I

ntr
oduct
ion
ParleGi soneoft hemostt rustednamesamongstI ndianbrands.
Accordingt or ecentcallt
hecompanyi soneoft helargest
manuf acturersandsel ler
sofbi scuititspresentcompanyPar l
eG
productwasest abli
shedinthey ear1929andt hecompanyst art
ed
themanuf act uringofbiscuiti
nt hey ear1939.Afterindependence
ADSwear elaunchedt wopr ojectsforlazyasanal ternati
veto
biscui
tsmadebyt heBrit
ishcompani es.

Earl
ierParl
eGwasknownasPar l
eglucoseandi n1980isthe
wordshewasaddedt oParleinor dert
orepresentglucoseoreven
geni
us.Hencet henameParleGcamei nt
oext ensnce.Ti
meshav e
changed,butonethi
nghasr emainedunchanged.Andt hatisthe
popular
it
yofPar l
eGbiscui
ts.Oneoft hemajorcompet it
orsfor
Parl
e-GarelowcostBrit
anniaBiscuit
sli
keMar i,t
igerandother.
 Hi
storyofPar
leG
bi
scui
t

 Est
abl
i
shedi
n1929

 Fi
rstbr
andPar
legl
ucoseandPar
lemonaco

 Onaccl
aim att
hemot
ionsci
ence1970

 30%St
oreatt
het
otal
biscui
tmar
ket

 15%shar
eatt
het
otal
conf
ect
ioner
ymar
ket

 14manuf acturi
nguni
tsf
orbi
scui
tand5manuf
act
uri
nguni
ts
forconf
ectioneri
e

 Par
lourhasl
argestswi
tchmanuf
act
uri
nguni
tsi
nIndi
a

 Annual
tur
nov
er2000cor
es

I
thaspr
ovi
dedi
tspr
oduct
stodaymassaf
for
dabl
erange
 Obj
ect
ives
 Domainoft
heobject
iveatthi
sstudyistofi
ndoutt
hel
evel
ofsat
isf
act
ionamongtheinter
nalcustomers.

 Fi
ndoutthesat
isf
act
ionl
evel
towar
dsser
vicepr
ovi
dedby
par
le-
G.

 Tostudyaboutt
hecust
omersat
isf
act
ioni
nPar
leGbi
scui
tin
Lat
urstudyci
ty.

 Toaccessthecust
omersat
isf
act
iontowar
dsqual
i
ty
avai
l
abil
it
ypri
ceofPar
leGbiscui
ts.

 ToEnhancedoccasi
onandcooper
ati
onbet
weent
hei
nter
nal
suppl
i
ersandt
heircust
omer
s.

 Processtoassesstheassoci
ati
onbetweendemogr
aphi
c
vari
ablesandtut
orsofcustomersat
isf
acti
on.

 Tounder
standtheconceptofmar
ket
ingcl
ear
lybymeansof
Par
leGbiscui
tdemandanalysi
s.
 Hy
pot
hesi
s
Par
leGbiscui
tisl
i
keabyt
hepeopl
eatLat
urascompar
edt
oot
her
bi
scui
ts.

Inourst udytherei
sthesi t
uat i
onatcust omersatisfact
ionand
theretherearemanyi ndependentv ari
abl
eswhichi ninf
luencethe
customersat isf
act
ioninLat urcit
y.Nowwewi l
lcheckthe
rel
ationshipamongstt hosev ari
ablesbycreati
ngt hehy pot
hesis
andappl ycertai
nsati
sf i
caltoolswhi chwil
ltel
lus, t
hatwhich
theatreisstr
onglyi
nconnect i
onwi ththecustomersat i
sfacti
onat
Parlebiscuit
.

VI
SION
 Par
leGi
smostadmi
redbr
andi
nIndi
a.

 Lor
dbymor
ecust
omer
s.

 Tar
get
edbysmal
lchi
l
drenandst
udent
s.

 Benchmar
kbymor
ebusi
nesses.

MI
SSI
ON
 Wewi l
lmeetGlobal
standar
dforPar
le-
Gthatdel
i
ght
cust
omersthough:

 Cust
omerser
vicef
ocus.

 Empower
edempl
oyees.

 Costef
fi
ciency
.

I
nnov
ati
vepr
oduct
sandser
vices.
 Mar
ket
ingofPar
leG
Theexpensi
vedi
str
ibuti
onnetworkbuil
tov ert
heyear
,ismajor
str
engthf
orParl
eproduct.Par
lebiscui
tandsweetsareavai
l
able
tocust
omerseveni
nt hemostr emoteplacesandint
hesmal l
est
atvi
ll
ageswit
hapopulati
onofjust500.

Parl
ehasnearly1500whol esal
erscateri
ngto4,25,
000r et
ail
out
letsdir
ect
lyorindir
ect
ly.200st r
ongdedicatedfi
eldforce
ser
vices20wholesalersr
etail
ersaddit
ional,t
hosear e31deports
andCandFagent ssupplyinggoodst othewilddist
ri
bution
net
wor k.
Customer
Sat
isfact
ioni
n
par
le-G
Customersat i
sfactionisprimarysourceatanybusi ness
activit
y,ret
urni
ngandcust omert otheirproducti
smosti mportant
i
nt hebusi nessatLat urcity
.Themai nobjectiveofthisstudyisto
fi
ndoutt hecustomersat i
sfact
ionandl oy
altytowardsPar l
eG
biscuits.Descri
ptiv
er esearchisfoll
owedi nthisresearch.The
maj orfindi
ngoft hest udyaremost( 90%)oft herespondent sare
will
ingt orecommendPar l
eGbi scui
tst ot
heirfri
endsandr el
ati
ves.

From t
heresearchi
tisconcl
udedthatthedemogr
aphi
cvar
iabl
es
suchasage,gr
oup,Genderandoccupationar
ehavi
ngl
essi
mpact
onthetut
orofthecustomersat
isf
acti
on.

Thepar l
emar keti
ngphilosophyEmphasi
scategorytothemasses.
theconstantl
yendeav ouratdesi
gni
ngproductsthatprovide
nutri
ti
onandf untot hecommonman.MostPar l
eof f
eringarein
thelowandmi drangepricesegment
sthisbasedont heir
understandi
ngoft heIndiancust
omerpsychothev al
ueoft he
moneyposi t
ioninghelpsgenerat
elar
gesalesvol
umef orthe
products.

Howev er
,Parl
eproductal
somanuf actur
ingeveri
tatpremium
productf
orupmar keti
nLaturci
ty.Urbancustomersandthisway
cater
sinrangeofproductt
oav ar
ietyofcustomers.
 SwotAnal
ysi
s
SWOTanalysi
sisthef
ir
m shoul
dident
if
yitsi
nternal
str
engt
h(S)
andweakness(W)andal
soexamineexter
nalopport
uni
ti
es(O)
andt
hreads(T)
.

Str
engthweaknessopportuni
tyandthr
eatsar
et hef
ourt
oolsfor
i
ndivi
dualorgroupororgani
sati
ontogrowimproveandpol
ishit
ski
llPal
akProductLi
mi t
edhasbeenhighl
ight
edbelowwhich
coversal
lthecri
ti
cal
lyoftheproj
ect
.
St
rengt
hs
 Par
leBr
and

 Di
ver
sif
iedpr
oductr
ange

 Ex
tensi
vedi
str
ibut
ionnet
wor
k

 Lowandmi
dpr
icer
ange

 Cat
eri
ngt
oMass

 Bet
terunder
standi
ngofconsumerpsy
che

Weakness
 Dependenceonret
ail
erandgrocer
ystor
esfordispl
ayi
ng
di
ver
sif
iedParl
eproduct
sshelfi
nduceimpulsi
vebuy

Oppor
tuni
ti
es
 Est
imat
edannual
growt
hof20%

 Lowpercapi
taconsumpt
ion

 Changi
ngconsumerpr
efer
ence

 I
ncr
easi
ngdemandf
orsugarf
ree

Thr
eat
s
 Hi
kei
ncostofpr
oduct
ionduet
ohi
kei
nlowmat
eri
alcost

 I
ncr
easedi
str
ibut
ioncost

 Local
Baker
ypr
oduct

 Ent
ryofv
ari
ousneweMUMBAI
 Compet
it
orsofpar
le-
G
Br
it
anni
a.

Thecompanywasest abl
ishedi n1892wi thani nv estmentof
Rs.295.Init
iall
ybi scui
tswearmanuf acturerinsmal lhousei n
CentralKolkatal att
erdayEnterpri
sesacqui redbyt heGupt a
brothersmai nlyNav eenChandraGupt aar enownedat t
orney,and
operatedundert henameofV. S.Brotheri n1918.C. H.Homes, an
Englishbusinessmani nKol
katawast akenonasapar tnerandt he
Brit
anniabiscui tCompanyLi mited(BBCo)wasl aunchedt he
Mumbai factorywassetupi n1924andpi ckfreasUK, acquireda
controll
i
ngi nterestinBBCo.Biscuitswher einBi gdemanddur ing
Wor l
dWarI Iwhi chgiveaboostt othecompani essal esthe
companynamef inal
lywaschangedt othecur rentBr i
tannia
Industri
esLi mitedin1979in1982t heAmer icancompanyNabi sco
BrandsI nc.
becomei magesf or
eignshar eholder.

I
TC
I
nJul y2003,ITCfor
ayedintothebiscuitsmarketwiththe
Sunfeastrangeofgl
ucoseMar ieandcr eam bi
scui
ts.Sunfeast
's
brandessencecoconuthappinesscont ent
mentsat i
sfi
cati
onand
pl
easureinaspanof9y ear sSunfeasthaswellestabli
shed
presenceinalmostal
lcategori
esofbi scui
tsandisalsoakey
pl
ay eri
nthepastaandinstantnoodlessegment s.

Sunf
eastbiscui
tsst
raddleall
segmentsofthemarketledbyDar
k
Fant
asyatthepremium endhighqual
it
ymar r
iedwit
hexciti
ng
i
nnovat
ionshashelpeddrivethi
scat
egoryDarkFantasychocof
il
ls
wowedtheI
ndi
anConsumerwit
hit
sinnov
ati
veCent
ref
il
led
f
ormatandhi
ghqual
i
typackagi
ng.

Inaddi
ti
onthelaunchofDream cream rangeofbiscui
tsin2
exci
ti
ngandinnovati
vedualcream for
mat sfur
therrei
nforcesI
TCs
commitmenttoconti
nuouslydeli
ghttheconsumer .

Pr
iyaGol
d
Sur
yafoodandAgr oLimi
tedwasincorporat
edi
nNov ember1992
andcommencedi t
scommer ci
aloperat
ionsofmanufact
uri
ngand
sel
li
ngofbi
scuit
sunderbrandinOctober1993overaperi
odwe
haveest
abl
ishedstron
 Resear
chmet
hodol
ogy
Dat
aCol
l
ect
ionmet
hod
DataCollectioni
sanelaborateprocessinwhicht heresear
cher
s
makesapl annedDrSanketresearchforal
lrelevantdatadatai
s
thefoundat i
onofallmarketresear
chthatareeffectsmaybe
obtai
nedf rom sever
alsourcesdatacanbecl assif
iedas:

Pr
imar
ydat
a

Secondar
ydat
a

Pr
imar
yDat
a
I
tisgatheredfort
hefirstt
imebyresearcher
sifthesecondarydata
i
sfoundt obeinadequateorunav
ail
abletheresearchergoesfor
pr
imarydat a.

Col
l
ect
ionofPr
imar
ydat
a

Theresear
cherwasassi
gnedt
odocompar
ati
vest
udyonPar
leG
bi
scuit

Inordertoaccomplishthej obtheresear
cheradapteddi
dtwoway
str
ategytocoll
ectthepr imarydatasecondlytocomplet
ethejobin
agenuinewayr et
ail
ersur veywasconduct edsampleof20rati
onal
ret
ail
erswhereTekkenandt heywheresuppli
edwit
hast r
uctur
ed
notdist
ingui
shedquest ionarythei
deawast oseekoutthemar ket
posit
ionofParleGbi scuit

Thedat
acol
l
ect
edwasTucol
l
ect
edf
rom di
ff
erentwhol
esal
eand
r
etai
lbi
scui
tnamel
y

 Shop

 Conf
ect
ioner
ies

 Ki
ranaandGener
alSt
ores

Secondar
ydat
a
Japaneseoksecondarydatai
sdat
abor
rowedf
rom secondar
y
sourcesbyt
heresearcher
.

Secondar ydat acanbei nternalorext ernal t

hatisinter
nalrecords
ofthecompanyori nformationav ailablefrom l
ibraryandot her
statist
ical organisati
oninamar ketr esearchpr ojectfi
eldwor khas
av eryv i
tal r
oletopl ayasamat teroff actit'
sthebackboneof
mar ketresear chpr oductprojectfieldwor kbasi call
yconsistsof
collect
ionofpr imarydatai nthispr ojectresearchhadt ounder goa
l
otoff ieldwor k.

Forthepurposer esearcherhasv i
sitvari
ousci nemahal lspubli
c
attr
act
iveplacescol l
egeandschool cant eenset c.
,thewhol earea
whichwast obesur vey edwasdi vi
dedint odi f
ferentsegment s
randomlysimultaneousl ysurveyofbot hr etail
ersandConsumer s
wascarriedoutther esearcherwor ki nthef iel
df oraspanof1and
halfmonthslett
eront hewhol edat awhi chwascol lect
edf r
om
fi
eldwaswel lscruti
nizedandt abulat
edf oranal ysisits
i
nterpr
etati
onhasbeenpr ovidedint omosteasyt ounder st
and
mannerwi t
ht hehelpofsui tablediagram andchar t
s.
 Decl
arat
ions

I,SadanandKarmude,theunder
signed,astudentofDAYANAND
COLLEGEOFCOMMENCELATURher ebydeclaret
hatpr
oject
reportenti
tl
edthestudyofCustomerSat i
sfacti
onInPar
legis
submi t
tedbyparti
alful
fi
ll
mentofrequir
ement sf
orsummer
i
nt er
nshipproj
ect.

Theproj
ectisunder
takenasapartofsummerint
ernshi
pTrai
ning
duri
ngti
meper i
od10JanTo15Feb2018. Thi
sprojectr
epor
thas
notbeensubmitt
edbyanybodyforawardofanydegree.

SadanandKar
mude
 Acknowl
edgement
It
aket
hisoppor
tuni
tythanktheeUni
ver
sit
yofSRTMUNf
orgi
vi
ng
meachancetodothisproj
ect.

I
mpressmyseni orsgrati
tudetoprincipalMrs.Sat
puteMadam and
ourl
ibrar
ianandotherteachersfortheirconst
antsuppor
tand
hel
pingforcompleti
ngthisproject
.

Iam al
sogr at
eful
tomyf r
iendsforgi
vi
ngsupporti
nmyproject
l
astl
y,Iwouldli
ketothankeachandev er
ypersonwhohel
pedme
i
ncompl et
ingtheproj
ectespeci
all
ymypar ent
s.
 Suggest
ions
 Concent
rat
eonr
ulermar
ketwhy
?

 Rul
ermar
ketpenet
rat
ioni
s50-
65%

 Par
le-
Gmar
ketr
eachv
eryhi
ghbutduet
odi
str
ibut
ion
net
work

 Consumerpsy
che:
recogni
senotasPar
leGbut
..
.asbi
scui
t
kapuda

 Needt
oincr
easeawar
enessaboutt
hePar
leGasbr
and.
How?

 Tar
gety
ounggener
ati
oni
.e.
,school
goi
ngchi
l
dren

 Associ
atewi
thv
ari
ousgov
ernmenti
nit
iat
ivel
i
ke:

 Pr
imar
yeducat
ionscheme

 Nat
ional
Rur
alHeal
thMi
ssi
oncent
re

 Mi
dDaymeal
sbei
ngser
vedi
npr
imar
yschool

 Thi
swi
l
lhel
pin

 Br
andr
egi
str
ati
on

 Associat
ePar
leGSheal
thf
oodandcompl
etenut
ri
ti
on
package.
.
 Concl
usi
on
 Par
leGbi
scui
ts-l
argestsel
l
ingbi
scui
tsi
nIndi
a

 Bestqual
i
tyandr
easonabl
epr
icehal
l
mar
ks

 No.
1br
and

 Masspenet
rat
ionst
rat
egy

 Cont
inuousi
nnov
ati
on
 Ref
erences

Bi
bli
ogr
aphy
 Resear
chmet
hodol
ogybyN.Thanul
i
ngom

 Resear
chmet
hodol
ogybyC.
R.Kot
har
i

 Ofr
esear
chi
nsoci
alsci
encebyDrO.
R.Kr
ishnaswami

Webl
i
ogr
aphy
:

 www.
googl
e.com

 www.
mout
hshut
.com

 www.
par
lepr
oduct
s.com

 www.
indi
anf
oli
ne.
com

 www.
wiki
pedi
a.or
g
Bor
adofDi
rect
or

NameofMember
s Desi
gnat
ion
Vi
j
ayKChauhan Chai
rman&Managi
ng
Di
rect
or
Shar
adPChauhan Managi
ngDi
rect
or
Raj
KChauhan Meani
ngDi
rect
or
Aj
ayVChauhan Execut
iveDi
rect
or
AnupSChauhan Execut
iveDi
rect
or
SamarSChauhan Execut
iveDi
rect
or
Pr
oductOfPar
le-
G

Bi
scui
ts Sweet
s Snacks
Par
leG Mel
ody Par
le'
sWaf
ers
Monaco Mangobi
te Namkeem
Par
leMar
ie KacchaMango Ful
l
toss
Bi
te
Hi
de&Seek Ki
smi Cheesl
i
ngs
HappyHappy Chox
Coconut Ecl
air
20-
20Cooki
es
Par
leCr
eam
 I
NDEX
Cont
ent PageNo.

1 Acknowl
edgement

2 Decl
arat
ions

3 I
ntr
oduct
ion

4 Hi
stor
yOfPar
leG

5 Obj
ect
ives

6 Hy
pot
hesi
s,Mi
ssi
on,
Visi
o

7 SWOTAnal
ysi
s

8 Dat
aCol
l
ect
ion

9 Mar
ket
ingSt
rat
egyOfPar
le-
G

10 Cust
omerSat
isf
act
ionI
nPar
leG

11 Compet
it
orsOfPar
leG

12 Bor
adOfDi
rect
or

13 Pr
oductOfPar
leG

14 Concl
usi
on

15 Suggest
ions

16 Ref
erences

17 Quest
ionnai
reOfPar
leG