Final Parle Report

INTERNSHIP REPORT
ON
PARLE PRODUCT PVT. LTD.

MUMBAI,
INDIA
Submitted in Partial Fulfillment of the Requirements of Bachelor of Business

Administration Degree Course of Bengaluru City University
Mentored by
Dr. M LAKSHMIPATHI NAIDU M.Com. L.L.B., M.Phil., Ph.D.

Asst. Professor and HOD
Dept. of Management Studies - BBA
Submitted by
POOJA BHAGAT
(Reg. No. B1921301)
2022
EVALUATION REPORT
INTERNSHIP REPORT
ON
FIRST SOURCE PVT LTD,
BANGALORE,
INDIA
Student Mentor
Name Pooja Bhagat Dr. M Lakshmi Pathi Naidu

Name
Reg. No. B1921301
Signatur
Signature
e
Date Date
Dr. M Lakshmi Pathi Naidu

HOD
Maximum Marks Name of the Sign. of

Date
Marks Scored Examiner Examiner
Presentation 25
Report 75
Total Marks 100

Dr. M Lakshmi Pathi NaiduM.Com., L.L.B., M.Phil., Ph.D.
Associate Professor and HOD,
Department of Management Studies – BBA
M S Ramaiah College of Arts, Science and Commerce,
Bengaluru - 560054
MENTOR CERTIFICATE
Certified that, this Internship Report on “, Parle Product Pvt. Ltd, Mumbai, India” is
based on an original study done by POOJA BHAGAT (Reg. No. B1921301) under my
supervision. She has attended the required guidance sessions held by me. This Internship Report
has not formed a basis for the award of any other Degree/Diploma of any University or
Institution.

Place: Bengaluru
Date:
Dr. M Lakshmi Pathi Naidu
Mentor
ACKNOWLEDGEMENT
This report has been prepared for the internship that has been done in Parle Product Pvt, Ltd. to
study the practical aspect of the marketing strategies of the company with the purpose of
fulfilling the requirements of the customers and the market.
I would like to express my sincere gratitude to Dr. Vatsala G, Principal, and to DR. Bindu
Nambiar, Dean M.S. Ramaiah College of Arts, Science and Commerce, Bengaluru. I would
like to extend my heartfelt thanks to my mentor and our HOD Dr. M. Lakshmi Pathi Naidu.
A successful completion of internship 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. The project is also no exception to this. So it becomes necessary to mention
this before we start writing the study report.
I 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 internship and the project
work.
I would like to place on record our sincere gratitude to Mr. D.K.Pundir Associate General
Manager of Parle Products Pvt. Ltd, Mumbai for giving me support guidance & opportunity to
do my internship with Parle Products Pvt. Ltd.
Last but not the least my wholehearted thanks goes to the distributors, the wholesalers, the
retailers and the whole Parle team with whom I interacted and all those people who indirectly or
directly helped me.
LIST OF CONTENT
S.NO INDEX Page No.
01 EXECUTIVE SUMMARY
02 CHAPTER : 1 INTRODUCTION
03 CHAPTER : 2 OVERVIEW OF THE COMPANY
04 CHAPTER : 3 LEARNING OUTCOME
05 CHAPTER : 4 ANALYSIS
06 CHAPTER : 5 CONCLUSION
07 BIBLIOGRAPHY
EXECUTIVE SUMMARY
The report is an earnest endeavour made to understand the present market scenario in biscuits
captured by Parle and the other competitor's brand viz., Britannia, Priyagold and ITC. We are
required to see the coverage by Parle Product 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 biscuit and the confectioneries. The study encompasses the penetration of the
existing Parle Product, (Biscuits and Confectioneries) and the market potential for the new
product like Golden Arch, Nimkin, Monaco Funion, Melody Softee, Mazelo. Their motives were
to study the working of the distributors in the Mumbai market. They have mentioned the
problems and the loopholes in the Parle's distribution system and the promotional tools, which
they have found during the course of study and recommended various corrective measures for it.
I also studied the behaviour of consumers about their preferences for Biscuits, Candies, and their
overall buying behaviour.
INTERNSHIP REPORT ON PARLE PRODUCT PVT. LTD.
CHAPTER - 1
INTRODUCTION
1.1 INTRODUCTION
When people speak of “brand equity” they mean the public valuation of a brand
equity is associated with wide recognition, customer loyalty, and the market share
enjoyed by the branded product or service. Wide familiarity, strong loyalty, and a
dominant share tend in the long run to be the consequences of consistently favourable
performance by the owner of the brand. Very strong bond equity of long standing
may also result in that brand being used as the name of an entire category . Thus
people talk of “Hovering” , “cola” is a generic for a soft drink, and people say , “Let
me get you a Xerox of that” even when the copier used is of another brand. In these
situations the brand equity of the Hoover vacuum cleaner, of Coca-Cola , and of
Xerox copies is clearly evident . As discussed elsewhere in this volume Coca-Cola`s
brand equity is the highest in the world .
Brand equity , however, can also turn negative . examples are communications
services that get a reputation for wretched customer services , automobiles with a
dangerous design defect, or a widely-used pharmaceutical that is discovered , later ,
to cause heart problems . Unless corrected , negative brand equity soon means
oblivion.
The brand management and product management division of a company will actively
seek strong brand equity in the marketplace . One common method of gaining equity
is through advertising campaigns that promote the brand . Messages that are
delivered through advertising are created by the company . Unlike other factors
which are beyond corporate control, publicity and consumer reviews of a brand are
aspects of brand equity not managed by the company . Depending on the source , the
effects of these factors may affect the brand perception positively or negatively .
While companies actively pursue positive reviews and articles, they can be damaged
by negative press . Companies or products with the strongest equity tend to be those
with the highest market share and profits. A sure sign of high brand equity within a
certain category is the use of a brand name to define all products of a certain type.
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MS RAMAIAH COLLEGE OF ARTS, SCIENCE AND COMMERCE
1.2 MARKETING
Marketing is a process of communicating the value of a product or service to

consumers. Marketing might sometimes be interpreted as the art of selling products ,
By sales a part of marketing . As the term “marketing” may replace “advertising” it is
the overall strategy and function of promoting a product or service to the consumer.
Marketing satisfies these needs and wants through exchange processes and building
long-term relationships. The process of communicating the value of a product or
service through positioning to consumers. Marketing can be looked at as an
organisational function and a set of processes for creating , delivering and
communicating value to consumers and managing consumer relationships in ways
that benefit the organisation consumer buying behaviour and providing superior
customer value.
1.3 DEFINITION OF MARKETING
Marketing is currently defined by the American Marketing Association (AMA) board

of directors as "the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large". Philip Kotler defines marketing as “the science
and arts of exploring , creating . And delivering value to satisfy the needs and
desires . It targets the market at a profit. Marketing identifies unfulfilled needs and
desires . It defines , measures and quantifies the size of the identified market and the
profit potential , it pinpoints which segments the company is capable of serving best
and it designs and promotes the appropriate products and services .
1.4 IMPORTANCE OF MARKETING
Marketing is a very important aspect in business since it contributes greatly to the

success of the organisation , Production and distribution depend largely on marketing
. Many people think that sales and marketing are basically the same. These two
concepts are different in many aspects. Marketing covers advertising , promotions,
public relations, and less. It is the process of introducing and promoting the product
and service into the market and encourages sales from the buying public. Sales refer
2
to the act of buying or the actual transaction of consumers purchasing the product or
services.
1.5 MARKETING MIX
Marketing mix is a mixture of several ideas and plans followed by a marketing

representative to promote a particular product or brand is called marketing mix.
Several concepts and ideas combined together to formulate final strategies helpful in
making a brand popular amongst the masses from a marketing mix.
“Marketing mix” is a general phrase used to describe the different kinds of choices
organisations have to make in the whole process of bringing a product or service to
market. The 4 PS is one way – probably the best known way of defining the
marketing mix and was first expressed in 1960 by E.J.McCarthy.
1.6 ELEMENTS OF MARKETING MIX
The elements of marketing mix are often called the four points of marketing.
A) Product mix
Goods manufactured by organisations for the end-users are called products, Products
can be of two types -Tangible product and Intangible products (services) an
individual can see , touch and feel are tangible products as Compared to intangible
products. A product in a market place is something , which a seller sells to the buyers
in exchange of money.
B) Price mix
The money which a buyer pays for a product, is called as price of the Product .The
price of the product is indirectly proportional to its Availability in the market lesser
its availability, more would be its price and vice versa .
Retail stores which stock unique products quote a higher price from the Buyers.
C) Place mix
Place refers to the location where the products are available and can be sold or
purchased. Buyers can purchase products either from physical mallets or from virtual
Markets. In a physical Market, buyers and sellers can physically meet and interact
3
with each other whereas in a virtual Market buyers and sellers meet through the
internet.
D) Promotion mix
promotion refers to the various strategies and ideas implemented by the marketer to
make the end users of their brand. Promotion includes various techniques employed
to promote and make a brand popular among the masses.
1.7 MARKET
An actual or nominal place where forces of demand and Supply operate, and where
buyers and sellers interact ( directly or through intermediaries ) to trade goods,
services or contracts or instruments, for money or barter.
Markets include mechanisms or means for
(1) Determining price of the traded item.
(2) Communicating the price information.
(3) Facilitating deals and transactions, and
(4) Affecting distribution.
The market for a particular item is made up of existing and potential customers who
needed and have the ability and willingness to pay for it.
1.8 MARKETER
A person whose duties include the identification of the goods and services desired by
a set of consumers, as well as the marketing of those goods and services on behalf of
a company, see also advertising.
1.9 CUSTOMER SATISFACTION
Customer satisfaction (often abbreviated as CSAT, more correctly CSAT) is a term

frequently used in marketing. It is a measure of how products and services supplied
by a company meet by surpassing customer expectations. Customer satisfaction is
defined as the number of customers, or percentage of total customers, whose reported
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experience with a firm, its products, or its services (rating) exceeds Specified
satisfaction goals".
The Marketing accountability Standards Board (MASB) endorses the definitions,
purposes, and constructs of classes of measures that appear in marketing metrics as
part of its ongoing common language in marketing projects. In a survey of nearly 200
senior marketing managers, 71% responded that they found the customer satisfaction
metric very useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a
balanced scorecard. In a competitive market place where businesses compete for
customers, customer satisfaction is seen as a key differentiated and increasingly has
become a key element of business strategy.
" Within organisations, customer satisfaction rating scales can have a powerful effect.
They focus employees on the importance of fulfilling customers' expectations.
Furthermore, When these ratings dip, they warn of problems that can affect sales and
profitability. These metrics quantify an important Dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both free and highly
effective." Firms need reliable and representative measures of satisfaction to
effectively manage customer satisfaction. "In researching satisfaction, firms generally
ask customers whether their product or service has met or exceeded expectations.
Thus, expectations are a key factor behind satisfaction. When customers have high
expectations and The reality falls short, they will be disappointed and will likely rate
their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget Motel even though its
facilities and service would be deemed Superior in absolute terms".
The importance of customer satisfaction diminishes when a firm has increased by
gaining power. For example, cell phone plan providers, such as AT & T and Verizon,
participate in an industry that is an oligopoly; there are only a few suppliers of a
certain product or service. Such as, many cell phone plan contracts have a lot of fine
print with provisions that they would never get away if there were , say, a hundred
cell phone plan providers, because customer satisfaction would be far too low, and
customers would easily have the option of leaving for a better contract offer.
Customer satisfaction (often abbreviated as CSAT, more correctly CSAT) is a term
by a company meet or surpass customer expectations. Customer satisfaction is
5
defined as " the number of customers, or percentage of total customers, who reported
experience with a firm, its products, or its services (ratings) exceeding specified
satisfaction goals."
The Marketing Accountability Standards board (MASB) endorses the definitions,
purposes, and constructs of classes of measures that appear in Market metrics as part
of its ongoing common language in marketing projects. In a survey of nearly 200
senior marketing managers, 71% responded that they found customer satisfaction
metrics very useful in managing and monitoring their businesses.
balanced scorecard. In a competitive market place where businesses compete for
customers , customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy. " Within organisations, customer
satisfaction rating scale can have a powerful effect. They focus employees on the
importance of fulfilling customers' expectations. Furthermore, When these ratings
dip, they warn of problems that can affect sales and profitability. These metrics
quantify an important Dynamic. When a brand has loyal customers, it gains positive
word-of-mouth marketing, which is both free and highly effective." Firms need
reliable and representative measures of satisfaction to effectively manage customer
satisfaction.
" In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and The reality falls short, they
will be disappointed and will likely rate their experience as less than satisfying. For
this reason, a luxury resort, for example, might receive a lower satisfaction rating
than a budget Motel even though its facilities and service would be deemed Superior
in absolute terms". The importance of customer satisfaction diminishes when a firm
has increased by gaining power. For example, cell phone plan providers, such as AT
& T and Verizon, participate in an industry that is an oligopoly; there are only a few
suppliers of a certain product or service. Such as, many cell phone plan contracts
have a lot of fine print with provisions that they would never get away if there were ,
say, a hundred cell phone plan providers, because customer satisfaction would be far
too low, and customers would easily have the option of leaving for a better contract
offer.
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1.10 PURPOSE
A business ideally is continually seeking feedback to improve customer satisfaction.

"Customer satisfaction provides a leading indicator of consumer purchase intentions
and loyalty." "Customer satisfaction is among the most frequently collected
indicators of Market perceptions. Their principal use is twofold."
a) "Within organisations, the collection, analysis and dissemination of these data send
a message about the importance of attending to customers and ensuring that they
have a positive experience with the company's goods and services."
b) "Although sales or market share can indicate how well a firm is performing
currently, satisfaction is perhaps the best indicator of how likely it is that the firm's
customers will make for their purchases in the future. Much research has focused on
the relationship between customer satisfaction and retention. Studies indicate that the
ramifications of satisfaction are most strongly realised at the extremes."
On a five-point scale individuals who rate their satisfaction level as `5` are likely to
become return customers and might even evangelise for the firm. (A second
important matrix related to satisfaction is willingness to recommend . This metric is
defined as "The percentage of surveyed customers who indicate that they would
recommend a brand to friends". When a customer is satisfied with a product, he or
she might recommend it to friends, relatives and colleagues. This can be a powerful
marketing advantage.) Individuals who rate their satisfaction level as `1`, by contrast,
are unlikely to return. Further, they can hurt the firm by making negative comments
about it to prospective customers. Willingness to recommend in a key metric relating
to customer satisfaction".
1.14 CONSUMER PREFERENCE
Consumer preference is defined as the subjective test of individual consumers,

measured by their satisfaction with those items after they have purchased them. This
satisfaction is often referred to as utility . Customer value can be determined by how
customer utility compares between different items. Customer preference can be
measured by their satisfaction with the specific item, compared to a opportunity cost
of that item since whenever. You buy one time, you forfeit the opportunity to buy a
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competing item. Because customer preference determines what products people will
buy within their budget, understanding customer preference will give you an
indication of customer demand. This information will help to ensure that you have
enough product to meet demand and will help you determine the price for your
product. If ,for example, your company makes dresses, knowing what women prefer
in a dress will help you determine which colours and fabrics will sell better than
others as well as whether shorter hemlines will sell better than longer hemlines. If
your products are comparable to more expensive brand, you may be able to sell them
at a higher profit on the other hand if your competitors of a similar dress for less
money that are also preferable to your, you may need to reduce production, change
the design or reduce your profit to ensure you are and left with too much inventory at
the end of the season. As the preference for one product over other increase, one
product May outsell the other even if the price is much higher. However when the
preference is negligible then price and availability become the determining factors
over which one will sell better.
1.15 WHY IS CUSTOMER PREFERENCE IMPORTANCE
Because customer preference determines what products people will buy within their
budget, understanding customer preference will give you an indication of customer
demand. This information will help to ensure that you have enough product to meet
demand and will help you determine the price of your product. Help you determine
which colours and fabrics will sell better than others as well as whether shorter
hemlines will sell better than longer hemlines. If your products are comparable to
more expensive brand, you may be able to sell them at a higher profit on the other
hand if your competitors of a similar dress for less money that are also preferable to
your, you may need to reduce production, change the design or reduce your profit to
ensure you are and left with too much inventory at the end of the season. As the
preference for one product over other increases, one product May outsell the other
even if the price is much higher. However when the preference is negligible then
price and availability become the determining factors over which one will sell better.
1.16 CURRENT TREND RELATED TO PREFERENCE

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1. Changing customer preferences

Bold and exotic flavours, snacking and health and wellness are all at the forefront For
consumer food preference in 2018, and the millennial generation is frequently driving
those choice options with their adventurous palates. Subscription food home delivery
will also continue to evolve keeping in mind consumer's wishes to be part of the
meal- making process with easy-to-follow recipes and healthy , fresh ingredients.
Likewise, on-the-go, convenient packaging, like bowl-based choice featuring Kale ,
quinoa and more, will be in demand as eager customers look for quick but healthy
eating options. Staying on top of these shifting lifestyles and preferences will be
essential for relevant and profitable food and beverage companies. As we witnessed
in 2017 large packaged food companies that haven't been on trend with healthy
snacking resulted in declining sales.
2. Mergers and acquisitions

Many companies in 2018 will add new product line or introduce healthy products and
ingredients to their existing foods and drinks . At, rather than developing these new
products within the businesses existing food and drinks. Yet, rather than developing
these new products within the business is existing operations, more and more we are
seen companies acquired businesses that are producing the type of foods and
ingredients they are looking for . These acquisitions are frequently done at a lower
cost than spending the time and resources in internal research and development
(R&D) to create these new products. In the sense, acquisition in this new (R&D) for
many food and beverage companies wanting to enhance their product offerings and
brand.
In recent years, consumer confidence in the safety of the U.S. food supply has been
lagging. According to a recent International Food Formation Council Foundations
Food and Health survey ,61% of Americans are at least somewhat confident in the
safety of the
food supply, down from 66 % in 2016. Clearly, food manufacturers would like to
mitigate risks and improve in this area. For many businesses, food safety and
preventive efforts will continue to be top in mind in 2018.
More and more consumers, particularly millennials, want to know if their food
producers are green charitable with their access product, control their water
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consumption, use alternative energy like solar power, reduce wasteful packaging and
more. While these important sustainable measures can be costly to operations,
companies must leverage efficient green systems and be aware of cost saving tax
credit like food donation deductions to help offset these important efforts.
3. E commerce
On the shelf space grocery stores have become fiercely competitive. There are other
attractive selling channels for taking rice. Sales on direct to consumer rights and third
party eCommerce platforms account for 36% of specialty food and beverage sales.
With Amazon's acquisition of Whole Foods the demand for online delivery and
subscription food services will continue to grow in 2018 as busy consumers show
their preference for doorstep delivery as the fierce competition for shelf space
continues home delivery will grow in demand as well. Customer's order their choices
from their devices and delivery is provided within hours or available for pickup at
neighbouring locations. Look for this service to continue to grow regionally, too, as
local grocery outlets, dairies and farmers develop operations to meet their customers
needs.
4. Technology
In 2018 consumers have reached before they buy more than ever and that includes
food and beverages. With a Quick Search on smartphones, consumers can make
informed and speedy choices about the products they consume. What foods provide
the protein and energy boost needed for a workout? Which drinks promote healthy
skin? Where is this food grown? speedy choices about the products they consume.
What foods provide the protein and energy boost needed for a workout? Which
drinks promote healthy skin? Where is this food grown?
What are the core values and history of the company manufacturing the product?
Successful food and beverage businesses will use digital and social platforms to
connect with consumers, providing robust product research avenues, tips ,stories,
forums and more for the information hungry customers. Harnessing the internet of
things and big data are important parts of that overall strategy as well.
5. The future of brick and mortar is mobile
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It's easy to look at the state of retail and see it is a push and pull between E commerce
and physical stores. In reality technology is leading a helping hand to brick-and-
mortar sales. While 86% of us retail sales still take place in physical stores, 53% of
all purchasing decisions are now "digitally influenced". What's more, Forrester
reports that by the year 2020 the Internet will have an even bigger impact on the
customer purchase journey influencing more than 40% of in-store sales. With mobile
devices and location Technology combined with brand analytics, branches can
identify and engage Shoppers when it matters most and see positive changes to their
in store revenue.
6. People want frictionless shopping experience

Online shopping has affected customer Expectations in many ways including the way
a consumer learns about products. They have come to expect detailed product
information on E- Commerce sites, and want the same thing in-store. In order to
provide that information -along with ratings, reviews and price comparisons- -
retailers must embrace mobile to help their customers find products in store and skip
the cache line on the way out. We have already seen this with Amazon Go stores in
the US, requiring a mobile phone and app in order to use their " just walk out"
technology. We anticipate other companies taking a similar approach this year too.
7. The age of buying through a single channel is over

Determining how and where a consumer shop is always top of mind for retailers, and
we Nau Nau many consumers check multiple channels before they make a purchase.
Even if they are "loyal" to a particular channel- like Amazon and e-commerce store
for their preferred brick-and-mortar- they are likely to visit multiple outlets and often
like to touch and explore new products in store. And a marketer reports that 65% of
customers expect " consistent levels of service across physical and digital
experiences", while 55% expect " frictionless flow of information between multiple
channels". Multi channel shopping isn't just popular with customers- it's more
lucrative for retailers. The national retail Federation found that multichannel
Shoppers spent 93 more on average than single channel Shoppers over the
Thanksgiving weekend. For what reason more brands will follow in the footsteps of
Amazon and Sears, which struck a deal allowing customers to purchase tires from the
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former and have them installed by the latter. Facilitating multi channel shopping will
satisfy your customers desire for convenient buying options.
8. Voice search adoption is on the rise

Think voice search and recognition are still on Novelty? Think again. Consumers
have grown very comfortable with this technology to the point where almost 60% of
all searches come from mobile devices and 20% Now use voice search. This
behaviour supports the trend towards quick and easy shopping experiences; voice
research is hand free and faster than typing coma. Why mobile solve real time
problems related to location with "near me" search options and local SEO.
Voice search currently generates $2 billion in US retail sales and is expected to reach
$ 40 billion by 2022. By 2020, Gartner predicts voice- activated research will account
for 30% of web browsing sessions. These numbers are impossible to ignore for those
in the digital marketing field as they represent a fundamental shift in how people
search. Optimising for voice search should be a Priority for brands in 2019.
9. Consumers expect personalization from brands

it's becoming abundantly clear that consumers want a richer, more personalised
shopping experience whether in person, online or via mobile. Research shows they
are willing to provide the personal data necessary to allow for those personalised
experiences. In fact, 54% of consumers expect to receive a personalised discount
within a day of making themselves known to a brand, and 71% Express frustration
when their shopping experience feels "impersonal." Research shows that 63% of
consumers are interested in personalised recommendations and are willing to share
their data to receive benefits like credits for coupons and loyalty points, exclusive
Deals And special offers on relevant items. Understanding what consumers want is
the key to creating a more engaging and effective campaign. This year will be a
pivotal year for retail, as marketers fully integrate the online and offline retail
experiences.- common thread between all five of our predictions. Just make sure to
let your customers guide your decision making along the way.
1.17 Advantages and Disadvantages
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The reason we use the term consumer preference as opposed to brand- for intangible
assets- based moats is because of a key factor behind these moats: consumers
preference for a specific product at the experience of others. By terming businesses
driven by consumer preference as " brand moats", investors set themselves up for
behavioural errors. Not all brands are created equal. Indeed, even the most well
known of brands Mein failto endow its owners with any competitive advantage let
alone a sustainable one. For a consumer preference to lead to sustainable competitive
advantages, two elements need to be present: customer captivity and pricing power.
1. Demographics Segmentation
Demographic segmentation focuses on classified groups of people based Primarily
upon physical or situational factors such as age, gender, income, ethnicity,
Geography, educational level, etc.
PROS::
● demographic variables are typically easier to collect and measure versus those
of other segmentation techniques.
● Targeting it is typically more straightforward when using demographics as a

metric-
e.g., you can target a consumer group such as college educated millennial, for
men between the ages of 35 and 45
● consumer profiles are easy to understand across the board, which lends itself
to an easier strategy development process in terms of internal collaboration
between departments (e.g., sales per customer service, management, etc.).
CONS:
● demographics do not always imply similar needs, values or motivations

within a particular demographic group.
● The effectiveness of your marketing message may be hampered by a " one -

size- fits- all" approach to the consumers within a given demographic
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segment.
● Skewed or problematic that are within a given region can produce and be
reliable as emissions come, potentially reducing the accuracy of your
marketing message and methods.
2. Attitudinal Segmentation
Attitudinal segmentation groups potential consumers based on their attitudes,
emotions
and/or options about a specific product service or topic.
PROS:
● The insights obtained can transcend superficial data points, and instead
connect with the articulated needs and beliefs of a consumer.
● Not only does attitudinal segmentation help marketer understand the

commonalities in consumers preferences and options, but it can also provide
insight into what makes one consumer group different from another.
● Since this form of segmentation focuses on what users think and feel, it can
be an excellent tool for branding strategy development, because it enables
businesses to "speak the same language" as their target audience.
CONS:
● Translating attitudinal characteristics into a conventional data base model can

be challenging, and can sometime lead to loss of effectiveness in terms of
reliability.
● It can be difficult to obtain data for consumers in a given population, because

participation in an attitude no survey is required.
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3. Psychographic segmentation
Psychographic segmentation focuses on grouping consumers by shared beliefs,
values, interests, priorities, emotions, and lifestyles.
PROS:
● This form of segmentation provides insight into the motivations behind

consumer behaviour, providing marketers with a more accurate picture of
what makes their potential customer "tick".
● Brands can more easily, enabling them to customise more compelling

marketing messages.
● Psychographic segmentation provides a better overall understanding of the

consumer, enabling brands to execute effective emotive marketing to highly
responsive segments.
CONS:
● Psychographic data have traditionally been more difficult to obtain than other
"a prior" Data Collection methods (e.g., demographics, consumer behaviour,
etc.)
● It can be difficult to obtain data for consumers in a given population, as

participation in a psychographic survey is usually necessary. However,
psychographic segmentation can be statistics Lee projected across a
population with protective modelling, so the accuracy of segment assignment
will be significantly less than with a prospective survey.
● Clear rules regarding the interpretation of data must be put in place to ensure
consistency of approach among the individuals/departments that engage in
customer segmentation analysis.
● As with anything else, consumer segmentation strategy carries distinct

advantages and disadvantages, but the overarching goal remains the same: to
leverage this data for the purpose of identifying the connection with highly
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targeted audiences. By doing so, businesses are far more likely to achieve
their marketing goals.
Customer’s satisfaction & Consumer Behaviour
Customer satisfaction (often abbreviated as CSAT, more correctly CSat) is a term

by a company meet or surpass customer expectations. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals."
The Marketing Accountability Standards Board (MASB) endorses the definitions,

purposes, and constructs of classes of measures that appear in Marketing Metrics as
part of its ongoing Common Language in Marketing Project. In a survey of nearly
200 senior marketing managers, 71 percent responded that they found a customer
satisfaction metric very useful in managing and monitoring their businesses.

Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy
CUSTOMER
A customer (also known as a client, buyer, or purchaser) is usually used to refer to a
current or potential buyer or user of the products of an individual in certain contexts,
the term customer also includes by extension any entity that uses or experiences the
services of another. A customer may also be a viewer of the product or service that is
being sold despite deciding not to buy them. The general distinction between a
customer and a client is that a customer purchases products, whereas a client
purchases services. The word derives from "custom," meaning "habit"; a customer
was someone who frequented a particular shop, who made it a habit to purchase
goods of the sort the shop sold there rather than elsewhere, and with whom the
shopkeeper had to maintain relationship to keep his or her "custom," meaning
16
expected purchases in the future. The slogans "the customer is king" or "the customer
is god" or "the customer is always right" indicate the importance of customers to
businesses – although the last expression is sometimes used ironically. However,
"customer" also has a more generalised meaning as in customer service and ales
commercialised meaning in not-for-profit areas. To avoid unwanted implications on
income areas such as government services, community services, and education, the
term “customer" is sometimes substituted by words such as "constituent" or
"stakeholder”. This is done to address concerns that the word "customer" implies a
narrowly commercial relationship involving the purchase of products and services.
However, some managers in this environment, in which the emphasis is on being
helpful to the people one is dealing with rather than on commercial sales,
comfortably use the word "customer" to both internal and external customers.
OBSOLETE meaning: In the early 17th century customer was defined as a "common
prostitute". This meaning is important for understanding historical literary works. ("I
marry her! What, a customer?")Othello, or ("I think there is now a common
customer") All’s Well that Ends Well. Today the meaning of "customer" has been
inverted in this usage. Consumer is a broad label for any individuals or households
that use goods and services generated within the economy.
The concept of a consumer occurs in different contexts, so that the usage and
significance of the term may vary.
● In economics and marketing: The "consumer" is the one who consumes the
goods and services produced. As such, consumers play a vital role in the
economic system of a nation because in the absence of the effective demand
that emanates from them, the economy virtually collapses. Mahatma Gandhi
said a customer is the most important visitor in our premises. He is not
dependent on us, we are on him. He is not an interruption to our work; he is
the purpose of it. Typically when businesspeople and economists talk of
consumers they are talking about a person as consumer, an aggregated
commodity item with little individuality other than that expressed in the
buy/not-buy decision. However there is a trend in marketing to individualise
17
the concept. Instead of generating broad demographic profiles and psycho-

graphic profiles of market segments, marketers have started to engage
impersonalized marketing, permission marketing, and mass customization.
There is increasing backlash from the public over use of the label "consumer"
rather than “customer", with many finding it offensive and derogatory
● In law and politics: The law primarily uses the notion of "consumer" in
relation to consumer protection laws, and the definition of consumer is often
restricted to living persons (i.e. not corporations or businesses) and excludes
commercial users. A typical legal rationale for protecting the consumer is
based on the notion of policing market failures and inefficiencies, such as
inequalities of bargaining power between a consumer and a business. As all
potential voters are also consumers, consumer protection takes on a clear
political significance. Concern over the interests of consumers has also
spawned much activism, as well as incorporation of consumer education into
school curricula there are also various non-profit publications, such as
Consumer Reports and Choice Magazine, dedicated to assisting consumer
education and decision making, and Consumer Directing the UK. In India, the
Consumer Protection Act 1986 clearly differentiates a consumer as
consuming a commodity or service either for his personal domestic use or to
earn his livelihood. Only consumers are protected as per this act and any
person, entity or organisation purchasing a commodity for commercial
reasons are exempted from any benefits of this act.
Frequently used in marketing, is a measure of how products and services supplied by

a company meet or surpass customer expectation. . Customer satisfaction is defined
as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals.
● Quality: The Quality of a product attracts more customers. A person buys

some goods to know about the quality of our product.
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● Promotion: The greatest challenge faced by companies today is holding and

increasing their market share and value. This is always a strenuous exercise
and one of the tools for the same is marketing. There is no specific game rule
available for using these marketing tools .The reason is: each promotional
tool has its own characteristics.
● Brand Awareness: Brand awareness precedes all other steps in the buying
process. A brand attitude cannot be performed, unless a consumer is aware of
the brand. In memory theory, brand awareness is positioned as a vital first
step in building the bundle of associations which are attached to the brand in
memory.
● Demographic factor: Based on this study demographic factors like age,

gender, education, status, and income influence people indirectly for decision
making. This is supported by the following evidence. Demographic factors
play a major role in children’s power to influence their parents. It is known
that age is a relevant variable as older children are presumed to be more
knowledgeable about products and family needs. Brand image: Based on this
study the preference for selecting water purifiers is mainly based on brand,
quality, and taste. Brand image influences the consumer mind and consumers
feel the quality of the product. This is supported by the following review.
● Advertising: Based on this study the majority of the respondents were

influenced by advertisements for buying water purifiers. In recent
circumstances technology plays an important role in decision making;
especially in the advertising field the technology role is very high. Television
advertisements induce the consumer's mind for decision making, especially
advertisements for water purifiers influencing the consumer to buy a
particular brand. Other kinds of advertisements in magazine, newspapers are
also influencing people. Advertising is a strong base for consumers.
● Product attributes: Based on this study product attributes also influence the
consumers for decision making.
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● Price: Based on this survey, most of the respondents are influenced by price
then availability, and then packaging .For increasing the price of a product the
company should consider the views of consumers otherwise the consumer
switches over to competitor product.
Sources of Data
Data that is being used in this study was collected from 2 sources
● Primary data
● Secondary data
PRIMARY DATA
Here the respondents were met directly to collect the information by the way of
personal interviews and reports.
Data Collection Methods

The primary data is collected through surveys. Survey research aims at systematic
gathering of data from the respondents through questionnaires.
Interview Method
The method of collecting data in terms of verbal responses. It is achieved in two
ways, such as
● Personal Interview – In this method, a person known as an interviewer is
required to ask questions face to face to the other person. The personal
interview can be structured or unstructured, direct investigation, focused
conversation, etc.
● Telephonic Interview – In this method, an interviewer obtains information by
contacting people on the telephone to ask the questions or views, verbally.
Questionnaire Method
In this method, the set of questions are mailed to the respondent. They should read,
reply and subsequently return the questionnaire. The questions are printed in the
definite order on the form. A good survey should have the following features:
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● Short and simple

● Should follow a logical sequence
● Provide adequate space for answers
● Avoid technical terms
● Should have good physical appearance such as colour, quality of the paper to
attract the attention of the respondent
SECONDARY DATA
The secondary data is collected from magazines, websites, journals, newspaper

publishing daily, and company manuals. This data helped in collecting information
regarding the company and the products.
SCOPE:
The scope is to identify and describe the analysis carried out, projects completed,
experience gained and focuses on the achievements as an marketing intern in the
marketing department.
This internship aimed at providing the interns with necessary knowledge and skill in
line with the field of marketing, the intern intended to provide quick response to the
public and as well market the activities of the organisation. This enables the student
to generate practical skills from the respondents in the various directorates and
department of organisation.
CHAPTER - 2
OVERVIEW OF THE COMPANY
21
About the Company:

A long time ago, when the British ruled India, a small factory was set up by
Mohanlal Dayal Chauhan 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.
The original Parle company was split into three separate companies, owned by the
different factions of the original Chauhan family:
- Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands
Parle-G, Melody, Mango Bite, Monaco and KrackJack.)
- Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and
Nadia (owned of the brands such as Frooti and Appy)
- Parle Bisleri, led by Ramesh Chauhan, his wife Zainab Chauhan and their
daughter Jayanti Chauhan.
All three companies continue to use the family trademark name "Parle". The original
Parle group was amicably segregated into three non-competing businesses. But a
dispute over the use of "Parle" brand arose, when Parle Agro diversified into the
confectionery business, thus becoming a competitor to Parle Products. In February
2008, Parle Products sued Parle Agro for using the brand Parle for competing
confectionary products. Later, Parle Agro launched its confectionery products under
a new design which did not include the Parle brand name In 2009, the Bombay High
Court ruled that Parle Agro can sell its confectionery brands under the brand name
"Parle" or "Parle Confi" on condition that it clearly specifies that its products belong
to a separate company, which has no relationship with Parle Products.
22
Today’s companies are facing their toughest competition. Every company aims to
win customers and outperform the competitors. The answer lies in doing a better job
of meeting and satisfying customer needs. Only customer centred companies are
adept at building customers, not just products.
Customers are valued. They form an expectation of value and act on it. Many
companies are aiming for high satisfaction because customers who are just satisfied
find it easy to switch when a better offer comes along. Those who are highly
satisfied are much less ready to switch. High satisfaction, a delight creator and
emotions bound with the brand, out just a rational preference.
The main objective of this research is to ascertain the level of customer satisfaction.
The nature of the research conducted was descriptive which would enable the
decision maker to draw inferences about the customers and work accordingly. The
data collection instrument was an interview schedule from the customers of Parle
products.
BACKGROUND DETAILS:
Description: The company is India's leading manufacturer of biscuits and

confectionery. As the makers of the world's largest selling biscuit, Parle-G, and a host
of other very popular brands.
Products & Services:salt, milk, butter, chocolate, and cream biscuits; crispy
toasts/rusks; a range of snacks; and chocolates, candies, and mints.
Category:Manufacturer
Parle Products Private Limited is a Non-govt company, incorporated on 09 Dec,

1950. It's a private unlisted company and is classified as a company limited by
shares'.
Company's authorised capital stands at Rs 372.9 lakhs and has 52.05149% paid-up
capital which is Rs 194.1 lakhs. Parle Products Private Limited last annual general
23
meet (AGM) happened on 28 Sep, 2016. The company last updated its financials on
31 Mar, 2016 as per the Ministry of Corporate Affairs (MCA).
Parle Products Private Limited is majorly in Manufacturing (Food stuffs) business

from last 72 years and currently, company operations are active. Current board
members & directors are VIJAY KANTILAL CHAUHAN, SHARAD PITAMBER
CHAUHAN, ARUP SHARAD CHAUHAN, AJAY VIJAY CHAUHAN, SAMAR
SHARAD CHAUHAN and RAJ KANTILAL CHAUHAN .
Company is registered in Mumbai (Maharashtra) Registrar Office. Parle Products
Private Limited registered address is NORTH LEVEL CROSSING, VILE PARLE
EAST MUMBAI MH 400057 IN.
OVERVIEW OF THE ORGANISATION:
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 symbolises quality, nutrition and great
taste. With a reach spanning even 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 confectionery 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.
Over the years Parle has grown to become a multimillion-dollar company with many
of the products as market leaders in their category. 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 onto become leading brand names for great taste and
quality.
24
Today, the great strength of Parle Products is the extremely widespread distribution
network. Even at the remotest places, you can buy Parle biscuits and sweets from the
local grocer. It has taken years to create this extensive network. Parle's sales force
started with one salesman in Bombay and some agents in a few other cities.
Gradually, Parle Products expanded. Soon sweets and biscuits were being sent by rail
to Calcutta, Delhi, Karachi, Madras and other major cities. As production increased,
distribution was amplified. Full time salesmen were appointed in different areas.
Currently, Parle Products has over 33, 00,000 distribution outlets.
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
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.
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 care is taken at every step to ensure the best product of long-lasting freshness.
Every batch of Biscuits, Confectionery & Snacks are thoroughly checked by expert
staff using the most modern equipment. This ensures consistent and perfect quality
across the nation and abroad.
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Board of directore:
NAME DESIGNATION
Vijay K Chauhan Chairman & Managing Director
Sharad P Chauhan Managing Director
Raj K Chauhan Managing Director
Ajay V Chauhan Executive Director
Anup S Chauhan Executive Director
Samar S Chauhan Executive Director
Product of Parle :
Biscuits
Biscuits are fond of everyone, kids, adults, old or new generation. Parle brings a wide
variety of Biscuits which allows consumers to choose a wide range of these products
and enjoy the benefits. Out of all the Biscuits, Parle-G, plays a vital role in the
Biscuit Industry and has a major share of the Indian Biscuit Market.
Types of Biscuits : Glucose, Parle G, KrackJack, Monaco, Kreams, Hide & Seek,
Hide & Seek Milano, Hide & Seek Bourbon, Parle Actifit Digestive Marie, Parle
Marie, Milk Shakti, Nimkin, 20-20 Cookies, Golden Arcs, Festo, Top, Parle Coconut
Cookies, Parle-G Magix, Hide & Seek Fab, Happy Happy.
The snap shot of each of these biscuits are attached for easy reference. Each of these
biscuits are briefly discussed:
Parle G
Parle G is one of the world's largest selling Biscuits. It is fully filled with loads of
milk and wheat. The Parle products mainly the Parle G has more nutrients and
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strengthens millions of people serving them nearly 80 years. Parle G is one of the
healthy snacks for a vast number of people in the world. People consume them for
the value it offers and also due to good taste. The price varies from Rs 2, Rs 5 to Rs
50.
KrackJack
Parle introduced a sweet and salty biscuit which is named KrackJack. This is
preferred by many kids, adults for its great taste. This biscuit is crispy and delicious
with equal amounts of sweet and salt in it. Once you start eating KrackJack, you will
surely end up eating the whole packet within no time. This product is consumed
generally during evening tea or snack in the morning. This is mainly preferred by
kids who have no time to have breakfast in the morning, instead carrying two packets
of this product to school. The price varies from Rs 5 to Rs 20.
Monaco
Parle introduced yet another brand which is referred to as a salty biscuit which is
named as Monaco. This is preferred by many kids, adults for its great taste. This
biscuit is light, crispy and delicious with equal amounts of salt in it. This Biscuit is
referred to as "Namkeen Biscuits", Namkeen in Hindi is referred to as salt in English.
Some of the Monaco Biscuits are Monaco Regular, Monaco 4 in 1, Monaco Jeera,
Monaco Methi and Onion. The price varies from Rs 5 to Rs 20.
Kreams
Parle introduced biscuit's that fulfil every occasion and everybody's choice. This is
named as Kreams. This is preferred by many kids, adults for its great taste. These
biscuits come in different shapes, sizes and flavours. The flavours and price of Kream
Biscuits are as follows: Kreams Chocolate – Rs 2, Rs 5 and Rs 10. Kreams Orange,
Pineapple, Elaichi and Mango cost Rs 5 to Rs 10. Kreams Bourbon costs Rs 10 to Rs
18.
Hide & Seek

Parle introduced biscuit's that fulfils kid's happiness and mouth-watering delight
having the quality and taste which is termed as chocolate chip biscuits which is called
as Hide & Seek. Packed with a plenty of chocolate chips, once you start eating Hide
27
& Seek you will end up eating the whole packet within no time. The price varies
from Rs 5 to Rs 20, and upto Rs 50.
Hide & Seek Milano

Parle introduced biscuit's that fulfils everybody's happiness and mouth-watering
delight having the quality and taste which is termed as "cookies" which is called Hide
& Seek Milano. These cookies are available in Chocolate Chip, Butterscotch,
Butternut and Coconut. These cookies are very colourful, and delicious to eat. The
price varies from Rs 15 to Rs 30.
Hide & Seek Bourbon

This is a chocolate cream biscuit which is rich and delicious. Such kinds of biscuits
are sugar coated ones and everyone falls in love at the first bite. The price varies from
Rs 5, Rs 12 and Rs 25.
Parle Actifit Digestive Marie

These biscuits are more with fibre in it and are very healthy for consumption and it
has less fat contained. The price varies from Rs 5 to Rs 15.
Parle Marie
These biscuits are more crispy and lighter to eat. Once you start eating Marie Biscuit,
you will surely end up eating the whole packet within no time. This product is
consumed generally during evening tea or snack in the morning. The price varies
from Rs 5 to Rs 22.
Milk Shakti
This is India's first milk biscuit with honey in it. This biscuit contains more milk and
honey. Many kids love to consume them as this gives more energy and strength.
These biscuits can be part of anybody's breakfast, an evening snack. The price varies
from Rs 5 to Rs 10.
Namkeen
28
Parle introduced biscuit's that fulfils everybody's choice and taste which is termed as
"crackers" which is called as Nimkin. These crackers are crispy, and salty. This is
consumed during tea time or evening snack or during any time of the day. The price
varies from Rs 5 to Rs 10.
Khatta Meetha
Parle introduced biscuit's that fulfils everybody's choice and taste which is termed as
“crackers" which is called as Khatta Meetha. These crackers are crispy, and salty.
This is consumed during tea time or evening snack or during any time of the day. The
price varies from Rs 5 to Rs 10.
20-20 Cookies
These are kinds of cookies which are introduced by Parle, which brings
mouthwatering taste of fresh butter and cashew on each of the cookies. These biscuits
are baked to a golden brown in colour and end of a great taste to consume. This is
consumed during tea evening snack or during any time of the day. The price varies
from Rs 5 to Rs 10 and Rs 18 for Butter Cookies and Rs 5, Rs 10 and Rs 20 to
Cashew Cookies.
Golden Arcs
These are filled with real fruit. Each roll is filled with jelly which is in orange and
pineapple flovour. These are chewable cake rolls and often taken by kids at student to
eat them during the break time and indulge in something sweet to eat. The price
Festo
This is a cream biscuit which is delicious to eat. Everyone feels the cream within the
biscuits. Many flavour such as Orange, creamy choco, elaichi, pineapple, and mango
is sold in huge quantity and cheaper price. Such kind of biscuits is so sweet and
everyone fall in love at the first bite. The price varies from Rs 5, to Rs 10.
Top
These are crackers filled with finest taste of butter in it. One who consume this will
find himself with Buttery Taste and Dreams. The price varies from Rs 5, to Rs 20.
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Happy Happy
This is yet another type of Parle Happy Happy Cookies. These cookies are baked
with delicious choco-chips to give everyone the taste of choco and gives joy while
eating them. The price varies from Rs 5, to Rs 10.
Coconut Cookies
This kind of cookies is filled with coconut. With each bite the rich taste of coconut
will delight you more. Once you start eating Coconut Cookies, you will surely end up
eating the whole packet within no time. The price varies from Rs 8, to Rs 10.
Hide & Seek Fab

Parle introduced biscuit's that fulfils everybody's happiness and mouth-watering
delight having the quality and taste which is termed as "Choco filled cookies" which
is called as Hide & Seek Fab. These cookies are available in Chocolate, Strawberry,
Vanilla and Orange. These cookies are very colourful, and delicious to eat. The price
Sweet Confectionery
Sweet are fond of everyone, kids, adult, old or new generation. Parle brings wide
variety of sweet confectionery which gives consumers to choose wide range of these
products and enjoy the benefits.
Types of sweets confectionery: Londonderry, Melody, Mango Bite, Chox, Kaccha

Mango Bite, Poppins and Other Sweets.The snap shot of each of these sweets
confectionery is attached for easy reference.
Each of these sweets confectionery is also briefly discussed:
Londonderry
These are one of the best candy made from Milk and Caramel and are very tasty. The
price of this is just 0.50paise.
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Melody
These are filled with chocolate. Parle Melody comes with a layer of caramel on
outside and chocolate filled in. Once you eat them, you will never stop asking it once
more. These are very delicious to eat. The price of this chocolate is Rs 1.
Mango Bite
This is one of the first mango candy which is real in taste, with sweet mangoes in it.
You can eat them anywhere and you will surely enjoy the awesome product. Thanks
to Parle for introducing this product which is filled with real mango, and the price is
very cheap. Each candy costs Rs 0.50 paise.
Chox
This is similar to a chocolate bar. The chocolate flavour makes your mouth sweeter.
The price of this chocolate bar is Rs 2.
Kaccha Mango Bite

This is filled with the natural sweetness of a raw mango and everyone loves to eat
them anytime during the day or with friends. The price of this Bite is Rs 0.50 paise.
Poppins
These are sweet candies which are introduced by Parle. These candies are colourful
and sweet to taste. The price varies from Rs 2 to Rs 5.
GolGappa
These are candies which are introduced by Parle. These candies are colourful and
good to taste. The price varies from Rs 2 to Rs 5.
Clovemint
These are filled with clove mint. It is preferred by adults during the afternoon or after
a heavy meal to get mint freshness in the mouth.
2 in 1 Eclairs
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These are filled in with creamy, delicious cream and caramel. It's 2 in 1 Eclairs, a
sweet delight and preferred by kids, adults, and everyone loves to eat them anytime
during the day or with friends. The price of this is Rs 0.50 paise.
Kismi Toffee Bar

This is a bar of chocolate. It has flavour of elaichi (cardamom) and this toffee will
give you sweetness throughout the day. The price of this is Rs 0.25 paise.
Kismi Gold
It has the flavour of Caramel & Elaichi and this toffee will give you sweetness
throughout the day. The price of this is Rs 0.50 paise.
Snacks
Snacks are fond of everyone, kids, adults, old or new generation and are consumed
anytime during the day. Parle brings a wide variety of snacks products which allows
consumers to choose a wide range of these products and enjoy the benefits.
Types of snacks: Monaco Smart chips, Parle's wafers, Fulltoss and Munchies.
The snap shots of each of these snacks are attached for easy reference. Each of these
snacks are briefly discussed:
Monaco Smart Chips

These chips are baked and not fried, and the taste is awesome. It's healthier and
smarter which will be a great substitute for other fried snacks and chips. It has no
calories. There are many types of Monaco Smart Chips comprising Tangy-Tomato,
Crazy Chaat, Macho-Masala. Price varies from Rs 5 – Rs 10
Parle's Wafers
These wafers are made with potatoes and are delicious to taste, crunchy and come
with four awesome flavours which are Tangy Tomato, Cream and Onion, Classic
Salted and Masala Masti. Prices varies from Rs 5 – Rs 20.
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Fulltoss
This snack is very spicy and comes with three awesome hot and spicy flavours which
are Green Mango Chutney, Masala Munch, and Jhalmuri Kolkata Bhel. Prices varies
from Rs 5 – Rs 20.
Munchies
This snack is very good in taste. Types of Parle Munchies are Jeffs and Sixer. Jeff
Munchies are very crunchy and salted biscuits which are good flavoured with cumin
seed in it. Sixer Munchies are also crunchy and salty in taste and once you start
eating them, you will surely end up eating more and more within no time.
Parle Agro
It is an Indian company that owns many brands which is outlined below.
The Parle Agro consists of the following three major businesses:
Beverages – fruit drinks, nectars, juice, sparkling drinks
Water – packaged drinking water
Foods – confectionery, snacks
CULTURE:
Parle is committed to having a diverse team with varied background, skills, and
experience. Parle believe “Our team should look like our community and the type of
people to help”. The culture of learning, passion, and empathy allows us to get stuff
done while having fun. The Culture Crew puts on company-wide events like Trivia
Night, game week, karaoke and movie nights.This helps the community in the
company to enjoy themselves and make better connections within the company.
Learning and Development of the Teams in the company is needed because of the
changing environment of the company. Keeping the Teams updated at all times and
upskilling their strengths is focused on.
Our amazing internal L&D team regularly provides top-notch training sessions and
company-wide initiatives for our employees to enhance their professional skill sets.
Parle’s work culture values:
33
● Trust & Respect - Being dependable & treating everyone with fairness &
dignity
● Responsibility & Responsiveness - Taking proactive charge and being
accountable for self & others
● Integrity - Being morally right & ethical in all interactions
● Innovation - Finding new creative ideas and making them feasible & effective
● Teamwork - Commitment to common goals & collaboration based on open &
honest communication
● Achievement and Focus - Working smart with perseverance & being goal-
driven
● Positive and Passionate - Engaging with optimism & enthusiasm & inspiring
an unshakeable commitment
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CHAPTER - 3
LEARNING OUTCOMES
The duration of the internship was from 1st May 2022 to 10' June 2022. I was placed
in the Sales and Marketing department. At the Initial stage, I had a training session,
wherein I was taught about the necessary
information of customers and the organisation along with the products and services
offered by them. Then, I was referred through the brochures and forms provided by
Parle. Later I was assigned work related to marketing of the products and to collect
information through the forms. My tasks involved promotion of the new products and
to inquire about the new product launches. It was a great opportunity to gain practical
knowledge and learn about how the marketing department operates in the
organisation. And how sales and marketing plays an important role in a company for
its growth and proper functioning.
● Identify and define the common or unique business terminology used at the
worksite.
● Apply marketing concepts to problems and issues within industry.
● Demonstrate effective report and letter writing.
● Produce high quality documents utilising Word, Excel, Access or PowerPoint.
● Analyse any legal obligations, principles, and rules associated with the
organisation.
● Produce advertising messages and places in the chosen media.
● Analyse the customer service practices and attitudes in the organisational
culture.
● Identify and analyse a target market.
● Develop and maintain an advertising budget.
● Determine the goals of an advertising effort.
● Identify and report on issues affecting diversity in the workplace.
● Apply your personal selling philosophy and report on the results and insights
gained.
● Identify ethical issues involved with Internet marketing.
35
● Demonstrate the basics of web page design.

● Identify methods for promoting an ecommerce business.
● Develop a Website Plan.
● Evaluate an eBusiness opportunity.
● Analyse how prices, output levels, and profits are determined.
36
CHAPTER - 4
ANALYSES
SWOT Analysis
(Strength. Weakness, Opportunities, Threats)
➢ Strength:
● Most popular brand.
● Affordable price.
● Strong supply chain network.
● Popular subsidiary brands
Eg: Monacco, melody, poppins, etc.
● High brand recall.
● Diverse product portfolio
Eg: Biscuits, sweets and snacks.
● Strong presence in the rural market.
● Most sold biscuits in the world.
● Variety of CSR activity like design for change, olympic og gold quest, etc.
➢ Weakness:
● Similar products produced by many companies.
Eg: Marie, glucose biscuit, bourbon, etc.
● Dependence on Parle-G brand for most of its revenue.
➢ Opportunities:
● Innovative by introducing products for health conscious people.
● Growth of the food industry in India.
● Aggressive marketing and advertising.
● Rise in purchasing power of consumers.
● Product line extensions.
37
➢ Threats:
● Rise in the cost of raw materials.
● Competition from other brands like pepsico, ITC, britania, etc.
PORTER’S FIVE FORCE MODEL
Threats to New Entrants :

Threat of new entrants reflects how new market players impose threats to the existing
market players. If the industry will be profitable and barriers to enter the industry will
be low, it will attract more players and hence, the threat of new entrants. will be high.
Here are some factors that reduce the threat of new entrants for Parle :
● Entry in the industry requires substantial capital and resource investment.

This force also loses the strength if product differentiation is high and
customers place high importance to the unique experience.
● Parle-G will face the low threat of new entrants if the existing regulatory
framework imposes certain challenges to the new firms interested to enter in
the market. In this case, new players will be required to fulfil strict, time
consuming regulatory requirements, which may discourage some players
from entering the market.
● The threat will be low if psychological switching cost for consumers is high
and existing brands have established a loyal customer base.
● New entrants will be discouraged if access to the distribution channels is
restricted.
Parle-G will be facing high new entrants threat if
● Existing regulations support the entry of new players.

● Consumers can easily switch the brands due to weak/no brand loyalty.
● Initial capital investment is high.
● Building a distribution network is easy for new players.
38
Threat of Substitute Products or services
The availability of substitute products or services makes the competitive environment

challenging for Parle and other existing players. High substitute threat shows that
customers can use alternative products/services from other industries to meet their
needs. Various factors determine the intensity of this threat for Parle.
The Threat of Substitute Products or services increases when;
● A cheaper substitute product/service is available from another industry

● The psychological switching costs of moving from industry to substitute
products are low.
● Substitute product offers the same or even superior quality and performance
as the Parle product.
However, this threat is substantially low for Parle when;
● The switching cost of using the substitute product is high (due to high
psychological costs or higher economic costs)
● Customers cannot derive the same utility (in terms of quality and
performance) from a substitute product as they derive from the Parle product.
Rivalry among existing firms
The Rivalry among existing firms shows the number of competitors that give tough
competition to the Parle High rivalry shows Parle can face strong pressure from the
rival firms, which can limit each other’s growth potential. Profitability in such
industries is low as firms adopt aggressive targeting and pricing strategies against
each other.
The Rivalry among existing firms will be low for Parle if;
● There are only a limited number of players in the market

● The industry is growing at a fast rate
● There is a clear market leader
39
● The products are highly differentiated, and each market player targets
different sub-segments
● The economic/psychological switching costs for consumers are high.
● The exit barriers are low, which means firms can easily leave the industry
without incurring huge losses.
Similarly, there are some factors that increase the Rivalry among existing firms for
Parle For example, the company will face intense Rivalry among existing firms if
market players are strategically diverse and target the same market. The rivalry will
also be intense if customers are not loyal with existing brands and it is easier to
attract others’ customers due to low switching costs. Competitors with equal size and
offering undifferentiated products with slow industry growth tend to adopt aggressive
strategies against each other. These all factors make the Rivalry among existing firms
a major strategic concern for Parle.
Bargaining Power of Suppliers
Bargaining power of suppliers in the Porter 5 force model reflects the pressure
exerted by suppliers on business organisations by adopting different tactics like
reducing the product availability, reducing the quality or increasing the prices. When
suppliers have strong bargaining power, it costs the buyers- (business organisations).
Moreover, high supplier bargaining power can increase the competition in the
industry and lower the profit and growth potential for Parle Similarly, weak supplier
power can make the industry more attractive due to high profitability and growth
potential.
Bargaining power of suppliers will be high for Parle if:
● Suppliers have concentrated into a specific region, and their concentration is

higher than their buyers.
● This force is particularly strong when the cost to switch from one supplier to
another is high for buyers (for example, due to contractual relationships).
● When suppliers are few and demand for their offered product is high, it
strengthens the suppliers’ position against Parle.
40
● Suppliers’ forward integration weakens the Parle position as they also become
the competitors in that area.
● If Parle is not well educated, does not have adequate market knowledge and
lacks the price sensitivity, it automatically strengthens the suppliers' position
against the organisation.
● Other factors that increase the suppliers’ bargaining power include-high
product differentiation offered by suppliers, Parle making only a small
proportion of suppliers’ overall sales and unavailability of the substitute
products.
Contrarily, the bargaining power of suppliers will be low for Parle if:
● Suppliers are not concentrated

● Switching costs are low
● Product lacks differentiation
● Substitute products are available
● Parle is highly price sensitive and has adequate market knowledge
● There is no threat of forward integration by suppliers.
Bargaining Power of Buyers
Bargaining power of buyers indicates the pressure that customers exert on the
business organisations to get high quality products at affordable prices with excellent
customer service. This force directly influences the Parle ability to accomplish the
business objectives. Strong bargaining power lowers profitability and makes the
industry more competitive. Whereas, when buyer power is weak, it makes the
industry less competitive and increase the profitability and growth opportunities for
Parle.
There are some factors that increase the bargaining power of buyers:
41
● A more concentrated customer base increases their bargaining power against

Parle.
● Buyer power will also be high if there are few in number whereas a number of
sellers (business organisations) are too many.
● Low switching costs (economic and psychological) also increase the buyers’
bargaining power.
● In the case of corporate customers, their ability to do backward integration
strengthens their position in the market. Backward integration shows the
buyers' ability to produce the products themselves instead of purchasing them
from Parle.
● Consumers’ price sensitivity, high market knowledge and purchasing
standardised products in large volumes also increase the buyers' bargaining
power.
Some factors that decrease the bargaining power of buyers include lower customer
concentration (means the customer base is geographically dispersed), customers’
inability to integrate backwards, low price sensitivity, lower market knowledge, high
switching costs and purchasing customised products in small volumes.
PESTEL ANALYSIS
PESTLE Analysis of Parle analyses the brand on its business tactics. Parle PESTLE
Analysis examines the various external factors like political, economic, social,
technological (PEST) which impacts its business along with legal & environmental
factors. The PESTLE Analysis highlights the different extrinsic scenarios which
impact the business of the brand.
PESTLE analysis is a framework which is imperative for companies such as Parle, as

it helps to understand market dynamics & improve its business continuously.
PESTLE analysis is also referred to as PESTEL analysis.
42
Political Factors:
The political factors in the Parle PESTLE Analysis can be explained as follows:
Parle company was established in 1929 in British India by Chauhan group of Vile
Parle, Bombay. Because of different approaches like demonetisation and GST there
was a drop in the business. The political effect on the association is on a very basic
level influenced by the open law and rules. The business needs to satisfy its
requirements offered by the government else it needs to pay a fine. Parle Industries
Ltd is in a general sense reinforced by the Government to fulfil all of the criteria of
necessities like exhibits of prosperity and wellbeing. In attempts to convey
phenomenal sustenance, Parle Industries Ltd is adjusting the essentials of sustenance
and refreshment creation. This may trigger the encroachment of administrative
guidelines and rules.
Economic Factors:
Below are the economic factors in the PESTLE Analysis of Parle:
Parle which makes brands like Parle G, Monaco and Marie rolls records a normal of
over Rs10000 crore every year with more than 100,000 workers.
The quantity of shops stocking these items being sold from these shops is going
down because of feeble shopper requests. The duty structure-GST is influencing this
organisation. When looking at their rival Parle—we should put it along these lines;
more extravagant Indians might be racking designs to purchase another vehicle yet
they aren't eliminating rolls yet. Indians spend more on moves than on toothpaste,
sound skin things, shampoos and minute noodles set up together. The Mumbai based
Rs 5000 crore association, progressed by Vijay and Sharad Chauhan has close to 45
percent bit of the scones publicised while Nusli Wadia's Parle organisations has about
38percent offer, reason being Parle has a strong movement mastermind especially in
common markets.
Social Factors:
Following are the social factors impacting Parle PESTLE Analysis:
43
The company initiated a crusade "Parle my green planet". It was one of India's
biggest CSR activities. It instructed the school teachers in 5000 schools to teach and
engage everybody about the reason for condition preservation. Different activities
were arranged like planting more trees around India, moderating water, power and
reusing waste. Parle G has demonstrated to be a famous brand as it centres around
increasing the value of the end client as opposed to stamping cash from the pockets
of Indian masses. The social condition keeps changing concerning time like the
manner of the customer despite their strategy for lives. Business can't be productive
till the association isn't stressed over the living course of action of the customer. Parle
Industries Ltd is figuring out how to meet its objectives as the world remains
searching for strong sustenance.
Technological Factors:
The technological factors in the PESTLE Analysis of Parle are mentioned below:
A good FMCG company is always dependent on a high quality product with a good
shelf life as well as production which meets the demand. Parle as a company has
constantly innovated and invested in improving the technology at their company. All
its products are made in state of the art factories with the highest levels of hygiene
being maintained. Since these are food products, the technology is focused on
maintaining quality of the food, good packaging & a long shelf life.
Thus technology and R&D are critical aspects for Parle company.
Legal Factors:
Following are the legal factors in the Parle PESTLE Analysis:
Parle has been bound by several legal factors as well. FFA claimed its brand Kacha
mango chomp brand contains lactic corrosive past passable points of confinement;
FDA had asked Parle to review the brand after strikes on Parle processing plants. Its
items countered this case by saying "lactic corrosive is broadly utilised in a few
nourishment day to day items like curd, baby milk, bread, paneer and cheddar.
44
Environmental Factors:
In the Parle PESTLE Analysis, the environmental elements affecting its business are
as below:
Parle, considering environmental effects, is set out to work in conditions with

security of the basic stores and essentialness.
As on account of the gathering of greater numbers of things there might be a hazard

if the benefits used are recyclable or not. The company has really contributed in
protecting the environment by various initiatives across the country. The company
has also focused on environmentally friendly methods of production.
To conclude, the above Parle PESTLE Analysis highlights the various elements
which impact its business performance. This understanding helps to evaluate the
criticality of external business factors for any brand.
45
CHAPTER : 5
CONCLUSION
Their belief that customer satisfaction is as important as their products and services,
have helped the organisation garner a vast base of customers, which continues to
grow by the day. The organisation employs individuals that are dedicated towards
their respective roles and put in a lot of effort to achieve the common vision and
larger goals of the company. In the near future, this business aims to expand its line
of products & services and cater to a larger client base.
After working in the organisation and with the depth study of the organisation and its
operations these are the few conclusion I came to are as follows:
Parle is the largest selling biscuit with the best quality. It has a reasonable price.
Good distribution channel, consumed by all age groups.Excellent marketing and
promotion strategy.
The company believes that every customer is important & every situation is different.
Detail to attention is their prime objective in order to understand and provide Result
oriented solutions to make ends meet and satisfy the needs of the customers.
46
BIBLIOGRAPHY
https://www.parleproducts.com
https://en.wikipedia.org/wiki/Parle_Products
https://iide.co/case-studies/marketing-strategy-parle/
https://www.marketing91.com/marketing-strategy-parle/
https://brandyuva.in/2019/08/marketing-strategies-of-parle.html
47

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INTERNSHIP REPORT

PARLE PRODUCT PVT. LTD.

Submitted in Partial Fulfillment of the Requirements of Bachelor of Business

Dr. M LAKSHMIPATHI NAIDU M.Com. L.L.B., M.Phil., Ph.D.

Name Pooja Bhagat Dr. M Lakshmi Pathi Naidu

Dr. M Lakshmi Pathi Naidu

Maximum Marks Name of the Sign. of

Total Marks 100

S.NO INDEX Page No.

03 CHAPTER : 2 OVERVIEW OF THE COMPANY

04 CHAPTER : 3 LEARNING OUTCOME

Marketing is a process of communicating the value of a product or service to

1.3 DEFINITION OF MARKETING

Marketing is currently defined by the American Marketing Association (AMA) board

1.4 IMPORTANCE OF MARKETING

Marketing is a very important aspect in business since it contributes greatly to the

1.5 MARKETING MIX

Marketing mix is a mixture of several ideas and plans followed by a marketing

1.6 ELEMENTS OF MARKETING MIX

1.9 CUSTOMER SATISFACTION

Customer satisfaction (often abbreviated as CSAT, more correctly CSAT) is a term

A business ideally is continually seeking feedback to improve customer satisfaction.

1.14 CONSUMER PREFERENCE

Consumer preference is defined as the subjective test of individual consumers,

1.15 WHY IS CUSTOMER PREFERENCE IMPORTANCE

1.16 CURRENT TREND RELATED TO PREFERENCE

1. Changing customer preferences

2. Mergers and acquisitions

5. The future of brick and mortar is mobile

6. People want frictionless shopping experience

7. The age of buying through a single channel is over

8. Voice search adoption is on the rise

9. Consumers expect personalization from brands

1.17 Advantages and Disadvantages

● Targeting it is typically more straightforward when using demographics as a

● demographics do not always imply similar needs, values or motivations

● The effectiveness of your marketing message may be hampered by a " one -

● Not only does attitudinal segmentation help marketer understand the

● Translating attitudinal characteristics into a conventional data base model can

● It can be difficult to obtain data for consumers in a given population, because

● This form of segmentation provides insight into the motivations behind

● Brands can more easily, enabling them to customise more compelling

● Psychographic segmentation provides a better overall understanding of the

● It can be difficult to obtain data for consumers in a given population, as

● As with anything else, consumer segmentation strategy carries distinct

Customer’s satisfaction & Consumer Behaviour

Customer satisfaction (often abbreviated as CSAT, more correctly CSat) is a term

The Marketing Accountability Standards Board (MASB) endorses the definitions,

It is seen as a key performance indicator within business and is often part of a

the concept. Instead of generating broad demographic profiles and psycho-

Frequently used in marketing, is a measure of how products and services supplied by

● Quality: The Quality of a product attracts more customers. A person buys

● Promotion: The greatest challenge faced by companies today is holding and

● Demographic factor: Based on this study demographic factors like age,

● Advertising: Based on this study the majority of the respondents were

Data Collection Methods

● Short and simple

The secondary data is collected from magazines, websites, journals, newspaper

About the Company: