A

PROJECT REPORT ON

STUDY ON PERFORMANCE APPRAISAL

Submitted toward partial fulfillment of requirements for award ofMASTER IN BUSINESS ADMINISTRATION

(BATCH 2011-2013)

SUBMITTED BY:- SUPERVISED TO COURSE:-MBA (Ass. Prof...JIMS)ROLLNO:-

JAIPURIA INSTITUTE OF MANAGEMENT SECTOR-14-C, VASUNDHRA, GHAZIABAD, 201012

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A

SUMMER TRAINING

PROJECT REPORT

ON

BRAND POSITIONING OF PARLE WAFFER

Submitted towards partial fulfillment of requirements for award

Of

POST GRADUATE DIPLOMA IN MANAGEMENT

(BATCH-2011-13)

SUBMITTED BY:

Name: ROSHAN MOHAPATRA

Course: PGDM (2011-13)

JAIPURIA INSTITUTE OF MANAGEMENT STUDIESINDIRAPURAM, GHAZIABAD

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Acknowledgement

Many intellectual minds and skillful hands have been into the preparation of this report on Brand Positioning of Parle Product in west Delhi area.Firstly I would like to thank the ‘Almighty’ for blessing me with the opportunity to work with Parle –A major FMCG company.I would like to express my special thanks to Manish sir, Area sale manager-Parle, for providing me the necessary infrastructure and facilities for completion of this project and guiding me all the time to plan and execute various tasks.I am thankful to SARIKA KOUSHIK, JIMS, for providing us opportunity by including SIP in the curriculum of studies.I take this opportunity with much pleasure to thank all the people who have helped me through the course of my journey towards producing this report .I sincerely thanks my SIP mentor ,Ms DEEPIKA JOSHI for their guidance ,help and motivation .Apart from the subject of my research .I learnt a lot from them, which I am sure ,will be useful in different stages of my life .I would like to express my gratitude to………..All the respondents of my survey deserve special thanks for their essential contribution in providing me with their genuine responses .i must frankly confess that I could not have accomplished this task without the consistent support of these respondents, who took out time from their hetic schedule and gave their precious time while doing the survey this will also add to Parle’s continues effort to deliver quality product to its customer.

Finally, this SIP project report would not have been possible without the confidence, endurance And support of my family. My family has always been a source of inspiration and encouragement. Lastly ,I would like to thank ‘PARLE’ ,for the confidence and support showed upon me to successfully and finshed this project.

ROSHAN MOHAPATRAPGDM 1st YEARROLL NO:-2011035

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CERTIFICATEI hereby certify that the work which is being presented in this report entitled “Brand Positioning of PARLE WAFFER” in partial fulfillment of the requirement for the award of Post Graduate Diploma In management of Jaipuria Institute of management studies, is an authentic record of my own work carried under the supervision of DEEPIKA JOSHI (Faculty, PGDM)

ROSHAN MOHAPATRA ROLL NO:- 2011035

This is to certify that the above statement made by the student is correct to the best of my knowledge .I recommend submission of the report for the purpose of evaluation

DEEPIKA JOSHI Faculty PGDM

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EXECUTIVE SUMMARY

The researcher undertakes 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.

INTRODUCTION

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Profile of the organization

History

Parle Product’s fame and familiarity is undeniable. Considering its extensive reach, the brand Parle is known and recognized by everyone. Over the years, Parle’s sweets and biscuits have become a household name. From kids to adults, everyone loves and cherishes these treats. It gives us great pleasure to see our consumers enjoy and embrace Parle products on daily basis. Our confectioners and chefs have the utmost authority at Parle. Had it not been so, the beginning of Parle would have been quite different.

In 1929 a small company by the name of Parle products emerged in British dominated India. The goal was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. Although, the company knew that it wouldn’t be an easy task, they decided to take the brave step. A small factory was set up in the suburbs of Mumbai to manufacture confectionery products. A decade later this factory was upgraded to manufacture biscuits as well. Since then, the Parle name has spread in all directions and has won international fame. Parle has been sweetening the lives of people all over India and abroad.

Apart from the factories in Mumbai and Bangalore, Parle also has factories in Bahadurgarh, Haryana and Neemrana, Rajasthan. These are the largest biscuit and confectionery plants in the country. Additionally, Parle Products also has 10 manufacturing units and 75 manufacturing units on contract.

Milestones - The Decades of Progress

1929: The first year of operation. Our only assets were hard work and hope.1939: Ten years of determined effort brought results. Things began to take shape. And we tried even harder.1949: The formative years were over. We had come of age.1974: Here was the first evidence of Parle as it is today.The Strength of the Parle Brand.

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

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Many of the Parle products - biscuits or confectionaries, are 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, Poppins, Mangobite 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 constantly innovating and catering to new tastes have built this reputation. 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 facilities in India. Parle Products also has 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries, on contract. All these factories are located at strategic locations, so as to ensure a constant output & easy distribution. Each factory has state-of-the-art machinery with automatic printing & packaging facilities. 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 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

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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. 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:

FIRST BOARD OF DIRECTORS

P itamber Mohan Lal Narottam Mohan Lal Kanti Mohan Lal Vijay Kanti Lal Chauhan Shard Pitamber Chauhan Shard Kanti Lal Chauhan

As per article 125 of memorandum of association they would hold office as long as they live.

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AUDITORS:

DELLOIT HARSHSKIN & SONS

BANKER:

UTI PUNJAB NATIONAL BANK

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.

STRUCTURE OF PLANT

The total area of plant is 18 acre; out of which 12 acres are covered and is used for the production storage and offices, auditorium, effluent treatment plant (ETP), L.P.G. area, electricity generation plant etc. There are three plants for the production of Parle-G, Krackjack, Monaco, and Nimkin and the company is also going to start fourth plant within six months.

WHO WE ARE Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even

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to the remotest villages of India, the company has definitely come a very long way since its inception.Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance.Available AnywhereToday, the great strength of Parle Products is the extremely widespread distribution 

An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. With products created bearing in mind both health and taste, Parle products equally appeal to fun loving kids & youth. Even today, the great tradition of taste and nutrition is consistent in every pack on the store shelves. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. 

Hygiene is the precursor to every process at Parle. From husking the wheat and melting the sugar to delivering the final products to supermarkets and store shelves nationwide, care is taken at every step to ensure the best product of long-lasting freshness. Every batch of biscuits, confectioneries & snacks are thoroughly checked by expert staff, using the most modern equipment. This ensures consistent and perfect quality across the nation and abroad.Concentrating on consumer tastes and preferences, the Parle brand has grown from strength to strength ever since its inception. The factories at Bahadurgarh, Haryana

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and Neemrana, Rajasthan are the largest biscuit and confectionery plants in the country. The factory in Mumbai was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle also has 10 manufacturing units for biscuits and 75 manufacturing units for confectioneries on contract. 

Since the first entry at the Monde Selection in 1971, Parle Products have been shining with golds and silvers consistently. Monde Selection is an international institute for assessing the quality of foods. Currently, it is the oldest and most respected organization in the field of selecting quality foods worldwide Almost all of our products are market leaders and as recognition of their quality, have won us 111 gold, 26 silver and 4 bronze Monde Selection medals since 1971.Parle Products Pvt. Ltd. is a US $ 1 Billion conglomerate started in India in 1929. We manufacture and market biscuits and confectionaries. We have state-of-the-art machinery with automatic printing and packaging facilities. Our biscuit baking oven is the largest of its type in Asia. Over the decades, the efforts of our Research & Development wing have made the repertoire of our products grow manifold. In biscuits, Parle Products has offerings in glucose, milk, sweet and salted cream, wafer crème, cumin seed and cheese categories. In confectionery, we have a range of toffees and hard-boiled candies available in chocolate, mint, cola, and tropical fruit flavors. Some of these are double layered toffees and center filled candies. They are packed in rolls or pillow packs, or have a single or double twist wrapping. Almost all of our products are market leaders and as recognition of their quality, have won us 111 gold, 26 silver and 4 bronze Monde Selection medals since 1971. Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India.

I mport-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 we are going global. Parle biscuits and confectionaries are fast gaining acceptance in international markets, such as the Middle East, Africa and South East Asia. The more sophisticated economies likeU.S.A., UK, Canada, Australia and New Zealand are also relishing

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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.The Parle name symbolizes quality, health and great taste. And yet, we know that constantly innovating and catering to new tastes has built this reputation. This can be seen from the success of its new brands such as Hide & Seek, Mangobite etc. Today, the Parle brands have found their way into the hearts and homes of people all over India and abroad.The Parle biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide & Seek and confectionery brands such as Melody, Poppins, Rolacola, Mangobite enjoy a strong imagery and appeal amongst consumers across the world.This has resulted into Parle-G being the ‘Worlds Largest Selling Biscuit’. 

CSR ACTIVITES OF PARLE PRODUCT

CITIZEN IN ACTION

Since 1929, Parle Products, with its wide platter of biscuits and sweets is also actively engaged in changing and uplifting the social face of India. As part of its Corporate Social Responsibility Policy, Parle is keenly involved in the overall development of the younger generation, with a focused endeavor to build the New Face of India and spread happiness and joy all over.

Some of our best habits, as we said, are also our oldest. Many of them date back to the last decade of the 19th century. It was in the 1880’s that the late Mohanlal

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Dayal came to Bombay from his village Pardi, in the district of Surat, to work as a dusting boy at a silk merchant’s. What a long way that bright little boy came! First, the hard apprenticeship and the graduation to Master Cutter, then the elite tailoring establishment that eventually developed into a wholesale business to finally, the new business in confections and biscuits. Always, the accent was on self-sufficiency. Mohanlal Dayal was not just a progressive and astute businessman. He never gave in to the sense of indifference that often comes with the commercial outlook. All through his life, he was deeply conscious of his duties towards society and the community. He built the Shri Mohanlal Dayal Prasuti Graha and General Hospital in Pardi, which is maintained through charity trusts set up by him. The Shri Mohanlal Dayal Sanatorium and Hostel at Matunga in Bombay is another such institution. In his memory and after his example, his sons have donated significant sums to set up the Chauhan Institute of Science at Vile Parle.Parle Centre of Excellence, as an institution, is dedicated to enriching the lives of people by conducting various cultural programs across all regions to facilitate the all round development of children. Every year, Parle organizes Saraswati Vandana in the state of West Bengal during the festival of Saraswati Puja, inviting schools from all across the state to participate. The event is one of much fanfare and celebration, keeping alive the culture and traditions. The involvement in cultural activities has seen the inception of Golu Galata in Tamil Nadu, held during Navratri. It provides all the members of a household a platform to showcase their creativity and be judged by eminent personalities. Thousands of families participate and celebrate the occasion on a grand scale.These events give us a chance to interact with children on a one-to-one basis, and promote our belief of fun and health for the whole family

PRODUCT OF PARLE

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PARLE G

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Every nation dreams of a better tomorrow. And every nation's tomorrow lies in the hands of its children; the young stars who shape the future of the nation. So, it's important to nourish these young stars, after all it's a question of the nation's future. 

Filled with the goodness of milk and wheat, Parle-G is a source of all round nourishment. Treat yourself to a pack of yummy Parle-G biscuits to experience what has nurtured and strengthened millions of people for over 70 years. A meal substitute for some and a tasty and healthy snack for many others. Consumed by some for the value it offers, and many others for its taste. Whatever the occasion, it has always been around as an instant source of nourishment. Little wonder that it's the largest selling biscuit brand in the world. Now he is available in these rate

1, 2, 3, 4, 5, 10, 20, 30, 40 and 50

MONACO

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Life namkeen banaiye! 

When life hits a dull patch, just pull out a Parle Monaco to make it exciting. The light, crispy biscuit sprinkled with salt, is the perfect namkeen twist you can add to your ordinary boring moments. Go ahead, Life namkeen banaiye, anywhere anytime with Parle Monaco. 

To spice up your life further, try the variant of Parle Monaco - The Zabardast Jeera. This salted, crispy biscuit delicately seasoned with jeera, has a unique taste that makes those namkeen moments even more exciting. 

5, 7, 10 and 20

HIDE & SEEK

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Play a game of hide and seek with your taste buds. Indulge in the mouth-watering delight of India’s best moulded chocolate chip biscuits, Hide & Seek. All it takes is one bite, and you are transported to chocolate Heaven. Packed with a bounty of chocolate chips, once you try Hide & Seek, you will never want any other biscuit again. A treat for the mouth, and the heart, khate hi dil aa jaye! 

5, 12, 20, 30,50

KRACK JACK

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Parle introduced India’s first & original sweet and salty biscuit –Krackjack in 1972, which went on to become one of the most loved biscuits. It’s a crispy and delicious biscuit with a perfect balance of sweetness and saltiness. Once you start relishing it, you won’t be able to stop the longing for more. Though Krackjack sweet and salty biscuits can be enjoyed anytime, it goes wonderfully well with your evening cup of tea. The unique dual tastes of sweet and salty have a perfect analogy with the dual personality of an individual, be it a politician or a mother-in-law….Taste ka double role jo khol sakta aap ki bhi pole. 

 5,  7,  10,  15 and  20

CREAMS BISCUIT

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AND

Finally a biscuit that's perfect for every occasion and for everybody's preferences. Parle's Cream biscuits come in different shapes, sizes and flavours, giving you the freedom to choose, based on your needs. For a tangy delight, choose the Orange cream or try the perfect tropical treat with the Pineapple flavour. No longer will you need to wait for the whole year for a taste of the summer thanks to delicious Mango cream; and indulge your taste buds with the goodness of Elaichi with mouth-watering Elaichi cream biscuits. And last but not the least, the chocolate lovers can find solace in the delightful Chocolate cream biscuits , or the sugar coated chocolate cream centre biscuit Parle Kreams Bourbon. It’s time to indulge yourself. And never stop 

Kreams : Chocolate : 2/-, 5/- and 10/-, Orange, Pineapple, Elaichi and Mango: 5/- and 10/- and Bourbon: 10/- and 18/- 20-20

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magine biting into a cookie that oozes with irresistible taste of fresh, wholesome butter and showered with crisp, crunchy cashew..mmmm....sheer heaven. 20-20 cookies are baked to a golden brown crispiness to melt in the mouth and leave you with the taste of perfection.

Once you open a pack, you can be sure its going to be over before you can even say Parle 20-20 cookies khao, short mein niptaon. 20-20 cookies can be eaten at any time of the day, but may we suggest you avoid tea times! You don't want to share it with anyone at all.

So enjoy Parle 20-20 cookies, filled with the richness of cashew and the goodness of butter... 

Butter : 5, 10 and 18Cashew : 5, 10, 20

HAPPY- HAPPY

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Experience a world of happiness with Parle Happy Happy Cookies. Baked to perfection, these cookies are topped with delicious choco-chips to give you that never-ending feeling of unbridled joy. Just open a pack of Parle Happy Happy Choco-Chip Cookies, pop one in your mouth and feel your senses come alive.

5,  10,

PARLE MARIE

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There are two types of people in this world. Those who love to talk, and those who love to listen. Not surprisingly, both types love Parle Marie. Because it's much more than a Marie biscuit. It's as light as the jokes your best friend cracks. As crisp as your uncle's commentary on politics. As tasty as the juicy rumours your sister brings to the table. It is, in short, the perfect accompaniment to chats, arguments, discussions and gossip sessions. And yes, it's healthy too. So the next time you're in good company, grab your favourite cuppa and open a pack of Parle Marie. We promise the conversations that follow will be as addictive 

5, 10, 15, 20 and 22

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MILK SHAKTI

Milk Shakti is a power-packed biscuit fortified with the goodness of milk and honey. Kids today are growing up quicker than before. They can run faster, throw further, hit harder and jump higher. Move over Mr. Dhoni, kids today are super confident, because they aren't kids anymore, they are young adults.

Milk Shakti is a power packed biscuit, that can be part of your breakfast, a mid-morning snack or anytime when you need a burst of energy for that extra edge, maybe before a cricket match, or a tennis tournament.

Milk Shakti is India's first milk biscuit that comes fortified with the goodness of honey 

5 and 10

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HIDE & SEEK MILANO

There’s most definitely a secret. After all, behind every prized cookie is a well guarded recipe. That's because the Milano is no ordinary cookie. Available in Chocolate Chip, Butterscotch, Butter Nut and Choconut, every Milano is as rich and exotic as it is premium and delicious. Indulge in the sinful taste of Milano, a cookie with a reputation for romance, and enjoy everything that follows. 

15 and 30

POPPINS

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Pinky loves red. Rahul loves yellow. Mini always asks for green. And naughty Vicky fights for

purple. So many flavours and so many colours there’s always something for everyone. So share

your favourite Poppins with friends for a really colourful time. All you need to do is ask, "Doon

Kya?"

2 and 5

CHOX

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Bite into a gigantic bite of the most chocolicious bar ever. It's called Chox and its lip smacking, chocolaty flavour will leave you lost in a fabulous, new world - a big, supercalifragilisticexpialidocious, almost unending chocolate world. So chocoholics got a craving, big or small? Thank god there's Chox. 

2

KISME TOFFEE BAR

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Now the yummy toffee and elaichi taste of Kismi Toffee comes specially packaged in its maha-avatar. Now when you study or play, bring your appetites and more for this fantastically big bite of Kismi Toffee Bar. Making it one of the most popular toffee bars in India. After all everyone knows, when it comes to toffee, big is best.

2

PARLE ORANGE CANDY

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Feel like eating an orange but don’t want to be bothered with peeling one? How about just unwrapping one then?

Parle Orange Candy. This little candy is a mouthful when it comes to the tangy, juicy taste of real oranges. A bite-sized orange in a wrapper. 

25 Paise

PARLE CLOVEMINT

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It’s a creamy, delicious bargain! Savour the delicious cream filling overflowing from a golden caramel shell. Delight your taste buds with rich taste of cream and caramel. It's 2 in 1Eclairs, a sweet delight to double your pleasure and treble the fun! And remember, two's always better than one. 

50 Paise and 15.00 (per fliptop pack)

PARLE ECLAIRS

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It’s a creamy, delicious bargain! Savour the delicious cream filling overflowing from a golden caramel shell. Delight your taste buds with rich taste of cream and caramel. It’s Eclairs 2 in 1, a sweet delight to double your pleasure and treble the fun! And remember, two’s always better than one.

50 Paise

MELODY CHOCOLATY

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Caramel meets chocolate to yield an outcome nothing less than delectable. Parle Melody comes with an irresistible layer of caramel on the outside and a delightful chocolate filling within. Pop it in your mouth and relish the unique experience. It won’t be too long before you find yourself asking the age old question ‘Melody itni chocolaty kyon hai?'

1

MANGO BITE

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This was not only India's first mango candy, but even today, is the only candy with the richness of real, juicy sweet mangoes. Pop in a Mango Bite and you will want to make it last longer and longer, don't be in a hurry to eat it up. Take your time, roll it around on your tongue , feel the taste of real mango go down your throat and enjoy it very slowly Mango Bite candies; eat them anywhere, at home, at school, on picnics or with friends. But just remember, enjoy it veeeeerrryyy slooooowllllllyyyyy……….

Mango Bite is India's first mango candy with real mango 

50 Paise

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SNACKS

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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.

FULLTOSSHello 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

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MRP: 5/- 10/- 20/-GMS: 17g 34g 72gLCTR: 4.46/- 8.93/- 17.85/-C/S: 72Pcs 48pcs 24pcs For Each Packet.

Classic salted

Red chilli Acaar

Cream ‘n’ onion

Tangy tomato

Masala Masti

Aloo Chaat Masala Masti

for something 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! 

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Masala Kachori

Green Chatni Masala munch

Jhalmuri Tangy pickle

Biscuit goodies: Confectionary: Parle-G GolGappa Krackjack Classic Mint Monaco Lite Mint Monaco Funion Kismi Kreams Orange Candy Hide and Seek Mango Bite Hide and Seek Milano

Melody

Poppins Eclairs- 50 p Bourbon Melody Softe- 1Rs. Kismi Bar Parle Marie Chox Kacha Mango Milk Shakti Mazelo Imli Bite Kismi Gold Parle 20-20 Cookies Munch on snacks: Nimkin Parle‘s and fulltoss

Profile of the study

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MRP: 5/- 10/- 20/-GMS: 25.2g 55.2g 132gLCTR: 4.46/- 8.93/- 17.85/-C/S: 72Pcs 48pcs 24pcs For Each Packet.

Tangy Pickle

To find out the Brand positioning of parle product in west delhi (V.V. ENTERPRISES) .

BRAND POSITIONINGBRAND POSITIONING

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer.

Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors. For instance- Kingfisher stands for youth and excitement. It represents brand in full flight

B r a n d s - P o s i t i o n i n g a n d M a r k e t m a p p i n g

Once an entrepreneur has identified an appropriate segment of the market to target, the challenge is to position the product so that it meets the needs and wants of the target customers.

One way to do this is to use a “market map” (you might also see this called by its proper name – the “perceptual map”).

The market map illustrates the range of “positions” that a product can take in a market based on two dimensions that are important to customers.

Examples of those dimensions might be:

High price v low price Basic quality v High quality

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Low volume v high volume Necessity v luxury Light v heavy Simple v complex Lo-tech v high-tech Young v Old

Let’s look at an illustrated example of a market map.  The map below shows one possible way in which the chocolate bar market could be mapped against two dimensions – quality and price:

How might a market map be used?

One way is to identify where there are “gaps in the market” – where there are customer needs that are not being met.  

For example, in the chocolate bar market, Divine Chocolate (a social enterprise) successfully spotted that some consumers were prepared to pay a premium price for very high quality chocolate made from Fairtrade cocoa. Green & Black’s exploited the opportunity to sell premium chocolate made from organic

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ingredients. Both these brands successfully moved into the high quality / high price quadrant (see above) before too many competitors beat them to it.

The trick with a market map is to ensure that market research confirms whether or not there is actually any demand for a possible “gap in the market”.  There may be very good reasons why consumers do not want to buy a product that might, potentially, fill a gap.

 

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for itsproduct, brand, or organization.

Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.

De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.

The original work on positioning was consumer marketing oriented, and was not as much focused on the question relative to competitive products as much as it was focused on cutting through the ambient "noise" and establishing a moment of real contact with the intended recipient. In the classic example of Avis claiming "No.2, We Try Harder," the point was to say something so shocking (it was by the standards of the day) that it cleared space in your brain and made you forget all about who was #1 and not to make some philosophical point about being "hungry" for business.

The growth of high-tech marketing may have had much to do with the shift in definition towards competitive positioning. An important component of hi-tech marketing in the age of the world wide web is positioning in major search engines such as Google, Yahoo and Bing, which can be accomplished through Search Engine Optimization, also known as SEO. This is an especially important component when attempting to improve competitive positioning among a younger demographic, which tends to be Web oriented in their shopping and purchasing habits as a result of being highly connected and involved in social media in general.

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Although there are different definitions of brand positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition).

Positioning is also defined as the way by which the marketers create an impression in the customers mind.

Positioning is a concept in marketing which was first introduced by Jack Trout ( "Industrial Marketing" Magazine- June/1969) and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for Your Mind." (McGraw-Hill 1981)

This differs slightly from the context in which the term was first published in 1969 by Jack Trout in the paper "Positioning" is a game people play in today’s me-too market place" in the publication Industrial Marketing, in which the case is made that the typical consumer is overwhelmed with unwanted advertising, and has a natural tendency to discard all information that does not immediately find a comfortable (and empty) slot in the consumers mind. It was then expanded into their ground-breaking first book, "Positioning: The Battle for Your Mind," in which they define Positioning as "an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances" (p. 19 of 2001 paperback edition).

What most will agree on is that Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a company's management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions.

A company, a product or a brand must have positioning concept in order to survive in the competitive marketplace. If you don't position your business, your competitor wills which is likely not what you desire. (According to the book "Marketing Concepts that Win! Copyright 2011 by Martha Guidry, Live Oak Book Company) Many individuals confuse a core idea concept with a positioning concept. A Core Idea Concept simply describes the product or service. Its purpose is merely to determine whether the idea has any interest to the end buyer. In contrast, a Positioning Concept attempts to sell the benefits of the product or service to a potential buyer. The positioning concepts focus on the rational or emotional benefits that buyer will receive or feel by using the product/service. A

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successful positioning concept must be developed and qualified before a "positioning statement" can be created. The positioning concept is shared with the target audience for feedback and optimization; the Positioning Statement (as defined below) is a business person's articulation of the target audience qualified idea that would be used to develop a creative brief for an agency to develop advertising or a communications strategy.

Positioning Statement As written in the highly revered book Crossing the Chasm (Copyright 1991, by Geoffrey Moore, HarperCollins Publishers), the position statement is a phrase so formulated: For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy). Unlike (primary competitive alternative), our product (statement of primary differentiation).

Differentiation in the context of business is what a company can hang its hat on that no other business can. For example, for some companies this is being the least expensive. Other companies credit themselves with being the first or the fastest. Whatever it is a business can use to stand out from the rest is called differentiation. Differentiation in today’s over-crowded marketplace is a business imperative, not only in terms of a company’s success, but also for its continuing survival.*

MARKETING MIX 7PS Marketing professionals and specialist use many tactics to attract and retain their customers. These activities comprise of different concepts, the most important one being the marketing mix. There are two concepts for marketing mix: 4P and 7P. It is essential to balance the 4Ps or the 7Ps of the marketing mix. The concept of 4Ps has been long used for the product industry while the latter has emerged as a successful proposition for the services 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 same time. Basically, it involves introducing new products or improvising the existing products. CREAM & ONION

17 GM 5 4.46

CLASSIC 17 GM 5 4.46

PAGE NO :41

SALT 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 8.92

CREAM & ONION

84 GM 20 17.85

CLASSIC SALT

84 GM 20 17.85

TANGI TOMATO

84 GM 20 17.85

MASALA MASTY

84 GM 20 17.85

Price - Pricing must be competitive and must entail profit. The pricing strategy can comprise discounts, offers and the like. Place - It refers to the place where the customers can buy the product and how the product reaches out to that place. This is done through different channels, like Internet, wholesalers and retailers. 25

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 else involved in it. It is essential for everyone to realize that the reputation of the brand that you are involved with is in the people's hands. Process - It refers to the methods and process of providing a service and is hence

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essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things. Physical (evidence) - It refers to the experience of using a product or service. When a service goes out to the customer, it is essential that you help him see what he is buying or not. For example- brochures, pamphlets etc serve this purpose

Channel Levels:

Each intermediary that performs works in bringing the product and its title closer

to the final buyer constitutes a channel level. Since the producer and the final

customer both perform they are apart of every channel.

There are four channels of distribution depending on the market conditions, longer

marketing channels are also found, but it is not in practice only in rare case. The

major four channel levels are-

(1) Zero-level channel (also called a direct marketing channel)-

Manufacturer to Consumer.

(2) One-level channel.

Manufacturer to Dealer to Consumer.

(3) Two-level channel.

Manufacturer to Wholesaler to Retailer to Consumer.

(4) Three-level channel.

Manufacturer to Wholesaler to Dealer to Retailer to Consumer.

Consumer Marketing Channel

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Retailer

Manufacturers Consumers Whole Seller Retailer

Whole Seller Lobber Retailer

Industrial Marketing Channel

Industrial Manufacturers Distributors

Manufacturers Representatives Industrial Customers

Manufacturers Sales Branch

DISTRIBUTION NETWORK IN WEST DELHIDISTRIBUTION NETWORK IN WEST DELHI

PARLE Product. Ld

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UNIT MANAGER (Delhi)

Agency

Distributors Distributors Distributors

Retailers Retailers RetailersRetailers RetailersRetailers

DIRECT COMPETITOR:COMPANYCOMPANY PACKPACK MRPMRP %MARGIN%MARGIN SCHEME(HWAY)SCHEME(HWAY)HALDIRAMHALDIRAM 19 GM19 GM 55 1515 1010

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40GM40GM 1010 1515 121236GM36GM 1515 100100

LAYSLAYS 14GM14GM 55 1111 111130GM30GM 1010 1111 111136GM36GM 1515

BINGOBINGO 36GM36GM 101050GM50GM 55

1.2 Coverage with respect to competitors Table 1.5.1 Brand

Direct Indirect No Coverage

PARLE 300 100 50 LAYS 400 50 0 KURKURE 370 60 20

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PARLE

PARLE0

50

100

150

200

250

300

350

DirectIndirect No Coverage

LAYS

LAYS0

50

100

150

200

250

300

350

400

450

DirectIndirect No Coverage

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KURKURE

KURKURE0

50

100

150

200

250

300

350

400

DirectIndirect No Coverage

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

1.3 Brand availability with respect to competitors

Brand No of Brandnil 1

to 33to 5

5 to

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10

Parle 30 2

00 100 70

Lays 0 3

00 100 50

Kurkure 30 3

00 100 50

nil 1 to 3 3to 5 5 to 10No of Brand

0

50

100

150

200

250

300

350

ParleLaysKurkure

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

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.

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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."

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:

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

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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

PROMOTION MIXPROMOTION MIX

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Promotion is not restricted to communicating with the company’s customers.

Companies may direct promotion to wide variety of audiences. Many large

companies try to establish a particular reputation, a corporate image with the

general public. The soft-drink companies especially has spent huge amount for its

purpose. Their promotion tries to sway public opinion by demonstrating concern

for preserving the environment while meeting the country’s needs. Other audience

promotion includes depot holders Govt. officials, Company Managers and

company employees. All of these audiences comprise people who can influence

how well a company achieves its mission and objectives. Promotion must often

aim at a mix of these important audiences. Though objective are set for each

audience. Promotion is considerably more than advertising. In fact a Marketing

manager can draw upon four major tools, Advertising, Sales Promotion, Publicity

and Personal Selling.

Advertising Personal Selling

Prints Ads; In-personal Sales;

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Broadcast Ads; Presentation;

Billboard Ads; Telemarketing;

Direct Mail Ads;

Information;

PROMOTION MIX

Sales Promotion Publicity

Games, Contest, Print media

Free Samples, News stories

Trade Show, Broadcast media

Coupons, Annual reports

Price Promotion,

Display

LITERATURE REVIEW:

The agency won the business beating other agencies on the roster of Parle Products. The size of the account is estimated to be more than Rs 15 crore.

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Everest Brand Solutions has won the creative duties for Parle's Wafers. The agency won the business beating other agencies on the roster of Parle Products.

The size of the business is estimated at more than Rs 15 crore.

Reliable sources in the industry have confirmed the news to afaqs! on the ground of anonymity.

Earlier, the brand was handled by Grey. As part of the process, Parle Products initiated a pitch among its roster agencies, which includes Ogilvy, Everest Brand Solutions and Grey. The media duties for all Parle brands are handled by TME-MPG. The agency won the business in January. Before this, TME handled the confectionery part of the business, while Maxus managed the biscuits and snacks range. The size of the media duties account is said to be about Rs 50 crore. For the record, Parle's Wafers is available in four flavours - Tangy Tomato, Cream and Onion, Classic Salted and Masala Masti. The wafers come at three different price points of Rs 5, Rs 10 and Rs 20

Warburton‘s, Wilkinson and Mars..

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

PAGE NO :54

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,

AT Kearney's 2009 global retail development index

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 Print, 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.

PAGE NO :55

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.

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RESEARCH METHODOLOG

OBJECTIVE OF THE STUDY

PRIME OBJECTIVE

To find out the brand positioning of Parle wafer Delhi.

OTHER OBJECTIVE

To find out the consumer preference according to retailer view.

To find out the satisfaction levels towards service provide by PARLE

WAFERS

To find out the major competitor of PARLE WAFERS

RESEARCH DESIGN USED:

Research is an art of scientific, investigation and systematic research for pertinent information on a specific. I have used exploratory type of research. Under exploratory research we use facts or information already available and analyses these to make critical evaluation of the material. I have gathered the information from different sources and analyses it is better way.The data for market research is collected using the survey technique surveys are best suited for exploratory research. I undertake survey to learn about people’s knowledge, belief, preferences, satisfaction, attitude, value and so on and to measure these magnitudes in the general population.

TYPE OF RESEARCH

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The Research is exploratory research as well as Descriptive Research. The

objective of Exploratory Research is to gain insights and ideas. The

objective of Descriptive Research is to find out the facts.

Descriptive research includes survey and fact-finding enquiries of different

kinds. The major purpose of descriptive research is description of the state

of affairs, as it exists at present. A well structured questionnaire was

prepared for the primary research and personal interviews were conducted

to collect the responses of the target population.

An online survey was also conducted to know the average rating of the

selected companies’ including Parle Wafers.

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SAMPLING DESIGN:

It can be presumed that in such an enquiry when all the items are covered no

elements of chance is left and highest accuracy is obtained. This type of enquiry

involved a great deal of time, money and energy. Due to the limitation of time and

cost not practically feasible to contact each and every respondent in the target

segment. Hence quite often I selected constituted what is technically called a

sample.

A sampling plan is a definite plan determined before any data are actually collected

for obtaining a sample from a given population.

a. Sample Size: There is 9 area in West Delhi. I had completed my survey under

one distributer V.V. Enterpresises for this project. 400 retailer outlets, the

standard sample size had chosen by me.

b. Sampling Technique: I had used judgment sampling technique for my project

report. This approach has been found empirically to produce unsatisfactory

results. And, of course, there is no objective way of evaluating the precision of

sample results. Despite these limitations, this method may be useful when the

total sample size is extremely small.

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DATA COLLECTION METHOD

Data collection is an elaborate process in which the researchers make a planned

research for all relevant data. Data is the foundation of all market research. Data are

facts may be obtained from several sources. Data can be classified as:

Primary data

Secondary data

PRIMARY DATA

It is gathered for the first time by the researchers. If the secondary data is found to

be inadequate or unavailable, the researcher goes for primary data.

COLLECTION OF PRIMARY DATA

The researcher was assigned to do a comparative study on PARLE WAFERS. In

order to accomplish the job, the researcher adopted the two-way strategy to collect

the primary data.

Secondly to complete the job in a more genuine way, retailer survey was conducted

sample of 30 rational retailers were taken and they were supplied with a structured

non-disguised questionnaire. The idea was to seek out the market position of

PARLE WAFERS the data collected was collected from different retail outlets of

biscuit namely:

Shops

Confectioners

Kirana and general stores

SECONDARY DATA

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Secondary data is the data borrowed from secondary sources by the researcher.

Secondary data can be internal or external i.e., internal records of the company or

information available from library and other statistical organization.

In a Market Research Project Field Work has a very vital role to play. As a matter

of fact, it’s the back bone of any Market Research Project. Field work basically

consists of collection of primary data. In this project, researcher had to undergo a

lot of Field Work. For the purpose researcher has a visit various cinema halls,

public attractive places, colleges & school canteens etc.

The whole area which was to be surveyed was divided into different segments

randomly. Simultaneously survey of both retailers and consumers was carried out.

The researcher worked in the field for a span of one & half months.

Later on whole data which was collected from field was well scrutinized &

tabulated for analysis. Its interpretation has been provided in most easy to

understand manner with the help of suitable diagram & charts.

PAGE NO :61

.

STRENGTH Parle product ltd is a well known and company with high profile turnover is not

only well-established but also reputed company.

Company carries vast experience and professional competence in launching

successfully its project in various markets of Delhi, Noida, and Ghaziabad.

The wide range of biscuit, toffee, Wafers that it has in its armory, is also a

strong point.

It has a wide and extensive distribution network of Biscuits, toffee,

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WEAKNESSES

Lacks coordination between executives and retailers.

Parle product ltd losing its market share to competitors due to poor supply.

Non-fulfillment of commitments on time, made to shopkeepers.

Incompetent distributor who do not give the schemes in the market

regularly.

Proper advertising was not in market.

Unavailability of various demanded flavors.

Not proper control over distribution networks.

Proper promotion was not there.

OPPORTUNITY

PAGE NO :63

Leverage successful brand Parle

Advertise more

Launch Unique Flavors different from the normal four

Buy out competition

More Brand recognition

More Flavors as compared to Bingo, lays

THREATS Threat from local substitute snacks .Boycott by health conscious people

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Availability of healthy products

COMPETITORS1. Pepsi Lays

2. Bingo

3. Haldirams

4. Kurkure

5. Diamond Wafers

6...Local wafers

ANALYSIS

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, full toss) It aims ―TO SERVE PEOPLE AND NATION‖

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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.

1.1 Visibility of PARLE Wafers: For WAFERS:

BRAND (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 MASTY 450 350 77.77 MASALA KACHCHA

450 230 51.11

MASALA MUNCH 450 300 66.67 JHAL MURI 450 210 46.67 GREEN CHATANI 450 200 44.44

Interpretation:- Brands such as , masala masti , masala kachcha, tangy 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

FINDINGS

After close study of the present market situation prevailing in the areas assigned the researchers, following are the observations.

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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.

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

3. Breakage problem in the tangy 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

Annexure

QUESTIONNAIRE

NAME :- ………………………………………….............................................. AGE :- ……………. GENDER :- ………………………………………….

PAGE NO :67

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

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? ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

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……………………………………………………………………………………………………………………………………………………

Ques 1):-Are you a customer of Parle?Yes: - 38No: - 12

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YES no

12

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?

PAGE NO :70

Yes 36NO 14

YES no

12

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?Yes 35NO 15

PAGE NO :71

YES no

12

Analysis:- By the feedback of the customers of Parle they are satisfied with the advertisement and the promotional activities.Que4:- Do you think a snacks of Parle delivers the value of money? a) Yes 40b) No 10

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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.

Ques 5:- Are the product of Parle easily available in the market ?a) Yes 38b) No 12

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YESno

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

Que6:- What product do you prefer of Parle wafers? a) chips 27 b) sticks 23

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YESno

Analysis:- By the data we can analysis that the products of Parle Chips are more preferred than sticks in the market.Que7:- What do you feel about the taste of the snacks of parle? a) Excellent 12 b) Good 18c) Satisfactory 20

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excellentgoodaverage

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? a) Yes 30b) No 20

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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.

RECOMMENDATIONS & SUGGESTIONS

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.

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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.

CONCULSIONIt 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

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chips and sticks numerous unoposition is unchallenged. Its competitors have roped in superstars like King Khan and Sachin Tendulkar, but Parle wafers are 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, Mango bite 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.

LIMITATIONS

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Findings are made on the views expressed by the consumers. So it may

suffer from biased prejudices.

Some of the respondents were not co-operative and many seem to be having

no interest.

The study has not been intended on a very large scale, have the possibility of

errors, which cannot be ruled out.

Time limitations.

Area was specified.

It is extremely difficult to persuade to respond to questionnaire.

The retailers know us as people from Parle agro there by the responses could

have been biased.

BIBLIOGRAPHY

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1. PHILIP KOTLER – MARKETING MANAGEMENT

2. WWW.GOOGLE.COM

3. WWW.PARLEPRODUCT.COM

4. M. N. MISHRA – MODERN MARKETING RESEARCH

5. BUSINESS WORLD

6. BUSINESS TODAY

7. NEWS PAPER

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