CERTIFICATE

This is to certify that Project Title “MARKETING STRATEGY OF PARLE ” is successfully

completed by Ms. VAISHNAVI SALGAONKAR during the IV Semester, in partial fulfillment
of the Master’s Degree in Management Studies recognized by the University of Mumbai for
academic year 2017-19 through Indira Institute of Business Management This project work is
original and not submitted for earlier for the award of any degree, diploma or associateship of
any other University/ Institution.

Name: Ms. SHRUTHI JAYAPRAKASH

Date : Signature of Guide

1
 DECLARATION

I, hereby declare that this project report submitted by me to the Indira Institute of Business
Management is a bonafide work undertaken by me and it is not submitted to any other
University or Institution for award of any degree, diploma/ certificate or published any time
before.

Name : Ms. VAISHNAVI SALGAONKAR

Roll No : 2017092 Signature

2
 ACKNOWLEDGEMENT

I would like to gratefully acknowledge various people who have helped me throughout this
Project. Firstly, I would like to thank my immense gratitude towards my institution INDIRA
INSTITUTE OF BUSINESS MANAGEMENT, which created a great platform to attain
profound management skills, thereby fulfilling most cherished goals.

I also wish to express my gratitude to our Institute faculty Ms. SHRUTHI JAYAPRAKASH,
who was always there to guide me and correct me and providing the right direction to go ahead
in the project.

I also thank the Director of Indira institute of business management, Dr. M Shreedharan sir for
providing me the opportunity to embark on this project.

Name: Ms. VAISHNAVI SALGAONKAR

Roll No.: 2017092

Specialization: MARKETING

Batch: 2017-19

3
 EXECUTIVE SUMMARY

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 returns on
investment) and they promote the brand which provides them highest. They except return in the
form of profit margin, company schemes make the different and are the highest sources of
motivation after profit margin. Retailer demands a constant push from the company.

Marketer needs to use advertising and the brand building strategies to address the discerning
buyers and retail push to in different buyers. The manufacture can understand consumer behavior
because retailers can’t help quality and price. It is only up to manufactures to deliver what
consumer wants. I need to stress on to because 58% retailers said that it is demand why they sell
Parle. 61% agree that at retail shop it is brand popularity, which determine the purchase of
biscuit. There is a greater need to understand the retailer behavior. Considering them as a team,
working for the company may help them to be attached to the company. There should be a
feeling of belonging to the company in inner of the retailers. This can be done by setting values
club for retailers so that they may exchange views with the company and help in understand
consumer behavior.

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 TABLE OF CONTENTS
Chapter No. Title Page No.

EXECUTIVE SUMMARY 5
1 INTRODUCTION 7

1.1 Objective of the study 8

9

2. COMPANY PROFILE 11 TO 16
2.1 An Introduction to Parle 11
2.2 History 12
2.4 History of biscuit 15

3. MARKET & MARKETING STRATEGY 17 TO 40

4 RESEARCH METHODOLOGY 41

5. DATA INTERPRITETION 46

6. FINDINGS 57

8. RECOMMENDATION 58

9. CONCLUSIONS 59

10. BIBLOGRAPHY 60

11. QUESTIONNAIR 61

5
 CHAPTER 1

INTRODUCTION

6
INTRODUCTION
Since 1929, we have grown to become India's leading manufacturer of biscuits and
confectionery. As the makers of the world's largest selling biscuit, Parle-G, and a host of other
very popular brands, the Parle name symbolizes quality, nutrition and superior taste.
An in-depth understanding of the Indian consumer psyche has helped us develop a marketing
philosophy that reflects the needs of the Indian masses. We have made it a tradition to deliver
both health and taste, with a value-for-money positioning that allows people from all classes and
age groups to enjoy Parle products to the fullest.

With a reach spanning the remotest villages of India and major cities across the world, the House
of Parle has become synonymous with trust, globally.

Parle biscuits and confectionaries are fast gaining acceptance in International markets, across all
continents. The major first world markets like U.S.A., UK, Canada, Australia, New Zealand and
Middle East are relishing Parle products. As part of the efforts towards a larger share of the
global market, Parle has received some globally recognized certifications (FSSC:22000,
ISO:22000 and Halal Certification) and have the membership of some of International
associations like, BCMA, (USA) etc.

Today, the Parle brands have found their way into the hearts and homes of people all over India
and abroad

Filled with the goodness of milk and wheat, Parle has been a source of all round nourishment.

As its unique taste expanded over the globe, Parle was declared the world’s largest selling biscuit
brand by Nielsen in 2003.

Still now also Parle biscuit is a well-known biscuit everyone known about the brand and also
Parle mean goodwill brand there are many brands in market but the Parle is the brand that
everyone known the brand most of the shop in village side area the biscuit means the only one
brand that’s Parle.

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 1.1. OBJECTIVES OF STUDY

PRIME OBJECTIVE

 To study company profile of Parle.

 To study general management practices of Parle.
 Ascertaining the issues & difficulties in day-to-day operations of the company
 To understand Parle biscuit demand analysis.

OTHER OBJECTIVES

 To find out the competitive activity and merchandising through retailer of PARLE
BISCUIT.
 To find out the consumer preference according to retailer view.
 To find out the satisfaction level levels towards service provided by PARLE
 To find out the major competitor of PARLE

8
 CHAPTER 2

COMPANY PROFILE

9
2.1. An introduction to Parle

Types private

Founded 1929

Headquarters Vile Parle (East), Mumbai, Maharashtra, India

Area served India

Industry Food

Products Biscuits, Chocolates, Drinks.

Website www.Parleproducts.com

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 2.2. History

 1939
When Parle Products launched Parle-G in 1939 during the British rule, the firm
considered it a responsibility to sell affordable biscuits to Indians
Today, the same value plank has helped the glucose biscuit brand become the first Indian
FMCG brand to cross the Rs 5,000-crore mark in retail sales in a year.

 In 2012, Parle Products sold Rs 5,010 crore worth of its flagship glucose biscuit brand at
retail price, besting the entire domestic sales of Dabur or Godrej products and selling
three times more than Maggi noodles.

 This meant sales of more than 100 crore packets across sizes every month, or 14,600
crore biscuits in the entire year, that is, 121 biscuits each for the 1.2 billion Indians

 Mayank Shah, group product manager at Parle Products, said the company's realisation
was around 60-65 per cent of the retail sale.

 While Parle-G, with less than $1 billion in annual sales, is nowhere near the world's top-
selling brands such as Coca-Cola and Gillette, it has a healthy lead over its closest Indian
rivals such as Hindustan Unilever's Wheel and Rohit Surfactants' Ghari Detergent

 1929
at Vile-Parle, a Mumbai suburb, Parle Products first launched an orange candy and then
other confectionaries before entering the biscuits segment 10 years later.

 1939
Launching Parle-G in 1939 was not just a business decision but also a responsibility to
sell affordable biscuits to Indians (during British rule) at a time the market was flooded

11
 with costly imports," said Ajay Chauhan, executive director at the Rs 8,000-crore Parle
Products and a member of the founder's fourth generation clan

Even after 70 years, we haven't digressed from that philosophy and the pricing has helped the
brand become a staple today.

This affordability proposition is exactly what has been paying off for Parle-G despite rivals such
as ITC and Britannia entering the space. There was a time when Parle-G's dominance was
threatened by rival brands, especially Britannia's Tiger, which targeted kids. But when

Parle-G sponsored children's television show Shaktimaan on Doordarshan, it literally rescued the
brand

The company also managed to keep prices unchanged for over a decade - between 1996 and
2006 - even as the prices of raw materials such as wheat, sugar and milk escalated up to 150 per
cent.

Net result: Parle-G increased its share from 67 per cent in 2002 to 79 per cent in 2012 while the
share of Britannia's Tiger fell to 9 per cent from 26 per cent during the same period. ITC's
Sunfeast brand too had over 9 per cent share in the glucose segment last year.

Analysts said that Parle's relentless focus on top line has driven its rivals to shift strategy from
glucose to other sub-segments such as cream and cookies.

"Parle-G has sheer economies of scale which we can't match without impacting our margins," a
senior official at ITC Foods said. "At that price point, it is difficult to compete in the category
and we would rather focus and invest on our strength and earn profit on products such as cream
biscuits," added the official, who didn't wish to be identified

Parle Products said the value-for-money plank has been crucial in growing Parle-G at over 15
per cent compounded annual growth rate in the past five years

12
Parle's 10 own manufacturing units and around 75 contract manufacturing plants across the
country helped it beat rivals in distribution efficiency and cost. While rivals have signed on
celebrities, Parle-G has managed to grow its sales with just a simple white-and-yellow striped
wrapper with a picture of a baby.

FOUNDERS

Vijay, Sharad

Raj Chauhan

 BOARD OF DIRECTOR

Name Primary Company

Vijay Chauhan Parle Products Pvt. Ltd.

Raj Chauhan Parle Products Pvt. Ltd.

Sharad Chauhan Parle Products Pvt. Ltd.

Arup Chauhan Parle Products Pvt. Ltd.

Ajay Chauhan Parle Products Pvt. Ltd.

Samar Chauhan Parle Products Pvt. Ltd.

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2.2. History of Biscuit

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuit but do
they know how biscuit began?

The history of biscuit can be traced back to a recipe created by the Roman chef Apicius, in which
“a thick paste of fine wheat flour was boiled and spread on a plate. When it dried and hardened it
was cut up and fired until crisp, then served with honey and pepper.”

The word ‘Biscuit’ is derived from the Latin words ‘bis’ (meaning twice’) and ‘coctus’ (meaning
cooked and baked). The word ‘Biscotti’ is also the genetic term for cookies in Italian. Back then,
biscuit were unleavened, hard and thin wafers which, because of their low water content, were
ideal food to store.

As people started to explore to globe, biscuit became the ideal travelling food since they stayed
fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits when these were
sealed in airtight containers to last for months at a time. Hard track biscuits (earlier version of
biscotti and present- day crackers) were part of staple diet of English and American sailors for
many centuries. In fact, the countries which led this seafaring charge, such as those in western
Europe, are the ones where biscuits are most popular even today. Biscotti is said to have been a
favorite of Christopher Columbus who discovered America!

Making good biscuit is a quite an art, and history bears testimony to that. During the 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 the ranks of apprentice, journeyman, and finally master baker.
Not only this, the amount and quality of biscuits baked were also carefully monitored.

The English, scotch and Dutch immigrants originally brought the first cookies to the unites states
and they were called teacakes. They were often flavoured with nothing more than the finest
butter, sometimes with the addition of a few drops of rose water. Cookies in America were also
called by such names as “jumbles”, “Plunket’s” and “cry-babies”.

14
As technology improved during the Industrial Revolution in the 19th century, the price of sugar
and flour dropped. Chemical leavening agents, such as baking soda, became of manufactured
cookies.

Interestingly, as time has passed and despite more varieties becoming available, the essential
ingredients of biscuits haven’t changed – like ‘soft’ wheat flour (which contains less protein than
the flour used to bake bread) sugar, and fats, such as butter and oil. Today, though they are
known by different names the world over, people agree on one thing – nothing beats the biscuit!

Some interesting facts on the origin of other forms of biscuits:

The recipe for oval shaped cookies (that are also known as boudoir biscuits,) has changed little in
900 years and dates back to the house of savoy in the 11th century France. Peter the Great of
Russia seems to have enjoyed an oval-shaped cookie called “lady fingers” when visiting Louis
XV of France.

The macaroon – a small round cookies with crisp and a soft interior – seems to have originated in
an Italian monastery in 1972 during the French Revolution.

SPRING-uhr-lee, have been traditional Christmas cookies in Austria and Bavaria for centuries.
They are made from a simple egg, flour and sugar dough and are usually rectangular in shape.
These cookies are made with a leaving agent called ammonium carbonate and baking ammonia.

The inspiration for fortune cookies dates back to 12th and 13th centuries, when Chinese soldiers
slipped rice paper messages into moon cakes to help co-ordinate them defines against Mongolian
invaders.

15
 CHAPTER 3

MARKET & MARKETING MIX

16
 MARKET & MARKETING MIX

PRICE

MARKET
PROMOTION ING PRODUCT

MIX

PLACE

Marketing
Marketing is a social process by which individuals and groups obtain what they need and want
through creating, offering and freely exchanging products and services of value with other or
otherwise it is the process of planning and executive the conception, pricing, Promotion and
distribution of ideas, goods, services to create exchanges that satisfy individual and
organizational goals.

Marketing mix
It is a marketing tool that combines a number of components in order to strengthen and solidify a
product’s brand and to help sell the product or service. Companies have to come up with
strategies to sell their products and coming up with a marketing mix is one of them. It was in the

17
late 1940s when the term “marketing mix” first emerged. Marketer E. Jerome McCarthy came up
with the first of the theories for marketing mixes. This was called the Four P’s, representing
product, price, promotion and place.

1. Product
2. Price
3. Promotion
4. Place

1. Product: - A product is a good or service that a business owner provides for sale to his
target market. When it comes to developing a product, the design, quality, packaging, features,
after-sales service, and customer service should be considered.

If you want to start a business, you need to know what you are going to sell. The 4 Ps of
Marketing may seem easy, but they can also be difficult. You may think that you can just sell
any product that you think appeals to your target audience. However, you need to research and
study the market before you can actually figure out what to sell.

You should think carefully of what you are going to offer. Do not forget to define the
characteristics of your service and see to it that you meet the demands and needs of your
customers. Keep in mind that warranty, service, and support are very important

3. price: - The price is the amount of money that customers have to pay to purchase products
or avail of services. There are several factors that you have to consider when it comes to price.
These include discounting, price setting, credit collection, and cash and credit purchases.

Before you invest in a new venture, see to it that you have carefully defined the 4 Ps of
Marketing. Otherwise, you will not be able to achieve stellar results. You should not forget to
practice ethics in pricing either. You can have a poll or send out questionnaires to help you
determine your price. Nonetheless, you should neither set your price too low nor too high.

18
If your price is too low, you may lose potential customers who are wary of bargain prices. If your
price is too high, you may not attract customers who are on a budget. Hence, you should base
your prices on the range of services that you offer as well as the level of your education and
expertise. Do not forget to consider taxes and overhead among other important things.

2. promotion: - Promotion is all about the act of communicating the values and benefits of
your products to your customers. It involves the use of different methods, such as direct
marketing, sales promotion, advertising, and personal selling to persuade customers to your
business.

If you want to save money, you should consider self-promotion. Also, when it comes to creating
a promotion for your business, you should motivate your target market. Put yourself in their
shoes so you can find out how they view your business. Keep in mind that advertising, publicity,
and public relations will keep your service or product out front and ahead of your competition.
All these factors are integral parts of promotion.

These 4 Ps of Marketing are very helpful when it comes to starting a business. You need to have
the necessary knowledge and skills in order to be successful in a certain venture. By learning
about the 4 Ps of Marketing, you can avoid typical marketing pitfalls and have a successful
business.

4. place: - This is plays a major role in the entire marketing system. The company emphasis
on its distribution network. Proper distribution network gives proper availability of the product
Getting the right product to the right place at right time involves the distribution system.
Distribution is the process of moving goods and services to the places where they are wanted.
Channels Levels: The channel of distribution used by Parle is:

Intensive Distribution: As biscuits need to reach the consumer at their nearest location this type
of distribution channel is used. This type of distribution helps when for products that are
categorized by low involvement of the customer and where customer looks for location
convenience

19
 Parle
Industries

Wholesalers Agents

Big retai units

Point of sale ie
Kirana Shop likes Food Bazar
Retailers
and for Exports

20
1. PRODUCT AND TYPES OF PRODUCTS
A) Parle G

Parle G is one of the world's largest selling Biscuits. It is fully filled with loads of milk and
wheat. The Parle products mainly the Parle G has more nutrients and strengthens millions of
people serving them nearly 80 years. Parle G is one of the healthy snacks for vast number of
people in the world. People consume them for the value it offers and also due to good taste. The
price varies from Rs 2, Rs 5 to Rs 50.

B) Krack Jack
India’s first and the original sweet and salty biscuit that has been loved by millions since
1972.Parle introduced sweet and salty biscuit which is named as KrackJack. This is preferred by
many kids, adults for its great taste of this product. This biscuit is crispy and delicious with equal
amount of sweet and salt in it. Once you start eating KrackJack, you will surely end up eating the
whole packet within no time. This product is consumed generally during evening tea or snack in
the morning. This is mainly preferred by kids who have no time to have breakfast in the
morning, instead carry two packets of this product to school. The price varies from Rs 5 to Rs 2

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C) Monaco
Launched in 1942, Parle introduced yet another brand which is referred as a salty biscuit which
is named as Monaco. This is preferred by many kids, adults for its great taste of this product.
This biscuit is light, crispy and delicious with equal amount salt in it. This Biscuit is referred as
"Namkeen Biscuits", Namkeen in Hindi referred as salt in English. Some of the Monaco Biscuits
are Monaco Regular, Monaco 4 in 1, Monaco Jeera, Monaco Methi and Onion. The price varies
from Rs 5 to Rs 20.

D) Kreams
Parle introduced biscuit's that fulfil every occasion and everybody's choice. This is named as
Kreams. This is preferred by many kids, adults for its great taste of this product. This biscuit
comes in different shapes, sizes and flavours. The flavours and price of Kreams Biscuits are as
follows: Kreams Chocolate – Rs 2, Rs 5 and Rs 10. Kreams Orange, Pineapple, Elaichi and
Mango costs Rs 5 to Rs 10. Kreams Bourbon costs Rs 1 0 to Rs 18.

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E) Hide & Seek
Hide & Seek was launched in 1996 Parle introduced biscuit's that fulfils kid's happiness and
mouth-watering delight having the quality and taste which is termed as chocolate chip biscuits
which is called as Hide & Seek. Packed with a plenty of chocolate chips, once you start eating
Hide & Seek you will end up eating the whole packet within no time. The price varies from Rs 5
to Rs 20, and up to Rs 50.

f) Hide & Seek Milano

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

g) Hide & Seek Bourbon

This is chocolate cream biscuit which is rich and delicious. Such kind of biscuits is sugar
coatedones and everyone fall in love at the first bite. The price varies from Rs 5, Rs 12 and Rs
25.

23
f) Parle Actifed Digestive Marie
These biscuits are more with fiber in it and are very healthy for consumption and it has less fat
contained. The price varies from Rs 5 to Rs 15.

h) Parle Marie
These biscuits are more crispy and lighter to eat. Once you start eating Marie Biscuit, you will
surely end up eating the whole packet within no time. This product is consumed generally during
evening tea or snack in the morning. The price varies from Rs 5 to Rs 22.

I) Milk Shakti

This is the India's first milk biscuit with honey in it. This biscuit contains more milk and honey.
Many kids love to consume them as this gives more energy and strength. These biscuits can be
part of any body's breakfast, an evening snack. The price varies from Rs 5 to Rs 10.

24
j) 20-20 Cookies
These are kinds of cookies which are introduced by Parle, which brings mouth-watering taste of
fresh butter and cashew on each of the cookies. These biscuits are baked to a golden brown in
colour and end of a great taste to consume. This is consumed during tea evening snack or during
any time of the day. The price varies from Rs 5 to Rs 10 and Rs 18 for Butter Cookies and Rs 5,
Rs 10 and Rs 20 to Cashew Cookies.

k) Golden Arcs
These are filled with real fruit. Each roll is filled with jelly which is in orange and pineapple
flavour. These are chewable cake rolls and often taken by kids at student to eat them during the
break time and indulge in something sweet to eat. The price varies from Rs 10 to Rs 20.

l) Festo
This is a cream biscuit which is delicious to eat. Everyone feels the cream within the biscuits.
Many flavor such as Orange, creamy Choco, Elaichi, pineapple, and mango is sold in huge
quantity and cheaper price. Such kind of biscuits is so sweet and everyone fall in love at the first
bite. The price varies from Rs 5, to Rs 10.

25
m) Top
These are crackers filled with finest taste of butter in it. One who consume this will find himself
with Buttery Taste and Dreams. The price varies from Rs 5, to Rs 20.

n) Happy Happy
This is yet another type of Parle Happy Happy Cookies. These cookies are baked with delicious
Choco-chips to give everyone the taste of Choco and gives joy while eating them. The price
varies from Rs 5, to Rs 10.

o) Magix
This biscuit consists of rich cocoa and crunchy cashews. This is one of the good health biscuit.
This kind of biscuits is a mixture of taste and health. This is field with 7 vital vitamins and 2
minerals. Every kid needs to have this as to gain more energy and strength. The price varies from
Rs 6, to Rs 10.

26
p) Coconut Cookies
This kind of cookies is filled with coconut. With each bite, the rich taste of coconut will delight
you more. Once you start eating Coconut Cookies, you will surely end up eating the whole
packet within no time. The price varies from Rs 8, to Rs 10.

Q) Hide & Seek Fab

Parle introduced biscuit's that fulfils everybody's happiness and mouth-watering delight having
the quality and taste which is termed as "Choco filled cookies" which is called as Hide & Seek
Fab. These cookies are available in Chocolate, Strawberry, Vanilla and Orange. These cookies
are very colorful, and delicious to eat. The price varies from Rs 20 to Rs 22.

27
 2. PRICE

The low pricing policy of Parle G along with its qualitative products has helped the company to
reach such heights and ward off competition. Its popularity and accessibility are maintained since
earlier times as the pricing policy remains unchanged. Parle G has been emphasizing on quality
and volume instead of high prices and that has resulted in revenues that have never decreased.

The packaging of the product has also helped, as instead of changing prices, the product has been
repackaged with lesser quantities to keep it affordable for even the lower-class people. The
pricing policy and its distribution channels are the reason that the company has been maintaining
its growth and earnings through bad and good times equally.

The price of different varieties of product is equal to everyone or same in all over the area if the
price will different its create negativity in the mind of the people and hence it must be equal price
for everyone for the better growth of the company.

Price strategy play a great role in marketing mix the price of the product is situation for the
consumer then the product takes a large number of sell in the market and the price of the Parle
product is situation as per the satisfaction of the consumer. If the customer is satisfied with the
price then the company don’t need to take the worry about that.

The starting price of the Parle product is from is different for the different varieties of product for
example the price varies from Rs 2, Rs 5 to Rs 50.

The price of the Parle biscuits product is not so much low or high it’s the because if the product
price is too low it may lose the potential customers who are wary of bargain prices. if the price of
the products is too high it may not attract customers who are on a budget. hence the price of the
product is based on the range of service that they offer as well as the level of education and
expertise.

28
 3. PROMOTION

Parle G has a very distinctive packaging that is easily recognizable. For many years, the product
was packed in wax paper of yellow and white wrapper that featured a very young girl. Later the
packaging changed from wax paper to plastic wrapping but the design remained the same. The
new packing is airtight and keeps the biscuits fresh for a longer time.

The illustration of the little girl remains the same after so many years as the girl has become
synonymous with the Brand Name The name Parle is derived from the ‘Vile Parle station’ where
the factory of Parle production is situated and G is both for genius and glucose. The brand name
Parle G is a common and widespread brand that has captured an important part of the market
share in terms of biscuits.

Advertisements for this iconic brand started through the press and print media. Newspapers was
the most common medium through which the people came to know about the benefits of eating
biscuits as Parle G biscuits were rich in nutritional Values thus providing instant energy. The
“Dadaji” commercial released in 1989 and it took the visual media of television to unimaginable
heights.

Parle G brand of biscuits is advertised through televisions, radio, newspapers and magazines.
In1997, the company sponsored Shakti man, a tele-series. In 2002, the company introduced G-
Man, who was the ambassador for Parle G. This advertisement was appreciated by the children
and their parents and therefore went on to become hits.

29
 4. PLACE

Place in the Marketing mix of Parle G

Parle G has the merit of becoming the first Indian domestic brand that has crossed INR 5,000
crore figures in the sales at the retail market. Its success is primarily because of a very strong
network of distributive channel that includes a whopping number of retail stores that are more
than six million in numbers. Parle G has many manufacturing units for the production of its
biscuits.

From here, the fifteen hundred wholesalers take over. They are responsible for the products to
reach the market or retailers in time. The manufacturing units are under extreme hygienic
conditions. Parle G products are available in every nook and corner of the country from a small-
unknown rural area to a super market in a metro city.

The best part about the place in marketing mix of Parle G is its vast distribution network. As per
statistics, Parle G is the widest distributed brand of biscuits in India. It beats all other brands in
its distribution. During 26th July, when India was drowned due to rains, Parle G was the biscuit
which was being distributed freely to all people tired from rains. Thus, the product has very
strong distribution channels.

30
 CONCEPTUAL FRAMEWORK
The conceptual framework of this project essentially focuses on the consumer buying
behavioural analysis

Understanding the buyer behaviour of the target market is the essential task of marketing
management under market concept. The consumer market consists of all the individuals and
households who buy or acquire good and services for personal consumptions. They buying
behaviour tires to find out the answers for the questions, who buys? How do they buy? Where do
they buy? Do they buy?

 FACTOR INFLUENCING CONSUMER BUYING BEHAVIOUR

There are four major factor that influences the buying behaviour such as culture factors, social
factors, personal factors, and psychology factors.

1. CULTURAL FACTORS: culture is the most determinant of a person wants and

behaviour. Values, perceptions, preferences, and behaviour are the main variable under
culture of an individual. Each culture contains sub-culture like nationality, religious
group, geographical area, and linguistic divisions etc.

2. SOCIAL FACTORS: Consumer behavior is also influenced by social factors such as

the consumer reference group family and social roles and status.

3. PERSONAL FACTORS: A buyer decision is also influences by his or personal

characteristics, notably the buyers age, lifestyle, occupation, economic circumstances etc

4. PSYCHOLOGICAL FACTORS: personal buying choice is also influenced by four

major psychological factor such as motivation, perception, learning belief and attitudes.

31
  BUYING DECISION PROCESS

It includes buying roles, types of buying and steps in buying process.

I. BUYING ROLE

The buying role could be classified into four parts. these are initiator, influencer, decider and
buyer.

II. TYPES OF BUYING BEHAVIOR

Consumer decision taking varies with the types of the buying decision. There are four types
buying behaviour such as complex buying behaviour, habitual buying behaviour, variety seeking
buying behaviour.

III. STAGES IN BUYING DECISION PROCESS

Here are five stages in buying decision process namely problem recognition search, evaluation of
alternatives purchases decision and past purchase behaviour.

1. NEED RECOGNITION

The buying process starts with the buyer’s recognition of a problem of need. The buyer senses a
difference between his actual state and desired state.

2. INFORMATION SEARCH

There are different sources from where a consumer can gather information like personal sources
commercial sources, experimental sources.

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 3. EVALUATION OF ALTERNATIVES

After gathering information about different products, the customer will be in a fuss as to choose
which product among the mainly alternatives consumer usually evaluates the alternatives on
traditional basis, on the basis of utility function etc. from the many alternative consumers at last
choose the best one for him.

4. PURCHASE DECISION

A consumer who decides to execute purchase intention will be making up to five purchase
decisions.

5. POST PURCHASED BEHAVIOUR

After purchasing the product and services the consumer will experience some level of
satisfaction or dissatisfaction with the product and services the consumer will experience some
level of satisfaction or dissatisfaction with product and service that will influence subsequent
behaviour. If consumer is satisfied he may show the probability of buying the product the next
time, satisfied customer will say good thing about the product, proving the statement that
“satisfied customer is the best advertisement.” A dissatisfied customer may take some action
against it. They may try to reduce the dissonance by abandoning returning the product.

Understanding consumer needs and buying process is the foundation of any company. By
understanding how buyers go through problem recognition, information search evaluation of
alternatives, the purchase decision and post purchase behaviour marketers can pick up many
clues as to how to meet buyers need.

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COMPETITORS

Generally, all organizations have competitors in the market. A particular organization always
comprises with other same business and according to market share we clarify the brand product
is giving more challenge to my product.

I found many products which can be compared with Parle biscuit. As a conclusion, I found that
particular in my provided area Parle is really doing well and its performance is on surprising
level. When we compared with other business then we follow the quality, price, distribution
system, promotional strategy etc.

The sum the competitor of Parle are.

1. Britannia biscuits

2. Horlicks Biscuits

3. Local glucose biscuits

1.Parle biscuits and Britannia biscuits

Britannia and Parle the two food majors of India in the field of biscuits and bakery products.
fighting it out in market for the share of consumers pocket and market dominance. In yester
years it was market segments which both have dominated and not much was seen to disturb that
arrangement. Parle with its Parle G, KrackJack and manaco whereas Britannia has Good day,
Marie gold, Creams

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Britannia dominated the premium segment of biscuits whereas Parle dominated the mass, low
premium biscuits, things were pretty predictable

Market share (value)

Britannia Parle

32.80% 32.94%

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 2.Horlicks biscuits and Parle biscuits

Parle Horlicks

product Parle-g, 20-20, hide & seek, Horlicks biscuits.

Parle top etc.

price 2to50 5to30

Selling Parle having 60% of selling Horlicks biscuits having

biscuits as per the serve 40% of selling biscuits
as per the serve

Horlicks is a malted milk hot drink developed by founders James and William Horlick. It is now
marketed and manufactured by GlaxoSmithKline (Consumer Healthcare) in the United
Kingdom, Australia, New Zealand, Hong Kong, Bangladesh, Pakistan, India, and Jamaica.

And Horlicks launched the biscuits which name is Horlicks biscuits. But the Horlicks having
only one biscuit type in the market as compared with Parle biscuits that the Parle biscuits having
lots of type like example Parle-g, hide & seek, fab biscuits, 20-20 etc. and customer want new to
taste and some time they want varieties of products which Horlicks is not having that much
varieties of products in biscuits. And the price of the Parle products starts from 2to50 and on the

36
other side the price of the Horlicks biscuits starts from 5to30 .So the Parle biscuits products sell
more than Horlicks. As per the serve the people prefer Parle glucose biscuits as compared to
Horlicks because the Parle glucose having lots of varieties of products.

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 3. local biscuits

The some of the names of local biscuits bakery are

rajsi glucose,

eipii,

royal mart biscuit,

patco foods private limited.

Sometime the local bakeries can give tough competition because the price of the local bakery is
very low as compares with Parle biscuit product it’s because the Parle is well known brand and
the local biscuits not having brand tag. Local biscuits bakeries are not for long term they start the
business for the profits purposes as the profit is earned from the market they will exist from the
market.

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39
 CHAPTER 4

RESEARCH METHODOLOGY

40
Research methodology is considering as the nerve of the project. Without proper well organised
research plan, it is impossible to complete the project and reach and to any conclusion. The
project was based on the survey plan. The main objective of survey was to collect appropriate
data, which work as a base for drawing conclusion and getting result.

Therefore, research methodology Is the way to systematically sole the research problem.
Research methodology not only talks of the methods but also logic behind the methods. Used in
the context of a research study and it explains why a particular method has been used in the
preference of the other methods

Research design:

Research design is important primarily because of the increased complexity in the market as well
as marketing approaches available to the researchers. In fact, it is the key to the evolution of
successful marketing strategies and programmers. It is an important to study buyer behaviour,
consumption pattern, brand loyalty, and focus market change. A research design specifies the
methods and procedures for conducting a particular study. According to kerlinger, “Research
design is a plan, conceptual structure, and strategy of investing conceived as to obtain answers to
research questions and to control variance.

Types of research are:

1 Descriptive research

The types of research adopted for study is descriptive. Descriptive study are undertaken in many
circumstances when the research is interested to know the characteristic of the certain group such
as age, sex, education level, occupation or income. A descriptive study may be necessary in case
when a research is interested in knowing the proportion of people in a given population who
have in particular manner, making project on certain thing, or determining the relationship
between two or more variables. The objective of such study is to answer the “who, what, when,
where and how” of the subject under investigation. There is general feeling that the descriptive
studies are factual and very simple. This is not necessarily true. Descriptive study can be
complex, demanding a high degree of scientific skill on part of the researcher.
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Descriptive studies are well structured. An exploratory study needs to be flexible in its approach,
but a descriptive study in contrast tends to be rigid and its approach cannot be changed every
now and then. It is therefore necessary; the researcher give sufficient thought to framing
research.

Questions and deciding the types of data to be collected and the procedure to be used in this
purpose. Descriptive studies can be divided into two broad categories: cross Sectional and
Longitudinal sectional. A cross sectional. A cross sectional studies is concerned with a sample of
a element from a given population. Thus, it may deal with household, dealers, retail stores, or
other entities. Data on a number of characteristics from sample elements are collected and
analysed. Cross sectional studies are of two types: field study and survey. Although the
distinction between them is not clear- cut, there are some practical differences, which need
different techniques and skills. Field studies are ex-post-factor scientific inquiries that aim at
finding the relations and interrelations among variables in a real setting studies are done in live
situations like communities, schools, factories, and organizations.

Another type of sectional study is survey result, which has been taken by me. A major strength
of survey research is its wide scope. Detail information can be obtained from a sample pf large
population. Beside; it is economical as more information can be collected per unit of cost. In
addition, it is obvious that a sample survey need less than a census inquiry. Descriptive research
is descriptive of the state of affairs, as it exists at present. The main characteristic of this method
is that research has no control over the variables; he can only report what has happened or what
is happening. The methods of research utilized in descriptive research are survey methods of all
kinds including comparative and co relational methods. The reason for using such needs to be
flexible in its approach, but a descriptive study in contrast tends to be rigid and its approach
cannot be changes every now and then.

Data collection methods:

 Data can be obtained from primary or secondary sources. Primary data refer to
information obtained by the researcher on the variables of interest for specific
purpose of the study. Secondary data refer to information gathered from sources
already existing, while discussing literature survey. Some of the examples of

42
 secondary data are company records or archives, government publications, industry
analysis offered by the media, websites, the internet, and so on. In some cases, the
environment or particular settings and events may themselves be sources of data, as
for example, studying the layout of a plant. Considering the research problem and
research methods defined, only secondary data was collected in this research.
 Secondary data – secondary data are indispensable for most organizational research.
Secondary data refer to information gathered by someone other than the researcher
conducting the current study. Such data can be internet or external to the organization
and accessed through the internet or perusal of recorded or published information.
Secondary data can be used, among other things, for forecasting sales by constructing
models based on past sales figures, and through extrapolation. There are several
sources of secondary data, including books and periodicals, govt. publication of
economic indicators, census data, statistical abstracts, and data based the media,
annual report of the companies, etc. case studies and other archival records sources of
secondary data provides a lot of information for research and problem solving. Such
data are, as we have seen, mostly qualitative in nature. Also included in secondary
sources are schedules maintained for or by key personnel in organizations, the desk
calendar or executive, and speeches delivered by them. Much of such internal data,
though, could be proprietary and not accessible to all.
 The advantage of seeking secondary data sources is savings in time and costs of
acquiring information. However secondary data as the sole source of information as
the drawback of becoming obsolete, and not meeting the specific needs of a particular
situation or setting. Hence, it is important to refer to source that offer current and up
to date information.
 Secondary data in this research was collected through various forms, company’s
profile, websites and various literature studies.

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 CHAPTER 5

DATA ANALYSIS DATA INTERPRETATION

44
 FINDINGS

According to survey I got the details like most of the customers like Parle biscuit because they
have trust in Parle biscuits products. Every product of the Parle is purely manufactured and made
with real Nutra ingredients. On the other side, the price of the Parle biscuits is not so much high
customers are satisfied with the price strategy of biscuits all the varieties having the best price as
everyone can afford or enjoy the taste of the biscuits. People prefer Parle biscuits because of the
taste of the Parle biscuits is very delicious or sometimes people prefer Parle biscuits when they
feel hungry. As compared to other brand like Britannia, Horlicks, Priyagold, other biscuits.
People more prefer the Parle biscuits and on the other side people like to eat the taste of the Parle
biscuits as compare to these biscuits.

The best brand is Parle because the Parle brand is best the people like to eat twice in a day and
all the family members eat and enjoy the taste of Parle as because of the Parle is the favourite
biscuits brand of all family and they like to eat biscuits mostly with tea.

45
 RECOMMENDATION

 The taste of the Parle biscuits is good so company no need to do change in taste if there
are bad changes in taste than consumer will switch to the other brand.

 If there is changes in the packaging of the biscuits so the product will sell triple in the
market

 As the close and tough competitor of the Parle biscuits is Britannia the Parle biscuits need
to take care and keep attention on the market new plans of Britannia biscuits.

 The promotion of the Parle biscuits like advertising through in the way of banners,
holdings, etc the Parle is doing in good level as compared to the order brand biscuits they
promote their products in all ways. So, the Parle should start their promotion and
advertising for the betterment if the product.

 The Parle should hire the big celebrities for promoting their products. Because of the
celebrities the customers attract to the product and the sales of the product will be
increased.

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 CONCLUSION

After going thick on the thing, now time is to make 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 brands which 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 differences and are the highest source of motivation after
profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and the brand building strategies to address the discerning
buyers and the retail push to in different buyers. The manufacturer should understand consumer
behavior because retailers can’t help quality and price. It is only up to dealers said it is demand
they sell Parle agree that at retail shop it is brand popularity, which determine the purchase of
biscuit.

There is a greater need to understand the retailer behavior considering them as a team working
for the company may help them to attached to the company. There should be feeling of
belonging to the company in inner of the retailers. Setting values club for retailers so that they
may exchange views with the company and help in understanding consumer behavior.

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 BIBLIOGRAPHY

The data presented by you in this project has been collected from
the following books and websites:

Books

1. Marketing management: analysis, planning, implementation,

and control by Philip Kotler- Business & Economics – 1988
2. Marketing management by Philip Kotler, kevin keller –
Business & Economics – 2008
3. Research methodology: a step-by-step guide for beginners by
Ranjit Kumar – social science – 2005
4. Research methodology by Douglas K. Detterman – Psychology
– 1985

WEBS

NAME OF SITE

WWW.PARLE-G.CO.in

WWW.WIKIPEDIA.ORG

WWW.GOOGLE.COM

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 WWW.scribd.com

WWW.BUSSINESSTODAY.INTODAY.IN

QUESTIONNAIRE

1. Do you like Parle biscuits?

 Yes
 No

2. Do you have trust in Parle biscuits brand?

 Yes
 No

3. According to you is the price of the Parle biscuits is high?

 Yes
 No

4. Why you prefer eating Parle biscuits?

a) Taste
b) Hungry
c) Snacks

5. Which brand biscuits you like to eat?

a) Britannia
b) Local biscuits
c) Horlicks

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 d) Parle

6. Which brand biscuits is best according to you?

a) Britannia
b) Parle
c) Horlicks
d) Local biscuits

7. How many time a day you eat Parle biscuits?

a) Once
b) Twice
c) Trice
d) More than 3 times

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8. who all from your family eat Parle biscuits?
a) All
b) Father
c) Mother
d) Children

9. Which biscuit is your family favourite?

a) Britannia
b) Parle
c) Horlicks
d) Other biscuits

10. According to your which biscuit can give tough competition to Parle?
a) Britannia
b) Horlicks
c) Priyagold
d) Other biscuits

51