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parle project .Ppt

parle project .Ppt

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project report on parle market strategy and competitor analysis
project report on parle market strategy and competitor analysis

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Published by: abhinav_mishra671219 on Mar 30, 2010
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To study the coverage, range selling and marketing affectivity of PARLE STORES

A long time ago , when the British ruled India, a small factory was set up in the suburbs of Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle products, survived and succeeded, by adhering to high quality and improvising from time to time. A decade later in 1939, Parle products began manufacturing biscuits, in addition to sweets and toffees. Parle glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality.

ABOUT PARLE :Many of the Parle products - biscuits or Parle Products has been India's largest manufacturer of biscuits and confectionery, for almost 80 years. Makers of the world 's largest selling biscuit, Parle - G and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even the remotest villages of India, the company has definitely come a very long way since its inception. Confectioneries, are market dears in their category and have won acclaim at the Monde Selection, since 1997. With a 40 % share of the total biscuit market and a 15 % share of the total confectionary market in India, Parle has grown to become a multi - million dollar company. While to consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance.

History :
In 1929 a small company by the name of Parle products emerged in British dominated India. The intent was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. The company knew that it wouldn't be an easy task, but they decided to take the brave step. A small factory was set up in the suburbs of Mumbai, to manufacture sweets and toffees.

Apart from the factories in Mumbai and Bangalore Parle also has factories in Bangalore Parle also has factories in Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and confectionary plants in the country. Additionally, Parle products also has 7 manufacturing units and 51 manufacturing units on contract.

Objective :
‡To build successful channel relationships ( vendor to partner ) ‡To assess the critical success factors when selling through distributors ‡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

Parle products :
Know a little more about all the delicious Parle products. From yummy biscuits to lipsmacking sweetmeats, the Parle products range is a genuine treat for every snack lover. The biscuits alone have such variety, catering to diverse palettes, there's something for everyone. And the tantalizing array of sweetmeats is just the cherry on top.

Biscuits :
Parle - G Krackjack Krackjack Crispy Creams Monaco Creams Hide and Seek Hide and Seek Milano Digestive Marie Parle Marie Mayfair Cookies

Confectioneries :
Melody Mango Bite Kaccha Mango Bite Poppines Kismi Toffee Kismi Gold Orange Candy X Hale

Steps undertaken in carrying out the project :‡Listening out the distributors of PARLE. ‡Listening out all the allotted routes of distributors in the market and surveyed the planned routes along with salesman & supervisor. ‡Recording of information collected on each route visited.

Research Methodology
‡Data source Data ‡Research Approach - Primary & Secondary - Survey Method

Data Collection Technique :
‡Sampling Unit ‡Sampling Size ‡Sampling - Retail Outlets of Lucknow - 270 - Random Sampling

Sampling Plan :
‡Data Collection Instrument ‡Sampling Method Survey Questionnaire Non - Probability

Analysis Of The Report
‡10% of the storages have no coverage, of which 63% are c - class of stores and 37% are b- class of stores. ‡10.75% of the stores are A - Class, 54.4% are B - Class, while 34.8% are C - Class. ‡71.5 % are General stores, 12.6% are Bakery, 10.7% are Cafeteria, 1.85 % each are Pan-bhandars and traders, while 1.5 % are superstores. ‡5.9 % of the stores have no visibility, 36.3 % have shelf visibility, 21.9 % have visibility other than shelf, while 35.9% excel in every kind of visibility.

‡Store owner ranked PARLE SERVICE on various criteria, on a rating scale of 10. The mean being 5.73, median being 5.62 while mode being 6. ‡BRITANIA available at 78.52%, SUNFEAST at 71.5%. PRIYAGOLD at 67.04%, ANMOL at 29.3%, LOCAL , at 11.85% of the PARLE stores.

‡The company should take effective and immediate steps against Non availability of stock and carriage problem for rural market. ‡An awareness campaign about the company, its logo must be taken up. ‡A separate Rural Query team must be created which will the problems and request of the serviced outlets. ‡Proper Supervision of salesman is required on several routes.

The findings of " Retail Survey " of PARLE Biscuits Ltd. can be listed down in conjunction with the data analysis presented above. The Rural Survey has been conducted by taking into consideration other competitors like ITC Ltd & Britannia. The Distribution of PARLE is effective and efficient. The functioning and responses from the respondents were authentic leading to a better view of the retail scenario.

The findings are listed below :

Carrriage Problem :
Inability of the D. S to carry the required Stock to meet the Demand of the Retail Market. He can't carry full stock on his personal transport that's why every time he is unable to satisfy the outlets which in turn result into a negative impact on the sales of the PARLE especially on recently launched FMCG products.

Non Availability of Stock :
‡ Most of the time agencies are empty of stock mainly Glucose Biscuits. Since demand is more in the retail market but they are unable to meet the demand of the market. ‡ Parle focus less on the Merchandising in the Rural market as compare to the other fmcg companies. ‡ Parle glucose Biscuits are better in Quality and tastes as compare to Sunfeast glucose biscuits. Parle has created its value in the rural market and giving tuff competition to the every other glucose but its non availability hindering the success of the Parle glucose in the rural market.

Strength, Weakness, Opportunites and Threat are the four tools for a individual or group or organization to grow, improve and polish it's skills. SWOT analysis for the Rural Survey of PARLE Biscuits Ltd has been highlighted below which covers all the criticality of the project:

Strength :
‡PARLE effective growth strategy and strong distribution channel due to effective distribution model to reach interior of the Rural market. ‡A systematic, planned and quick action taken up which will lead to quick reactions by the company ultimately providing a competitive edge to PARLE. ‡A dedicated Intellect, Marketing and Distribution team enhances the sales of the biscuits and other fmcg products. Moreover, PARLE has monopoly in the market for its fruits drink FROOTI. ‡PARLE association with the rural and retail market making the fmcg products in reach of the common man.

Weakness :
‡The data collected cannot be considered as 100% accurate but it is only an estimated figures gathered by the outlets in the rural market. ‡The analysis so done cannot be regarded as the final as change is the constant thing which happens .

Opportunities :
‡A huge rural and retail untapped market. ‡Brand image of PARLE products and it is the time to increase to product line by introducing other fmcg products.

Threats :
‡Throat cut competition with ITC and BRITANIA and other Local products in Retail market with respect to sales margin. ‡Non availability of stock for Rural and Retail market. ‡Carriage problem hinders the distribution, specifically in Rural market.

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