PROJECT REPORT

ON

brand positioning of

PARLE WAFFER

Submitted in Partial Fulfillment of the

Requirement of PGDM Program of

INSTITUTE OF MANAGEMENT STUDIESA UGC Recognized InstituteA-8B, Plot –C, Sector-62, Noida

IMS, NOIDA During the year 2010-12

Project Guide Submitted by

Mr.Ashish kumar jha Abhishek katiyar

DECLARATION

ABHISHEK KATIYAR Roll no. PGD10005 student of PGDM 1year of

INSTITUTE OF MANAGEMENT STUDIES, Noida hereby declare that I have

completed my summer training in Marketing on the project titled “NEW PRODUCT

LAUNCHING IN PARLE WAFERS” is my original work and the same has not been

submitted for the award of any other diploma or degree.

Countersigned Signature of Student

Signature of Faculty Guide

2

PREFACE

Work experience in an in-dispensable of every professional course. As we all

know that without the practical experience or knowledge the theoretical knowledge

has become worthless. So the practical training in any organization is must for each

and every individual who is undergoing management course. Without the practical

exposure one can not consider himself as a qualified capable manager.

“PARLE” (A unit of biscuit and chips production industry)

Entering in the organization is like stepping into altogether a new world. At

first very thing seems strange and unheard but as the time passes, one understands the

concept and working the organization and there by develop the professional

relationship. The main motto of this training is just to modify the theory so as to apply

it to given practical solution.

This report is the crux of the whole project-work experience. It is an attempt to

elucidate the more importance aspect of research that is concerned to project and a

detailed analysis of each facts and findings with comments and explanatory notes.

The chief aim of this project-report is to given a clear and systematic picture

of whole research that was conducted for the accomplishment of project work.

I sincerely believe that there is no better place to learn this practical site of

management than the industry itself.So far as the limits of my space would allow,

therefore I have tried to suggest the best alternative to eliminate deficiencies in the

existing system.

Mr. ABHISHEK KATIYAR

3

ACKNOWLEDGEMENT

First of all I am thankful to the PARLE WAFFERS Pvt Ltd., NOIDA where I able to

prepare this project report. I express great sense of gratitude to Mr. ASHISH

CHAUHAN,SALES OFFICER, PARLE who give me the opportunity to work with

his prestigious his valuable guidance, integrated support

And perceptive criticism helped me to conceptualize this research work his guidance

is precious and unforgettable experience which will help me in my future.

I Special thanks to Mr. NAYAN MISHRA , sales officer for pay his kind

support, guidance and cooperation for the successful completion of this study.

His academic excellence, immense interest, scholarly suggestions and affable

temperament have been the source of inspiration and motivation which helped me to

complete this research work.

I want to offer my sincere thanks to all the staff members of PARLE .I also

indebted to the respondents for their valuable support and kind cooperation for the

purpose of study.

I express my great sense of gratitude to my caring family for their encouragement

and moral support made, as and when required to complete this study.

MR.ABHISHEK KATIYAR

4

TABLE OF CONTENTS

S.NO

CONTENTSPAGE NO.

1. Executive Summary 6

2. Statement of the Problem7

3. Objectives of the Study7

4.Introduction of Sector and Industry 8

5. Project methodology 11

6. Limitations of Study14

7. Introduction of organization 17

8. Analysis32

9. SWOT Analysis 40

10. Findings 42

11. Recommendations and Suggestions 43

12. Conclusion 45

13. Appendix 46

Bibliography 58

5

EXECUTIVE SUMMARY

The researcher undertake his project in a unit of WAFER manufacturing

industry in India, viz. – PARLE, Rudrapur. The Project title is Comparative analysis

of LAYS,BINGO,KURKURE and Parle.

The main task assigned to the researcher is to find and evaluate the market

analysis of Parle,lays and bingo and to calculate the respective market ratios which

will prove helpful in the market analysis.

The Summary of the project work is as follows in chronological sequence-

The report is concerned with the introduction to industry and also concerned

introduction to the company.

The Project profile comprises of project title, significance, methodology,

scope and limitation of the study.

In facts and findings where researcher has presented all the collected

information.

The research includes the analysis and interpretations of the collected data and

the SWOT analysis.

In the end the research contains conclusion made by the researcher.

6

Statement of the Problem

New product launching in Parle wafers and check responses in the market in compare to other competitors (BINGO, LAYS, KURKURE, HALDIRAM&DIAMOND).

Objectives of the Study

1. To find out Parle Coverage in various areas of Noida.

2. To check the Brand availability of the company products at different stores.

3. To compare the Brand with its competitive Brands like ITC’s Bingo, PEPSI’s

Lays, haldiram in terms of coverage, number of brands available and monthly

sales.

4. To analyze that which type of sticks and chips are most preferred and

demand by the customer. It was done by asking storekeepers as well as

customer.

5. To analyze the availability of new flavor’s response in Parle wafers launched

in the market.

6. To compare the organized retail stores with unorganized retail stores in terms

of brand availability.

Reference Period

This study is conducted for the period of 60 days starting from 28th of March 2011 to

30th of May 2011

7

INTRODUCTION

SECTOR

Fast moving consumer goods (FMCG), are products that are sold quickly at

relatively low cost, have a quick turnover and get replaced within a year. Though the

absolute profit made on FMCG products is relatively small, they generally sell in

large quantities, so the cumulative profit on such products can be large. Examples of

FMCG generally include a wide range of frequently purchased consumer products

such as biscuits, toiletries , soaps, cosmetics, teeth cleaning products, shaving

products and detergent, as well as non durables such as glassware, light bulbs,

batteries, paper products and plastic goods. FMCG also includes pharmaceuticals,

consumer electronics, packaged food products and drinks, although these are often

categorized separately. Some of the best known examples of Fast Moving Consumer

Goods companies include Clorox, Colgate-Palmolive, General Mills, H.J. Heinz,

Reckitt Benckiser, Sara Lee, Nestle, Unilever, Proctor and Gamble, Coca Cola,

Carlsberg, Kimberly-Clark, Kraft, Pe

psi,

Warburton’s, Wilkinson and Mars.

8

Scope of the sector: The Rs 110000-crore Indian FMCG sector is expected to

maintain its double-digit growth for the quarter ended March 2010. Being a sector led

by domestic growth, it is least likely to be affected by the financial meltdown. The

FMCG industry is set to grow 20-30 per cent in 2009-10, up from 10-20 per cent in

2008-09. The growth would be driven by the launch of new products and increasing

rural consumption. A well –established distribution network, intense competition

between the organized and unorganized segments characterizes the sector.

The introduction of goods and services tax (GST) in Union Budget 2010 by April 1,

2011, may help FMCG companies save on distribution costs, remove multiple taxes

and bring down prices in the long run.

Though the hike in minimum alternate tax from 10% to 15% would adversely

hit companies with factories in excise-free zones, they rule out increasing consumer

prices.

Retail sector: Retail became a buzz word in India before recession; in fact the word

'booming' was found only attached to this sector. But as recession took

Its toll, 99% of sectors went for a toss including retail. The market has just started

picking up and India is reclaiming to regain its position in the retail segment.

In a recent report, the authors of AT Kearney's 2009 global retail development index

said that India's largely unmodernised retail sector remained attractive to both

domestic and international retailers, in spite of government regulations that prevent

100 per cent foreign ownership of retail stores.

For most of the retailers like Pantaloon, Vishal, Cantabil and Priknit, retail still

continues to buzz everywhere in India with many foreign brands coming in, whether

it's the largest US retailer Wal Mart which opened its first store, last month, in Punjab,

in a joint-venture with Bharti Enterprises, Or Tesco and Carrefour which are also

planning joint venture stores.

Even as corporates are expecting the new Congress-led United Progressive Alliance

Government at the Centre to open up fully FDI in retail sector, a Parliamentary

Committee has argued for a total ban on even the domestic heavyweight corporates

from entering retail trade in grocery, fruits and vegetables.

9

Also, there is expectation the forthcoming Union Budget may spell out a policy

position. Retail giant Ikea holding back its plans to enter India is being bandied about

as a setback for the country. There is also talk that investments and flow of technical

knowhow could be hampered if the sector is not opened up to overseas.investors.

But over all if we see, the issue to be debated shouldn't be whether FDI in organized

retail is desirable, but what its impact would be on small retailers in the unorganized

sector, and whether we have policies to protect the vulnerable sections.

It was meant to revolutionize the way we shopped, spent, consumed and lived. With

its ‘Retail Revolution’, India was making an indelible mark on the global retail map.

The billion plus consumers and steady economic development were fuelling the

growth of India’s $ 25 billion organized retail market. And the Indian blue chip

companies started to go the retailing way — Bharti, Reliance, Tata, Mahindra, Aditya

Birla Group and RPG — all were making the retail foray. As the sector grew at the

rate of 30-40% per annum over the last decade, India became the preferred destination

for global brands and retail chains to cash in. But with the Q3 growth for FY2008-09

at 10-12% as against 35% of the previous year accompanied with closures of Indian

retailers, pulling out from certain cities and the Subhiksha saga unfolding, the dismal

story of revolution is now unraveling.

Organised Retail Sector: It was meant to revolutionize the way we shopped, spent,

consumed and lived. With its ‘Retail Revolution’, India was making an indelible mark

on the global retail map. The billion plus consumers and steady economic

development were fuelling the growth of India’s $ 25 billion organized retail market.

And the Indian blue chip companies started to go the retailing way — Bharti,

Reliance, Tata, Mahindra, Aditya Birla Group and RPG — all were making the retail

foray. As the sector grew at the rate of 30-40% per annum over the last decade, India

became the preferred destination for global brands and retail chains to cash in. But

with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year

accompanied with closures of Indian retailers, pulling out from certain cities and the

Subhiksha saga unfolding, the dismal story of revolution is now unraveling.

10

PROJECT METHODOLOGY:

11

Underst and and st udy the plans and prepare a questionnaire

Use quantit ative and exploratory research for data

Analyze the collected data for detecting the gaps,deficiencies & areas of improvement

Develop recommendations based on the findings.

Research Type:

EXPLORATORY RESEARCH

EXPLANTION: The study was conducted by Parle Products Pvt. Ltd in 12-13areas

of Noida mentioned below (source list) for the first time regarding market review and

comparative analysis between unorganized and organized retail stores.. Thus it is an

exploratory type of research.

Sample Design

A sample design is a definite plan for obtaining a sample for a given population. It

refers to a techniques or procedure adopted in selecting items for the sample.

Sampling:

Further, the design that has been adopted for the study of the given topic is

CONVENIENT SAMPLING.

EXPLANATION: During the course of the study we visited a no. of stores that were

scattered all over Noida (source list mentioned below). Apart from this we had no

written record of the number and names of the stores in the city. It was very difficult

to tabulate a record of all the retailers and wholesalers present in the city and then

carry out our study, in the short span of time that was allotted. As a result we had to

select the retailers according to our convenience. We went to the areas and surveyed

all shops that could possibly be approached.

The following is the sample design that has been adopted for the study.

1. Population :- 450(Noida)

2. Sampling Unit :- Areas of Noida

12

3. Source list :-

Unorganized retail stores (Areas):

a. Richa store

b. Raju kirana store

c. Sheshnath store

d. Shree shyam store

e. Jindal store

f. Balaji store

g. Bansal store

Organized retail stores:

a. Food king

b. Big shop

c. Daily shop

d. Vaishnav store

4. Sample size:- A total of 410 unorganized retail stores with 40 organized retail

stores .

Tools and techniques for Data Collection

Tools and techniques for:

1. Primary Data:- The researchers collected primary data during the course of

research period with the help of the questionnaire that was designed for the

storekeepers as well as consumers to collect the information that was required

to carry out the research.

13

2. Secondary Data:- Secondary data was collected from books, articles, Internet

and previous research papers that had been conducted by the company

representatives and officials.

Tools and techniques of Analysis

Simple statistical tools and techniques like average, ratios, pie charts, tables and

graphs in addition to hypothesis testing (z-test, for difference between

proportions) & factor analysis method are used to analyze the data.

Limitations of the Study

1) The study was conducted in 60 days that is not enough for such a vast topic.

2) It was difficult for the storekeepers to pinpoint the sales of a particular brand

in both organized and unorganized retail stores.

3) No proper data was available about the stores in the city.

4) There were not a big number of organized retail stores in Noida to carry out

the research more efficiently.

5) As the nature of research was exploratory so it was difficult to cover each and

every retailer.

6) Many retailers don’t express their original perception and views because of

biasness.

14

INDUSTRY:

Presenting Parle's Wafers. Made with the choicest of handpicked potatoes, it's lip-smackingly delicious, delightfully crunchy and comes in four exciting flavours - Tangy Tomato, Cream and Onion, Classic Salted and Masala Masti. Grab one. Or grab’em all. Whenever you want, wherever you please. We're sure you'll enjoy it from the very first chip till the very last.

5 and 10 and 20

Hello spicy people! Your search for the snack with real magical taste ends here! Parle

brings to you Full toss, the lip smacking- scrumptious snack, perfect for any occasion

and craving. Be it a longing for the tangy taste or your palate is itching for something

15

spicy, we’ve got it all. Just take a bite of Green Mango Chutney, and enjoy the brain

numbing tangy taste of raw mango. Or, endlessly munch into Masala Munch, to dive

into the spice heaven. Or just, treat yourself to the crackling taste of Jhalmuri Kolkata

Bhel. No matter what tickles your taste buds, we have put our money where our

mouth is, we bet that your tongue will come asking for more!... 

After all the real magic is in here! 

Indian Biscuit Industry: According to Indian Biscuit Manufacturers' Association

(IBMA), after stagnating growth of about 14 per cent in 2006-07, biscuit industry

grew by 17 per cent in 2007-08 due to excise duty exemption on biscuits with MRP

up to Rs 100 per kg, Indian Biscuit Manufacturers Association. ). Therefore, Indian

biscuit industry has demanded a reduction in value added tax to four per cent from the

current level of 12.4 per cent on biscuit, so that the growth rate can go up to 20 per

cent.

The Rs 8,000-crore industry hopes that the biscuit segment will have over 20 per cent

annual growth in the next five years if VAT is reduced to four per cent

India, world's third largest biscuit producer after the US and China, produces nearly

19.5 lakh tonnes annually and the states, however, have imposed the VAT at 12.5 per

cent, which is very high.

16

PARLE is a biscuit manufacturing unit of Uttaranchal in Rudrapur . The introduction

of PARLE can be bifurcated into following parts.

1.1.1 Brief history

1.1.2 Quality of products.

1.1.3 Core values.

1.1.4 Awards.

1.1.5 Annual production

HISTORICAL BACKGROUND:

India’s leading confectionary brand Parle has recently launched a campaign to reposition its Parle Wafers to connect it with the youth of today, someone who is stylish and wants to flaunt himself. The campaign consisting 3 TVCs is conceptualized by Grey India.

Launched during the ongoing IPL season, the films target to bring out the relation between cricket and superstition with the use of Parle Wafer.

Parle Wafers initially launched as ‘Musst Chips’ April’08 in Maharashtra which then extended nationally in a phased manner saw dwindling sales due to many factors. It was seen that the brand was liked mainly by people (esp. housewives), who only look for more quantity at a lesser price and had no connection with the youth. Parle

17

Products for this particular reason replaced ‘Musst Chips’ with ‘Parle Wafers’ bringing a younger appeal to it.

Working on the brief, the major challenge in front of the agency was to create clutter breaking communication for the consumers and register the new brand identity in their minds. Another challenge is that IPL is a crowded place to advertise, so the communication should stand out in the crowd to grab the consumer’s attention.Cricket is a religion in India and when it comes to religion, superstitions are bound to be present. It’s not a domain of spectators but players too follow certain superstitions to make their team win.

Sport personalities like Sachin Tendulkar, Steve Waugh, and Phil Simmons etc. are well known in the cricketing world for their superstitions along with Amitabh Bachchan and some other well known faces. Since today’s youth follows these trend setters, Parle took this insight and coined the line “Parle Wafers khaaneka – match jeetaneka, aapka kya hai funda” for the launch of Parle Wafers.In the three TVC’s – Stretch, Slap and Head, Parle has tried to bring out this superstitious phenomenon related to cricket fansThe TVC Stretch shows a guy watching the game and eating Parle Wafers. He has a Parle Wafer and then stretches, as soon as he stretches a four is hit, which gets him all excited and superstitious so every time before a bowl is bowled he quickly eats a wafer and goes back to his stretching.

18

QUALITY OF PRODUCTS

Hygiene is the precursor to every process at Parle. From husking the wheat and

melting the sugar to delivering the final products to the supermarkets and store

shelves nationwide, care is taken at every step to ensure the best product of long-

lasting freshness. Every batch of chips and sticks are thoroughly checked by expert

staff, using the most modern equipment hence ensuring the same perfect quality

across the nation and abroad.

Concentrating on consumer tastes and preferences, the Parle brand has grown from

strength to strength ever since its inception. The factory in Mumbai was the first to be

set up, followed soon by the one in Bangalore, Karnataka. Parle Products also has 14

19

manufacturing units for biscuits and 5 manufacturing units for confectioneries, snacks

on contract.

CORE VALUE

An in-depth understanding of the Indian consumer psyche has helped Parle evolve a

marketing philosophy that reflects the needs of the Indian masses. With products

designed keeping both health and taste in mind, Parle appeals to both health conscious

mothers and fun loving kids. The value-for-money positioning allows people from all

classes and age groups to enjoy Parle products to the fullest.

AWARDS

Parle products have been shining with the gelds and silvers consistently at the Monde

Selection ever since they were first entered in 1971. Monde Selection is an

international institute for assessing the quality of foods and is currently the oldest and

most representative organization in the field of selecting quality foods worldwide.

WHOLE COMPANY BRANDS:

PARLE – G

CREAM BISCUITS:-

KRACKJACK

MONACO

ORANGE

MARIE CHOICE

BOURBON

HIDE SEEK

CHOCOLATE

FUN CENTER

ELAICHI

CHEESLINGS

PINEAPPLE

20

SIXER

MANGO

PARLE’S

FULLTOSS

Brands

An in-depth understanding of the Indian consumer psyche has helped Parle evolve a

marketing philosophy that reflects the needs of the Indian masses. With products

designed keeping both health and taste in mind, Parle appeals to both health conscious

mothers and fun loving kids. The great tradition of taste and nutrition is consistent in

every pack on the store shelves, even today. The value-for-money positioning allows

people from all classes and age groups to enjoy Parle products to the fullest.

Biscuit goodies: Confectionary:Parle-G GolGappaKrackjack Classic MintMonaco Lite MintMonaco Funion KismiKreams Orange CandyHide and Seek Mango BiteHide and Seek Milano Melody

PoppinsEclairs- 50 p

Bourbon Melody Softe- 1Rs.Kismi Bar

Parle Marie ChoxKacha Mango

Milk Shakti MazeloImli Bite

Kismi GoldParle 20-20 Cookies Munch on snacks:Nimkin Parle’s and fulltoss

21

HUMAN RESOURCES:

>PEOPLE PERSPECTIVE IS IMPORTANT

>EMPLOYEE ORIENTED

>CONTINUOUSLY MOTIVATE

>TRAIN & DEVELOP THE WORKFORCE

EMPLOYEE PROFILE :

TOTAL NO. OF WORKERS - 763

STAFF MEMBERS - 46

Parle products pvt ltd. Mumbai promotes the company, which is holding

company of the Parle biscuits pvt ltd. The directors of M/s Parle products pvt

limited are:

BOARD OF DIRECTORS :

MR. ATUL K. SHAH

MR. R.S. NEVATIA

MR. BRAJESH K.TRIPATHI

MR. S.N.VERMA

AUDITORS:

DELLOIT HARSHSKIN & SONS

BANKER:

UTI

PUNJAB NATIONAL BANK

22

CBOP

MOTHER UNIT:

PARLE PRODUCTS PVT. LTD.

NORTH LEVEL CROSSING

VILLE PARLE (EAST)

MUMBAI

CORPORATE OFFICE:

NIRLON HOUSE

A.B.ROAD

MUMBAI.

MOTHER UNITS : -

Mumbai, Nasik, Banglore, khaboli, Bahadurgarh (Haryana), Bhuj (Gujarat),

Neemrana (rajasthan), sitarganj, pantnagar.

23

MARKETING MIX 7PS

Marketing professionals and specialist use many tactics to attract and retain theircustomers. These activities comprise of different concepts, the most important one beingthe marketing mix. There are two concepts for marketing mix: 4P and 7P. It is essential tobalance the 4Ps or the 7Ps of the marketing mix. The concept of 4Ps has been long usedfor the product industry while the latter has emerged as a successful proposition for theservices industry.

The 7Ps of the marketing mix can be discussed as:

Product - It must provide value to a customer but does not have to be tangible at the sametime. Basically, it involves introducing new products or improvising the existingproducts.

CREAM & ONION17 GM   5 4.46

CLASSIC SALT 17 GM   5 4.46

TANGI TOMATO 17 GM   5 4.46

MASALA MASTY 17 GM   5 4.46

CREAM & ONION 36 GM   10 8.92

CLASSIC SALT 36 GM   10 8.92

TANGI TOMATO 36 GM   10 8.92

MASALA MASTY 36 GM   10 8.92CREAM & ONION 84 GM   20 17.85CLASSIC SALT 84 GM   20 17.85TANGI TOMATO 84 GM   20 17.85MASALA MASTY 84 GM   20 17.85

Price - Pricing must be competitive and must entail profit. The pricing strategy cancomprise discounts, offers and the like.

Place - It refers to the place where the customers can buy the product and how theproduct reaches out to that place. This is done through different channels, like Internet,wholesalers and retailers.

24

Promotion - It includes the various ways of communicating to the customers of what the company has to offer. It is about communicating about the benefits of using a particular product or service rather than just talking about its features. The company has not yet started using much of its advertising budget of Rs 5-10 crore for each brand and will launch above-the-line advertising campaigns shortly.

People - People refer to the customers, employees, management and everybody elseinvolved in it. It is essential for everyone to realize that the reputation of the brand thatyou are involved with is in the people's hands.

Process - It refers to the methods and process of providing a service and is henceessential to have a thorough knowledge on whether the services are helpful to thecustomers, if they are provided in time, if the customers are informed in hand about theservices and many such things.

Physical (evidence) - It refers to the experience of using a product or service. When aservice goes out to the customer, it is essential that you help him see what he is buying ornot. For example- brochures, pamphlets etc serve this purpose.

25

26

27

DIRECT COMPETITORS:

COMPANY PACK MRP % MARGIN SCHEME (HWAY)HALDIRAM 19 GM 5 15 10  40 GM 10 15 12  36 GM 15 100  LAYS 14 GM 5 11 11  30 GM 10 11 11  36 GM 15    BINGOO 36 GM 10      50 GM 5    

28

THE CUSTOMER CONFIDENCE:

The Parle name conjures op fond memories across the length and breath of the

country. After all, since 1929, the people of India have been growing up on Parle

biscuits and sweets.

Today, the Parle brands have found there way into the hearts and homes of people all

over India and abroad. Parle biscuits and confectioneries continue to spread happiness

and joy among people of all ages. The consumer is the focus of all activities at Parle.

Maximizing value to consumer and forging enduring customer relationships are the

core endeavors 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 and 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 provide them an open and participative

environment."

29

MISSION STATEMENT:

> Grow then higher then market growth rate, while maintaining leadership in the

industry.

> Have access to customized information globally.

> Aim to zero defect products, there are exceeding customer’s expectations.

> Develop process flexibility and innovation to get significant portion of turnover

from new products.

> Expand distribution network in neighboring countries, presence in other countries.

> Impart training, motivation and respect to all employees and associates.

 

Parle Social Responsibility:

30

Parle Products with its wide platter of offering of biscuits and wafers like Parle-G,

Krackjack, masala kachcha,masala masti,tangi tomato, and many others since 1929 is

also actively engaged to change & uplift the social face of India. As a part of

Corporate Social Responsibility Policy Parle is keenly involved in the overall

development of younger generation with focused endeavor to built New Face of

India and spread happiness & joy all over.

Parle Centre of Excellence as an institution is dedicated to enrich the lives of people

through conducting various cultural programs across all region to facilitate the all

round development of the children. Every year, Parle organises Saraswati Vandana

in the state of West Bengal during the festival of Saraswati Puja, inviting schools

from all across the state to participate. The event is one of much fanfare and

celebration, keeping alive the culture and traditions of ages. Our involvement in

cultural activities has seen the inception of Golu Galata in Tamil Nadu, held during

Navratri. Its gives a platform to all the members of a household to showcase their

creativity and being judged by immanent personalities. Thousands of families

participate and celebrate the occasion on a grand scale.

These events give us a chance to interact with children on a one-to-one basis, and

promote our belief of fun and health for the whole family

31

ANALYSIS

After visiting the PARLE factory as industrial visit the researchers analyzed that the

best selling branded biscuit and wafers company offers its customers with large

variety of biscuits (parle-g, krack-jack, Monaco, hide and seek etc.), confectionaries

(mangobite, melody, poppins) and snacks (Musst bites),wafers(parle’s,fulltoss)

It aims “TO SERVE PEOPLE AND NATION”

The privately owned self financed company provides motivation and confidence to its

staff and other related members by providing various facilities and organizing certain

events. It has a very open work culture. The atmosphere is so comfortable and relaxed

that helps in increasing productivity and efficiency. It lunches and outstation team-

building exercises that augment inter-personal relations and mutual understanding.

Parle has found its way into the Indian hearts and home. It spreads happiness and joy

among the people of all ages.

As one comes to visit their plant, they welcome them whole-heartedly and cooperate

with them in the best way they can. They are the strict followers of Japanese culture.

32

1.1Visibility of PARLE Wafers:

For WAFERS:

Table 1.3.1BRAND (CHIPS&STICKS)

No. of shops

Total % VISIBLE

CREAM & ONION 450 350 77.77

CLASSIC SALT 450 250 55.56

TANGI TOMATO 450 300 66.67

MASALA MASTY450 350 77.77

MASALA KACHCHA450 230 51.11

MASALA MUNCH450 300 66.67

JHAL MURI450 210 46.67

GREEN CHATANI450 200 44.44

No. of shops Total % VISIBLE0

50

100

150

200

250

300

350

400

450

CREAM & ONION

CLASSIC SALT

TANGI TOMATO

MASALA MASTY

MASALA KACHCHA

MASALA MUNCH

JHAL MURI

GREEN CHATANI

Chart 1.3.1

33

Interpretation:-Brands such as , masala masti , masala kachcha, tangi tomato, masala munch, are visible in almost all stores (90-100 %) but brands such as jhal muri,pickles green chatni were not available in many stores.

34

1.2 Coverage with respect to competitors

Table 1.5.1

Brand Direct Indirect No CoveragePARLE 300 100 50LAYS 400 50 0KURKURE 370 60 20

Direct Indirect No Coverage0

50

100

150

200

250

300

PARLE

PARLE

Chart 1.5.1

35

Direct Indirect No Coverage0

50

100

150

200

250

300

350

400

LAYS

LAYS

Chart 1.5.2

36

Direct Indirect No Coverage0

50

100

150

200

250

300

350

KURKURE

KURKURE

Chart 1.5.3

37

Direct Indirect No Coverage0

200

400

600

800

1000

1200

KURKURELAYSPARLE

Chart 1.5.4

Interpretation:

Among the competitors only Parle covers most of the outlets (66.67%) directly,

rest covers approx. 22.22 % of outlets indirectly. Also LAYS covers most of

the outlets (88.89%) directly, rest covers approx. 11.11 % of outlets indirectly

& KURKURE covers most of the outlets (82.22%) directly, rest covers approx.

13.33 % of outlets indirectly. This is a good trength of Parle company as a new

product launching in wafers

38

1.3 Brand availability with respect to competitors

Table 1.6.1

BRAND No. of Brands  Nil 1 to 3 3 to 5 5 to 10PARLE 30 250 100 70LAYS 0 300 100 50KURKURE 30 300 100 50

Nil 1 to 3 3 to 5 5 to 10No. of Brands

0

100

200

300

400

500

600

700

800

900

KURKURELAYSPARLE

Chart 1.6.2

Interpretation:-

PARLE in addition to a big share of direct coverage also has of outlets where

11 to 15 brands are present as compared to competitors viz Lays & Bingo .

39

SWOT ANALYSIS OF PARLE PRODUCTS

STRENGTH

1. Low price as compared to competitors

2. Sizeable market share in the country.

3. Offers variety of products under its brand.

4. Different sizes of packets are available.

5. An experienced team of sales and marketing executives.

6. Deep and effective coverage7. Largest distribution system.

WEAKNESS

1. Breakage of wafers while delivering to retailers

2. No proper replacement system for broken packages to retailers

3. Improper and irregular supply.4. Less share in Premium snacks

market.5. Dependent on more only on

chips6. Poor packaging in pack of

sticks.7. Lack of schemes for retailers

and distributors.

OPPORTUNITY

1. Rising demand for innovative packaging in packaged foods.

2. Retaining loyal retailers or wholesalers.

3. Improving supply system for established brands.

4. Huge scope for some Parle products in medical shops.

5. Information revolution brought about by the television.

THREAT

1. Highly advertised brands such as LAYS and BINGO.

2. Ever increasing competition from multinationals and local companies.

3. Increase in sale of cheap local bakery products.

4. Emerging substitutes like , snacks and toast.

5. Margin war among the major

40

6. Good scope for snacks and namkeens, if properly promoted by Parle.

Brands

FINDINGS

After close study of the present market situation prevailing in the areas assigned

the researchers, following are the observations.

1. Availability of all the products is not uniform in all the towns. For instance,

the supply is not meeting the demand in particular areas or shops.

41

2. Aalu chat and tangi pickle, newly launched products, have very less

availability.

3. Breakage problem in the tangi tomato, masalal munch is leading to the

decline in sales in this category.

4. Schemes, Discounts, offers, coupons etc. are not reaching to the retailers

and customers whereas Lays and Bingo and haldiram on the other hand are

doing that.

5. Retailers and even wholesalers are not satisfied with the supply system of

Parle.

6. It was found that Parle (especially Parle-chips) is most favored brand and is

sold most.

7. Very little range of Parle snacks were visible in organized retail outlets.

8. Masala kachcha are not accepted by the general masses due to its

dissatisfying taste.

9. Lack of marketing efforts for the promotion of new products like pickles,

10. Hadrian and diamond is emerging as major Competitor in the organized

retail outlets

RECOMMENDATIONS & SUGGESTIONS

42

1. Company should start a program for the loyal retailers and wholesalers to

reduce their complaints by providing timely supply and replacement. This

will help in increasing their sales.

2. The packaging of Parle chips and sticks ( Rs.3 and Rs.30 as a price in

packs) must be improved for its sales. We should attract customer by

reasonable price and by good trade lead offer.

3. Salesmen should be properly dressed and should have good communication

skills to effectively promote the new products recently launched, by making

sure that the product reaches each and every retailer and also increase the

visibility of the products by arranging the product clearly on the shelf or

rack and show its prominence.

4. To increase the number of stock keeping units {SKU} available in the

retailers store. Each salesman should stress the retailers to keep the

maximum SKUs and to maintain these SKUs throughout. With this, the

replacement of the damaged and expired biscuits should be prompt and

without any hassles, so that retailer can be saved from the loss of the

expired and damaged goods.

5. Company should adopt innovative packaging techniques, as they have their

own packaging unit as consumers are highly attracted towards new

packaging.

6. The company should take proper measures that the schemes and offers are

not gulped by the middlemen, and that it benefits the retailers and

customers.

43

It was concluded that Parle is the good preference of both the customers and

retailers (Organized and unorganized both) because of its price and brand image.

Even in today’s times when multinationals are beefing up their operations and

trying to change the dynamics of the market, Parle ’s chips and sticks numerous

44

unoposition is unchallenged. Its competitors have roped in superstars like King

Khan and Sachin Tendulkar, but Parle wafers is going from strength to strength.

Trust, relevance, affordability are its hallmarks, which have withstood pressures

from the hyper-competitive marketplace.

The Parle wafers brands, such as, masala kachcha, masala munch, tangi pickle,

tangi tomato and confectionery brands, such as, Melody, Poppins, Mangobite

enjoy a strong imagery and appeal amongst consumers across the world. . This can

be seen from the success of its new brands such as pickles, Aalu chat etc.

Parle Products Pvt Ltd., is now lagging in services to retailers because of improper

supply and distribution in some areas and competitors taking advantage of these

points.

QUESTIONNAIRE

NAME:- ………………………………………….............................................. AGE:- …………….GENDER:- …………………………………………. Email.ID:- ………………………………………….............................................

Que 1:- Are you a customer of Parle?a) Yes b) No

Que2:- Do you like the price of the products of Parle?a) Yes b) No

45

Que3:- How do you feel about the advertisement of parle’s?a) Effective b) Ineffective

Que4:- Do you think a snacks of Parle delivers the value of money?a) Yes b) No

Que5:- Are the snacks of Parle easily available in the market?a) Yes b) No

Que6:- What product do you prefer of Parle wafers?

a) chips b) sticks

Que7:- What do you feel about the taste of the snacks of parle?a) Excellent b) Good c) Satisfactory

Que8:- Do you feel the products placed in the market to be qualitative enough?a) Yes b) No

Que9:- Have you ever come through any promotional offers Parle? If so please share you experience?

…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..

46

Que 1:- Are you a customer of Parle?YES NO38 12

47

Analysis:-

By the Pie chart we can analysis that most of the people in the society are the customer of Parle.

Que2:- Do you like the price of the products of Parle?YES NO36 14

48

YESNO

Analysis:-By the pie chart we can analysis that most of the customers of Parle are satisfied by the price of the products.

Que3:- How do you feel about the advertisement of parle’s?EFFECTIVE INEFFECTIVE

35 15

49

YESNO

Analysis:-By the feedback of the customers of Parle they are satisfied with the advertisement and the promotional activities.

Que4:- How do you feel about the advertisement of Parle?EFFECTIVE INEFFECTIVE

35 15

50

YESNO

Analysis:-By the feedback of the customers of Parle they are satisfied with the advertisement and the promotional activities.

Que5:- Do you think products of Parle delivers the value of money?YES NO36 14

51

YESNO

Analysis:-Most of the customers of parle are satisfied that product of Parle delivers thr value of money, but some of the customers are not satisfied by the product quality as compared to price.

Que6:- Are the products of Parle easily available in the market?YES NO38 12

52

YESNO

Analysis:-By the data we can analysis that the products of Parle are easily available in the market.

Que7:- What do you feel about the taste of the products of Parle?EXCELLENT GOOD SATISFACTORY

26 14 10

53

EXCELLENTGOOGSATISFACTORY

Analysis:-By the response of the customers of Parle most of them rate the taste as Good, 30% of the customers rate the product as excellent and only 20% of them rate the product as satisfactory.

Que8:- Do you feel the products placed in the market to be qualitative enough?

54

YES NO36 14

YESNO

Analysis:-By the pie chart we make it out that around 80% of the customers feel that the quality offered by Parle is good.

Que9:- Have you ever come through any promotional offers by Parle?

55

YES NO25 25

YESNO

ANALYSIS

56

By my analysis I found out that there are more than 40% people in the society who are using the product of Parle.

People are satisfied by the availability of the product, they think the products are easily available in the market.

The customers of Parle are satisfied by the price of the products.

The demands for chips are much more as compared with the sticks offered by Parle.

People are not fully satisfied by the taste of the sticks produced by Parle.

The customers of Parle agree that Parle fulfill the promises of delivering good quality of product.

57

BIBLIOGRAPHY

I. Websites:

Google search: (www.google.com)

wikipedia search: (www.wikipedia.com)

www.parleproducts.com

58