A

Project
On
A Study on Marketing Strategy of Parle Products.

SUBMITTED BY
Shrutika Shrikant Gosh

Roll No.: 92

T.Y.B.M.S. SEMESTER – VI

PROJECT GUIDE

PROF. MRS. JASMITA PATIL

SUBMITTED TO

Shankar Narayan College of Arts & Commerce

Mahavidyalaya Marg, Navghar Gaon,

Bhayandar (East) Thane - 401105

Maharashtra (india)
T
A.Y. 2022 – 2023
 Shankar Narayan College of Arts & Commerce
Mahavidyalaya Marg, Navghar Gaon,

Bhayandar (East) Thane - 401105

Maharashtra (india)
A.Y. 2022 – 2023

CERTIFICATE

This is to certify that Mr. Shrutika Shrikant Gosh , Roll no: 92 of Third Year
B.M.S., Semester VI has successfully completed the project on “A Study On
Marketing Strategy Of Parle Products” under the guidance of Mrs. JASMITA
PATIL in the Academic Year 2022-2023.

External Examiner:

Date:

Dr. VISHNU YADAV

College Seal Principal

 DECLARATION
I Shrutika Shrikant Gosh , a student Shankar Narayan College of Arts & Commerce,
T.Y.B.M.S. SEMESTER – VI hereby declare that I have completed my project on “A Study
on Marketing Strategy of Parle Products ” in the Academic Year 2022 – 2023.This
information is true and original to the best of my knowledge.

Wherever reference has been made to previous work of others, it has been clearly indicated as
such and included in the bibliography.

I hereby further declare that the information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Date: Signature of Student

 ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.
I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.
I take this opportunity to thank University of Mumbai for giving me chance to do this project.
I would like to thank my Principal, Dr. VISHNU YADAVfor providing the necessary facilities
required for completion of this project.
I take this opportunity to thank our Co-ordinator for her moral support and guidance.
I would also like to express my sincere gratitude towards my project guide MRS. JASMITA
PATIL, whose guidance and care made the project successful.
Lastly, I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially my parents and peers who supported me throughout
my project.

Signature of student
 INDEX

Sr.No Topic Pg.No

Executive Summary 1
1 Chapter 1- Introduction to the topic
1.1 Industry Overview 2-6
1.2 Introduction Of Parle Company 7-8
1.3 History 9-12
1.4 Revolution Of Parle 13-14
1.5 Products Manufactured By Parle 15-21
1.6 Marketing Style Of Parle 22-24
1.7 SWOT Analysis 25-34
1.8 Marketing Mix 35-49
1.9 Competitor Of Parle 50-52

2 Chapter 2- Research Methodology

2.1 Objective 53
2.2 Research Design 54
2.3Target Population 54
2.4 Sample Size 54
2.5 Method Of Data Collection 55
2.6 Instrument Of Data Collection 56
2.7 Data Analysis Technique 57
2.8 Limitation 58

3 Chapter 3- Review Of Literature 59-61

4 Chapter 4- Data Analysis, Data Interpretation 62-76

and Data Presentation
5 Chapter5-Finding, Conclusion and Suggestion
5.1 Finding 77-78
5.2 Conclusion 79
5.3 Suggestion 80
6 Bibliography 81
7 Annexure 82-83
 Executive summary

The report is an earnest endeavor made to understand the present market scenario in biscuits
captured by the Parle and the other competitors brand viz. Britannia, ITC, Priya Gold, etc. It
also outlines the history of the Parle Company. The report contains a brief introduction of
Parle Company and a detailed view of the marketing strategies, which has been undertaken to
analyze the market of Parle Company. We are required to see the coverage by the Parle
products and bring out the Potential and royal consumers so that the company could maintain
the market leadership in the existing business scenario in the biscuit and confectionery. For
that we have performed a SWOT analysis of Parle Company in order to identify areas of
potential growth for the company. I also studied the behavior of consumer about their
preference for Biscuits, candies and their overall buying behavior with the help of the
questionnaire.

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 Chapter 1-INTRODUCTION

1.1 INDUSTRY OVERVIEW

BISCUITS: sweets or salty, soft or crunchy, simple or exotic. Everybody loves munching on
biscuits, but do they know how biscuits began? The history of biscuits can be traced to a recipe
created by the roman chef APICIUS, in which “a thick paste of fine wheat flour was boiled and
spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp,
then served with honey and pepper.” The word ‘biscuits’ is derived from the Latin word ‘Bis’
(meaning twice) and ‘Coctus’ (meaning cooked or baked).

During 17th and 18th centuries in Europe, baking was a carefully controlled profession,
managed through a series of guilds or professional associations. To become a baker, one had
to complete years of apprenticeship- working through 1 the small-scale sector but there are
strong possibilities of the industry being deserved in line with the government policy of
liberalization. The net effects thus would be greater choice for the consumer as well as a check
on the costs. The country production of the biscuits during 2007-2008 was 18.6 lactones of
which ½ were manufactured by the organized sector. The industry turnover was 5322.7 crores
of which organized sector contributed 2519.3 crores.

 RECENT TRENDS

This is according to a study done by market search, a Mumbai based market research agency
which has attempted to explain the dynamics of the Indians biscuits market.

Having just two national players, Parle and Britannia, the prices have remained almost constant
for the past few years in most categories and in some categories the price have actually
decreased to 1997-98 levels. As per the study, the market is even now dominated by basic
biscuits categories such as Glucose and Marie which ‘aim to satisfy hunger’ and have little
success in moving up the value chain. The bottom line is that the biscuit growth of the biscuit
industry in India, market search has arrived upon the following points:

i. Disguised monopoly

Although at all levels there are just two major players, Parle and Britannia, a closer look at the
state level markets show the presence of strong regional players such as Bakeman’s, Priya
Gold, Shalimar, Windsor and champion brands present in almost all markets. Thus for the two

2
national players, each state market is similar to a perfectly competitive market, each with its
own dynamics.

The competitive scenario at the national level is more of a disguised duopoly than a real one.
This has held the prices in check for a long time.

ii. Freebie-driven purchase behavior

-A slew of successful gift offers/scheme from the biscuit marketers over last two years has led
to a situation where the choice of brand is driven by the gift solely and not by the brands. More
and more marketing budgets are being spent on below the line promotional and less on brand
building.

According to the research, the delivery efficiency of schemes and gift offers in Indian FMCG
markets is just about 60 per cent, leaving the rest of the potential customers disappointed with
the brand.

iii. Superior packaging

-However, biscuits packaging has undergone a swift transformation. From Britannia’s

functional protective blister wrap, which prevent breakage, to Parle’s stylish and enticing
BOPP offering, packaging has been completely transformed both the players are now trying to
differentiate their brands to reflect their superior packaging.

This up gradation in packaging has been neutralized by multi-unit packing, thereby effectively
neutralizing the potential premium for superior packaging.

iv. Discounts
The other trend in this industry is the competitive discounting of popular and premium brands.
This trend has not spared even the large brands, such as Parle G. such competitive discounting,
even on low value products such as Glucose biscuits, has led to stagnation of top line and
erosion of bottom line.

The impact of this is being felt in the biscuit makers inability to invest in brand building
activities and thus move the market away from the low priced basic categories to the middle
and high end ‘snacking’ and ‘indulgence’ driven categories are the odd ones out, sticking to
basic products in its own category. There is still scope to finely segment the market through
different value on the biscuit market dynamics prepared by market search.

3
  Innovation to overcome challenges

Furthermore, brands are going one step ahead by experimenting with delicious yet nourishing
exotic fruits and nuts. Hazelnuts, figs, pears, bananas and many such ingredients have been
emerging in popular biscuits across the country, elevating the biscuit eating experience for
consumers. Since fruits and nuts are packed with essential vitamins and minerals, these biscuits
are perfect for new-age consumers who want health with taste. Demand for healthy biscuits is
increasing due to the active lifestyle of consumers who are looking for convenient eating
options. Currently, India has 64 percent of its population in the working age group which makes
millennials the driving force behind modern consumer trends. Millennials carefully read
nutritional values on packages as well as grab snacks at least two times a day.

This is why the biscuit industry must pay close attention to the recent trends and opportunities
which can help it produce exactly what is in demand. Biscuits are broadly categorized in the
following segments like Glucose, Marie, Cream, Crackers and Milk but most consumers have
already tasted these which is why companies are increasingly innovating with new flavors and
ingredients to fuel the interest of consumers.

As per past developments, biscuits have transitioned from light to high fiber to multi/whole
grain and oats ashealth conscious consumers want biscuits with high nutritional value. This has
made manufacturers use more fibrous and nutritious ingredients like oats along with reducing
the amount of artificial colors and preservatives and avoiding high fructose syrup completely.

Another variant for health-conscious consumers are the low sugar or sugar-free biscuits that
help with weight management, cholesterol management and more. Such low sugar, and even
sugar-free biscuit options, however, do not compromise with taste as they contain healthy
replacements such as honey, coconut, fruits, dark chocolate, etc.

 OVERVIEW

The total production of biscuits in INDIA is estimated to be around 30 Lakh mt, the organized
sector accounts for 65% and the unorganized sector for 35% of the total industry volume.

 The organized sector is valued at above RS 8000 crores.

 The industry is estimated to grow over 15-18% in the next few years.
 India is ranked 3rd after us and china amongst the global biscuits industry.

4
 The per capita consumption of biscuits in India is 2 kg.
 The penetration of biscuits in urban and rural market is 85% and 55% respectively.
 The biscuits industry employs almost 3.6 lakh people directly and 32 lakh people
indirectly.
 The imports are not significant amount as compared to the total consumption.

 Main categories of biscuits:

 Glucose
 Marie
 Sweet
 Salty
 Cream & milk

Glucose biscuits are for more than 50% of the total biscuit market value, PARLE-G
dominate this market with more than 60% share followed by Britannia and ITC.

 Major Brands:-

THE INDIAN BISCUITBINDUSTRY IS DOMINATED BY MAJOR BRANDS LIKE,

 Parle
 Britannia
 SUNFEAST
 UNIBIC
 PRIYA GOLD

5
 MARKET SHARES OF BISCUITS COMPANY IN INDIA

MARKET SHARE MARKET SHARE %

PARLE 31.30%
BRITANNIA 37.00%
ITC 6.30%
OTHERS 25.40%

MARKET SHARE %

25.40% 31.30%

6.30%

37.00%

PARLE BRITANNIA ITC OTHERS

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1.2 INTRODUCTION OF PARLE

When the name Parle comes to our mouth the first thought comes in Parle-G. Parle products
has been India’s largest manufacture of biscuits and confectionery for 86 years now. Times
changed, variety of biscuits did come and go but nothing has changed with biscuits. Yes, their
size of packing has definitely changed but for the consumer good as these are money savers
packs. The Parle name conjures up fond memories across the length and breadth of the country.
After all, since1929, the people of India have been growing up on Parle biscuits and sweets.

Currently Parle’s reach spans even in the remotest villages in India. Which initially started as
a small factory in suburbs of Mumbai city in the area of Parle, to manufacture sweets and
toffees. It started in 1929 and the market was dominated by famous international brands that
were imported freely. It was the rule of British dominance therefore the British biscuits were
in demand as British had their dominance even in biscuits. Despite the odds and unequal
competition, this company called Parle products, survived and succeeded by, by concentrating
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 establish 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 introduce,
which later went on to become leading names for great taste and quality.

For around 75 years, Parle have been manufacturing quality biscuits and confectionery
products. Over the years Parle has grown to become a multimillio0n-dollar company with many
of the products as market leaders in the category. According to Nielson survey in 2011, Parle
G is the largest selling brand biscuits in the world.

7
The major brands of Parle products limited are Parle G, mango bite, Sixer, melody, & hide
and seek.

All the Parle products are manufactured under most hygienic conditions. 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. Great care is exercised in the selection and
quality control of raw material, packaging material and rigid quality standards are ensured at
every stage of the manufacturing process. Every batch of biscuits, confectioneries and snacks
are thoroughly checked by expert staff, using the most modern equipment. Parle products
limited produces various categories of biscuits like salted and sweet cream, cumin seed, milk
and cheese. The company also produces a wide range of confectionery items such as candies
and toffees that are available in different flavours like mint, tropical fruit, Cola and chocolate.
Parle products has 4 manufacturing units Mumbai, Haryana, Rajasthan and Bangalore. It also
has 143 manufacturing units for biscuits and 5 manufacturing units for confectioneries, on
contract. All these factories are located at strategic locations, so as to ensure a constant output
and easy distribution.

Today, the greatest 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 agent in 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 salesman were appointed in
different areas. Currently, Parle products has over 33, 00,000 distribution outlets.

Concentrating on consumer taste and preference, the Parle brand has grown from strength to
strength ever since its inception. The factories at Bahadurgarh, Haryana and Neemrana,
Rajasthan are the largest biscuits 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 14 manufacturing units for biscuits and 75 manufacturing units for confectioneries on
contract.

Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total
confectionary market, in India.

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1.3 HISTORY OF PARLE

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, in1939, 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 Monaco were the first brands of biscuits to be
introduced, which later went on to become leading names for great taste and quality.

Almost all of their products are market leaders in their category and as recognition of their
quality, have won gold, silver and bronze monde selection medals since 1971. The immense
popularity of Parle products in i9ndia was always a challenge to our productions capacity. Now,
using more modern techniques for capacity expansion, they have begun spreading their wings
and are going global. Parle biscuits and confectionaries are fast gaining acceptance in
international markets, such as, Middle East, Africa, south east Asia, and the more sophisticated
economic like U.S.A, UK, Canada, Australia and new Zealand now relish Parle products.

As part of the efforts towards a larger share of the global market, Parle has initiated the process
of getting ISO 9000 certification. The Parle name symbolizes quality, health and great taste.
And yet, they know that constantly innovating and catering to new tastes have built this
reputation. This can be seen from the success of its new brands such as hide and seek, mango
bite etc. Today, the Parle brands have found their way into the hearts and homes of people all
over India & abroad. The Parle biscuits brands such as PARLE-G, Monaco, krackjack, Marie

9
choice, hide& seek and confectionery brands such as, melody, Poppins, Rola-cola, mango bite
enjoy a strong imagery and appeal amongst consumer across the world.

The original Parle Company was split into three separate companies, owned by the different
factions of the original Chauhan family:

 Parle Products (1950s), led by Vijay, Sharad and Anup Chauhan (owner of the brands
Parle-G, Melody, Mango bite, Poppins, Monacco and KrackJack)
 Parle Agro(1960), led by Prakash Chauhan and his daughter Schauna, Alisha and
Nadia (owner of the brands such as Frooti and Appy)
 Parle Bisleri (1970s), 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 amicable segregated into three non-competing businesses. But a dispute over the
use of “Parle” brand arose, when Parle Agro diversified into the confectionary business, thus
becoming a competitor to Parle Products. In February 2008, Parle Products sued 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 confecionery brands
under the brands name “Parle” or “Parle confi” on condition that it clearly specific that its
products belong to separate company, which has no relationship with Parle Products.

 ABOUT BHUL PLANT:-

The earth quacks of 26th January 2001 had shot up kachchh badly. For redevelopment of
kachchh, it was desirable to invite big industries to generate industrails development and
possibilities of employment. Mr. Chauhan, the the director of the Parle products Pvt. Ltd had
get idea of starting a new manufacturing plant in kachchh.

This plant was started in 2003. Parle company has 10 mother unites of production and this
unit is one of them Parle bhuj is situated 12 kms from bhuj on bhuj-gandhidham state highway,
campus is surrounded by farms, totally pollution free environment. Mundra port and kandla
ports are in the range of 56 to 70 kms. Plant is designed in such qa way that material follows
one path from raw materials input to final products and it is totally atomized process for biscuit
manufacturing starting from raw materials input to finished products. In bhuj plant there are
two major plants one for glucose biscuit and other for Monaco biscuit. Daily 20 to 25 trucks of

10
capacity 9 tone biscuits are dispatched from the unit. Monthly 40 to 50 trucks of printing
material are dispatched to Mumbai.

 BOARDS OF DIRECTORS

NAME OF THE MEMBERS DESIGNATION

Vijay K Chauhan Chairman & Managing director

Sharad P Chauhan Managing Director

Raj K Chauhan Managing Director

Ajay V Chauhan Exective Director

Anup S Chauhan Exectuive Director

Samar S Chauhan Exective Director

 MISSION, VISION, OBJECTIVE AND VALUES OF PARLE COMPANY.

The Parle name symbolizes quality, nutrition and great taste. They are the makers of the world’s
largest selling biscuits. With a robust supply chain that even a remotest villager can have the
access to the products, company grown to be multimillion dollars venture.

 Mission
“HINDUSTAN KIs TAAKAT”
We will be the leaders in our business by maintaining high quality, introducing new
and innovative products, reaching every part of India, remaining customer-centric,
constantly upgrading our knowledge and skills.
For over 70 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.

11
  VISION
To be the part of lives of every Indian.
To be the leader in our business. We will stand apart from the competition by being the
first in the market to innovate.
To become the most admired group by all stakeholders alike.

Concentrate on the consumer taste and preference, the Parle brand has grown from
strength to strength ever since its inception.

Adoption to fast changing marketing situation.

To reach rural customer and also the target segment.

 VALUES

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

 OBJECTIVE
To make successful channel relationship (vendor to vendor).
To assess the critical success factors when selling through distribution.
To outline terms and conditions for establishing partnerships.
To integrate sales and marketing objectives.
To create and understand a channel plan.
To ensure that products has availability, visibility and freshness.

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1.4 REVOLUTION OF PARLE

Parle-g has been a strong household name across India. The great taste, high nutrition, and the
international quality, makes Parle-g a winner. No wonder, it’s the undisputed leader in the
biscuit category for decades. Parle-g is consumed by people of all ages, from the rich to the
poor, living in cities and in villages. While some have it for breakfast, for others it is a complete
wholesome meal. For some it’s the best accompaniment for chai, while for some it’s a way of
getting charged whenever they are low on energy. Because of this, Parle-g is the world’s largest
brand of biscuit.

Launched in the year 1939, it was one of the first brands of Parle products. It was called Parle
glucose biscuits mainly to cue that it was a glucose biscuit. It was manufactured at the Mumbai
factory, vile Parle and sold in units of half and quarter pound packs.

The incredible demand led Parle to introduce the brands in special branded packs and in larger
festive tin packs. By the year 1949, Parle glucose biscuits were available not just in Mumbai
but also across the state. It was also sold in parts of north India. The early 50s produced over
150 tons of biscuits produced in the Mumbai factory. Looking at the success of Parle-g, a lot
of other me to brands were introduced in the market. And these brands had names that were
similar to Parle glucose biscuits so that if not by anything else, the consumer would err in
picking the brand. This forced Parle to change the name from Parle glucose biscuits to Parle-g

Originally packed in the wax paper pack, today it is available in a contemporary, premium
BOPP pack with attractive side fins.

The new airtight pack helps to keep the biscuits fresh and tastier for a longer period.

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Parke-g started was the only biscuits brand that was always in short supply. It was heading
towards becoming an all-time great brand biscuit.

Parle-g started being advertised in the 80’s. It was advertised mainly through press ads. The
communication spoke about the basic benefits of energy and nutrition. In 1989, Parle-g released
its Dadaji commercial, which went on to become one of the most popular commercials for
Parle-g. The commercial was run for a period of 6 years.

Parle-g grew bigger by the minute. Be it the packs sold, the areas covered or the number of
consumers. It became a part of the daily lives of many INDIANS. It wasn’t biscuit any more.
It had become an icon.

The next level of communication associated the brand with the positive values of life like
honesty, sharing and caring.

In the year 1997, Parle-g sponsored the television-serial of the Indian superhero, Shaktimaan
that went on to become a huge success. The personality of the superhero matched the overall
superb benefits of the brand. Parle extended this association with shaktimaan and gave away a
lot of merchandise of shaktimaan, which was supported by POS and press communication. The
children just could not get enough of Parle-g and shaktimaan.

In the year 2002, it was decided to bring the brand closer to the child who is a major consumer.
A national level promo-‘PARLE-G Mera Sapna Sach Hoga’ was run for a period of
6months.The promo was all about fulfilling the dreams of children. There were over 5 lakh
responses and of that, over 300 dreams were fulfilled. Dreams that were fulfilled ranged from
trips to Disneyland at Paris and Singapore; free ride on a chartered plane, 20 scholarships worth
Rs50, 000; a special cricket coaching etc.

The year 2002 will go down as a special year Parle-g’s advertising history. A year that saw the
birth of G-man a new ambassador for Parle-g.

Not just a hero but also a superhero that saves the entire world, especially children from all the
evil forces. A campaign that is not just new to the audiences but one that involves a completely
new way of execution that is loved by children all over the world- Animation to make the brand
much more interesting and exciting with children, it was decide to launch a premium version
of Parle-g called Parle-g Magix in the year 2002. Parle-g Magix is available in two exciting
tastes ‘Choco’ and ‘cashew’.

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1.5 PRODUCTS MANUFACTURED BY PARLE COMPANY

Parle products Pvt. Ltd’s main sources of revenue is its brand Parle-g, which is a brand worth
around 20 billion (INR), and it contributes more than 50% to the company’s total revenue. The
confectionery items by Parle fetch around 15% of its total revenue. The following are the
products offered by Parle based on the market segment.

 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.

PRODUCTS PRODUCTS

Parle-G Parle Marie

Hide n Seek Goldenarcs

Krackjack Magix

Monaco Happy Happy

Kreams Milk Shakti
Top 20-20 cookies

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PARLE-G

“G MAANE GENIUS”
Every nation dreams of a better tomorrow. And every nation’s tomorrow lies in the hands of
its children: the young stars who shapes the future of the nation. So, it’s important to nourish
these young stars, after all it’s a question of the nation’s future.

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

PARLE FURTURE GENIUS

There’s no school like childhood. And there’s no teacher like curiosity. At Parle we believe
that every child has the potential to become a genius if allowed to follow their curios minds
and explore without limitations. That’s why we made the furturegenius.com website. A tool
for both parents and children to help identify the spark of genius in a child, nurture it and give
it a platform to be showcased on.

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MONACO

“LIFE NAMKEEN BANAIYE!”

When life hits a dull patch, just pull out Parle manaco to make it exciting. The light, crispy
biscuit sprinkled with salt, is the perfect namkeen twist you can add to your ordinary boring
moments. Go ahead, life namkeen banaiye, anywhere, any time with Parle manaco. To spice
up your life further, try the variant of Parle Manaco- the Zabardast Jeera. This salted, crispy
biscuit delicately seasoned with jeera, has a unique taste that makes those namkeen moments
even more exciting.

HIDE & SEEK

“TASTY ITANA, KI DIL AAJAYEE”

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

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  CONFECTIONARIES

Right from candies to toffees, the sweet ‘n’ treat category of the Parle products 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
and joy among people of all ages.

PRODUCTS PRODUCTS
Kaccha Mango Bite Melody
Londonderry Orange Candy
Kismi Mazelo
Poppins Kismi Gold
2 in 1 eclair Mango bite

KACCHA MANGO BITE

“KACCHE AAM KA COPY”

The mastiful flavor of summer now comes in a candy. Just pop a kaccha mango bite and
experience thye natural tangy sweetness of a real raw mango. It’s the only candy bthat is a real
kacche aam ka zerox. So when you’re craving for the tantalizing lkatta-meeetha taste of rawe
mango just reach out for a kaccha mango bite and enjoy real kacche aam ki masti, anytime,
anyhere.

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MELODY

“MELODY KHAO, KHUD JAAN JAAO”

Parle Melody comes with an irresistible layer of caramel on the outside and a delightful
chocolate filling within. Pop it in your mouth and relish the unique experience. It won’t be too
long before you find yourself asking the age-old question ‘Melody itni chocolaty kyon hai ?’.

 SNACKS

Salty, crunchy, chatpata and crispy caters to the bunch of Parle snacks. You can now
treat your loved ones with this yummy lot.

Parle snacks are a complete delight to the taste buds and can create the desire for more
and more. These snacks will not only satisfy your tummy but will also sustain a feel in
your mouth to associate you with the bond of Parle.

PRODUCTS PRODUCTS
Parle’s wafers Chatkeens
Fulltoss Cheeslings
Sixer Jeffs

PARLE’S WAFFERS

19
Presenting Parle’s wafers. Made with the choicest of handpicked potatoes, it’s lip- smackingly
delicious, delightfully crunchy and comes in four exciting flavours – masala masti, red chilli
achaar, classic salted, Aloo chaat, cream and onion, and tangy tomato. Grab one or grab’em
all. Whenever you want, wherever you please. We’re sure you’ll enjoy it from the very first
chp till the very last.

MUNCHIES

JEFFS:- Crunchy, salted biscuits flavoured with cumin seed for that extra boost of

flavor. The perfect snack for just about anywhere

SIXER:- Think square is boring? Then what you need is a sixer. This six sided, salted delight
cuts out the boring from a biscuits. A unique shape coupled with an equally unique crunchy,
munchy, salty taste that leaves you asking for more!

CHEESELINGS

For the love of cheese and only cheese! Parle pulls out ‘Cheeselings’ from its pool of innovation
products. It’s a baked snack, light on tongue and high on its cheesecious taste. Its fluffy form

20
makes it very crunchy yet it actually melts in your mouth, leaving behind the lingering flavor
of cheese. Each bite opens the doors to that nostalgic feel everyone would love to savor. Once
tried, we bet you will become a fan of cheeselings. So what are you waiting for? Come, join
the ever increasing cheeselings fan club and Parle will make sure your favorite snack reaches
you most conveniently.

 BEVERAGES

THE FOLLOWING ARE BEVERAGES PRODUCTS OWNED BY Parle:-

PRODUCTS PRODUCTS
Frooti Bisleri
Appy fizz Saint juice
LMN Bailey

All the brands referred in the report, except Bisleri, under the beverage category are owned by
Parle Agro Pvt. Ltd, a company owned by Mr. Ramesh Chauhan, brother of Mr. Prakash
Chauhan, heads Parle products Pvt. Ltd, and controls Parle Bisleri Ltd. Which manufactures
and markets mineral water under the trade name Bisleri.

21
1.6 MARKETING STYLE OF COMPANY

In our country over 70% of the total population live in villages. There are states like U.P, M.P,
Bihar, Rajasthan and Orissa where rural population varies from 80% to 90%. Agriculture and
agriculture related activities contribute to about 75% of the income in rural areas. Over
6,31,307 villages, 700 million people a myriad of languages many traditions and a rich culture.
A vibrant land with a long history. Rural Indian people are known as much for their warmth as
their diversity. The real “BHARAT”.

“EXPLORE THE RURAL MARKETS

DO NOT EXPLOIT THEM”.
Till recently, the focus of marketers in India was the urban consumer and by large no specific
efforts were made to reach the rural markets. But n0ow it is felt with the tempo of development
accelerating in rural India, coupled with increase in purchasing power, because of scientific
agriculture, the changing life style and consumption pattern of villagers with increase in
education, social mobility, improved means of transportation and its various satellite channels
have exposed rural India to the outside world and hence their outlook to life has changed.
Because of all these factors, rural India is attracting more and more marketers.

“To be successful in the rural market, remember there is no unity in diversity, but act
local while thinking global”.

 Parle’s efforts to make biscuits affordable to all?

Biscuits were very much a luxury food in India, when Parle began in production in 1939. Apart
from Glucose and Monaco biscuits Parle did offer a wide variety of brands.

However, during the Second World War, all domestic biscuits production was diverted to assist
the Indian soldiers in India and the Far East. Apart from this, the shortage of wheat in those
days, made Parle decide to concentrate on the more popular brands, so that people could enjoy
the price benefits. Thankfully today, there’s dearth of ingredients and demand for more
premium brands is on the rise. That’s why Parle now have wide range of biscuits and
mouthwatering confectionaries to offer.

Be it a big city or a remote villages of India, the Parle name symbolizes quality, health
and great taste!

22
And yet, this reputation has been built, by constantly innovating and catering to new tastes.
This can be seen by the success of new brands, such as, Hide & seek, or the single twist
wrapping of Mango bite.

In this way, by concentrating on consumer tastes and preferences and emphasizing Research
& Development, the Parle brand grows from strength to strength.

 THE MARKETING STRENGTH:-

The extensive distribution network, built over the years, is a major strength for Parle products.
Parle biscuits and sweets are available to consumer, even in the most remote places and in the
smallest of villages with a population of just 500.

Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly. A
tow hundred strong dedicated field services these wholesalers and retailer. Additionally, there
are 31 depots and C&F agents supplying goods to the wide distribution network.

The Parle marketing philosophy emphasizes catering to the masses. They constantly endeavor
at designing products that provides nutrition and fun to the common man. Most Parle offering
are in the low and mid-range price segments. This is based on their understanding of the Indian
consumer psyche. The value for money positioning helps generate large sales volumes for the
products.

Marketing management refers to distribution of the firm’s product or services to the customers
in order to satisfy their needs and to accomplish the firm’s objectives. Marketing includes
developing the products, pricing, distribution, advertisement, and merchandising, doing
personal selling, promoting and directing sales and services to customers.

However, Parle products also manufacture a variety of premium products for the up-market,
urban consumer. And in this way, caters a range of products to a variety of consumer.

 DEVELOPING MARKETING STRATEGIES FOR PARLE:-

a) Determine what the customer’s needs are and how those needs can be satisfied.
b) Select the market that would be served.
c) Decide what advantage that will give a competitive edge over other firms.

23
 Meeting customer’s needs
 Learning customer’s needs
 Conscious about the firm’s image
 Looking for danger signals

24
1.7 SWOT ANALYSIS

 STRENGTH

1. Low price as compared to competitors:-

They constantly endeavor at designing products that provide that provide nutrition and fun to
the common man. Most Parle offerings are in the low and mid-range price segments. This is
based on their understanding of the Indian consumer psyche. The value for money positioning
helps generate large sales volumes for the products. However, Parle products also manufactures
a variety of premium products for the up market, urban consumers. And in this way, caters a
range of products to a variety of consumers.

AFFORDABILITY:

Parle-g offers 1rs. Packs which contains 4 biscuits which is affordable to anyone aims to satisfy
hunger.

2. Sizeable market share in the country:-

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

25
a multi-million dollar company. While to consumer it’s a beacon of faith and trust, competitors
look upon Parle as an example of marketing brilliance.

3. Offers variety of products in different sizes under its brand:-

Parle offers a variety of biscuits at different pricing range. The Parle marketing philosophy
emphasizes catering to the masses. We constantly endeavor at designing products that provide
nutrition and fun to the common man. Most Parle offerings are in the low and mid-range price
segments. This is based on our cultivated understanding of the Indian consumer psyche.

The value for money positioning helps generate large sales volumes for the products. However,
Parle products also manufactures a variety of premium products for the up market, urban
consumers. And in this way, caters a range of products to a variety of consumers.

4. An experienced team of sales and marketing executives:-

Sales and marketing executives are selected through a special process. A proper verification of
identity and financial background are done for a better structure of the human resources in the
company.

5. Largest distribution system:-

The extensive distribution network, built over the years, is a major strength for Parle products.
Parle biscuits and sweets are available to consumers, even in the most remote places and in the
smallest of villages with a population of just 500. Parle has nearly 1,500 wholesalers, catering
to 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force
services these wholesalers and retailers. Additionally, there are 31 depots and C and F agents
supplying goods to the wide distribution network.

6. Wide coverage area of manufacturing units:-

Parle products has one factory at Mumbai that manufactures biscuits and confectioneries while
another factory at Bahadurgarh, in Haryana manufactures biscuits. Apart from this, Parle has
manufacturing facilities at Neemrana, in Rajasthan and at Bangalore in Karnataka. The
factories at Bahadurgarh and Neemrana are the largest such manufacturing facilities in India.
Parle products also has 14 manufacturing units for biscuits and 5 manufacturing units for
confectioneries, on contract. All these factories are located at strategic locations, so as to ensure
a constant output and easy distribution. Each factory has state of the art machinery with
automatic printing and packaging facilities.

26
 7. The quality commitment:-
All the Parle products are manufactured under most hygienic conditions. 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. Great care is exercised in the selection and
quality control of raw material, packaging material and rigid quality standards are ensured at
every stage of the manufacturing process. Every batch of biscuits, confectioneries and snacks
are thoroughly checked by expert staff, using the most modern equipment.

8. The customer confidence:-

The Parle name conjures up fond memories across the length and breadth of the country. After
all, all 1929, the people of India have been growing up on Parle biscuits and sweets.

Today, the Parle brands have found their way into the hearts and homes of people all over India
and abroad. Parle biscuits and confectioneries, continue to spread happiness and joy among
people of all ages.

The consumers is the focus of all activities at Parle. Maximizing value to consumer and forging
enduring customer relationships are the core endeavors at Parle.

Their efforts are drivers towards maximizing customer satisfaction and this is in synergy with
their quality pledge. ”Parle products limited will strive to provide consistently nutritious and
quality food products to meet consumers’ satisfaction by using quality materials and by
adopting appropriate processes. To facilitate the above we will strive to continuously train our
employees and to provide them an open and participative environment.”

27
  WEAKNESS

1. Breakage of biscuits while delivering to retailers:-

Sometimes biscuits get damaged while delivering to retailers. Company should adopt
innovative packaging techniques. So that the quality of biscuits are good till it reaches the
customers, also attractive for the customer.

2. No proper replacement system for broken biscuits to retailers:-

There is no proper replacement system for broken biscuits to retailers. 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.

3. Improper and irregular supply:-

There is improper supply of products to retailers and distributors. Hence it is advised to increase
the number of stock keeping units (SKU) available in the retailer’s 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.

4. Dependent on its flagship brand, Parle-G

The major income source for Parle Company is the Parle-G biscuits. The biggest concern for
Parle-g is that the brand shouldn’t become outdated as it is a historic brand. The brand has
managed to retain its leadership position because it has evolved its campaign with every
consumption trend. Hence Parle Company should opt for innovative techniques to maintain the
brands of Parle-G.

5. Poor packaging in family pack of glucose biscuits:-

Company should adopt innovative packaging techniques, as they have their own packaging
unit as consumers are highly attracted towards new packaging. The packaging of Parle Gulcose
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. The company should take proper measures that the schemes and offers are not
gulped by the middleman, and that it benefits the retailers and customers.

28
 6. Lack of schemes for retailers and distributors:-
One of the advantages of Parle Company is the wide range of retailers and distributors. Parle
Company should implement more innovative schemes for retailers and distributors. So there is
better relationship between the company and retailers, distributors.

29
  OPPORTUNITIES

1. Rising demand for innovative packaging in packaged foods:-

Parle should adopt new innovative packaging techniques. Since it can attract more customers
specially kids through innovative packaging techniques. Due to proper packaging the quality
of the biscuits will be retained and the retails will not suffer loss if goods are spoiled before it
reaches their place.

2. Retaining loyal retailers or wholesalers:-

Parle can motivate retailers and wholesalers good incentives and programs. The Parle Company
can maintain the loyal retailers and wholesalers. Since one of the most important strength of
the company is wide spread distribution network. The wholesalers and retailers are one of the
main reasons for the same. Hence it is advised that new innovative programs and more
incentives should be given to them.

3. Improving supply system for established brands:-

As discussed in the earlier point the company can attract more retailers and wholesalers. Due
to this the company can expand the supply system and attract more customers. This in turn will
earn good profit to the company.

4. New innovative promotion techniques:-

Promote Parle brand through schemes such as “Parle Gramin Swastha Yojana” (a network of
ambulance van visiting rural areas basic medical treatments educating people on nutrition
deficiency problems and promoting Parle nutritious products)

Promote Parle brand through T.V. shows as “Parle Sakthi” (Parle-Friend of Women). The
weekly T.V. show will cater to health issues of women and children and will explain long term
benefits of healthy diet results expected- improved sales through “top of mind recall”.

Parle is weak in Eastern India and Tamil Nadu. To cover up this loop hole, they are giving
scholarship to children in these states to cover up the corporate equity which is less than
Britannia in these states.

30
 5. Penetrate the market share of the unorganized sector:-
The Indian biscuits industry is divided into the organized sector that has 60% market share and
the unorganized sector that has the rest40% market share. Parle can take a pie of the market
share of the unorganized sector by tapping rural markets through several government schemes
such as mid-day meals. They also be a part of NRHM centers. By this, they would be able to
improve their visibility in the rural biscuit market in India.

6. Innovation and Rural market:-

Innovating new products, especially non-glucose type biscuits, and its test marketing in the
rural market with its existing distribution channel would help them establish a new market in
rural India. This would be similar to replication of their strategy of innovation following which
they launched their product- Hide n Seek that is a premium segment product mainly focused in
the urban or semi-urban market.

7. Going Public:-
Parle is one of the oldest companies in the biscuit market and except for its glucose biscuit
business, no other product has had a significant impact in the market. In order to follow an
aggressive expansion plan and to foster world class R & D, it may need funds, which it can
easily generate through an IPO because of its brand name. This can also help them diversity
into different related markets. It is important to note that both of its major competitors, namely,
Britannia and ITC are publicly listed companies that have aggressively pursed advertising and
R & D.

8. Diversify in New Market:-

Today, though Parle has a commanding position in the biscuit industry, the future may be much
more competitive in this industry. This is because of entry of several new companies into this
market. The entry of new product suppliers in the market is also one of the Porter’s five forces
which can alter the market scenario. Hence, Parle being an established brand should diversify
into different market such as dairy products like cheese, butter, etc.

The image that it has among the Indian masses is that of a “chai-biscuit” providing company
in the rural India. Specially, in this context, in the urban sector Parle can create a new image of
itself in the confectionary market by catering to high end

31
 Parle should go in for exclusive outlets in at least all the shopping malls and in
medical shops coming up these days and any location where footfalls are large in
number. The advantages of this channel will be:

i. Full range display

ii. Easier to promote new products
iii. Easy to push impulse purchase products
iv. Brand building will be facilitated

 Pushcarts should be increased in number in order to increase the market reach this
can provide with every effective channel.

 Trade promotion should be formulated for newly launched products instead of

just tagging them onto best sellers.

32
  THREATS

1. Highly advertised brands such as Britannia:-

Parle faces the adverse competition from Britannia. Now a days Britannia have adopted
intensive advertisement such as through media to promote their products. This can result in
less attraction for the brand products of Parle.

2. Ever increasing competition from multinationals and local companies:-

ITC is promoting their Sun Feast brand by using strong promotional campaign with Brand
ambassador Shah Rukh Khan. ITC Foods Ltd has expanded network and is promoting its Sun
Feats biscuits across 1000 schools in the country. Britannia Tiger has brand ambassador Rahul
Dravid and Virender Sehwag who are doing heavy duty endorsement on their personal equity
line for the brand.

3. Increase in sale of cheap local bakery products:-

There is sudden increase in bakery products for past certain period of time in the market. Due
to this the Parle biscuits are facing competition. This can affect the performance of the
company.

4. Emerging substitutes like wafers, snacks and toast:-

Earlier it was just the biscuits which was available as snacks item. Now there are many other
products like wafers and toast. Thus company is facing threat due to the new substitute
products.

5. Margin war among the major brands:-

The following are some of the brands of Britannia and Parle which are pitched against each
other:-

33
Category Britannia Parle Differentiation from Parle’s point of view

Glucose Tiger Parle-G Established brand associated with health and

low price.
Marie Marie Gold Parle Marie Introduced Parle Digestive Marie biscuits,
which have five times more fiber than the
regular Marie. It also offers lower fat and
calories than other digestive biscuits.
Sweet Salty 50-50 Krack Jack These products at par with each other and it
Snacks modified its image as “ek hein bite mein sweet
bhi salty bhi”.
Bourbon Bourbon Hide n Seek Bourbon is an established brand and is
perceived as cream biscuit. Parle introduced
chocolate biscuits in form of Hide n Seek
endorsed by celebrity like Hrithik Roshan.
Sweet Biscuits Nice ---------- It offers sweet biscuits in form of Parle-g with
glucose but does not offer products based on
hard sugar.
Multi grain Nutri choice ---------- Parle does not have any specific product in this
segment to counter Britannia’s product.
(serves as opportunity to Parle).

34
1.8 MARKETING MIX OF PARLE PRODUCTS
The term marketing mix refers to unique blend of products, place price and promotion
strategies designed to produce mutually satisfying exchanges with a target market. Marketers
have to make many decision in developing a marketing mix that will satisfy their target
customers. However, all of the variables that make up the marketing mix can be reduce to four
basic categories.

 PRODUCTS MIX

i. PRODUCTS LEVEL
a) CORE BENEFITS:-The core benefits of biscuits is to satisfy hunger of the consumer.
b) BASIC PRODUCTS:-In the second level, the basic products is biscuits.
c) EXPECTED PRODUCTS:-The consumer expect the products to have a good take and
also give nutrition.
d) AUGMENT PRODUCTS:-Parle biscuits increase a person’s energy levels. This is not
always expected by the consumers and hence exceeds customer’s expectations.
e) POTENTIONAL PRODUCTS:-In the future Parle could come up with different
products such as a snack which could be a combo of chocolate and biscuits.

ii. Classification of products

 BASED ON TANGIBILITY:-Parle biscuits are tangible, i.e. one can see and touch
them.
 BASED ON FUNCTIONAL LIFE:-Parle biscuits are consumables since biscuits form
apart of food and have a short life.
 BASED ON PRICE AND QUALITY:-Most of Parle biscuits such as Parle-g, Monaco,
Krack jack are mass products but a few Parle biscuits such as Parle Hide n seek and
Milano are premium or prestige products.
 BASED ON UTILITY:-Parle biscuits are convenience goods. They are staples since
they are bought by consumers regularly. Also they are partly impulse products.

35
 iii. CONSISTENCY

The product consistency generally depends on 3 parameters:-

1. Production
2. Distribution
3. Consumer end-user

The production process of every Parle biscuit follows some basic ingredients like wheat flour,
vegetable oil, inverted syrups, skimmed milk powder, etc. then depending upon the product,
extra ingredients are added for e.g. in Monaco there might be an extra amount of salt put in to
give it that prominent salt taste, to Hide n Seek, chocolate chips are added. Etc.

Parle uses the same distribution channels for selling all its products under the biscuits category
i.e. 1st, 2nd and the 3rd level of the distribution channels.

The basic end use of all Parle products remains the same- eating it’s simply to satisfy hunger.
Products like Parle-g may also be consumed for the intake of high glucose levels for immediate
strength and energy.

iv. RAW MATERIALS USED

 Wheat flour
 Sugar
 Partially hydrogenated edible vegetable oils
 Invert syrup
 Milk solids
 Salt
 Leaving agents (503 Baking powder)
 Emulsifiers (E322 or E471 Or E481)
 Dough conditions (E223) and contains added flavours.

v. PROCESS LAYOUT OF PARLE PRODUCTS LTD.

First of all the Parle products buys raw material from the various suppliers and stored into the
store room. This raw material is then sent to laboratory for testing and after testing only it is

36
used for manufacturing. The raw material consist of wheat flour, sugar, partially hydrogenated
edible vegetable oils, invert syrup, leaving agents (503 baking powder) milk, solids salt
emulsifiers (E322 or E471 or E 481) and dough conditioners (E223). Such a mixture of raw
materials is taken and mixed into STEPHAN MIXTURE< which is high power mixture
machine. Specially made for mixture of dough, from which the mixture is passed to molder
called ROTARY MOULDER. Through that molder approximately 10,000 come out in a
minute. Molder had 260 cups fitted in it which gives shape to the biscuits and an impression
embossed on it of Parle-g.

From rotary molder the dough is passed through a 260 feet long OVEN which is approximately
340* c. in oven there are three stages to be followed-

1. Removal of moisture.
2. Building the structure of biscuits.
3. Colorings of biscuits take place.

From oven the hot biscuits are placed on the cooling conveyor, which is 260 feet long and the
biscuits continues to run on it for 5 to 7 minutes so that the biscuits become cool and all the
moisture that biscuits contain gets evaporated. And because of the above reason the factory has
“S FLOW LAYOUT” in the factory.

The conveyor continues to move to COUNTING UNIT where biscuits are counted and seen
that it is going on properly or not. The conveyor continues till the biscuits reach the
STALKING TABLE at which the biscuits are packed in very orderly manner.

From cooling conveyor sum biscuits are diverted through AUTO FEEDING MACHINE to
another stalking machine where packing is done. From stalking table the biscuits are moved on
conveyor to MULTI PACK WRAPPING MACHINE were 16 biscuits are placed into a regular
Parle g wrapper so that the weight of 16 biscuits comes up to 100 grams.

Then 24 packets of Parle g biscuits are packed into a POLY BAG. And after packing it into
poly bag it is sent to SEALING MACHINE where it is sealed. Then it is sent to CORRUGATE
BOX SECTION in which 6 poly bags are placed and then the boxes are kept on conveyor and
sent to DISPATCH SECTION from where the biscuits are sent to various places in India and
all over the world.

All Parle products are manufactured under the most hygienic conditions. Great care is exercised
in the selection and quality control of raw materials, packaging materials and rigid quality

37
standards are ensured at every stage of the manufacturing process. Every batch of biscuits and
confectioneries are thoroughly checked by expert staff, using the most modern equipment.

vi. BRAND

The Parle biscuits brands, such as, Parle-g, Monaco and Krack jack enjoy a strong imagery and
appeal amongst consumers. Be it a big city or a remote village of India, the Parle name
symbolizes quality, health and great taste. And yet, the reputation has been built, by constantly
innovating and catering to new tastes. This can be seen by the success of new brands, such as,
Hide n Seek, Milano.

PRODUCT STRATEGY

NEW OLD

Line Brand
New Extension Extension

Brand Name
Multi
New Brand
Brand
Old

Parle follows both line extension and brand extension for its products. For a products like Parle-
g it followed line extension with the introduction of Parle-g milk shakti and Parle-g magix
which has 2 flavours choco and cashew.

Initially Parle used to produce only confectionaries. Parle followed brand extension with the
introduction of products in the biscuits and snacks category.

In this way, by concentrating on consumer tastes and preferences and emphasizing research &
Development, the Parle brand grows from strength to strength.

38
vii. PRODUCT LIFE CYCLE

Parle as a company has reached the maturity stage in its products life cycle, sine products such
as Parle-g, Monaco, Krack jack which form a major part of Parle products sales have captured
most of India’s market.

But for its premium biscuits Parle Hide n Seek and Parle Milano the products are in the growth
and introduction stages respectively.

Parle Hide n Seek was introduced in 1998 with flavours such as mint, orange and chocolate.
But it did not really succeed in capturing the consumer’s attention. So after a year it was re
launched with just one flavour i.e. chocolate flavour with new packaging. After the re-launched
it has started gaining attention of its life cycle. It has to fight for its potential buyers and hence
is in the growth stage of its life cycle. It has to fight for its stand in the market since it faces
competition from Britannia’s good day Choco nuts.

viii. PACKAGING

The time spent by a customer for picking up a product from a retail outlet is a few seconds;
therefore a package should appeal to a customer within such a small internal of time. In this,
both packaging and labelling play an important role in attracting customers both visually &
psychologically.

39
  For Parle-g: Parle g was initially recognized by its iconic white and yellow stripped
wax paper wrapper with the baby face on it. Many competition have tried to sell their
lower quality products by copying the packaging, trying to sell their biscuit as Parle g;
Parle-Jee etc. due to increasing competition Parle g now uses plastic wrappers for its
packaging. Parle G comes in 8 different sizes: 25gms, 44gms, 93.5gms, 231gms,
340.5gms, 461gms, 577.5gms, and a 1kg pack.

As in all other biscuits, packing plays an important role in Parle-G too. The basic small packs
are packed mechanically using automated machines and are sealed using the polly bag sealing
machines. These small packs are then manually packed into small boxes and are sent through
the conveyor belt to be packed in large cartons. 160 packets are packed per minute. And in one
big box there are 160 Parle-g packets packed.

Before, they used to bring the packaging material from outside the company but now it is
produced in the factory p

Remises itself for export purpose the packets have different languages print on them depending
upon the geographical location and demand of the people. Each factory has state-of-the-art
machinery with automatic printing and packaging facilities.

ix. LABELING:

Consumers are becoming increasingly health conscious. So it is essential to display the contents
of every product. Every packet of Parle g, Hide n Seek, Milano has information about the
ingredients used, nutrition facts, mailing and emailing addresses asking for feedback, phone
number, packaging date etc. All this along with the brand name and directions are printed in
Hindi too.

40
  PRICING MIX

The Parle marketing philosophy emphasizes catering to the masses. It constantly endeavors at
designing products that provide nutrition and fun to the common man. Most Parle offerings are
in the low and mid-range price segments. This is based on its cultivated understanding of the
Indian consumer psyche. The value for money positioning helps generate large sales volumes
for the products.

Parle g has adopted the Market Penetration strategy i.e. low price along with capturing of a
large market also they focus on low prices and provide good quality products at the same time,
which means it uses the value pricing method. This benefits Parle g by having a competitive
edge in terms of large market share which is around 40% both rural and urban presently.

For setting the price of Parle Hide and Seek biscuit, a survey was taken in the urban and semi-
urban markets; on the basis of which hide and seek was introduced. It was found that the
potential consumers were ready to pay a premium price for an innovative product like chocolate
chip biscuits. Thus, Parle adopted market skimming where the product is high priced and also
of high quality. It includes the cost of chocolate, packaging and other processing cost. All these
show customers status, which is also one of the reasons for Parle hide and seek’s high price.

A separate example for explaining the pricing strategy of Parle is its product Parle creams.

For this product Parle uses going rate method only as a reference rate. In this case, Parle creams
were introduced after Britannia’s cream treats with similar variants but at Rs.5 per packet of
biscuit and not Rs.10 like that of Britannia’s cream treats. The biscuit market in India is
extremely price sensitive. With Parle providing most of its biscuits in the range of Rs. 1 to 40,
other players in the market can’t think of increasing the prices.

For Examples:-

PRODUCT PRICING(RS)
Parle-G 2,4,5,10,20,30,40,50,80,100
Hide and Seek 5,12,20,30,50
Krackjack 5,7,10,15,20
Monaco 5,10,15,20,30,50
Happy Happy 5,10,20,50
These are the various prices of Parle biscuits in urban as well in rural areas. The price is too
low, which is affordable by all irrespective of an individual’s economic status.
41
Rural consumers look for value than its price. Products strategy and pricing are iter linked with
each to delivers value at the right price. So, the biscuit of parle are of good quality and
nutritious.

Also, the rural consumers are more increased in the utility of the product rather than packaging.
So, it’s better to avoid sophisticated packing. And it will help out in reducing the cost as well.
Simple packing should be adopted. Parle uses polyrthylene sheets instead of boxes, which
keeps the quality and quantity of biscuits and confectioneries in good condition. The price is
low enough as it has to penetrate in the market even in the interior of the country. It makes it
affordable by each and every one.

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  PLACE MIX

Place refers to as the distribution channels adopted by Parle products to reach even the interior
part of the village. This is a quite difficult and challenging task. But, Parle has always seen
further to find solutions and grab opportunities.

The extensive distribution network, built over the years, is a major strength for Parle products.
Parle biscuits and sweet are available to consumers, even in the most remote places and in the
smallest of villages with a population of just 500.

Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or in directly. A
two hundred strong dedicated field force services these wholesalers and retailers. Additionally,
there are 31 depots and C&F agents supplying goods to the wide distribution network.

i. SELECTION:

The company takes into consideration a host of factors while selecting the members. This is
because it because it believes that selection of channel members is a long run decision and the
rest of the decision regarding the supply chain depends upon the efficiency and coverage by
the channel members. The following are the host of factors considered by the company in
selecting the channel member:

43
  Authentication is required by the regarding the identity of the channel members, which
includes the name and address, photograph of the location.
 Inventory or the perishable goods kept by the distributor/dealer should be in good
condition which means a details of storage space to be provided.
 Details of the delivery vehicle, which includes Light commercial vehicles, matador, 3
wheeler van, tricycle van and hand cart. The number and model of each of the vehicle
needs to be furnished to the company.
 Details of the product kept of other companies have to be provided. The annual sales of
these products too have to be mentioned. Also details of complementary products and
product line need to be mentioned.
 Dealers of the company must carry a good reputation. This is due to the fact that the
company believes reputation of the dealer affects the clientele.
 Market coverage by the distributors needs to be defined which includes details of
Geographical coverage and outlets per market area.

ii. MOTIVATION OF CHANNEL MEMBERS:

Company strongly believes in maintaining a good relationship with the channel members so
that are genuinely motivated to work for the company. Also if the channel members are
motivated, they can also initiate advertising and sales promotion schemes on behalf of the
company. However to keep the channel members motivated to work, the company has to incur
certain costs but the benefit of it are felt in the long run.

The following are the motivation programs run by the company:

iii. DISTRIBUTORS:

 One of the main factors, which keep the distributors motivated, in the margin. Usually
the margins offered by the company are 8% and it is raised to 8.5%. Volume wise this
comes out to be a big figure since Parle’s product has a good demand in the market.
However compared to the other companies the margins are still lower since the new
players in the market offer a much higher margin. But the very fact that Parle’s products
have good demand in the market motivates the distributors to stock it.

44
  Parle products being a cooperative cannot afford to give heavy monetary incentives.
Parle’s products are consider to be value for money since the company since the
company does not believes in charging high margins. In fact all monetary incentives
are just the short run means to promote the company’s product. In order to keep the
channel members motivated in the long run, Parle builds on the concept of “TRADE
MARKETING” which makes the dealers and the distributors believe that the
company’s products are worthy of being pushed in the market.
 The company is organizing various Total Quality Management initiatives and
workshops. Here various counselling measures are undertaken by the company to
improve the overall working of the distribution network.

iv. THE RETAILERS:

 Trade schemes: these are undertaken by the company only for the hard selling items
e.g. Biscuits and snacks etc. for these the company raises the margins by 2%, also
schemes like good packaging in case of butter and cheese is undertaken by the
company. However this is only a short-term initiative to push the products of the
company.
 Glow boards: the company puts up glow boards at the retailer and pays the major
portion of the cost.
 Schedule of the salesmen: they provide the retails with this schedule so the retailers
can pre estimate the quantities of the various products needed.
 Infrastructure facilitation: the company facilitates the retailers to buy beautiful stalls
by formulating an easy payment program and a commitment to buy back the equipment
at a reasonable price when the value of the equipment has depreciated.

v. Co-Operation among Channel Members:

 Parle quality circles: The members of the local channel meet together every month to
share issues and the achievement of the channel members. This is an ongoing activity
facilitated by the company offices in different locations; this enables the channel
members to learn together and reduces the horizontal conflicts among the WDs.

45
  Pilot salesman scheme: To reduce the financial burden of the distribution this scheme
is run whereby half the cost of the salesman is born by the company and the rest half
by the distributor.
 Scheduling of sales: The WDs provides schedule of the distributor’s sales men to the
retailers so that the retailers can plan out and place out and place the orders in advance.
 Agreement defining right: The company makes the distributors sign an agreement
where the areas of operation for each of the distributors are defined, therefore avoiding
any conflict amongst the distributors regarding their areas of operation.

vi. IMPORT-EXPORT:
The immense popularity of Parle products in India was always a challenge to our
production capacity. Now, using more modern techniques for capacity expansion, we
have begun spreading our wings and we are going global.
Parle biscuits and confectionaries are fast gaining acceptance in international markets,
such as the Middle East, Africa and South East Asia. The more sophisticated economies
like U.S.A., UK, Canada, Australia and New Zealand are also relishing Parle products.

As part of the efforts towards a larger share of the global market, Parle has initiated the
process of getting ISO 9000 certification. The Parle name symbolizes quality, health
and great taste. And yet, we know that constantly innovating and catering to new tastes
has built this reputation. This can be seen from the success of its new brands such as
Hide and seek etc.

Today, the Parle brands have found their way into the hearts and homes of people all
over India and abroad. The Parle biscuit brands, such as, Parle-g, Monaco, hide and
seek, Krackjack, marie choice enjoy a strong imagery and appeal amongst consumers
across the world.

This has resulted into Parle-g being the ‘World Largest Selling Biscuit’.

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  PROMOTION MIX

The marketing tools used by Parle are Sales promotion, Advertising and Public Relations.

i. Sales Promotion:

Parle uses the Sales force promotion tool for all its employees. Every year it holds day fairs at
branded venues where games and fun events are organized for the employees of Parle and their
families; where Parle products are given away prizes.

ii. Advertising:

Parle-g started being advertised in the 80’s it was advertised mainly through press ads. The
communication spoke about the basic benefits of energy and nutrition. In 1989, Parle-G
released its Dadaji commercial, which went on to become one of the most popular commercials
for Parle-G. The commercial was run for a period of 6 years. Parle-g grew bigger by the minute.
Be it the packs sold, are as covered or the number of consumers. It became a part of the daily
lives of many Indians. It wasn’t a biscuit any more. It had become an icon. The next level of
communication associated the brand with the positive values of life like honesty, sharing and
caring. The year 2002 went down as a special year in Parle-g’s advertising history. A year that
saw the birth of G-man a new ambassador for Parle-g. Not just a hero but also a super-hero that
saves the entire world, especially children from all the evil forces.

Just a few months back a reminder TV commercial was launched for Parle-G where the product
is being called ‘hindustan ki takat’. Most of the Parle-g TV commercials tell us that brand
awareness is being done by capturing consumer emotion. Heavy promotion plays a major role
in creating brand awareness. Such is the case of Parle hide & seek biscuits TV advertisement.
The ads of Parle hide and seek are portraying actor Hrithik Roshan. This tells us that the product
is being promoted by celebrity endorsement to increase awareness of this product and help
capture the consumer’s attention.

47
 iii. Public Relations:

Parle has done the following for enhancing public relation: In the year 1997, Parle-G sponsored
the Tele-serial of the Indian superhero, Shaktimaan that went on to become a huge success.
The personality of the superhero matched the overall superb benefits of the brand. Parle
extended this association with Shaktimaan and gave away a lot of merchandise of Shatkimaan.
The children just could not get enough of Parle-G and Shaktimaan.

In the year 2002, it was decide to bring the brand closer to the child who is a major consumer.
A national level promo-‘Parle-G Mera Sapna Sach Hoga’ was run for a period of 6 months.
The promo was all about fulfilling the dreams of children. There were over 5 lakh responses
and of that, over 300 dreams were fulfillled. Dreams that were fulfilled ranged from trips to
Disneyland at Paris & Singapore; meeting their star Hrithik Roshan; free ride on a charted
plane; 20 scholarship worth Rs 50,000; a special cricket coaching camp with the Australian
cricketer- Ricky Pointing; etc.

a) Golu Galata Contest:-

48
Parle product is in the business of manufacturing and marketing biscuits and confectioneries
since 1929. Over these years Parle has been active across regions conducting various social
activities as part of our corporate social responsibility policy. In Tamil Nadu, traditionally,
women decorate various dolls made of clay during Navaratri celebrations by setting up 7-9
steps. This display is well decorated and friends and relatives are invited to witness the same.
Through a detailed research, Parle found that due to time pressures, this tradition is slowly
dying and is getting restricted to a select few households.

Thus, to revive the fading event, Parle introduced this novel promotion called Parle Golu Galata
Contest. Golu means Doll & Galata means Dhammal.

b) Parle Saraswati Vandana:-

Dedicated to enriching the lives of people across India, the Parle Centre of Excellence has been
keenly involved with promoting programmes to facilitate the all-round development of
children. Parle Saraswati Vandana, one of its initiatives, is an inter-school contest based on the
Saraswati puja celebrations. It gives the children an opportunity to exhibit their creative skills
and makes the celebration even more special in the process. Started in the year 2002 in Kolkata,
it has seen a tremendous increase in the number of schools participating each year, with entries
coming from schools of west Bengal. Every year a grand programme is organized by Parle in
Kolkata to felicitate the winners. Here eminent personalities from the field of literature,
education, art, films, media and politics grace the occasion. Performance by popular artistes
make it a night to remember for every invite present there. The awards and adulation makes it
unforgettable for the winners.

49
1.9 COMPETITOR OF PARLE

BRITANNIA

The company was established in 1892, with an investment of Rs.295. initially, biscuits were
manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the
Gupta brothers mainly Nalin Chandra Gupta, a renowned attorney, and operated under the
name of “V.S. Brothers.” In 1918, CH. Holmes, an English businessman in Kolkata, was taken
on as a partner and the Britannia biscuit company limited (BBCO) was launched. The Mumbai
factory was set up in 1924 and peek Freans UK, acquired a controlling interest in BBCO.
Biscuit were in big demand during World War II, which gave a boost to the company’s sales.
The company name finally was changed to the current “Britannia Industries limited” in 1979.
In 1982 the American company Nabisco Brands Inc. became a major foreign shareholder.

BISCUITS:-

The company’s factories have an annual capacity of 433,000 tonnes. The brand names of
biscuits include Vita Marie gold, Tiger, Nutria choice junior, Good day, 50-50, Treat, Pure
magic, Milk Bikis, Good morning, Bourbon, Thin arrowroot, Nice, Little hearts and many
more.

Tiger, the mass market brand, realised $150.75 million in sales including exports to countries
including the U.S and Australia, or 20% of Britannia revenue in 2006.

In a separate dispute from the shareholder matters, the company alleged in 2006 that Danone
had violated its intellectual property rights in the Tiger brand by registering and using Tiger in
several countries without its consent. Britannia clamied the company found out that Danone
had launched the Tiger brand in Indonesia in 1998, and later in Malaysia, Singapore, Pakistan,
and Egypt, when it attempt to register the Tiger trademark in some of these countries in 2004.
Whilst it was initially reported in December 2006 that agreement had been reached, it was

50
reported in September 2007 that a solution remained elusive. In the meantime since Danone’s
biscuit business has been taken over by Kraft, the Tiger brand of biscuit in Malaysia was
renamed Kraft Tiger Biscuit in September 2008. Britannia initiated legal action against Danone
in Singapore in September 2007. The dispute was resolved in 2009 with Britannia securing
right to the Tiger brand worldwide, and Danone paying Rs220 million to utilise the brand.

ITC (Sunfeast)

In July 2003, ITC forayed into the biscuits forayed into biscuits market with the Sunfeast range
Glucose, Marie and cream biscuits. Sunfeast’s brand essence connotes happiness, contentment,
satisfaction and pleasure. In a span of 9 years, Sunfeast has well-established presence in almost
all categories of biscuits and is also a key player in the pasta and instant noodles segments.

Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at the premium end.
High quality married with exciting innovations has helped drive this category. Dark Fantasy
Choco Fills has wowed the Indian consumer with its innovation Centre-filled format and high
quality packaging. In addition, the launch of the Dream cream range of biscuits in two exciting
and innovative dual cream formats further reinforces ITC’s commitment to continuously
delight the consumer

51
 Competition to Parle

CATEGORY BRITANNIA ITC (SUNFEAST) PARLE

Marie Biscuits Marie Gold Marie Lights Oats Parle Marie

50-50 Maska Chaska Snacky Salted Monaco

Salty Crackers Top Buttery Bites Sweet n Salty Nimkin

Time pass Snacky chilli Krack Jack

Glucose Biscuit Tiger Sunfeast Parle-G
Healthy Biscuit Nutri choice Farm lite oats Simply good crackers

Milk Biscuits Milk Bikis Milky Magic Milk Shakti

Jim Jam Hifi Butter Jam In

Cream Treat Dream Cream Fab

Tiger cream Bounce Happy Happy

Bourbon Bourbon the original Sunfeast Bliss Black Bourbon

Tiger butter crunch Dark Fantasy Choco Fills Hide N seek

Cookies Good Day Mom’s Magic Milano

Pure magic choco Delicious Nuts 20-20 Butter
lush

Sugar Sprinkled Nice Time Sunfeast Nice

52
 Chapter 2- RESEARCH METHODLOGY

Research methodology is the specific procedures or techniques used to identify, select, process,
and analyze information about a topic. In a research paper, the methodlogy section allows the
reader to critically evaluate a study’s overall validity and reliability. The methodology section
answers two main questions: How was the data collected or generated? How was it analyzed?

Research methodology is a way, to systematically solve the research problem. Research in

common place refers to a search of knowledge. Research is an original contribution to the
existing state of knowledge making for its advancements.

2.1 Objective of the project:-

 To study the effectiveness of Parle’s marketing strategy for its products.

 To understand the concept of marketing clearly by means of Parle products demand
analysis.
 To understand the source of marketing strategies of Parle as a company and its product
offerings.
 To understand the influence of Parle as a brand on consumer mind set.
 To finds out the major competitor of Parle products.
 To understand its Strength, weakness, threats and opportunities of the company.

53
2.2 Research Design

Research Type Exploratory Descriptive

Research Approach Survey Method
Sample Size 50
Type of Questionnaire Structured and unstructured
Types of Questions Open as well as close ended questions
Sampling Plan
Sampling unit Respondents are student and other
random people
Sampling Size 50
Sampling Procedure Non-random purposive sampling
Contact Method Personal
Data Collection Data Collection
Primary Questionnaire ,Observation
Secondary Website

2.3 Target Population

Population generally refers to the total of the items or units in any field of research. The target
population is the student, employee any who use smart phone.

2.4 Sample Size

Sample size determination is the act of choosing the number of observations or replicates to
include in a statistical sample. For doing the research, sample of 50 were taken.

54
2.5 Methods of data Collection

The research methodology adopted during this project was divided into two parts:

Primary Data

Secondary Data

Both the parts were carried out under the guidance of the in-charge project guide complying
with the organizational standards. Data that is collected for the specific purpose at hand is
called as primary data. Information relating to the project was collected during formal and
informal discussions with the Digital Marketing head and Staff of marketing department.

▪ Primary Data

Here, the data is collected is by asking questions from whom we are supposed to have desired
information. The question may be asked in written or oral. A format list of question is often
called questionnaire. The questionnaire consists of close-ended and open-ended questionnaire.

The study includes questionnaire of questions.

▪ Secondary Data
Probably the quickest and the most economical way for researchers to find out the possible
hypothesis is to take advantage of the work of others & of their own earlier efforts. In a
relatively short time, researcher can scan a large volume of possible data. It is generally
collected through secondary sources like newspapers articles, magazines, journals, internet,
earlier reports & surveys. Secondary data highlights the contextual familiarities for primary
data collection. It provides rich insights into the research process. Secondary data is collected
through following sources:

 Website
 Magazines
 Journals

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2.6 Instrument of data collection

These include Questionnaire, Interview, Observation and Reading. Essentially the researcher
must that the instrument chosen is valid and reliable. The validity and reliability of any research
project depends to a large extent on the appropriateness of the instruments.

Questionnaire
This is a data collection instrument mostly used in normative surveys. This is a systematically
prepared form or document with a set of questions deliberately designed to elicit responses
from respondents or research informants for the purpose of collecting data or information.

• It is a form of inquiry document, which contains a systematically compiled and well

organized series of questions intended to elicit the information which will provide insight into
the nature of the problem under study.

• It is a form that contains a set of questions on a topic or group of topics designed to be

answered by the respondent.

• The respondents are the population samples of the study. The answers provided by the
respondents constitute the data for the research.

Structured questionnaires
They are those in which some control or guidance is given for the answer. This may be
described as closely form because the questions are basically short, requiring the respondent to
provide a ‘yes’ or ‘no’ response, or checking an item out of a list of given responses.

Unstructured questionnaire
This type of questionnaire is also termed as open-ended or unrestricted type of questionnaire
which calls for a free response in the respondent's own words. The respondent frames and
supplies the answer to the question raised in the questionnaire. It also constitutes questions
which give the respondent an opportunity to express his or her opinions from a set of options.

56
2.7 Data Analysis Technique

The analysis of data is the most skilled task in the research process. It calls for the
researcher’s own judgment and skills. Data Analysis means critical examination of the
grouped data for studying the characteristics of the object under study and for determining
the patterns of relationships among the variables relating to it. Both Qualitative and
Quantitative methods are used for data analysis. Data mining is a particular data analysis
technique that focuses on statistical modeling and knowledge discovery for predictive
rather than purely descriptive purposes, while business intelligence covers data analysis that
relies heavily on aggregation, focusing mainly on business information.

Once the data is collected then it is been processed under different stages such as
Editing the data, Coding the data, Classifying the data, arranging the data into
Tabular form and finally Graphically Presenting the set of data. As far as Data Analysis is
concerned it should be done by the Researcher itself. Once the data is analyzed than the
data is interpreted either in tabular form or in graphical format. Data Interpretation is the
process of making sense out of a collection of data that has been processed. Data Analysis
and Data Interpretation is closely related to one another. Analysis and Interpretation of data
facilitates research findings, recommendations and suggestions.

Data Analysis can include different types such as- Descriptive Analysis, Inferential
Analysis, Correlation Analysis, Casual Analysis and Multi-variate Analysis. Whereas, after
data analysis the step of data interpretation may include different method such as Induction
Method or Deduction Method.

Similarly, in this research the data collected by Questionnaire is analyzed and transformed
into Pie Charts and Graphs to get down on the conclusion that whether Parle Company is
better than other competitive Companies . This interpretation of data is helpful for us to
complete our project. Data Analysis summarizes large mass of data into understandable and
meaningful form. Data analysis makes exact descriptions possible.

57
2.8 Limitation

 The result are based on primary data. The accuracy of the result is also limited to
the reliability of the methods of investigation, measurement and analysis of data.
 The data collected may or may not be accurate because the respondent might be less
inclined to take part in the survey.
 Errors can occurs during the transcription process. Different people may interpret
comments differently.
 Despite of the willingness to cooperate, the people were unable to give accurate
information on questions asked.
 The trouble with not presenting questions to users face to face is that each may have
different interpretations of your questions.

58
 Chapter 3- LITERATURE REVIEW

For every research report researchers follows some of the renowned research paper which has
already been conducted by some experts of different corner of the world to make the research
useful as well as unbiasness. Some of experienced reviews that has use in this project are
follow:

Keller (1998) believes that brands serve to identify the source or maker of a product and allow
consumers to assign responsibility as to which particular organisation should be held
accountable for the experience gained by using the product. Because of past experience with a
product and the marketing programme over a period of time, consumers learn more about
brand. Consumers collect information to help in the decision making process regarding which
brands satisfy their needs and which do not. As a result, brands provide a shorthand device or
means of simplification for making product decision.

Amine (1998) comments that comments perceived differences between brands depend on the
consumers “familiarity with the product category. High involvement in a product category
enable consumers to identify more subtle differences between brands in both functional and
psychological attributes, leading to higher functional, experiential and symbolic benefits
(Keller, 1993).

According to Warrington and Shim (2000), product involvement occurs when a product
category is related to a person’s centrally held values and self- concept.

On the other hand, Bristow, Schneider, and Schuler (2002), suggest that if consumers
believed that there are differences among brands, then the brand name becomes the centre piece
of information in the purchase decision or repurchase intention and the dependence on the
usage of brand name in the search information will likely increase. Another branch of consumer
behaviour research related to brand is that, consumers use brands to create or communicate
their self-image or status (O’Cass, and Frost, 2002).

Kotler (2003) distinguishes six elements that according to him must be evaluated when
employing packaging decision: size, form, material, colour, text and brand.

59
According to Rundh (2005) package attracts consumer’s attention to Particular brand,
enhances its image, and influences consumer’s perception about product. Also package imparts
unique value to product. Works as a tool for differentiation, i.e. helps consumers to choose the
product from wide range of similar products, stimulates customers buying behaviour (Wells,
Farley and Armstrong, 2007). Thus package performs an important role in marketing
communication.

The research result of Rita Kuvykaite (2009) shows the impact of package elements on
consumers purchase, decision can be stronger. In their study they took two types of package
elements, visual and verbal. Graphic, colour, size, form and material are considered as visual
elements, while product information, producer, country-of-origin and brand as considered as
verbal ones. They conclude that package could be treated as one of most valuable tool in
today’s marketing communications, necessitating more detail analysis of its elements and an
impact of those elements on consumers buying behaviour.

Renuka Hirekenchanagoudar (2008) says that the present investigation made an attempt to
analyze the buying behaviour of ready-to-eat food products by consumers of Hubli andd
Dharwad. A total sample of 200 respondents was selected for the study. Majority of the
respondents were aware of Parle-g, Lays, Frooti and Amul brands in case of biscuits, chips
fruit juice and ice creams accordingly. Television was the major source for getting information
about various brands in all the four products. Biscuits were consumed by all the respondents
because of their convenience to use as snacks. Parle-g, Lays, Maaza and Amul brands were
highly preferred brands of biscuits, chips, fruit juice and ice cream respectively. The main
factors influencing brand preference for biscuits, chips, fruit juice and ice cream were quality,
taste and reasonable price. Most of the respondents would go to other shops if preferred brand
in all the four products was not available.

Yughasha Gupta (2010) says that after going thick on the things, now time is to make a
complete picture. While making a product a SKU (stock keeping unit) of the shop retailers
think about the GMROI (gross margin return on investment) and they promote the brand which

60
provides them highest. They expect return in the form of profit margin, company schemes,
window display and references of the shop. Among these, company schemes make the
difference and are the highest sources of motivation after profit margin. Retailing demands a
constant push from the company. The manufactures should understand consumer behaviour
because retailers can’t help quality and price. It is only up to manufactures to deliver what
consumer wants.

Suresh Garg (2010) detailed that day by day the intensifying global competition is throwing
challenges in the form of uncertainty and fluctuation in demand, necessity to provide wide
variety to attract and hold the ever demanding customer. To survive and succeed under such
competitive environment, organizations are forced to find and adopt efficient and effective
ways for their products and services by eliminating unnecessary processes and practices from
all system. The implementation of lean manufacturing system helps organization to reduce
lead-time and inventory, improve quality, and achieve better on time deliveries.

F.MohamedSabura; Dr.T.Vijaykumar; Abdul Hameed (2012) explain that unlike urban

markets, rural markets are difficult to predict and possess special characteristics, the featured
population is predominantly illiterate, have low income, characterized by irregular income,
lack of monthly income and flow of income fluctuating with the monsoon winds. The rural
consumer expects value for money and owing to has unsteady and meagre status of weekly
income; increasing the household income and improving distribution are the viable strategies
that have to be adapted to tap the immense potential of the market. Social norms, traditions,
castes, and social customs have greater influence on the consumer behaviour in rural areas than
in urban areas. Factors such as limited physical access, low density of shops, limited storage
facilities, need for a large number of intermediaries in the distribution channel to reach the end
customers, and low capacity of intermediaries in the distribution channel to reach the end
customers, and low capacity of intermediaries to invest in business make the tasks of reaching
rural consumers very complex.

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 Chapter 4- DATA ANALYSIS, INTERPRETATION AND
PRESENTATION

After due collation of data gathered, the entire data was subjected to the analysis phase, data
was tabulated and meaningful results were derived from it. Appropriate tools used to draw
graphs and charts to display the results collected from the survey.

From the sample size of 60 questionnaires distributed only 50 questionnaires were recovered.
A total of fourteen questions were incorporated in the questionnaire, which spanned from basic
information to very relevant business information. Starting from the first question onwards the
results are displayed in the form of charts and the deduced result is mentioned below it.

The first question was an open-ended question asking the position for the person apply for in
the organization. It was just to make candidate a little comfortable and attentive.

62
1. Gender of the respondent?
Options Responses

Male 70%

Female 30%

Others 0%

Total 100%

0% Male

Female

30% Others

70%

Interpretation

 70% of the respondent are male.

 30% of the respondent are female.

63
2. Age of the respondent?
Options Responses

0-10 2%
11-20 44%
21-35 48%
36-50 4%
50 and above 2%
Total 100%

2% 0-10 years
4% 2%
11-20 years
21-35 years
36-50 years
50 and above
44%

48%

Interpretation
 2% respondents fall under age 0-10 years.
 44% respondents fall under age 11-20 years.
 48% respondents fall under age 21-35 years.
 4% respondents fall under age 36-50 years.
 2% respondents are above 50 years.

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3. From where do you buy Parle products?
Options Responses
Retail market 72%
Wholesale market 28%
Online 0%
Total 100%

Retail market
0%

wholesale
market
28% online

72%

Interpretation
 72% of the respondent tend to buy Parle products from retail market.
 28% of the respondent tend to buy Parle products from wholesale market.
 But there were no respondent who buy Parle products Online.

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4. What attracts you to buy Parle products?

Options Responses
Good Taste 24%
Affordable price 20%
Better quality 26%
Easy availability 22%
All of the above 8%
Total 100%

Good taste
Affordable price
8%
Better quality
24%
Easy availability
22% All of the above

20%

26%

Interpretation

 24% of the respondent are attract toward Parle products because of its good taste.
 20% of the respondent are attract toward Parle products because of its affordable price.
 26% of the respondent are attract toward Parle products because it provide better
quality.
 22% of the respondent are attract toward Parle products because it is easily available.
 8% of the respondent says it is all of the above.

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5. How often do you buy Parle products?

Options Responses
Once a week 34%
Twice a week 26%
Thrice a week 10%
More than thrice a week 30%
Total 100%

Once a week

Twice a week

Thrice a week
30%
34%
More than
thrice a week

10%

26%

Interpretation

 34% respondent buy Parle products once a week.

 26% respondent buy Parle products twice a week.
 10% respondent buy Parle products thrice a week.
 30% respondent buy Parle products more than thrice a week.

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6. Does Parle products are value for money?

Options Responses
YES 72%
NO 26%
Maybe 2%

Total 100%

2% Yes
No
Maybe
26%

72%

Interpretation

 72% respondent feels, Yes it is value for money Product.

 26% respondent feels, No it is not value for money product.
 2% respondent feels, maybe it is value for money Product.

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7. Which Parle products do you prefer?

Options Responses
Biscuit (Parle-G, Monaco, Hide n 66%
seek, etc.)
Confectionery (mango bite, kismi, 4%
melody, etc.)
Snack (Parle wafers, fulltoss, etc.) 20%
Rusk 10%
Total 100%

Biscuit (Parle-G, Monaco,

Hide n seek, etc.)
10%
Confectionery (mango bite,
kismi, melody, etc.)

20% Snack (Parle wafers,

cheeselings, fulltoss, etc.)

Rusk

4% 66%

Interpretation

 66% of the respondents prefer to buy Parle biscuits.

 4% of the respondents prefer to buy confectionery.
 20% of the respondents prefer to buy snacks.
 10% of the respondents prefer to buy rusk.

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8. Which Parle biscuits do you prefer the most?

Options Responses
Parle-G 36%
Monaco 14%
Hide n Seek 22%
Krack Jack 14%
Parle Marie 4%
Others 10%
Total 100%

Parle-G
Monaco
4% 10%
Hide n Seek

36% Krack Jack

14% Parle Marie
Others

22%
14%

Interpretation

 36% of the respondent prefer Parle-G biscuits.

 14% of the respondent prefer salty Monaco biscuit.
 22% of the respondent prefer Hide n Seek biscuit.
 14% of the respondent prefer Krackjack biscuit.
 4% of the respondent prefer Parle Marie biscuit.
 10% of the respondent prefer other biscuits of Parle Products.

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9. Rate the Parle products based on your experience?
Options Responses
Excellent 40%
Good 48%
Neutral 12%
Bad 0%
Total 100%

Excellent
0%
Good
12% Neutral
Bad
40%

48%

Interpretation

 40% of the respondent had an excellent experience.

 48% of the respondents had a good experience.
 12% of the respondent had a neutral experience.
 But no respondent had a bad experience as such of now.

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10.In which media channels do you usually recognize Parle products?
Options Responses
T.V. 42%
Internet 50%
Banners and Posters 6%
News paper 2%
Radio 0%
Total 100%

2% T.V.
0%

6% Internet

Banners and Poster

42% News Paper

Radio

50%

Interpretation

 42% respondent usually recognize Parle brand on the T.V.

 50% respondent usually recognize Parle brands on the Internet.
 6% respondent usually recognize Parle brands on the Banners and Poster.
 2% respondent usually recognize Parle brand on the Newspaper.

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11.Which age group mostly prefer Parle biscuit?

Options Responses

Young working class 34%

Children 48%

Experience working class 18%

Total 100%

Young working
class
Children
18%

34% Experience
working class

48%

Interpretation

 34% respondent responses, it is mostly preferred by the young working class.

 48% respondent responses, it is mostly preferred by the children.
 18% respondent responses, it is mostly preferred by the experience working class.

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12.Which competitors brand do you prefer other than Parle?

Options Responses
Britannia 40%
ITC 20%
Priya Gold 8%
Unibic 24%
Sunfeast 8%
Total 100%

Britannia
ITC
8%
Priya gold
Unibic
24% 40%
Sunfeast

8%

20%

Interpretation

 40% respondent prefer Britannia brand other than Parle.

 20% respondent prefer ITC brand other than Parle.
 8% respondent prefer Priya Gold brand other than Parle.
 24% respondent prefer Unibic brand other than Parle.
 8% respondent prefer Sunfeast brand other than Parle.

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13.What make you to switch to other brand from Parle?
Options Responses
Advertisement 14%
Better Quality 50%
Better Price 16%
More Quantity 18%
Packaging 2%
Total 100%

Advertisement
2%
Better Quality
14% Better Price
18%
More Quantity
Packaging

16%

50%

Interpretation

 14% respondent switch brand because of the advertisement.

 50% respondent switch brand because of the better quality provided by the other brands.
 16% respondent switch brand because of the better pricing of the other brands.
 18% respondent switch brand because of the more quantity provided by the other brands.
 2% respondents switch brand because of the Packaging.

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14. Would you recommend Parle products to your friends and family?

Options Responses
Very Likely 46%
Likely 54%
Not much 0%
Total 100%

0% Very Likely

Likely

Not much

46%

54%

Interpretation

 46% respondent will recommend Parle products to their friends and family.
 54% respondent will recommend Parle products to their friends and family.

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 Chapter 5- Finding, Conclusion and Suggestions

5.1 FINDING
 72% consumer purchase from the retail market and 28% consumer purchase through
wholesale market whereas 0% of the consumer purchase from online. So the Parle
Company should also focus on the online market to increase their total sales.
 24% of the consumer find good taste of the Parle product and 20% of the consumer find
it affordable, 26% of the consumer find it better in quality, 22% find it easily available
and 8% of the consumer find it good taste, affordable, better quality and easily
available.
 34% of the consumer consume it once a week, 26% of the consumer consume it twice
a week, 10% of the consumer consume it thrice a week and 30% of the consumer
consume it more than thrice a week. Which is a pretty good sale for the Company.
 66% of the consumer consume biscuits of the Parle products, only 4% of the consumer
consumes confectionery, snacks are consumed by the 20% of the consumers and 10%
of the consumer consume rusk product.
 Parle-G is the most preferred biscuit by the 36% of the consumer, 14% of the consumer
consume the salty biscuit of Parle which is Monaco, 22% of the consumer consume the
most liked biscuit of the Parle-Hide n seek, Krackjack is consumed by the 14% of the
consumer, Parle Marie is consumed by only 4% of the consumer and 10% of the
consumer prefer other biscuit of Parle.
 40% of the consumer had an excellent experience with Parle products, and 48% of the
consumer had a good experience with the brand and 12% of the consumer feel neutral.
 72% consumers find that Parle products are Value for money and 26% of the consumer
think that it maybe value for money products and only 2% of the consumer find it is not
value for money.
 48% of the consumer finds that Parle products are preferred by the children and 34%
of the consumer finds it is preferred by the young working class and 18% of the
consumer finds it is preferred by the experience working class.
 50% of the consumer recognize Parle products in the internet, and 42% consumer
recognize it on the T.V. but less than 8% of the consumer finds it on the banners, radio
and newspaper.

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 40% of the consumer prefer Britannia brand other than Parle which is a great competitor
to Parle, 20% of the consumer prefer ITC brand, priya gold is prefer by only 8% of the
consumer, and 24% of the consumer prefer Unibic brand, and sunfeast is prefer by the
8% of the consumer.
 50% of the consumer are switching the brand because of the better quality provided by
the competitor brand, 14% of the consumer switch brand because they find
advertisement attractive of the other brand, 16% of the consumers switch the brand
because of the better pricing provided by the other brands, 18% of the consumer switch
because more quantity is provided by the other brand and 2% of the consumer switch
the brand because of the packaging.
 54% of the consumer will very likely recommend the Parle products and 46% of the
consumer will likely recommend the Parle products.

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5.2 Conclusion
I want to conclude my project by saying that marketing strategy is 4p’s such as product’ place’
price and promotion. These are all important aspects of marketing strategy. Without these
aspects marketing is not possible. Marketing strategy is all about marketing a product. In these
marketing mix sellers, retailers, buyers and wholesalers play an important role. There is a lot
of scope in marketing strategy. Parle company’s had made huge profit by marketing their
products in India and in foreign countries.

Detailed study of Parle products, gives out the success story of organization management and
successful marketing style of company. This shows that perfect management style can convert
any small business into multimillion a brand. The marketing strategy of Parle shows that
products even at low price earn substantially considerable profits.

It was conclude that Parle is the first preference of both the customers and retailers (organized
and unorganized both) because of its price and brand image. The Parle biscuit brands such as
Parle-G, Monaco.

Since attractive promotion attracts consumers hence retailers push products under promotion
rather than competitors products of same kinds.

Sales promotion also attracts brand switchers who are primarily looking for low price good
value of premiums.

It is conclude that the Parle products are consumed by the all types of age category.

The Parle name symbolizes quality, health and great taste. Constantly innovating and catering
to new taste PARLE-G has built its reputation. Parle products KrackJack, Marie choice, Hide
and seek enjoy a strong imagery and appeal amongst across the world. Which has resulted into
Parle-g being the “world’s largest selling biscuit”.

It was conclude that the Parle products are now lagging in the quality of the products which is
making the consumers to switch their brands accordingly.

Parle products Pvt. Ltd is now lagging in services to retailers because of improper supply and
distribution in some areas and competitors taking advantages of these points, but it is also not
perfect solution because it at some place they cannot control the selling price of the product
and it affects the sale of the company. As per solution of this problem the company should
mention the price of the products in its advertisement.

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5.3 Suggestions

 Advertisement to build the brand image that will provide the required ground to establish
the authenticity to the product.
 Awareness programs at health club, schools, and nursing homes.
 To win over the consumer belief and faith over the genuity of the product.
 Free display materials like banners, sign boards, neon light etc. are distributed among
dealers to attract and inform the customers about the products.
 It is a common strategy adopted by the companies and free gifts are often distributed
among dealers during festive seasons to increase the consumer base.
 Parle Company should also sponsor the big events such as sports, media events, etc. to
increase the sale of the products.
 Parle Company should also focus on the online sales of the products. By providing some
sort of offers and sales. So that the consumers are attract toward it.
 The company is producing many brands of biscuit like Parle-g, Monaco, etc. but in future
it should go for such type of products which suits above and over the all company’s
product connected with production of biscuits and confectioneries.
 Parle should look after the quality of the product and try to improvise it so that the
consumers are connected to the brand and do not switch to the other brands.
 A strong watch should be kept on distributors so that the goodwill of the brand doesn’t get
affected.
 Perform a detail demand survey at regular interval to know about the unique need and
requirements of the customer.

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6- BIBLIOGRAPHY

Website:-

 www.parleproducts.com
 www.scribd.com
 http://www.business -standard.com/article/companies/Parle
 www.wikipedia.org
 www.britannia.com
 www.sunfeastharabanao.com

Reference Books:-

Marketing management, 13rd edition PPH learning Pvt. Ltd, Authors;

 Philip Kotler
 Kevin Lane Keller
 Abraham Koshy

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7-ANNEXURE

Q1. Name:-
Q2. Gender
o Male
o Female
o Other
Q3.Age
o 0-10
o 11-20
o 21-35
o 36-50
o 50 and Above
Q4. From where do you buy Parle Products?
o Retail market
o Wholesale market
o Online
o Other
Q5. What attract you to buy Parle Products?
o Good taste
o Affordable price
o Better quality
o Easy availability
o Other
Q6. How often do you buy Parle products?
o Once a week
o Twice a week
o Thrice a week
o More than thrice a week
Q7. Does Parle products are value for money?
o Yes
o No
o Maybe
Q8.which Parle products do you prefer?
o Biscuit (Parle-G, Hide n Seek, Monaco, etc.)
o Confectionery (Mango bite, Melody, Kismi, etc.)
o Snack (Parle wafers, Fulltoss, Cheeselings, etc.)
o Rusk

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Q9. Which Parle biscuits do you prefer the most?
o Parle-G
o Monaco
o Hide n Seek
o Krack jack
o Parle marie
o Others
Q10. Rate the Parle products based on your experience?
o Excellent
o Good
o Neutral
o Bad
Q11. Which age group mostly prefer Parle biscuit?
o Young working class
o Children
o Experience working class
Q12. In which media channels do you usually recognize Parle products?
o T.V.
o Internet
o Banners and Posters
o News Paper
o Radio
Q13. Which competitors brand do you prefer other than Parle?
o Britannia
o ITC
o Priya Gold
o Unibic
o Sunfeast
Q14. What make you to switch to other brand from Parle?
o Advertisement
o Better quality
o Better price
o More quantity
o Packaging
o Other
Q15. Would you recommend Parle products to your friends and family?
o Very likely
o Likely
o Not much

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