Parle g Marketing Project

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“A Comparative Study on sales of Parle products at Gangavathi In Organized and Unorganized retail sectors”

T.M.A.ES BBM COLLEGE

ILAHI COLONY, PRASHANTH NAGAR

GANGAVATHI –583227

CERTIFICATE

I hereby certify that the project work entitled

“ A comparative study on sales promotion of PARLE products at

Gangavati in organized and unorganized retail sectors” has been prepared

by Mr. RAGHAVENDRA ARIKERI, BBM IVth sem under the

guidance of Mr. M.D.YUNUS Management lecturer in BBM Gangavathi.

Place : Gangavathi

Date:

PRINCIPAL

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

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CERTIFICATE

I heartlby certify that the project work entitled

“ A Comparative study on sales promotion of PARLE products at

Gangavathi in organized and unorganized retail sectors” has been

prepared by Mr. RAGHAVENDRA ARIKERI BBM IVth SEM under

the guidance in partial fulfillment of award of degree “Bachelor of

business Management” from T.M.A.E.S. BBM college Gangavathi.

I am satisfied with the authenticity of his observations noted in

this report, his work was found to be quite satisfactory.

Place : Gangavathi

Date:

PRINCIPAL


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DECLARATION

The project work in “A comparative study in sales promotion of

PARLE products at Gangavathi in organized and un organized retail

sectors” is submitted by me in partial fulfillment of the requirement for

the award of degree “BACHELOR OF BUSINESS MANAGEMENT” is

original and it has not formed the basis for the award of any degree or

Diploma elsewhere.

Place: Gangavathi

Date:

RAGHAVENDRA ARIKERI


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ACKNOWLEDGEMENT

The completion of this study makes me to retail with graduate

several persons, who have extended their co-operation in on way or other

way in this venture.

I am extremely indebted to Prof. S.K.SOMANAGOUDA Principal

of T.M.A.E.S BBM College Gangavathi, for encouraging me to

undertake the work.

I am extremely thankful to my project Guide Mr. M.D.YUNUS

Lecturer of management in BBM, for the great interest he has shown with

his in valuable guidance and encouragement throughout the progress of

my project work.

I also express my sincere thanks to Mr. SHRINIVAS, PARLE,

PROPRIETOR, for guiding me to complete the project work.

I also thanks my parents, family members and friends without

whose motivation and support, this project would have not been

completed.

RAGHAVENDRA ARIKERI


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Contents Chapter-I

Introduction of the study

Objectives of the study

Scope of the study

Research of the methodology

Limitations of Study

Chapter-II

Industry profile

Company profile

Chapter-III

Parle-G evolution

Awards model section

Product biscuits

And sampling

Chapter-IV

Analysis & interpretation

Chapter-V

Findings

Suggestions

Conclusion

ANNEXURE


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Questionnaires

Bibliography

Introduction

Objective of the study

Scope of the study

Research of methodology

Limitation of the study


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INTRODUCTION

In marketing planning, we use the marketing information to assess the

situation. Specific marketing targets are to be selected in the form of

market segments. A successful marketing strategy must have a marketing

mix as well as a target market for which the marketing mix is prepared.

The combination of the various marketing methods is known as marketing

mix. In other words, marketing mix is revolved around 4 P’s. They are

Product, Price, Promotion and Physical distribution.

Product is the thing possessing utility. It has four components, i.e.,

Product range, service after sale, brand and package. The product

manufacturing evolves product mix.

Price is the valuation placed upon the product by the offered. It covers

discounts, allowances and terms of credit.

Promotion is the persuasive communication about the product by the

offered to the prospect. It covers advertising, personal selling, sales,

promotion, publicity; largely it deals with non-price competition.

Physical distribution is the delivery of product and it includes channels of

distribution, transportation. It is required for making available the goods

from the point or production to the point or distribution.


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Theme of the Project:

Launching of product in the market does not mean that all the customers

will accept the product, because habit, taste preference, attitude towards the

product, consumption Pattern and Standard of living differ from person to

person and from place to place.

Thus, the concept of marketing has been taking a gradual change from

production concept to product concept to selling concept to marketing

concept to social concept.

In today’s world marketing concept is adopted all over the world, where

in the customer is king of the market. Who make decision as to which

product is to be produced and consumed? In order to stay competitive in

the market the marketer should have effective marketing strategy and

marketing mix.

Objectives of the Study

To find out the most preferred and fast moving Parle product’s

both in Organized and Unorganized sectors (Biscuits and

Chocolates).

To know the performance of Parle product’s in Organized and

Unorganized sector.


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To know the factors influencing the sales of Parle products.

To know the retailer’s view of introduction of new Parle products

every 3 months.

Research Methodology:

Primary data - Field Survey

Secondary Data - Reports from related websites.

Company reports.

Area of research - Gangavathi city

Research Approach - Survey Method

Research Instrument - Questionnaire.

Sample Unit - Retail stores and Super markets

Sampling Method - Stratified Random Sampling

Sample Size - 100 units (70 Retail stores and 30

Super markets).

Limitations of the study:

The study is limited to 100 consumers only because of

the time limit.

The study is restricted to Gangavathi city only.

The information obtained from the dealers and

consumers are based on questionnaire and face-to-face

interviews the responses are therefore not variable as

there are their own opinions and possibility of change in

their opinions on other occasions.


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The accuracy of the case study is limited.

Consumers’ unawareness towards other brands has

posed limitations to the study.

Industry profile

Company profile


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Industry ProfileBiscuits Industry

India Biscuits Industry is the largest among all the food industries and has

a turn over of around Rs.3000 crores. India is known to be the second

largest manufacturer of biscuits, the first being USA. It is classified under

two sectors: organized and unorganized. Bread and biscuits are the major

part of the bakery industry and covers around 80 percent of the total

bakery products in India. Biscuits stands at a higher value and production

level than bread. This belongs to the unorganized sector of the bakery

Industry and covers over 70% of the total production.

India Biscuits Industry came into limelight and started

gaining a sound status in the bakery industry in the later part of 20th

century when the urbanized society called for ready made food products

at a tenable cost. Biscuits were assumed as sick-man's diet in earlier days.

Now, it has become one of the most loved fast food product for every age

group. Biscuits are easy to carry, tasty to eat, cholesterol free and

reasonable at cost. States that have the larger intake of biscuits are

Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar

Pradesh. Maharashtra and West Bengal, the most industrially developed


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states, hold the maximum amount of consumption of biscuits. Even, the

rural sector consumes around 55 percent of the biscuits in the bakery

products. The total production of bakery products have risen from 5.19

lakh tones in 1975 to 18.95 lakh tones in 1990. The production capacity

of wafer biscuits is 60 MT and the cost is Rs.56, 78,400 with a motive

power of 25 K.W.

the Federation of Biscuit Manufacturers of India (FBMI) has confirmed a

bright future of India Biscuits Industry. According to FBMI, a steady

growth of 15 percent per annum in the next 10 years will be achieved by

the biscuit industry of India. Besides, the export of biscuits will also

surpass the target and hit the global market successfully.

1. Segments : The organized and unorganized sector of the biscuit

industry is in the proportion of 55%:45% ratio.

2. Exports: of Biscuit is estimated to around 10% of the annual

production during the year 2006-07.

3. Imports : of biscuits into India has not shown any significant

growth during the last two years and has not affected

production/sales by the Indian Biscuit industry.

4. Marketing : Wholesale and Retail marketing in the Biscuit

industry is carried out with a network of C & F Agencies (for

States and/specific Districts) Dealers / Wholesalers and Retail

shops.

5. Biscuit Industry : especially the Small & Medium Sector,

consisting of around 150 units(besides three Large Industries), are

facing erosion in their profitability and competitive capability, due

to imposition of Value Added Tax (VAT) by the State


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Governments @ 12.5% on Biscuits, compared to VAT oat 4%

levied on other similar food products.

6. Taxation : On behalf of the industry, IBMA has been pursing the

issue with the Chief Ministers/Finance Ministers of all States and

also with the Chairman of the Empowered Committee on

VAT, seeking reduction in the rate of VAT on biscuit to 4%.

IBMA estimates annual growth in the range of 15% to 20% during

the next five years, in the event of reduction in the rate of VAT on

Biscuits to 4%.

7. Per capita consumption : of Biscuits in the country is only 1.8

kg, as compared to 2.5 kg to 5.5 kg in South eastern countries and

European countries & USA respectively.

8. . Main Categories : of Biscuits are broadly as under: Glucose,

Marie. Sweet, Salty. Cream, & Milk.

9. Popular Brands : of Biscuits in the country are, Britannia, Parle,

Priyagold, Anmol, Biskfarm, Dukes, Cremica, Priya, Veeramani,

Bonn, Bhagwati, Raja, Champion,Sobisco,Madhabi, Nezone,

Windsor, Cookieman, Sufeast, Ankit, Shangrila, Nalanda, etc

"What is the Biscuit Manufacturing industry comprised"

The market segmentation chapter of the market report breaks down the

makeup of Biscuit Manufacturing industry from different angles

showing the major market segments, including:

The Products and Service Segmentation section highlights the top

Industry products and services by industry share, demonstrating their


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influence over total industry revenue, as well as providing market

share on all the niche businesses that operate within this industry.

The Major Market Segments section details the industry share of key

customer (or downstream industries) and/or groups as well as giving an

indication as to which of these are the most important to the industry.

The Industry Concentration section provides an indicator of market

power by showing the industry share of the top four industry major

players. The degree of monopolization or fragmentation of an industry.

Finally, The Geographic Concentration section is sorted by "state"

(Victoria, New South Wales, Queensland, South Australia, Western

Australia, Northern Territory, Australian Capital Territory and

Tasmania) and illustrates where the majority of enterprises are located,

while profiling major establishments and concentrations.

MARKET CHARACTERISTICS

"What's the Biscuit Manufacturing market like"

This chapter of the report explains the behavior and attributes of "The

Market", or customer base for the Biscuit Manufacturing industry. It

provides data trends, market statistics, and industry analysis for:

Market Size explains the size of the domestic market, as well as the size

of the export market.

Linkages list the industry's major supplier and major customer

industries.

Demand Determinants are key factors which are likely to cause demand

to rise or fall.


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Domestic and International Markets defines the market size for the

products and services of the industry. This section provides industry

information on the size of the domestic market and the proportion

accounted for by imports and exports and trends in the levels of imports

and exports.

Basis of Competition outlines how competitors differentiate themselves

within the industry as well as highlighting competition from external

substitute products from alternative industries.

INDUSTRY CONDITIONS

"What's happening in Biscuit Manufacturing Industry?"

This chapter of the report explains the general operating environment of

the Biscuit Manufacturing, and includes the following industry research:

The Barriers to Entry section outlines factors that can prevent a start-up

from entering the industry, and also gives an indication of the extent to

which this occurs.

The Taxation section details all kinds of taxation that are specific, or

particularly important to this industry, including taxation concessions.

The Industry Assistance section refers to any government or other

measures designed to improve the performance of this industry. The

indicator trends of this assistance are noted.

The Regulation and Deregulation section has industry information

regarding regulation and/or deregulation to this industry.

The Cost Structure section details a table together with analysis of the

average major costs for a company operating in this industry as a

percentage of total revenue. (eg; rent, materials, depreciation, purchases,


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wages, utilities, advertising, interest). Industry profits for the average

company in the industry are also shown.

Capital and Labor Intensity section provides a guide to the amount of

capital used in production/providing a service compared to the amount

of labor in the total mix of inputs.

The Technology and Systems section acknowledges the latest

technology and/or systems available to this industry within the country.

Technology refers to machinery and equipment and systems refers to

methods of production that enable better and more efficient production.

The Industry Volatility section refers to the frequency and magnitude of

year on year fluctuations which occur in industry output or revenue.

The Globalization section gives an indication to the extent to which the

industry size is global based. Based on factors such as the level of

foreign ownership, the proportion of demand accounted for by foreign

operators and the volume of production conducted in other countries.

KEY FACTORS

"What's most important to the Biscuit Manufacturing Industry"

This chapter of the report identifies what drives change and ensures

success for a business within a dynamic market.

The Key Sensitivities section identifies the external drivers of

change. These are the key factors that are outside the control of an

operator in the industry, but are likely to have significant impact on a

business.


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The Key Success Factors section details the factors within the

control of an industry operator and which should be followed in order to

be successful in the industry.

KEY COMPETITORS

"Who are the industry major players in the Biscuit Manufacturing Industry?"

This chapter of the industry report profiles the major players who

operate within this industry. Generally the top 5 companies are profiled

(including public and private businesses). Market share is included

whenever possible, as well as financial data. Competitive analysis of

each player provides a solid understanding of strategic position, and

market share.

INDUSTRY PERFORMANCE

"How has Biscuit manufacturing industry been performing?"

This chapter of the report features up-to-date, high level industry

analysis, based upon the statistics trends present in all previous chapters.

It is divided into 2 parts; Historic Performance, and Current

Performance.


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The Current Performance section provides research analysis on

performance trends over the most recent five years, with key indicators

discussed. For example, financial trends, product trends, production

volume, external events and internal trends that cause change.

The Historical Performance section of the market report details

previously important events in the development of the industry.

This industry research provides the foundation upon which the forecast

trend in the outlook chapter may be viewed, and better understood.

INDUSTRY OUT LOOK

"Where is Biscuit manufacturing industry headed?"

Home of our 5 year industry forecast, the final chapter of our industry

report contains industry analysis over the next five years. Drawing on

supporting evidence introduced throughout the industry report, our

market outlook encompasses market trends for those factors internal and

external to the industry, and may forecast trends for the following:

Industry trends, Market trends, Company trends, Product trends, Supply

trends, Services trends, Statistics trends, Data trends, Performance

trends, Growth trends, Size trends, Financial trends, Cost trends, and

any other major industry indicators where appropriate.

Company Profile

Introduction A long time ago, when the British ruled India, a small factory was

set up in the suburbs of Mumbai city, to manufacture sweets and toffees.


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The year was 1929 and the market was dominated by famous

international brands that were imported freely. Despite the odds and

unequal competition, this company called Parle Products, survived and

succeeded, by adhering to high quality and improvising from time to

time.

A decade later, in 1939, Parle Products began manufacturing

biscuits, in addition to sweets and toffees. Having already established a

reputation for quality, the Parle brand name grew in strength with this

diversification. Parle Glucose and Parle Monaco were the first brands of

biscuits to be introduced, which later went on to become leading names

for great taste and quality.

How Parle fought to make biscuits affordable to all.

Biscuits were very much a luxury food in India, when Parle began

production in 1939. Apart from Glucose and Monaco biscuits, Parle did

offer a wide variety of brands. However, during the Second World War,

all domestic biscuit production was diverted to assist the Indian soldiers

in India and the Far East. Apart from this, the shortage of wheat in those

days, made Parle decide to concentrate on the more popular brands, so

that people could enjoy the price benefits.

Thankfully today, there's no dearth of ingredients and the demand

for more premium brands is on the rise. That's why, we now have a wide

range of biscuits and mouthwatering confectionaries to offer.

The strength of the Parle Brand

Over the years, Parle has grown to become a multi-million US Dollar

company. Many of the Parle products - biscuits or confectionaries, are


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market leaders in their category and have won acclaim at the Monde

Selection, since 1971.

Today, Parle enjoys a 40% share of the total biscuit market and a 15%

share of the total confectionary market, in India. The Parle Biscuit brands,

such as, Parle-G, Monaco and Krackjack and confectionery brands, such

as, Melody, Popping, Mango bite and Kismi, enjoy a strong imagery and

appeal amongst consumers.

Be it a big city or a remote village of India, the Parle name symbolizes

quality, health and great taste! And yet, we know that this reputation has

been built, by constantly innovating and catering to new tastes. This can

be seen by the success of new brands, such as, Hide & Seek, or the single

twist wrapping of Mango bite.

In this way, by concentrating on consumer tastes and preferences and

emphasizing Research & Development, the Parle brand grows from

strength to strength

The Quality Commitment

Parle Products has one factory at Mumbai that manufactures biscuits &

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 facilites

in India. Parle Products also has 14 manufacturing units for biscuits & 5

manufacturing units for confectioneries, on contract.

All Parle products are manufactured under the most hygienic conditions.

Great care is exercised in the selection & quality control of raw materials,

packaging materials & rigid quality standards are ensured at every stage


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of the manufacturing process. Every batch of biscuits & confectioneries

are thoroughly checked by expert staff, using the most modern

equipment.

The Marketing Strength

The extensive distribution network, built over the years, is a major

strength for Parle Products. Parle biscuits & 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 &

retailers. Additionally, there are 31 depots and C&F agents supplying

goods to the wide distribution network.

The Parle marketing philosophy emphasizes catering to the masses. We

constantly endeavor at designing products that provide nutrition & fun to

the common man. Most Parle offerings are in the low & 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.

The Customer Confidence


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The 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.

Our efforts are driven towards maximizing customer satisfaction and this

is in synergy with our 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."


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Parle-G the evolution

Awards-Model section

Product biscuits

And sampling

PARLE - G THE EVOLUTION

Parle-G has been a strong household name across India. The great taste,

high nutrition, and the international quality, makes Parle-G a winner. No

wonder, it's the undisputed leader in the biscuit category for decades.

Parle-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


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for chai, while for some it's a way of getting charged whenever they are

low on energy. Because of this, Parle-G is the world's largest selling

brand of biscuits.

Launched in the year 1939, it was one of the first brands of Parle

Products. It was called Parle Gluco Biscuits mainly to cue that it was a

glucose biscuit. It was manufactured at the Mumbai factory, Vile Parle

and sold in units of half and quarter pound packs.

The incredible demand led Parle to introduce the brand in special

branded packs and in larger festive tin packs. By the year 1949, Parle

Gluco biscuits were available not just in Mumbai but also across the

state. It was also sold in parts of North India. By the early 50s, over 150

tonnes of biscuits were produced in the Mumbai factory. Looking at the

success of Parle-G, a lot of other me-too brands were introduced in the

market. And these brands had names that were similar to Parle.Gluco

Biscuits so that if not by anything else, the consumer would err in picking

the brand. This forced Parle to change the name from Parle Gluco

Biscuits to Parle-G. Originally packed in the wax paper pack, today it is

available in a contemporary, premium BOPP pack with attractive side

fins. The new airtight pack helps to keep the biscuits fresh and tastier for

a longer period. Parle-G was the only biscuit brand that was always in

short supply. It was heading towards becoming an all-time great brand of

biscuit. Parle-G started being advertised in the 80's. It was advertised

mainly through press ads. The communication spoke about the basic

benefits of energy and nutrition. In 1989, Parle-G released its Dadaji

commercial, which went on to become one of the most popular

commercials for Parle-G. The commercial was run for a period of 6


http://www.parleproducts.com/images/PARLE-GDADAJI.rm

http://www.parleproducts.com/images/PARLE-GDADAJI.rm

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years.

Parle-G grew bigger by the minute. Be it the packs sold, the areas

covered or the number of consumers. It became a part of the daily lives of

many Indians. It wasn't a biscuit any more. It had become an icon. The

next level of communication associated the brand with the positive values

of life like honesty, sharing and caring.

In the year 1997, Parle-G sponsored the tele-serial of the Indian

superhero, Shaktimaan that went on to become a huge success. The

personality of the superhero matched the overall superb benefits of the

brand. Parle extended this association with Shaktimaan and gave away a

lot of merchandise of Shaktimaan, which was supported by POS and

press communication. The children just could not get enough of Parle-G

and Shaktimaan.

In the year 2002, it was decided to bring the brand closer to the child who

is a major consumer. A national level promo - `Parle-G Mera Sapna Sach

Hoga' was run

for a period of 6 months. The promo was all about fulfilling the dreams of

children. There were over 5 lakh responses and of that, over 300 dreams

were fulfilled. Dreams that were fulfilled ranged from trips to

Disneyland at Paris & Singapore; meeting their favorite film star

Hrithik Roshan; free ride on a chartered plane; 20 scholarships worth Rs

50,000; a special cricket coaching camp with the Australian cricketer -

Ricky Ponting; etc.

The year 2002 will go down as a special year in Parle-G's

advertising history. A year that saw the birth of G-Man - a new

ambassador for Parle-G. Not just a hero but also a super-hero that saves

the entire world, especially children from all the evil forces. A campaign


http://www.parleproducts.com/images/G-man.rm

http://www.parleproducts.com/images/SHAKTIMAAN.rm

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that is not just new to the audiences but one that involves a completely

new way of execution that is loved by children all over the world -

Animation. A TV commercial that showed G-Man saving the children

from the evil force called Terrolene launched this campaign. It was also

supported by print medium through posters and streamers put up at the

retail outlets. G-Man, a new superhero of Parle-G has the potential of

making it big. And will be supported by a campaign that will see many a

new creative in the future so as to keep the children excited and generate

pride in being a consumer of Parle-G.

To make the brand much more interesting and exciting with children, it

was decided to launch a premium version of Parle-G called Parle-G

Magix in the year 2002. Parle-G Magix is available in two exciting

tastes - ‘Choco’ and ‘Cashew’. The year 2002 also witnessed the launch

of Parle-G Milk Shakti, which has the nourishing combination of milk

and honey, especially launched for the southern market.

Parle-G continues to climb the stairs of success. Take a look at the

global market where it is being exported. First came the Middle East

then USA followed by Africa and then Australia. An Indian brand, that's

exported to almost all parts of the world. After all that's what you would

expect from the Parle-G World's Largest Selling Biscuit.

Import-Export

The immense popularity of Parle products in India was always a

challenge to our production capacity. Now, using more modern

techniques for capacity expansion, we have begun spreading our wings

and are going global. Parle biscuits and confectionaries are fast gaining

acceptance in international markets, such as, Abu Dhabi, Africa, Dubai,


http://www.parleproducts.com/importexport.html

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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.Parle products aims to use IT to manage escalating advertising

budgets Parle Products is deploying an online advertising solution from

Mediaware InfoTech, to help get a grip on its media and advertising

budget.Advertising media budgets escalate every year. There's a huge

amount of paper-work involved in approving estimates and bills. All this

was compounded by the lack of timely information retrieval, ultimately

affecting decision making with problems like tracking of consumption

related to budgets.

Awards - Model Selection

Year Products Rank

2004 (Brussels) Gluco

Monaco

Krackjack

Supermilk

Cheeslings

Gold

Gold

Gold

Grand Gold

Gold

2005(Brussels) Gluco

Monaco

Gold

Gold


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Krackjack

Cheeslings

Sixer

Jeffs

Gold

Gold

Gold

Silver

2006 (Brussels) Gluco

Krackjack

Monaco

Sixer

Jeffs

Cheeslings

Gold

Gold

Gold

Gold

Gold

Gold

2007 (Brussels) Parle-G

Krackjack

Monaco

Hide & Seek

Gold

Gold

Gold & International High Quality

Trophy

2008 (Brussels) Parle-G

Krackjack

Monaco

Hide & Seek

Gold

Gold

Gold

Silver

2009 (Brussels) Smoothies

Krackjack

Marie Choice

Parle -G Magix

Grand Gold Medal

Gold Medal

Gold Medal

Gold Medal

Products biscuits

DIFFERENT VARITHES OF BISCUTS OF PARLE-G

Krackjack

A little sweet - A little salty… That's what makes Krackjack very, very

delicious! This delightful biscuit is acclaimed in India and across the


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world for its controversial sweet and salty taste. Krackjack has won 11

Gold, 3 Silver and 1 Bronze award at the

'Monde Selection'. You can

Enjoy Krackjack any time plain or with a

host of beverages like tea, coffee or

milkshakes.

Monaco

Trains running late? Lost a bet? Didn't

win the lottery? Do not get tensed. Sure,

on the highway of life there might be the

odd puncture or two. Tension Kyon

leneka? Monaco Khaneka! You see, these

biscuits are so light and crispy, they lift

your spirits. And puts you just in the right

frame to battle the odd irritants life throws up. And you can also top

Monaco with your own imagination.

Marie Choice

More and more people are now discovering

the pleasures of a cup of hot steaming tea.


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Or so it seems. In reality they are actually using (misusing) tea as a ready

excuse to indulge in another packet of Parle Marie Choice. Whatever the

reason, Parle Marie Choice has fast become a preferred teatime

accompaniment. Find out for yourself over a cup of tea. After all, chai toh

hai bahana.

Hide & Seek

Let your taste buds indulge in the

sinful pleasure of a delightful game.

Seek out the chocolate chips that

aren't really hidden. And relish a

delectable experience

called Hide-&-seek - tasty itna, ki

dil aajayee. As you crunch into it,

these chips melt in your mouth. Try as you might, you just can't hide

from the sheer delight of munching a mouthful.

Orange

We promise to tickle your senses.Parle Orange will elevate your

expectations from an orange for ever. The tangy orange cream trapped.

Between two rectangular biscuits is the perfect snack for any

occasion.Age being no bar.


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Mango

Who needs summer for mangoes.At

Parle we give you the very best of it

to anytime.So go on and enjoy the

Parle Mango cream biscuit all year

round.As we said,who needs summer.

Pineapple

A treat to all pineapple lovers.The Parle Pineapple flavoured cream

biscuits are the perfect tropical treat for all those who appreciate the

sweet and sour taste of the pineapple.

Elaichi

Enriched with the goodness of elachi,this cream biscuit will indulge your

taste buds.The natural tasting cream will ensure you a treat you won't

forget.

Digestive Marie

Digestive Marie will change the

way you enjoy your daily

dipping and sipping routine.

Making it more enjoyable and much healthier. With 5 times more fibre

than the regular Marie, you can actually see the fibre in the biscuits. And

with lower fat and calories than other so-called digestive biscuits,

Digestive Marie helps you stay Active-Lite all day. That's why we have a

saying that goes like - Yahi Marie, Sahi Marie".


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Parle-G

There are always some kids who seem smarter

than the rest. Ever wonder how they got to be

that way? If you had to think real hard for the

answer, then probably you've never eaten

Parle-G. Parle-G is the new generation's official power supply. Providing

kids with the vital vitamins and minerals necessary for all round

mental and physical development.

Apart from being the world's largest selling biscuit, Parle - G is the

winner of 8 Gold and 11 Silver awards at the Monde Selection Awards –

the global standard for quality in Food category.

Chocolates

Kismi Bar

The 'Maha' Tasty Bar, that's the best

description for the Kismi Bar. A delicious

elaichi (cardamom) toffee bar. The Kismi Bar

is a favourite for it's great taste and huge size.

In fact, the sales of Kismi Bar, complement its

size - it is one of the largest selling toffee bars in India.

Melody


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A double symphony of chocolate on the inside and caramel on the

outside. That's Melody, India's first double-layered toffee. So delicious in

taste that it

Makes your taste buds sing. With a unique single-twist wrapper, Melody

hits the right note internationally too. It's been acclaimed at the Monde

Selection, where it has won gold and a bronze award.

Orange Candy

Orange Candy was the first product to

be launched from the House of Parle.

For over 50 years, this oval shaped

delight has been extremely popular in

India. Although deceptively simple in

appearance, the zingy, orange taste is a sheer delight to the taste buds. It’s

a tangy treat that has a universal appeal!

Poppins

What does a rainbow taste like? The answer,

my friends, is now available at a store near

you. Yes, open a pack of Poppins, and pop a

goli rainbowwalli into your mouth. Can you

taste the green apple? And what about the


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orangey orange? Or red strawberry and yellow mango? Try the lime

green lemon now. Don't forget the violet black currant? Now repeat till

you can tell the colours with your tongue.

Kachcha Mango Bite

Life is not easy if you're hooked to the

electrifying taste of green mango. Carry a

raw mango in your pocket, and you'll get

weird looks from people. Try putting a

whole one in your mouth, and you'll lose a

few friends, not to mention a few teeth. Put

a few in your bag, and you'll get a sore shoulder. Unless you switch to the

convenience of Kachcha Mangobite. Now enjoy the zingy, zany, tingly,

tangy taste of Kachcha Aam anytime, anywhere with Kachcha

Mangobite. It's a real smooth transparent candy, made using the latest

'deposited candy technology' so that the taste keeps you entertained right

till the very end.


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New Products


Price:-Rs 25

Price:-Rs 25

Price:-Rs 5

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Comparative Study

Article (Business Line)

Purvita Chatterjee

FOR a change, the Mumbai-based makers of the largest selling

brand of glucose biscuits, Parle Products, want to be in the limelight. The

reason being that for the first time, the low-profile company wants to

fulfill its consumer’s dreams through its Parle-G My Dream Come True

contest - its biggest promotion till date.

Setting aside a budget of almost Rs 2.5 crore for this contest alone,

more than enforcing sales, the Parle-G brand is reinforcing its leadership

position in the biscuit market while giving contestants a chance to fulfill

their dreams.

States Pravin Kulkarni, Marketing Manager, Parle Products Pvt.

Ltd, "We want to give children a platform to fulfill their dreams. After

all, dreaming is synonymous with the brand values of Parle-G, which

brings about all-round development to achieve their dreams." The

promotion is the largest of its kind and gives contestants the opportunity

to win whatever they dream of in contrast to the traditional promos where

prizes are fixed. This contest has only first prizes and these prizes are

defined as per the child's dream.


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Launched in 1939, the more than 50-year-old brand of Parle-G is

India's first glucose biscuit to be introduced from the House of Parle.

With a dominant volume share in the glucose biscuit market, Parle-G is

pegged as the largest-selling biscuit brand in the world, making up almost

80 per cent of Parle Products' turnover of Rs 1,300 crore.

The family-run business operating out of the western suburb of Vile Parle

in Mumbai has always adopted the philosophy of being low key with an

endeavour to give value for money. This biscuit and confectionery major

has in fact not bothered to raise the price of its flagship brand for the past

six years and has always tried to provide its offerings at nearly 33 per

cent discount to competitive brands.

While the high profile Britannia Industries has been busy stretching

its portfolio of brands with more premium offerings, Parle Products has

never felt the need to be wary of competition. It has been enjoying a `far

too' comfortable position in the biscuit market, especially in the largest

segment of glucose, with its Parle-G brand. Today it wants to stay

primarily focussed on its oldest biscuit brands, Parle-G, Monaco and

Krackjack, and is intentionally staying away from the premium end of the

Rs 2.400-crore market.

Considering Parle-G has already topped charts worldwide as revealed by

the US-based Bakery Manufacturers' Association, there seems to be no

apparent need for concern. But there is, since Britannia has priced its

offerings on par with Parle,


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Especially with respect to the latter's three main brands (Parle-G, Monaco

and Krackjack). Closing the gap in market share is thus an imminent

possibility. While Parle-G may be leading in the glucose category with a

65 per cent volume share, Tiger (Britannia's Glucose brand) is trailing at

23 per cent volume share, as per ORG-MARG. The difference in share

between Monaco and Snax is also substantial but Krackjack and 50:50

are on par both in terms of pricing as well as shares.

Thus Parle is not really expected to sit still. Apart from becoming more

visible and adding value to the imagery of its flagship brand through its

recently launched all-India contest, it continues to look at all brands

within its portfolio either with intentions of adding more SKUs and

variants or even launching new offerings and pruning away some

unfeasible brands. Thus, the focus is on consolidation of its biscuits and

confectionery business in terms of adding more variants and SKUs to its

heritage brands rather than looking into allied areas to get added growth.

Besides, Parle's internal research reveals that the biscuit market has

graduated from the core glucose and Marie offerings to more value-added

variants and that this applies to the rural markets as well. Another finding

revealed that packaging played a crucial role in both biscuits and

confectionery, with regard to the acceptance of any brand.

Meanwhile, riding on properties such as chess championships and

cricket trophies, the Parle-G brand has been sponsoring sports events in

these areas propagating its values of mental and physical health. In the

recent past, the brand's positioning has moved to `tasty healthy food' from

nutrition and energy. It has also changed its packaging from the staid wax


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paper wrapper to a more plastic and contemporary cover for its glucose

brand. Today Parle is exploring more variants for its flagship brand,

especially popular flavours such as chocolate, with more price points and

SKUs (it already has eight) ranging from its glucose biscuit brand

between Re 1 for 25 gm and Rs 37 for one kg. For the company, it makes

sense to stretch the franchise of its mass brand than that of premium

brands such as Hide & Seek.

The limited volumes gathered from its premium range of Hide & Seek

have made Parle put its variants on hold. States Daphne Nair, Brand

Manager, Parle Products, "There are not many takers at the premium

points, especially for niche variants like mint. We have thus decided to

hold back the flavours of Hide & Seek and limit it to a chocolate cookie."

Launched in 1998, Hide & Seek was Parle's foray into the premium

biscuit market with offerings in chocolate, orange, coffee and mint.

Moving away from its earlier baseline, `Game with taste buds', its new

message is `Best of both worlds'. Today Parle believes in delivering both

taste and health through its chocolate and biscuit offering through Hide &

Seek. Adds B. P. Aggarwal, Managing Director, Surya Foods,

manufacturer of the Priya Gold brand of biscuits, "Hide & Seek has failed

to make an impact. However, its glucose brand of Parle-G continues to

rule the market."

In fact, it is Britannia which is expected to have a greater value share

among biscuits due to its premium offerings and continues to hold a

dominant position in the Rs 35-crore, 2,000 tonnes per annum premium

biscuit market while Parle reigns over the popular biscuit market with its


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flagship brand, Parle-G. Says Jagdeep Kapoor, Managing Director, and

Samsika Marketing Consultants, "Both the companies rule the biscuit

market. Between them one has a stronghold on the popular market and

the other, on the premium. Once in a while they do tend to move into

each other's territories but on the whole they continue to mutually respect

each other." Comparisons between brands can, however, be drawn

directly between these two biscuit majors. For instance, its sweet and

salty biscuit of Krackjack is comparable to Britannia's 50:50 and comes

as the second largest volume brand in Parle's biscuits portfolio. It is

followed by another of its heritage brands, its salty biscuit, Monaco,

which has stretched to include flavours like cheese, jeera, methi and

onion in the past and can be compared to Britannia's Maska Chaska, a

variant of 50:50, which has also come up with spicy herbal toppings.

Meanwhile, there are certain changes happening within Parle's portfolio.

Its more salty offering of the Nimkin brand of biscuits, which is present

in the East, is preparing for a national roll-out while its cream biscuit

brand (Fun Centre) will add more flavours to the current chocolate,

orange, pineapple and elaichi with more SKUs catering to family packs.

Besides, there will be extensions among its namkeen offerings of

cheeselings, Jeffs and Sixer to include more products to the portfolio.

Within its confectionery portfolio, Parle has pegged its toffee brands such

as Kismi, Lux, Dairy and Mayfair at the 25 paise price point. However, it

expects the 50 paise price point to be more viable. It already has a host of

hard-boiled confectionery brands operating in that segment including the

likes of Mango Bite, Tangy and Pick 'n' Pack. This segment is expected


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to be a focus area for the company. Explains Nair, "Although the 25 paise

segment is the biggest potential segment, most of the bigger companies

cannot cover their overheads. The 50 paise segment is the most viable

followed by the Re 1 price point."

A new toffee brand of Cafechino has just been launched at Re 1 down

South while it has stretched the franchise of its Mango Bite to a juicy

centre-filled offering at the same price point. Confectionery brands in the

rolls category include another heritage brand, Poppins, which was

relaunched two years ago with new flavours and packaging while

Rol.a.Cola is on the threshold of a similar exercise. However,

confectionery is not really a thrust area for the company now and

contributes only 15 per cent to the turnover, although the business is

nearly as old as its biscuits, having been launched way back in 1929.

While core brands in the glucose and Marie category comprise the bulk

(65 per cent) of the biscuit market, the higher growth rates of 10-12 per

cent seem to be coming from the non-core segments. Explains Nair,

"There is magnified value growth due to the higher margins in the non-

core biscuit category." Pegging growth rate for the core biscuit market

between seven and 10 per cent, the glucose biscuit category in India is

now estimated at Rs 1,500 crore.

There is no dislodging Parle-G in its segment. Industry observers mainly

attribute it to its well-entrenched distribution (the company covers 12-15

lakh outlets across the country) which can beat any new player wanting to

make an entry. In any case, the volumes are expected to come from this

segment alone with the others (the non-core segments) such as the salty


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and cream biscuits commanding meagre volumes between three and four

per cent of the entire biscuit category, according to the company. The

Marie segment, however, seems to register higher volumes of 12-13 per

cent while the sweet and salty category registers a nine per cent volume

In the market. Considering India is supposed to be the world's second

largest biscuit industry (after China), in the past, several MNCs tried

entering the biscuit segment but failed due to the existence of

unorganized players in the popular segment of the market.

According to the Federation of Biscuit Manufacturers, the per capita

consumption in India is about 1.2 kg per annum, compared to 15 kg per

annum in developed countries. Now there are more players preparing to

set up shop including the likes of United Biscuits and Nestle (which has

increased its stake in Excelsia Foods). But such players will have to

tackle Britannia in the premium market. Competing with Parle Will never

be easy in the popular biscuit market in India, especially now that it has

taken the onus of fulfilling its consumers' dreams.

Sampling:-

Sample size : 100 Units (70 General retail stores and 30

Super Markets.

Sampling Method : Stratified random sampling.

Sample Plan : Personal Interview

Sample Unit : Retail Stores and Super Markets.

Data Collections Methods:-


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Primary data: Field Survey

Secondary data: Company records.

Area of research: Gangavathi city

Research approach : Survey method

Measuring Tool:-

- Questionnaire (Graphs and Charts)

- Analysis done using SPSS 11.0 Version.


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Analysis &interpretation

Analysis &interpretation

The survey was conducted in fourth quarter of 2009

in Gangavathi market. The data gathered from the sample

users have been analyzed, interpreted and the results

have been explained below:

1. Classification of responds on the basis of age;

Sl noAge of respondents in (years)

Number of respondents

Percentage to Total (%)

1 Below 20 18 18%2 20-30 36 36%3 30-40 32 32%4 Above 40 14 14%

Total 100 100%


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Sources: Field survey

The above table clearly shows that out of 100

respondents, 18 respondents were below 20 years

comprising 18%, there are 36 respondents in the age

group of 20-30 years who comprising 36% of total

respondents similarly 32 respondents who are in the age

group of 30-40 years comprising 32% and remaining 14

respondents are in the age group of above 40 years who

comprising 14% of the total respondents.

2. Classification on the basis of gender

Gender No of

respondents

Percentag

e

Male 60 60%

Female 40 40%

Total 100 100%


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Out of the 100 respondents 60 respondents

representing 60%are male and remaining 40

responding 40% are female.

3. Classification based on qualification.

Sl no QualificationNumber of

Respondents

Percentag

e in Total

1 S S L C 16 16%

2 Under 16 16%

3 graduate 56 56%

4 Graduate 12 12%

Post


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graduate

Total 100 100%


The above table shows that out of 100 respondents

16 respondents education level do comprise 16% 16

respondents comprising 16% are under graduate 56

respondents comprising 56% are graduate & remained 12

respondents who comprising 12% of the total respondents

post graduates.

4. Classification based on occupation.

Sl no Occupatio

n

Number of

respondents

Percenta

ge

1 Professio 20 20%


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n

2 Business 36 36%

3 Employee

s

36 36%

4 Others 8 8%

Total 100 100%


The above table shows that among 100 respondents

20 respondents comprising 20% are professional 36

respondents comprising 36% are business man 36

respondents comprising 36% are employers and the

remaining 8 respondents who comprising 8% to the total

respondents are doing other work such as agriculture etc.

5. Classification based on monthly annual income.

Sl no Income No of Percentage to


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respondents total

1 Below

10000

12 12%

2 10000-

25000

40 40%

3 25000-

50000

32 32%

4 Above

50000

16 16%

Total 100 100%


The above table shows that among 100 respondents 12

respondents comprising 12% are earning below RS

10000, 40 respondents comprising 40% are earning

between 10000 and 25000, 32 respondents comprising

32% are earning between 25000 and 50000 and the


63


remaining 16 respondents who comprise 16% to the

total respondents are earning more than 50000.

6.Ranking of the biscuits

PARTICULARS RANKING

Good day 1

Little hearts 2

Tiger 3

Maska Chaska 4

Marie gold 5

Cream treat 6

50-50 7

Bourbon 8


1. The 100 respondents have ranked their preference of biscuits as

above the first rank to good day and second rank to little hearts

and third rank to tiger and fourth rank to maska Chaska fifth


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rank to Marie gold sixth rank to cream treat and seventh rank to

give 50-50 and seventh rank to give bourbon biscuits.

7. Classification of the respondents based on source

of information.

SL no MediaNo of

respondents

Percentage in

Total

1 TV, radio 84 84%

2 Relative, friends - -

3 Newspaper,

magazines

16 16%

4 Local dealer - -

Total 100 100%


The above table shows that among 100 respondents

the maximum number of respondents 84 comes to


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know about Britannia from advertisements which

comprise 84% of the total respondents. The remaining

16 respondents come to know about the company

through TV and news paper and advertisement and

none through relative and friends and through local

dealers.

8. Classification of the respondents based on

regularity of purchase of Britannia biscuits.

SL

no

Regularit

y

Number of

respondents

Percentage to

total

1 Regular 60 60%

2 Frequentl

y

32 32%

3 Occasion

ally

8 8%

Total 100 100%


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Out of 100 respondents 60 purchase the Britannia biscuit regularly

32 purchase Britannia biscuits frequently and 8 purchase Britannia

biscuits occasionally.


63


9. Classification of the respondents based on

percentage of the use:

SL

NOYEARS

NUMBER OF

RESPONDENT

S

PERCENTAGE

TO TOTAL

1 Past 1 year 8 8%

2 Past 2year 16 16%

3 More than 2

years

28 28%

4 More than 5

years

48 48%

Total 100 100%


Out of 100 respondents 8 are using Britannia biscuits

from past 1 year 16 are using Britannia biscuits from

past 2 year 28 are using Britannia biscuits from more


63


than 2 years and 48 are using Britannia biscuits from

more than 5 years.

Finding

Suggestions

Conclusion


63


Findingsa) In Organized sector 86.67% strongly agree that the performance of

Parle products is good and the other 13.33% agree that it is good.

b) In unorganized sector 84.29% strongly agree that the performance

of Parle products is good and the other 15.71% agree that it is

good.

c) In Organized sector 90% say that introduction of new products

helps them to boost their sales and 10% say that their sales get hit.

d) In Unorganized sector 78.57% say that their sales hit badly and the

remaining 21.43% say that it is a flop idea.

e) 90% in Organized sector prefer Parle introducing its new product

Quarterly and remaining 10% prefer half Yearly.

f) Where as in Unorganized sector 98.57% prefer introducing half

yearly and 1.43% prefer yearly.

g) 100% from both the sectors say that the sales have not hit due to

reduction in the weight of biscuit.

h) In Organized sector 76.67% sales are between Rs 2000 and above

and 23.33% sales are between Rs 1501 – 2000.

i) In unorganized sector 70% sales are between Rs 501 – 1000,

28.57% sales are between Rs 1001 – 1500 and 1.43% are between

0 – 500.


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j) Brand name of Parle is a vital factor which influences the sales

followed by advertisement and its taste.

k) In Organized the most preferred and fast moving Parle product in

Biscuits is Parle-G, followed by Hide and Seek and Krackjack.

Suggestionsa) The suggestions offered by sample users of Britannia

biscuits have been explained below;

b) According to survey findings, the main demand of the

consumers is to reduce the price and increase the

quantity to be affordable by all class of people.

c) It is suggested to undertake advertisement at a

larger scale to attract people of different age groups.

Collective advertisement shall be given to create

awareness of different brands of same company.

d) Many people complain that biscuits do not have any

gift offers so it is suggested to offer same gift offers

to improve the sales and to meet competition.

e) The advertisement shall take film stars in place of

cricketers to catch the customers’ attention towards

their opinion leaders.

f) Since the children play an important role and the

centre of attraction to the product, they need to be

provoked by things with the product like tattoos etc.


63


g) Economical pack shall be introduced to reduce the

price at the same time to preserve the biscuits in all

climate and able to survive wide distribution.

h) Still there is scope for innovation, the biscuits can be

made nutritious by adding corn flour, barely etc to

enrich.

ConclusionTo conclude, the survey results highlight some important facts, the brand

name “parle” is a vital factor for the sales of its product. The sales

performance of parle is good in both the sectors but to organized sector is

more profitable for the company.


63


ANNEXUREQuestionnaire

Bibliography


63


QuestionnaireDear Sir/Madam,

As a part of curriculum I have undertaken study on, “A Comparative

Study on sales of Parle products at Gangavathi in Organized and

Unorganized retail sectors”. The information provided by you will be

strictly kept confidential and used for academic purpose only.

Name of the outlet: ______________________________________

Area:

Area 1 [ ] Area 2 [ ]

Area 3 [ ] Area 4 [ ]

Q-1.My shop is

Organized [ ] Unorganized [ ]

Q-2.The performance in sales of Parle products is good, I ___________


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|___________________|_____________|_________________|

_________________|

Strongly-agree Agree Neither agree Dis-agree

Strongly dis-agree nor Dis-agree

Q-3.What do you think of Parle introducing its products every 3 months?

My sales hit badly [ ]

Helps me boost my sales [ ]

Totally a flop idea [ ]

Q-4.If it should introduce than when

Yearly [ ] Half yearly [ ]

Quarterly (Should continue) [ ]

Q-5.Has the reduction in weight of Biscuit hit the sales?

Yes [ ] No [ ]

Q-6.What are your sales per week of Parle?

0-500 [ ] 501-1000 [ ] 1001-

1500 [ ]

1501-2000 [ ] 2000 and above [ ]

Q-7.The factors which influence the sales of Parle are (Rank with 1 being

highest and 8 lowest)

Brand name [ ] Price [ ]

Taste [ ] Advertisement [ ]


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Commission [ ]

Q-8.If organized

A). The fast moving and preferred Parle product (in biscuit) in my shop

is:

Krackjack [ ] Hide & Seek [ ]

Marrie choice [ ] Mango cream [ ]

Monaco [ ] Marie Digestive [ ]

Parle G [ ] Chocolate Cream [ ]

B). The fast moving and preferred Parle product (in chocolate) in my

shop is:

Kismi [ ] Orange candy [ ]

Melody [ ] Mango bite [ ]

Poppins [ ] Kaccha Mango [ ]

Q-9.If unorganized

A). The fast moving and preferred Parle product (in biscuit) in my shop

is:

Krackjack [ ] Hide & Seek [ ]

Marrie choice [ ] Mango cream [ ]

Monaco [ ] Marie Digestive [ ]

Parle G [ ] Chocolate Cream [ ]


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B). The fast moving and preferred Parle product (in chocolate) in my

shop is:

Kismi [ ] Orange candy [ ]

Melody [ ] Mango bite [ ]

Poppins [ ] Kaccha Mango [ ]

Thank You

Bibliography

Marketing management

- Philip kotler


- Sontakki


- Sharlekar


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Websites:-

www.google.com

www.capitalmarketing.com

www.britanniaindia.com

www.Wikipedia.com


http://www.Wikipedia.com/

http://www.britanniaindia.com/

http://www.capitalmarketing.com/

http://www.google.com/

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