PROJECT REPORT

ON

brand positioning
of
PARLE WAFFER

Submitted in Partial Fulfillment of the

Requirement of PGDM Program of

INSTITUTE OF MANAGEMENT STUDIES

A UGC Recognized Institute
A-8B, Plot C, Sector-62, Noida
IMS, NOIDA During the year 2010-12

Project Guide

Submitted by

Mr.Ashish kumar jha

Abhishek katiyar

DECLARATION

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

INSTITUTE OF MANAGEMENT STUDIES, Noida hereby declare that I have
completed my summer training in Marketing on the project titled NEW PRODUCT
LAUNCHING IN PARLE WAFERS is my original work and the same has not been
submitted for the award of any other diploma or degree.

Countersigned
Signature of Student
Signature of Faculty Guide

PREFACE
Work experience in an in-dispensable of every professional course. As we all
know that without the practical experience or knowledge the theoretical knowledge
has become worthless. So the practical training in any organization is must for each
and every individual who is undergoing management course. Without the practical
exposure one can not consider himself as a qualified capable manager.
PARLE (A unit of biscuit and chips production industry)
Entering in the organization is like stepping into altogether a new world. At
first very thing seems strange and unheard but as the time passes, one understands the
concept and working the organization and there by develop the professional
relationship. The main motto of this training is just to modify the theory so as to apply
it to given practical solution.
This report is the crux of the whole project-work experience. It is an attempt to
elucidate the more importance aspect of research that is concerned to project and a
detailed analysis of each facts and findings with comments and explanatory notes.
The chief aim of this project-report is to given a clear and systematic picture
of whole research that was conducted for the accomplishment of project work.
I sincerely believe that there is no better place to learn this practical site of
management than the industry itself.So far as the limits of my space would allow,
therefore I have tried to suggest the best alternative to eliminate deficiencies in the
existing system.

Mr. ABHISHEK KATIYAR

ACKNOWLEDGEMENT

First of all I am thankful to the PARLE WAFFERS Pvt Ltd., NOIDA where I able to
prepare this project report. I express great sense of gratitude to Mr. ASHISH
CHAUHAN,SALES OFFICER, PARLE who give me the opportunity to work with
his prestigious his valuable guidance, integrated support
And perceptive criticism helped me to conceptualize this research work his guidance
is precious and unforgettable experience which will help me in my future.
I Special thanks to Mr. NAYAN MISHRA , sales officer for pay his kind support,
guidance and cooperation for the successful completion of this study.
His academic excellence, immense interest, scholarly suggestions and affable
temperament have been the source of inspiration and motivation which helped me to
complete this research work.
I want to offer my sincere thanks to all the staff members of PARLE .I also
indebted to the respondents for their valuable support and kind cooperation for the
purpose of study.
I express my great sense of gratitude to my caring family for their encouragement
and moral support made, as and when required to complete this study.

MR.ABHISHEK KATIYAR

TABLE OF CONTENTS
S.N
O
1.
2.
3.

PAGE NO.

CONTENTS

Executive Summary

Statement of the Problem

Objectives of the Study

4. Introduction of Sector and Industry

5. Project methodology

11

6.

14

7.
8.
9.
10.
11.
12.
13.

Limitations of Study

17

Introduction of organization

32
Analysis
40

SWOT Analysis

42

Findings
Recommendations and Suggestions

43
45

Conclusion

46

Appendix
Bibliography

58

EXECUTIVE SUMMARY

The researcher undertake his project in a unit of WAFER manufacturing

industry in India, viz. PARLE, Rudrapur. The Project title is Comparative analysis
of LAYS,BINGO,KURKURE and Parle.
The main task assigned to the researcher is to find and evaluate the market
analysis of Parle,lays and bingo and to calculate the respective market ratios which
will prove helpful in the market analysis.
The Summary of the project work is as follows in chronological sequenceThe report is concerned with the introduction to industry and also concerned
introduction to the company.
The Project profile comprises of project title, significance, methodology, scope
and limitation of the study.
In facts and findings where researcher has presented all the collected
information.
The research includes the analysis and interpretations of the collected data and
the SWOT analysis.
In the end the research contains conclusion made by the researcher.

Statement of the Problem

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

Objectives of the Study

1. To find out Parle Coverage in various areas of Noida.
2. To check the Brand availability of the company products at different stores.
3. To compare the Brand with its competitive Brands like ITCs Bingo, PEPSIs
Lays, haldiram in terms of coverage, number of brands available and monthly
sales.
4. To analyze that which type of sticks and chips are most preferred and
demand by the customer. It was done by asking storekeepers as well as
customer.
5. To analyze the availability of new flavors response in Parle wafers launched
in the market.
6. To compare the organized retail stores with unorganized retail stores in terms
of brand availability.

Reference Period

This study is conducted for the period of 60 days starting from 28 th of March 2011 to
30th of May 2011

INTRODUCTION

SECTOR
Fast moving consumer goods (FMCG), are products that are sold quickly at
relatively low cost, have a quick turnover and get replaced within a year. Though the
absolute profit made on FMCG products is relatively small, they generally sell in
large quantities, so the cumulative profit on such products can be large. Examples of
FMCG generally include a wide range of frequently purchased consumer products
such as biscuits, toiletries , soaps, cosmetics, teeth cleaning products, shaving
products and detergent, as well as non durables such as glassware, light bulbs,
batteries, paper products and plastic goods. FMCG also includes pharmaceuticals,
consumer electronics, packaged food products and drinks, although these are often
categorized separately. Some of the best known examples of Fast Moving Consumer
Goods companies include Clorox, Colgate-Palmolive, General Mills, H.J. Heinz,
Reckitt Benckiser, Sara Lee, Nestle, Unilever, Proctor and Gamble, Coca Cola,
Carlsberg,

Kimberly-Clark,

Kraft,

Pe

psi,
Warburtons, Wilkinson and Mars.

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

maintain its double-digit growth for the quarter ended March 2010. Being a sector led
by domestic growth, it is least likely to be affected by the financial meltdown. The
FMCG industry is set to grow 20-30 per cent in 2009-10, up from 10-20 per cent in
2008-09. The growth would be driven by the launch of new products and increasing
rural consumption. A well established distribution network, intense competition
between the organized and unorganized segments characterizes the sector.
The introduction of goods and services tax (GST) in Union Budget 2010 by April 1,
2011, may help FMCG companies save on distribution costs, remove multiple taxes
and bring down prices in the long run.
Though the hike in minimum alternate tax from 10% to 15% would adversely
hit companies with factories in excise-free zones, they rule out increasing consumer
prices.
Retail sector: Retail became a buzz word in India before recession; in fact the word
'booming' was found only attached to this sector. But as

recession

took

Its toll, 99% of sectors went for a toss including retail. The market has just started
picking up and India is reclaiming to regain its position in the retail segment.
In a recent report, the authors of AT Kearney's 2009 global retail development index
9

said that India's largely unmodernised retail sector remained attractive to both
domestic and international retailers, in spite of government regulations that prevent
100

per

cent

foreign

ownership

of

retail

stores.

For most of the retailers like Pantaloon, Vishal, Cantabil and Priknit, retail still
continues to buzz everywhere in India with many foreign brands coming in, whether
it's the largest US retailer Wal Mart which opened its first store, last month, in Punjab,
in a joint-venture with Bharti Enterprises, Or Tesco and Carrefour which are also
planning

joint

venture

stores.

Even as corporates are expecting the new Congress-led United Progressive Alliance
Government at the Centre to open up fully FDI in retail sector, a Parliamentary
Committee has argued for a total ban on even the domestic heavyweight corporates
from

entering

retail

trade

in

grocery,

fruits

and

vegetables.

Also, there is expectation the forthcoming Union Budget may spell out a policy
position. Retail giant Ikea holding back its plans to enter India is being bandied about
as a setback for the country. There is also talk that investments and flow of technical
knowhow could be hampered if the sector is not opened up to overseas.investors.
But over all if we see, the issue to be debated shouldn't be whether FDI in organized
retail is desirable, but what its impact would be on small retailers in the unorganized
sector, and whether we have policies to protect the vulnerable sections.
It was meant to revolutionize the way we shopped, spent, consumed and lived. With
its Retail Revolution, India was making an indelible mark on the global retail map.
The billion plus consumers and steady economic development were fuelling the
growth of Indias $ 25 billion organized retail market. And the Indian blue chip
companies started to go the retailing way Bharti, Reliance, Tata, Mahindra, Aditya
Birla Group and RPG all were making the retail foray. As the sector grew at the
rate of 30-40% per annum over the last decade, India became the preferred destination
for global brands and retail chains to cash in. But with the Q3 growth for FY2008-09
at 10-12% as against 35% of the previous year accompanied with closures of Indian
retailers, pulling out from certain cities and the Subhiksha saga unfolding, the dismal
story of revolution is now unraveling.
10

Organised Retail Sector: It was meant to revolutionize the way we shopped, spent,
consumed and lived. With its Retail Revolution, India was making an indelible mark
on the global retail map. The billion plus consumers and steady economic
development were fuelling the growth of Indias $ 25 billion organized retail market.
And the Indian blue chip companies started to go the retailing way Bharti,
Reliance, Tata, Mahindra, Aditya Birla Group and RPG all were making the retail
foray. As the sector grew at the rate of 30-40% per annum over the last decade, India
became the preferred destination for global brands and retail chains to cash in. But
with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year
accompanied with closures of Indian retailers, pulling out from certain cities and the
Subhiksha saga unfolding, the dismal story of revolution is now unraveling.

PROJECT METHODOLOGY:

11

Research Type:
12

EXPLORATORY RESEARCH
EXPLANTION: The study was conducted by Parle Products Pvt. Ltd in 12-13areas
of Noida mentioned below (source list) for the first time regarding market review and
comparative analysis between unorganized and organized retail stores.. Thus it is an
exploratory type of research.
Sample Design
A sample design is a definite plan for obtaining a sample for a given population. It
refers to a techniques or procedure adopted in selecting items for the sample.
Sampling:
Further, the design that has been adopted for the study of the given topic is
CONVENIENT SAMPLING.
EXPLANATION: During the course of the study we visited a no. of stores that were
scattered all over Noida (source list mentioned below). Apart from this we had no
written record of the number and names of the stores in the city. It was very difficult
to tabulate a record of all the retailers and wholesalers present in the city and then
carry out our study, in the short span of time that was allotted. As a result we had to
select the retailers according to our convenience. We went to the areas and surveyed
all shops that could possibly be approached.

The following is the sample design that has been adopted for the study.
1. Population:- 450(Noida)
2. Sampling Unit:- Areas of Noida
3. Source list:Unorganized retail stores (Areas):
a. Richa store
13

b. Raju kirana store

c. Sheshnath store
d. Shree shyam store
e. Jindal store
f. Balaji store
g. Bansal store
Organized retail stores:
a. Food king
b. Big shop
c. Daily shop
d. Vaishnav store
4. Sample size:- A total of 410 unorganized retail stores with 40 organized retail
stores .

Tools and techniques for Data Collection

Tools and techniques for:
1. Primary Data:- The researchers collected primary data during the course of
research period with the help of the questionnaire that was designed for the
storekeepers as well as consumers to collect the information that was required
to carry out the research.
2. Secondary Data:- Secondary data was collected from books, articles, Internet
and previous research papers that had been conducted by the company
representatives and officials.

Tools and techniques of Analysis

14

Simple statistical tools and techniques like average, ratios, pie charts, tables and
graphs in addition to hypothesis testing (z-test, for difference between
proportions) & factor analysis method are used to analyze the data.

Limitations of the Study

1) The study was conducted in 60 days that is not enough for such a vast topic.
2) It was difficult for the storekeepers to pinpoint the sales of a particular brand
in both organized and unorganized retail stores.
3) No proper data was available about the stores in the city.
4) There were not a big number of organized retail stores in Noida to carry out
the research more efficiently.
5) As the nature of research was exploratory so it was difficult to cover each and
every retailer.
6) Many retailers dont express their original perception and views because of
biasness.

INDUSTRY:

15

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

5 and 10 and 20

Hello spicy people! Your search for the snack with real magical taste ends here! Parle
brings to you Full toss, the lip smacking- scrumptious snack, perfect for any occasion
and craving. Be it a longing for the tangy taste or your palate is itching for something
spicy, weve got it all. Just take a bite of Green Mango Chutney, and enjoy the brain
numbing tangy taste of raw mango. Or, endlessly munch into Masala Munch, to dive
into the spice heaven. Or just, treat yourself to the crackling taste of Jhalmuri Kolkata
Bhel. No matter what tickles your taste buds, we have put our money where our
mouth

is,

we

bet

that

your

tongue

16

will

come

asking

for

more!...

After

all

the

real

magic

is

in

here!

Indian Biscuit Industry: According to Indian Biscuit Manufacturers' Association

(IBMA), after stagnating growth of about 14 per cent in 2006-07, biscuit industry
grew by 17 per cent in 2007-08 due to excise duty exemption on biscuits with MRP
up to Rs 100 per kg, Indian Biscuit Manufacturers Association. ). Therefore, Indian
biscuit industry has demanded a reduction in value added tax to four per cent from the
current level of 12.4 per cent on biscuit, so that the growth rate can go up to 20 per
cent.
The Rs 8,000-crore industry hopes that the biscuit segment will have over 20 per cent
annual growth in the next five years if VAT is reduced to four per cent
India, world's third largest biscuit producer after the US and China, produces nearly
19.5 lakh tonnes annually and the states, however, have imposed the VAT at 12.5 per
cent, which is very high.

17

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

of PARLE can be bifurcated into following parts.
1.1.1

Brief history

1.1.2

Quality of products.

1.1.3

Core values.

1.1.4

Awards.

1.1.5

Annual production

HISTORICAL BACKGROUND:
Indias leading confectionary brand Parle has recently launched a campaign to
reposition its Parle Wafers to connect it with the youth of today, someone who is
stylish and wants to flaunt himself. The campaign consisting 3 TVCs is
conceptualized by Grey India.
Launched during the ongoing IPL season, the films target to bring out the relation
between cricket and superstition with the use of Parle Wafer.
Parle Wafers initially launched as Musst Chips April08 in Maharashtra which then
extended nationally in a phased manner saw dwindling sales due to many factors. It
was seen that the brand was liked mainly by people (esp. housewives), who only look
for more quantity at a lesser price and had no connection with the youth. Parle
Products for this particular reason replaced Musst Chips with Parle Wafers
bringing a younger appeal to it.
Working on the brief, the major challenge in front of the agency was to create clutter
breaking communication for the consumers and register the new brand identity in
18

their minds. Another challenge is that IPL is a crowded place to advertise, so the
communication should stand out in the crowd to grab the consumers attention.
Cricket is a religion in India and when it comes to religion, superstitions are bound to
be present. Its not a domain of spectators but players too follow certain superstitions
to make their team win.
Sport personalities like Sachin Tendulkar, Steve Waugh, and Phil Simmons etc. are
well known in the cricketing world for their superstitions along with
Amitabh
Bachchan and some other well known faces. Since todays youth follows these trend
setters, Parle took this insight and coined the line Parle Wafers khaaneka match
jeetaneka, aapka kya hai funda for the launch of Parle Wafers.
In the three TVCs Stretch, Slap and Head, Parle has tried to bring out this
superstitious phenomenon related to cricket fansThe TVC Stretch shows a guy
watching the game and eating Parle Wafers. He has a Parle Wafer and then stretches,
as soon as he stretches a four is hit, which gets him all excited and superstitious so
every time before a bowl is bowled he quickly eats a wafer and goes back to his
stretching.

19

QUALITY OF PRODUCTS
Hygiene is the precursor to every process at Parle. From husking the wheat and
melting the sugar to delivering the final products to the supermarkets and store
shelves nationwide, care is taken at every step to ensure the best product of longlasting freshness. Every batch of chips and sticks are thoroughly checked by expert
staff, using the most modern equipment hence ensuring the same perfect quality
across the nation and abroad.
Concentrating on consumer tastes and preferences, the Parle brand has grown from
strength to strength ever since its inception. The factory in Mumbai was the first to be
set up, followed soon by the one in Bangalore, Karnataka. Parle Products also has 14

20

manufacturing units for biscuits and 5 manufacturing units for confectioneries, snacks
on contract.

CORE VALUE
An in-depth understanding of the Indian consumer psyche has helped Parle evolve a
marketing philosophy that reflects the needs of the Indian masses. With products
designed keeping both health and taste in mind, Parle appeals to both health conscious
mothers and fun loving kids. The value-for-money positioning allows people from all
classes and age groups to enjoy Parle products to the fullest.

AWARDS
Parle products have been shining with the gelds and silvers consistently at the Monde
Selection ever since they were first entered in 1971. Monde Selection is an
international institute for assessing the quality of foods and is currently the oldest and
most representative organization in the field of selecting quality foods worldwide.

WHOLE COMPANY BRANDS:

PARLE G
CREAM BISCUITS: KRACKJACK
MONACO
ORANGE
MARIE CHOICE
BOURBON
HIDE SEEK
CHOCOLATE
FUN CENTER
ELAICHI
CHEESLINGS
21

 PINEAPPLE
SIXER
MANGO
PARLES
FULLTOSS

Brands
An in-depth understanding of the Indian consumer psyche has helped Parle evolve a
marketing philosophy that reflects the needs of the Indian masses. With products
designed keeping both health and taste in mind, Parle appeals to both health conscious
mothers and fun loving kids. The great tradition of taste and nutrition is consistent in
every pack on the store shelves, even today. The value-for-money positioning allows
people from all classes and age groups to enjoy Parle products to the fullest.
Biscuit goodies:

Confectionary:

Parle-G
GolGappa
Krackjack
Classic Mint
Monaco
Lite Mint
Monaco Funion
Kismi
Kreams
Orange Candy
Hide and Seek

Parle 20-20 Cookies

Mango Bite
Melody
Poppins
Eclairs- 50 p
Melody Softe- 1Rs.
Kismi Bar
Chox
Kacha Mango
Mazelo
Imli Bite
Kismi Gold
Munch on snacks:

Nimkin

Parles and fulltoss

Hide and Seek Milano

Bourbon
Parle Marie
Milk Shakti

22

HUMAN RESOURCES:
>PEOPLE PERSPECTIVE IS IMPORTANT
>EMPLOYEE ORIENTED
>CONTINUOUSLY MOTIVATE
>TRAIN & DEVELOP THE WORKFORCE

EMPLOYEE PROFILE:
TOTAL NO. OF WORKERS
STAFF MEMBERS -

763

46

Parle products pvt ltd. Mumbai promotes the company, which is holding
company of the Parle biscuits pvt ltd. The directors of M/s Parle products pvt
limited are:

BOARD OF DIRECTORS:
MR. ATUL K. SHAH
MR. R.S. NEVATIA
MR. BRAJESH K.TRIPATHI
MR. S.N.VERMA

AUDITORS:
DELLOIT HARSHSKIN & SONS
23

BANKER:
UTI
PUNJAB NATIONAL BANK
CBOP

MOTHER UNIT:
PARLE PRODUCTS PVT. LTD.
NORTH LEVEL CROSSING
VILLE PARLE (EAST)
MUMBAI

CORPORATE OFFICE:
NIRLON HOUSE
A.B.ROAD
MUMBAI.

MOTHER UNITS: Mumbai, Nasik, Banglore, khaboli, Bahadurgarh (Haryana), Bhuj (Gujarat),
Neemrana (rajasthan), sitarganj, pantnagar.

24

MARKETING MIX 7PS

Marketing professionals and specialist use many tactics to attract and retain their
customers. These activities comprise of different concepts, the most important one
being
the marketing mix. There are two concepts for marketing mix: 4P and 7P. It is
essential
to
balance the 4Ps or the 7Ps of the marketing mix. The concept of 4Ps has been long
used
for the product industry while the latter has emerged as a successful proposition for
the
services industry.
The 7Ps of the marketing mix can be discussed as:
Product - It must provide value to a customer but does not have to be tangible at the
same
time. Basically, it involves introducing new products or improvising the existing
products.
CREAM & ONION
17 GM

4.46

CLASSIC SALT

17 GM

4.46

TANGI TOMATO

17 GM

4.46

MASALA MASTY

17 GM

4.46

CREAM & ONION

36 GM

10

8.92

CLASSIC SALT

36 GM

10

8.92

TANGI TOMATO

36 GM

10

8.92

MASALA MASTY
CREAM & ONION
CLASSIC SALT
TANGI TOMATO
MASALA MASTY

36 GM
84 GM
84 GM
84 GM
84 GM

10
20
20
20
20

8.92
17.85
17.85
17.85
17.85

25

Price - Pricing must be competitive and must entail profit. The pricing strategy can
comprise discounts, offers and the like.
Place - It refers to the place where the customers can buy the product and how the
product reaches out to that place. This is done through different channels, like
Internet,
wholesalers and retailers.
Promotion - It includes the various ways of communicating to the customers of what
the company has to offer. It is about communicating about the benefits of using a
particular product or service rather than just talking about its features. The company
has not yet started using much of its advertising budget of Rs 5-10 crore for each
brand and will launch above-the-line advertising campaigns shortly.
People - People refer to the customers, employees, management and everybody else
involved in it. It is essential for everyone to realize that the reputation of the brand
that
you are involved with is in the people's hands.
Process - It refers to the methods and process of providing a service and is hence
essential to have a thorough knowledge on whether the services are helpful to the
customers, if they are provided in time, if the customers are informed in hand about
the
services and many such things.
Physical (evidence) - It refers to the experience of using a product or service. When a
service goes out to the customer, it is essential that you help him see what he is
buying or
not. For example- brochures, pamphlets etc serve this purpose.

26

27

28

DIRECT COMPETITORS:
COMPANY
HALDIRA
M

LAYS

BINGOO

PACK
19 GM
40 GM
36 GM
14 GM
30 GM
36 GM
36 GM
50 GM

MRP

% MARGIN
5
10
15
5
10
15
10
5

SCHEME (HWAY)
15
15
100
11
11

29

10
12
11
11

THE CUSTOMER CONFIDENCE:

The Parle name conjures op fond memories across the length and breath of the
country. After all, since 1929, the people of India have been growing up on Parle
biscuits and sweets.
Today, the Parle brands have found there way into the hearts and homes of people all
over India and abroad. Parle biscuits and confectioneries continue to spread happiness
and joy among people of all ages. The consumer is the focus of all activities at Parle.
Maximizing value to consumer and forging enduring customer relationships are the
core endeavors at Parle.
Our efforts are driven towards maximizing customer satisfaction and this is in synergy
with our quality pledge. "Parle Products Limited will strive to provide consistently
nutritious and quality food products to meet consumers' satisfaction by using quality
materials and by adopting appropriate processes. To facilitate the above we will strive
to continuously train our employees and provide them an open and participative
environment."

30

MISSION STATEMENT:
> Grow then higher then market growth rate, while maintaining leadership in the
industry.
> Have access to customized information globally.
> Aim to zero defect products, there are exceeding customers expectations.
> Develop process flexibility and innovation to get significant portion of turnover
from new products.
> Expand distribution network in neighboring countries, presence in other countries.
> Impart training, motivation and respect to all employees and associates.

31

Parle Social Responsibility:

Parle Products with its wide platter of offering of biscuits and wafers like Parle-G,
Krackjack, masala kachcha,masala masti,tangi tomato, and many others since 1929 is
also actively engaged to change & uplift the social face of India. As a part of
Corporate Social Responsibility Policy Parle is keenly involved in the overall
development of younger generation with focused endeavor to built New Face of
India and spread happiness & joy all over.
Parle Centre of Excellence as an institution is dedicated to enrich the lives of people
through conducting various cultural programs across all region to facilitate the all
round development of the children. Every year, Parle organises Saraswati Vandana in
the state of West Bengal during the festival of Saraswati Puja, inviting schools from
all across the state to participate. The event is one of much fanfare and celebration,
keeping alive the culture and traditions of ages. Our involvement in cultural activities
has seen the inception of Golu Galata in Tamil Nadu, held during Navratri. Its gives a
platform to all the members of a household to showcase their creativity and being
judged by immanent personalities. Thousands of families participate and celebrate
the occasion on a grand scale.
These events give us a chance to interact with children on a one-to-one basis, and
promote our belief of fun and health for the whole family

32

ANALYSIS
After visiting the PARLE factory as industrial visit the researchers analyzed that the
best selling branded biscuit and wafers company offers its customers with large
variety of biscuits (parle-g, krack-jack, Monaco, hide and seek etc.), confectionaries
(mangobite, melody, poppins) and snacks (Musst bites),wafers(parles,fulltoss)
It aims TO SERVE PEOPLE AND NATION
The privately owned self financed company provides motivation and confidence to its
staff and other related members by providing various facilities and organizing certain
events. It has a very open work culture. The atmosphere is so comfortable and relaxed
that helps in increasing productivity and efficiency. It lunches and outstation teambuilding exercises that augment inter-personal relations and mutual understanding.
Parle has found its way into the Indian hearts and home. It spreads happiness and joy
among the people of all ages.
As one comes to visit their plant, they welcome them whole-heartedly and cooperate
with them in the best way they can. They are the strict followers of Japanese culture.

33

1.1 Visibility of PARLE Wafers:

For WAFERS:
BRAND
(CHIPS&STICKS)

Table 1.3.1
No. of
shops

Total

% VISIBLE

450

350

77.77

CLASSIC SALT

450

250

55.56

TANGI TOMATO

450

300

66.67

450

350

77.77

450

230

51.11

450

300

66.67

450

210

46.67

450

200

44.44

CREAM & ONION

MASALA MASTY
MASALA KACHCHA
MASALA MUNCH
JHAL MURI
GREEN CHATANI

450
400
350
CREA M & ONION
300

CLA SSIC SA LT

TA NGI TOMATO

JHA L MURI

GREEN CHATA NI

MA SA LA MA STY

MA SA LA KA CHCHA

250
200
150
MA SA LA MUNCH

100

50
0

No. of shops

Total
Chart 1.3.1
34

% VISIBLE

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

35

1.2 Coverage with respect to competitors

Table 1.5.1
Brand
PARLE
LAYS
KURKURE

Direct
300
400
370

Indirect
100
50
60

No Coverage
50
0
20

PARLE
300
250
PARLE

200
150
100
50
0
Direct

Indirect

No Coverage

Chart 1.5.1

36

LAYS
400
350
300

LAYS

250
200
150
100
50
0
Direct

Indirect

No Coverage

Chart 1.5.2

37

KURKURE
350
300
250

KURKURE

200
150
100
50
0
Direct

Indirect

No Coverage

Chart 1.5.3

38

1200
1000
800

KURKURE
LAYS

600

PARLE
400
200
0
Direct

Indirect

No Coverage

Chart 1.5.4

Interpretation:
Among the competitors only Parle covers most of the outlets (66.67%) directly,
rest covers approx. 22.22 % of outlets indirectly. Also LAYS covers most of the
outlets (88.89%) directly, rest covers approx. 11.11 % of outlets indirectly &
KURKURE covers most of the outlets (82.22%) directly, rest covers approx.
13.33 % of outlets indirectly. This is a good trength of Parle company as a new
product launching in wafers
39

1.3 Brand availability with respect to competitors

BRAND
PARLE
LAYS
KURKURE

Nil
30
0
30

Table 1.6.1
No. of Brands
1 to 3
3 to 5
250
100
300
100
300
100

5 to 10
70
50
50

900
800
700
600
KURKURE

500

LAYS

400

PARLE

300
200
100
0

Chart 1.6.2

Interpretation:PARLE in addition to a big share of direct coverage also has of outlets where
11 to 15 brands are present as compared to competitors viz Lays & Bingo .

40

SWOT ANALYSIS OF PARLE PRODUCTS

STRENGTH

WEAKNESS

1. Low price as compared to

competitors
2. Sizeable market share in the
country.
3. Offers variety of products under
its brand.
4. Different sizes of packets are
available.
5. An experienced team of sales
and marketing executives.
6. Deep and effective coverage
7. Largest distribution system.

1. Breakage of wafers while

delivering to retailers
2. No proper replacement system
for broken packages to retailers
3. Improper and irregular supply.
4. Less share in Premium snacks
market.
5. Dependent on more only on
chips
6. Poor packaging in pack of
sticks.
7. Lack of schemes for retailers
and distributors.

41

OPPORTUNITY

THREAT

1. Rising demand for innovative

packaging in packaged foods.
2. Retaining loyal retailers or
wholesalers.
3. Improving supply system for
established brands.
4. Huge scope for some Parle
products in medical shops.
5. Information revolution brought
about by the television.
6. Good scope for snacks and
namkeens, if properly promoted by
Parle.

1. Highly advertised brands such

as LAYS and BINGO.
2. Ever increasing competition
from multinationals and local
companies.
3. Increase in sale of cheap local
bakery products.
4. Emerging substitutes like ,
snacks and toast.
5. Margin war among the major
Brands

42

FINDINGS
After close study of the present market situation prevailing in the areas assigned
the researchers, following are the observations.
1. Availability of all the products is not uniform in all the towns. For instance,
the supply is not meeting the demand in particular areas or shops.
2. Aalu chat and tangi pickle, newly launched products, have very less
availability.
3. Breakage problem in the tangi tomato, masalal munch is leading to the
decline in sales in this category.
4. Schemes, Discounts, offers, coupons etc. are not reaching to the retailers
and customers whereas Lays and Bingo and haldiram on the other hand are
doing that.
5. Retailers and even wholesalers are not satisfied with the supply system of
Parle.
6. It was found that Parle (especially Parle-chips) is most favored brand and is
sold most.
7. Very little range of Parle snacks were visible in organized retail outlets.
8. Masala kachcha are not accepted by the general masses due to its
dissatisfying taste.
9. Lack of marketing efforts for the promotion of new products like pickles,
10. Hadrian and diamond is emerging as major Competitor in the organized
retail outlets

43

RECOMMENDATIONS & SUGGESTIONS

1. Company should start a program for the loyal retailers and wholesalers to
reduce their complaints by providing timely supply and replacement. This
will help in increasing their sales.
2. The packaging of Parle chips and sticks ( Rs.3 and Rs.30 as a price in
packs) must be improved for its sales. We should attract customer by
reasonable price and by good trade lead offer.
3. Salesmen should be properly dressed and should have good communication
skills to effectively promote the new products recently launched, by making
sure that the product reaches each and every retailer and also increase the
visibility of the products by arranging the product clearly on the shelf or
rack and show its prominence.
4. To increase the number of stock keeping units {SKU} available in the
retailers store. Each salesman should stress the retailers to keep the
maximum SKUs and to maintain these SKUs throughout. With this, the
replacement of the damaged and expired biscuits should be prompt and
without any hassles, so that retailer can be saved from the loss of the
expired and damaged goods.
5. Company should adopt innovative packaging techniques, as they have their
own packaging unit as consumers are highly attracted towards new
packaging.
44

6. The company should take proper measures that the schemes and offers are
not gulped by the middlemen, and that it benefits the retailers and
customers.

45

It was concluded that Parle is the good preference of both the customers and
retailers (Organized and unorganized both) because of its price and brand image.
Even in todays times when multinationals are beefing up their operations and
trying to change the dynamics of the market, Parle s chips and sticks numerous
unoposition is unchallenged. Its competitors have roped in superstars like King
Khan and Sachin Tendulkar, but Parle wafers is going from strength to strength.
Trust, relevance, affordability are its hallmarks, which have withstood pressures
from the hyper-competitive marketplace.

The Parle wafers brands, such as, masala kachcha, masala munch, tangi pickle,
tangi tomato and confectionery brands, such as, Melody, Poppins, Mangobite
enjoy a strong imagery and appeal amongst consumers across the world. . This can
be seen from the success of its new brands such as pickles, Aalu chat etc.

Parle Products Pvt Ltd., is now lagging in services to retailers because of improper
supply and distribution in some areas and competitors taking advantage of these
points.

46

QUESTIONNAIRE
NAME:- ..............................................
AGE:- .
GENDER:- .
Email.ID:- .............................................
Que 1:- Are you a customer of Parle?
a) Yes
b) No
Que2:- Do you like the price of the products of Parle?
a) Yes
b) No

Que3:- How do you feel about the advertisement of parles?

a) Effective
b) Ineffective
Que4:- Do you think a snacks of Parle delivers the value of money?
a) Yes
b) No
Que5:- Are the snacks of Parle easily available in the market?
a) Yes
b) No

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

a) chips

b) sticks

Que7:- What do you feel about the taste of the snacks of parle?
a) Excellent
b) Good
c) Satisfactory
Que8:- Do you feel the products placed in the market to be qualitative enough?
a) Yes
b) No
Que9:- Have you ever come through any promotional offers Parle? If so please share
you experience?

47

..

Que 1:- Are you a customer of Parle?

YES
38

NO
12

48

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

49

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

YES
36

NO
14

YES
NO

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

Que3:- How do you feel about the advertisement of parles?

50

EFFECTIVE
35

INEFFECTIVE
15

YES
NO

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

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

EFFECTIVE
INEFFECTIVE
35
15
51

YES
NO

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

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

YES
NO
36
14
52

YES
NO

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

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

YES
38

53

NO
12

YES
NO

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

Que7:- What do you feel about the taste of the products of Parle?
EXCELLENT
GOOD
SATISFACTORY
26
14
10

54

EXCELLENT
GOOG
SATISFACTORY

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

Que8:- Do you feel the products placed in the market to be qualitative enough?
55

YES
36

NO
14

YES
NO

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

Que9:- Have you ever come through any promotional offers by Parle?
56

YES
25

NO
25

YES
NO

ANALYSIS
57

 By my analysis I found out that there are more than 40% people in the society
who are using the product of Parle.
People are satisfied by the availability of the product, they think the products are
easily available in the market.
The customers of Parle are satisfied by the price of the products.

The demands for chips are much more as compared with the sticks offered by
Parle.
People are not fully satisfied by the taste of the sticks produced by Parle.
The customers of Parle agree that Parle fulfill the promises of delivering good
quality of product.

58

BIBLIOGRAPHY
I.

Websites:
Google search: (www.google.com)
wikipedia search: (www.wikipedia.com)
www.parleproducts.com

59