Project Report onBrand representation of parle

product in Amravati city

SUBMITTED BY Mr. Saachin B. Farfad

Master of Business AdministrationMarketing Management

Under The Guidance Of Mr. Nilesh Thalan

Sales Manager (Parle products Pvt. ltd)

SUBMITTED toThe h.o.d.

Department of business administration & management, s.g.b. Amravati

university, Amravati2011-12

CERTIFICATE

This is to certify that the project work entitled “Brand representation of

Parle product in Amravati city ” at Amravti is a piece of work done by Mr.

Sachin Farfad, student of Department of Business Administration & Management,

Sant Gadge Baba Amravati University, Amravati, Under my guidance and supervision for

the partial fulfillment of the Summer Internship Programme.

To the best of my work knowledge and belief the Project embodies the work of

the candidate himself and has been duly completed. Simultaneously, the Project fulfils

the requirement of the rules and regulation related to the summer internship of the

institute.

Faculty Guide

Prof. Sachin N. Gaikwad

Training & Placement Officer

Date:

Place:

CONTENTS

CERTIFICATE

CONTENTS

ACKNOWLEDGEMENT 1.PROFILE OF THE COMPANY NAME, LOCATION, HISTORICAL BACKGROUND, PRODUCTS/SERVICES,NO. OF DEPTS., NO. OF EMPLOYEES,HR POLICIES INFORMATION ABOUT MARKETING/FINANCE/PRODUCTION, BRANDS, VISION, MISSION, FUTURE PLANS

2. RESEARCH DONE- INTRODUCTION,OBJECTIVES,METHODOLOGY,CONCLUSIONS,JOB DESCRIPTION-YOUR EXPERIANCES/LEARNINGS

ACKNOWLEDGEMENT

A successful completion of job is based upon the chain of factors

combining together to make an integral outcome. The cooperation of the factors

mixed with sincere effort can lead to best performance. Our project is also no

exception to this. So it becomes necessary to mention this before we start writing

the study report.

We take this opportunity to express our deep sense of gratitude to all

those who have contributed significantly by sharing their knowledge and

experience in the completion of this project work.

We would like to place on record, our sincere gratitude to Mr. Nilesh

Thalan (Area Sales Manager, Parle Products Pvt. Ltd) for giving us support,

guidance & opportunity to do our summer internship with Parle Products Pvt.

Ltd.

Last but not the least, our wholehearted thanks goes to the distributors

and wholesalers and retailers with whom we interacted and all those people who

indirectly or directly helped us.

SACHIN FARAD MBA II

1. PROFILE OF THE COMPANY

Parle Products Pvt. Ltd.: A cream colored yellow stripped

paper with a cute baby photo containing 10-12 biscuits with the

company’s name printed with in Red. Times changed, variety of

biscuits did come and go but nothing has changed with these

biscuits. Yes, the size of their packing has definitely changed but for

the consumer good as these are money saver pack.

The Parle name conjures up fond memories across the length

and breadth of the country.

After all, since 1929, the people of India have been growing up

on Parle biscuits and sweets.

Initially a small company was set up in the suburbs of Mumbai

city to manufacture sweets and toffees. The year was 1929 and the

market was dominated by famous international brands that were

imported freely. Despite the odds and unequal competition, this

company called Parle Products, survived and succeeded by adhering

to high quality and improvising from time to time

A decade later, in 1939, .Parle products began manufacturing

biscuits, in addition to sweets and toffees. Having already

established a reputation for quality, the Parle brand name grew in

strength with this diversification. Parle Glucose and Parle Monaco

were the first brands of biscuits to be introduced, which later went

on to become leading names for great taste and quality.

For around 75 years, Parle have been manufacturing quality

biscuits and confectionary products. Over the years Parle has grown

to become a multimillion dollar company with many of the products

as market leaders in their category. The recent introduction of Hide

& Seek chocolate chip biscuits is a product of innovation and caters

to a new taste, being India’s first ever chocolate chip biscuits.

Apart from the factories in Mumbai and Bangalore Parle also

has factories in Bahadurgarh in Haryana and Neemrana in

Rajasthan, which are the largest biscuit and confectionery plants in

the country. Additionally, Parle Products also has 7 manufacturing

units and 51 manufacturing units on contract.

All these factories are located at strategic locations, so as to

ensure a constant output and easy distribution.

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 GolGappa

Krackjack Classic Mint

Monaco Lite Mint

Monaco Funion Kismi

Kreams Orange Candy

Hide and Seek Mango Bite

Hide and Seek Milano MelodyPoppins

Eclairs- 50 p

Bourbon Melody Softe- 1Rs.Kismi Bar

Parle Marie ChoxKacha Mango

Milk Shakti MazeloImli Bite

Kismi Gold

Parle 20-20 Cookies Munch on snacks:Nimkin Musst Bites

Parle biscuits: Parle biscuits are linked with factors of power and

wisdom providing nutrition and strength. Parle biscuits are indeed

much more than a tea- time snack, they are considered by many to

be an important part of their daily food. Parle can treat you with a

basket of biscuits which are not only satisfying but are also of good

and reliable quality. Parle biscuits cater to all tastes from kids to

senior citizens. They have found their way into the Indian hearts and

homes.

Parle G

For over 65 years, Parle G has been a part of the lives of every Indian. From the

snow capped mountains in the north to the sultry towns in the south, from frenetic

cities to laid back villages, Parle G has nourished strengthened and delighted

millions. Filled with the goodness of milk and wheat, Parle G is not just a treat for

the taste buds, but a source of strength for both body and mind. Tear over a packet

of Parle G to experience what has nourished Generations of Indians since last

sixty five years, making it truly Hindustan Ki Taakat. Pack Sizes available:

16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G, 825G

20-20

Rich butter and tempting cashews. An irresistible combination.

Parle Twenty-20 cookies. Baked to perfection to deliver the

perfect experience of taste and aroma, they melt in your mouth

to give you a cookie eating experience unlike one you have ever

had before enjoy a feast of crunchy, crispy scrumptious cookies.

Pack Sizes available: 75 G, 110 G, 225 G

Monaco

Share the company of great taste anytime, anywhere with Monaco. A light crispy

biscuit sprinkled with salt, Monaco adds a namkeen twist to life’s ordinary

moments. Pack Sizes available: 75 G, 120 G, 240 G

Hide and Seek

The ingredients that go into making this prized cookie are a well-

guarded secret. What is is the effect it has on those who eat it. A

cookie with a reputation for romance. Indulge in the sinful taste

of Milano and everything that follows it. Pack Sizes available:

25 G, 62 G, 100 G, and 200 G

Krackjack

The original sweet and salty biscuit is one of the most loved biscuits in the

country.

It’s not just a biscuit, it’s the taste of relationships captured in a biscuit.

A little sweet and a little salty crafted in such a delicate and delicious balance, you

can never get enough of it. Have it anytime you like with anything you like. Pack

Sizes available: 75G, 170G, 240G  

Parle Confectionaries:

Right from candies to toffees, the sweet 'n' treat category of the Parle product

range is a genuine treat for every snack lover. This category can satisfy one's taste and

at the same time create a desire for more. These confectioneries are a sheer delight to

the taste buds and have a universal appeal. Parle Biscuits and confectioneries,

continue to spread happiness & joy among people of all ages.

Melody Mango Bite Orange Candy

Kachcha Mango Bite Kismi Toffee Golgappa

Many of the Parle products - biscuits or confectioneries, are

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

Selection, since 1971. With a 40% share of the total biscuit market

and a 15% share of the total confectionary market in India, Parle has

grown to become a multi-million dollar company. While to

consumers it's a beacon of faith and trust, competitors look upon

Parle as an example of marketing brilliance. Parle G, a premium

glucose biscuit is the world’s largest selling biscuit.

A factory of these glucose biscuits is situated in Neemrana is

producing 7000 metric tonnes every month. A list of premium

quality biscuits and confectioneries is produced and distributed

across nations.

2. RESEARCH DONE-

“Brand representation of Parle product With Compare to Britannia, ITC in Amravati

city”

INTRODUCTION

The report is an earnest endeavor made to understand the

present market scenario in biscuits captured by the Parle and the

other competitor brands viz., Britannia, ITC & Other.

The researchers were required to see the coverage by Parle

Products Pvt. Ltd., and bring out the potential and loyal retailers so

that the company could maintain the market leadership in the

existing business scenario in the biscuits and the confectionaries.

During the course of study the researchers visited around 450

unorganized retail stores and 30 organized retail stores and

analyzed all major brands of biscuits available as well as studied the

brands, which are most preferred among the retailers.

The study encompasses the penetration of the existing Parle

products (biscuits and confectionaries).

Their motive was to study the working of the distributors in

Amravati City market. They have mentioned the problems and the

loop holes in the Parle’s distribution system and the promotional

tools, which they have found during the course of the study and

recommended various corrective measures for it.

Their study also comprises the comparative analysis between

organized and unorganized retail stores in terms of brand

availability with the help of hypothesis testing, Depth of Parle with

other competitor, Space sharing by Parle and other competitors, and

distributors services given to a retailers with the help of

questionnaire.

Statement of the Problem:

To analyze the brands of Parle Products in unorganized retail stores:

1. As compared to competitors (ITC, Britannia& other).

2. As compared to organized retail stores.

To analyze Market Depth of Parle Products as compared to

competitors (ITC, Britannia& other).

To analyze Space Share of Parle Products as compared to

competitors (ITC, Britannia& other).

To analyze Distribution Services of Parle as compared to competitors (ITC, Britannia& other).

Objectives of the Study:

1. To find out Parle Coverage in various areas of Amravati City.

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

different stores.

3. To compare the Brand with its competitive Brands like ITC,

Britannia, other in terms of coverage, number of brands

available, Market Depth and Space Share.

4. To analyze that which type of biscuits and Confessionary are

most preferred in what category of store. It was done by

analyzing questioner data.

5. To compare the organized retail stores with unorganized retail

stores in terms of brand availability.

6. To analyze Distributor Services with competitors like ITC,

Britannia & other.

Reference Period:

This study is conducted for the period of 45 days starting from 15 th

of JUNE 2011 to 30th of JULY 2011.

PROJECT METHODOLGY: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 6-7 areas of Amravati City 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 Amravati City (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 :- Finite(Amravati City)

2. Sampling Unit :- Areas of Amravati City

3. Source list :-

Unorganized retail stores (Areas):

a. Gadge Nagar

b. Yashoda Nagar

c. Kour Nagar

d. Sai Nagar (Badnera Road, Saturna MIDC Road)

e. Raja Peth

f. Ram Nagar

g. Camp, Chaprasi Pura

h. Irwin Chouk

Organized retail stores:

a. D Mart

b. Big Bazar

c. Super shopee

d. Small mals

4. Sample size:- A total of 470 unorganized retail stores with 10

organized retail stores and 4 Distributors.

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 to collect

the information that was required to carry out the research.

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 45 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

Amravati 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.

ANALYSIS

After Doing the PARLE Products Survey as the researchers analyzed that the

best selling branded biscuit company offers its customers with large variety of biscuits

(parle-g, krack-jack, 20-20, Monaco, hide and seek etc.), confectionaries (mangobite,

melody, poppins).

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.

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 coverage

7. Largest distribution system.

WEAKNESS

1. Breakage of biscuits while delivering to retailers

2. No proper replacement system for broken biscuits to retailers

3. Improper and irregular supply.

4. Less share in Premium biscuit market.

5. Dependent on its flagship brand, Parle-G

6. Poor packaging in family pack of glucose biscuits.

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.

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

THREAT

1. Highly advertised brands such as Britannia.

2. Ever increasing competition from multinationals and local companies.

3. Increase in sale of cheap local bakery products.

4. Emerging substitutes like wafers, snacks and toast.

5. Margin war among the major Brands

FINDINGS:

After close study of the present market situation prevailing in the

areas assigned the researchers, following are the observations.

1. Breakage problem in the Family packs of glucose biscuits is

leading to the decline in sales in this category.

2. Schemes, Discounts, offers, coupons etc. are not reaching to

the retailers and customers whereas Britannia and ITC on the

other hand are doing that.

3. Retailers and even wholesalers is satisfied with the supply

system of Parle.

4. It was found that Parle (especially Parle- glucose) is most

favored brand and is sold most. Parle biscuits are the retailers

and consumers prime choice.

5. Very little range of Parle biscuits were visible in organized

retail outlets.

6. Britannia is emerging as Major Competitor in the organized &

unorganized retail outlets.

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.

2. The packaging of Parle Glucose biscuits (1/2 and 1 kilogram

packs) must be improved for its better sales. The company

should come up with double packaging as people refuse to buy

family pack biscuits with loose packaging.

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. 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.

CONCLUSION:

After conducting the survey on 470 unorganized retailers, 10

organized retailers and 4 Distributors, the researchers found that

there is a bigger market for biscuits and Confessionary in

unorganized retail stores if proper supply of goods without breakage

is there.

It was also concluded that Parle is the first preference of both

the customers and retailers (Organized and unorganized both)

because of its price and brand image.

Brand Parle G dominates the volume-dominated biscuit

market. Even in today’s times when multinationals are beefing up

their operations and trying to change the dynamics of the market,

Parle G’s numbers & Quality position is unchallenged. Its

competitors have roped in superstars like King Khan and Sachin

Tendulkar, but Parle G has only gone from strength to strength.

Brand Parle G is iconic and has evolved over the years. Trust,

relevance, affordability are its hallmarks, which have withstood

pressures from the hyper-competitive marketplace.

The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack,

20-20, Marie Choice, Hide & Seek and confectionery brands, such as,

Melody, Poppins, Mangobite enjoy a strong imagery and appeal

amongst consumers across the world. Which has resulted into Parle-

G being the “world’s largest selling biscuit".

The Parle name symbolizes quality, health and great taste.

Constantly innovating and catering to new tastes PARLE-G has built

its reputation. This can be seen from the success of its new brands

such as 20-20, Imli Bite 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.

Appendix:

QUESTIONNAIREName of the shop: ..........................................................................Name of the shop owner: ..............................................................Address: .........................................................................................Contact No. : ......................... Shop Category: ............................

1. Weather the retailer keeping Biscuit of any company.

Parle Britannia ITC Other

2. If not keeping, weather they are interested to keep? Yes No

3. How much Biscuits brand the retailers have?Parle Britannia ITC Other

4. Space share by Biscuits? Parle Britannia ITC Other

5. Glucose Biscuit Depth.Parle-G Tiger Sun fest other

6. Salted Biscuit Depth.Monaco 50-50 Snacky

7. Cookies Biscuit Depth.20-20 Good Day Sunfest butter cookies

8. Marie Biscuit Depth.Marie Marie Gold Marie Light

9. Cream Biscuit Depth.Hide-n-Seek Bourbun Spacial

10. Chocolate Brand in Shops?

i)Perfeti ii)Parle iii)ITC iv)Nastle v)Cadbary vi)Nutrien vii)Others

11. Space share by chocolates.

Perfeti Parle ITC Nastle Cadbary

12. Are you satisfied with distributor services? Parle Britannia ITC Other

Remark: ________________________________________________

BIBLIOGRAPHY:

I. KOTHARI .C.R.

Research Methodology, New Delhi

New Age International Publishers

II. KOTLER PHILIP & KELLER KEVIN LANE ,Marketing

Management ,Practice Hall ,New Delhi

III. Websites:

wikipedia search: (www.wikipedia.com)

www.parleproducts.com

www.tradeindia.com