication facility for immediate attention and relief in case of

exigency.

Personal Selling

Selling means the transfer of ownership of goods on service to a buyer

in exchange for money. Salesmanship is the process of persuading a person to buy

goods or services. The act of salesmanship consists of one human mind. Different

authors have defined it in various ways.

“Salesmanship is the art of teaching, or helping others to buy.”

Another says it is the persuasive leadership that influences people to buy goods and

services.

In Parle Product Limited, Personal Selling plays an important role in

the promotion mix. Persons go door to door for selling biscuits and confectionery

items. Sales persons are recruited and selected from the local place. The remuneration

to them is also decided on the local basis.

Publicity

Publicity means sponsoring various efforts to publicize specific

products. Many companies are turning to marketing public relation to directly support

corporate. One product promotion is securing additional space as opposed to paid

space in Print and broadcast media to promoted or type a product, place or person.

Though P.P.L. is having mass advertising for biscuits and

confectionery items, they are more publishing their products for that they are

sponsoring serials like Shaktimaan and Captain Vyom free of charge.

P.P.L. is also providing services in blood donation camp, children

development activities and welfare activities. They are also helding tradefair. All

these activities are performed by P.P.L.

Packaging

The Indian Institute of Packaging has defined packaging as

“The embracing function of package, selection, manufacture, filling

and handling.” Packaging obvisously is related to labeling and branding because the

label often appears on the package and the brand is typically on the label.

As far as packaging is concerned PARLE PRODUCTS LIMITED is

self reliant and self sufficient in printing wrappers for biscuits and confectionery

products like PARLE – G is identified by yellow and white stoaps, baby parle

pantagone and red PARLE-G biscuits are packed in white colored butter pack.

Details of Pack Sizes and Cartoon Packs

PARLE – G

Pack Sizes Cartoon Pack Box W.T.

50 gms. 24 pkts × 12 poly bags = 288 pkts. 14.4 kgs

75 gms. 24 pkts × 6 poly bags = 144 pkts 10.8 kgs

100 gms. 24 pkts × 9 poly bags = 96 pkts 9.6 kgs

100 gms. 10 pkts × 6 poly bags = 100 pkts 10.0 kgs

100 gms. 24 pkts × 6 poly bags = 144 pkts 14.4 kgs

150 gms. 12 pkts × poly bags = 108 pkts 16.2 kgs

LOOSE

300 gms. 48 poly bags = 18 pkts 14.4 kgs

300 gms. 30 poly gags = 30 pkts 15.0 kgs

Packing

Monaco Rolls 75 gms. Pack × 60 pkts. In a box weigh 4.5 kgs 150 gms. ATC

pack × 72 pkts I a box weight 10.8 kgs. Other variants available

are zeera and cheese in 75 gms. Packing

Krack Jack 100 gms. Pack 5 pkts. In a poly bag and 24 poly bags in a box.

Cheesling 3.1 gms. Loose in Tine pack

100 gms. Pouch Pack 30 Pouches in box.

Sixer 5.0 gms. Loose in the pack

100 gms. Pouch Pack 30 Pouches in box.

Teffs 4.5 gms. loose in the pack

100 gms. Pouch Pack 30 Pouches in a box.

CONFECTIONERIES

Orange 300 counts per Kg. And 18 kgs. In a GB.

Candies 500 gms. Pack × 36 poly bags in a GB.

Mango-Bite 200 counts per Kg. And 18 kgs. in a GB.

Role – A – Cola 125 counts per 500 gms. pack poly bags in GB.

250 counts per kg. Pack of taran.

Role – A – Coal Roll 25 gms. Roll (10 tablets)

50 rolls in a poly bag.

28 poly bags in a box WT. 25 kgs.

Peppermint & Rosemint24 sticks in a cartoon

48 cms in a box weigh 13.824 kgs.

Melody Regular Available in single twist wrapper

140 counts in a kg. And 18 kgs. in a CBB

Melody Variants 70 counts per pack and 36 packs in a CBB

Labelling

Lable consists of verbal information that accomplishes the

product. A label identifies who made? What are its ingredients? How it should

be used? Date of manufacturing and expiry, the price to becharge, brand name,

net quantity of contents. Labels are part of the painted materials on the point

of purchase advertising.

In P.P.L. the label of the product contains information like

ingredients use in various biscuits and confectioneries. Information about the

date of production, location of factory that is Mumbai. Various ingredient

shown in the package are as under:

INGREDIENTS

Biscuits - wheat flour, edible vegetable oils, skimmed milk

powder, salt, leaving agents, flavours and dough

conditioners.

Kismi Dairy, Lux

& Mafair - Sugar, liquid glucose, edible vegetable oil, skimmed

milk powder, salt, edible starch, permitted emulsifier

and flavors and contained additional flavors.

Melody - Sugar, liquid, cocoa, solids, edible vegetable oils,

skimmed milk powder, edible starch, salt, permit tent

emulsifier and flavors.

Melody Coffee - Sugar, liquid glucose, edible vegetable oils, edible

starch, milk solids, coffee, cheery, mixture, permitted

emulsifier.

Melody Coal - Sugar, liquid glucose, edible vegetable oils, skimmed

milk powder, edible starch, salt, permitted emulsifier

and favors.

Kismi Toffee - Sugar, liquid glucose, edible vegetable oil, skimmed

milk powder, beaten, coffee and chicory mixture, edible

starch, permitted emulsifier, colours and flavors.

Poppins and Roal – A – Cola

- Sugar, liquid oil, edible starch, and permittd flavors and

colours and contains added flavors.

ENDING

WITH

Future Plant

As Parle Products Limited is concerned with manufacturing of

biscuits and confectioneries, the company is thinking about widening the

length of the product line. While asking to the field manager about the future

plans of Parle Products Limited, he replied that the company has a widen

scope in the same product category. As all the products of the company are

winners. The company has achieved “MONDE SELECTION AWARD” in

food industries.

Suggestions

P.P.L. is a large scale unit having very wide market in India

and other foreign countries like Geneva, Paris, Brussels, Amsterdam, London,

Lisbon, Athens the Barcelona. It is the firs company who has started

manufacturing biscuits and confectioneries.

Parle should start the selling of its products not only in the

above mentioned countries, but also all over the world.

Right now, the company is producing many brands of biscuits

like Parle – G, Cream biscuits, KrackJack, Monaco, but in future it should go

for such type of products which suits above and over the all company’s

product connected with production of biscuits and confectioners.

All the advertising campaign of the company is limited to

television and wall painting, etc. The company should start advertising

through other media which suits the product. No doubt the company is also

giving sales promotion once in a year, but the company should adopt new and

modern technique of attracting kids for biscuits conducting competitions, quiz,

etc. and gifting like participated with parle products.

Conclusion

Parle Products Limited has reached its zenith in the world of

food items preparing biscuits and confectioneries. It has always adapted a

futuristic approach i.e. anticipated the company’s need in the year to come.

Parle Products Limited always keeps in mind the needs of

consumers and that’s why they have launched recently cream biscuits,

considering the requirement of modern consumers. In P.P.L. from factory to

the ultimate consumers all the people are working co – operatively. In the

factory, employee relations are harmonious.