A REPORT

ON
Parle Agro in Food and Beverages and Its
Competitors

BY:- ABHI SACHAN

ENROLLMENT NO:- 09BSDDU0002
NAME OF THE ORGANIZATION:- PARLE
AGRO PVT. LTD
 A REPORT
ON
PARLE AGRO IN FOOD AND BEVERAGES
AND ITS COMPETITORS

BY: - ABHI SACHAN (09BSDDU0002)

NAME OF THE ORGANIZATION: - PARLE AGRO PVT. LTD.

A report submitted in partial fulfillment of the requirements of MBA

program of the ICFAI University, DEHRADUN

SUBMITTED TO:-PROF. ALOK THAREJA

DATE OF SUBMISSION-16 APRIL 2010

DESCRIPTION OF PROJECT IN BRIEF:-

The project about knowing strengths and weaknesses of Parle products and its main competitors
like Coca Cola India (Pulpy Orange/ Maaza); PepsiCo (Tropicana); Dabur (Real); Godrej
Beverages(Xs Brand/ Sofit) Fresh gold .The analysis would be done through questionnaires and
secondary data from distributors, retailers and employee of Parle agro.

The main products on which the study is to be done are products like Saint Juice, Hippo. The
questionnaire will help in knowing the weaknesses of products which are not giving good
business. As till now the study is been done, we have got an idea of the requirements of the final
consumers the knowledge about their brand awareness about Parle Agro and about competitors
also.

ABSTRACT OF THE WORK :- Till now the work is being done on

questionnaire and further making them filled by the customers at different locations. By which
we would be able to know the awareness of the customers about the company and its products
like Saint and Hippo which is very less awarded as far as the products of competitors is
concerned. The basic recommendation given by the customers is to increase the brand
awareness, visibility about the products till the date of 15th of April .

The recommendation would be provided through using the SPSS software and analyzing the data
analytically through these software. The work of filling up the questionnaire would be done till
05 May 2010 and the work of final analysis would be done till 15 May 2010. This will further
lead to having the final recommendations of the analysis of the customers.
 INTRODUCTION:-

COMPANY PROFILE PARLE AGRO - A trusted name in the beverage industry for agro
based food and drinks. We are a leading Indian food and Beverage Company, the only Indian
transnational giant with the past experience of having successfully launched leading soft drink
brands like 'Frooti, Appy, Appy- Fizz, N-Joi and Bailley'.

The company was founded in 1985 and is based in Mumbai, India. Parle Agro Pvt., Ltd.
manufactures, distributes, sells, and exports fruit drinks in India and internationally. It offers fruit
and milk drinks, packaged water, and apple and mango drinks in polyethylene terepthalate (PET)
bottles and containers, and tetra packs. It distributes its products through franchisees.

The Parle Agro is a profit making organization with professionals employed across India. Parle
Agro has its factories located in Silvassa, Patalganga, Bhopal, Chennai, and Ghaziabad. At Parle
Agro, success is a habit; where greater heights are achieved through consumer insight, sound
business practices, marketing and sales innovation, with the focus on the consumer. ‘Thinking
consumer, Tasting success, Always’.

At initials they started the marketing of the successful products like bisleri, coca cola .It is the
part of the company .Parle Products Pvt. Ltd based in Mumbai, India has been India's largest
manufacturer of biscuits and confectionery, earlier which was the largest seller of the biscuits in
the world with a 40% share of the total biscuit market and a 15% share of the total confectionery
market in India. Parle has grown to become a multi-million dollar company.

Philosophy Business Statement:- According to the CEO of Parle Agro Nadia Chauhan,
the philosophy of the company for its business is-

“We are in the business of refreshing India with our products, refreshing the market with new
categories and refreshing ourselves through innovation.” Our Vision: “To be the leaders in our
business. We will stand apart from the competition by being the first in the market to innovate.”
Our Mission: “We will be the leaders in our business by- maintaining high quality, introducing
new and innovative products, reaching every part of India, remaining customer-centric,
constantly upgrading our knowledge and skills.”

Parle Agro Products

product Offered quantity Competitors
saint 200 ml,1lt. Real,tropicana,fresh gold,frugo,xs juice
frooti 200ml, 500ml,1lt,2 Mango sip,mazza,slice
lt
balley 1 lt Aquafina,bonaqua, kingfisher,
confectionary 1 case
lmn 200 ml, 5ooml, 1lt, Nimbus, minute maid

hippo 1 packet Lays, uncle chips,bingo,kurkure,cheetos

appy 200 ml,1 lt,1lt tetra Apple sip, coca cola,pepsi,rc cola, tasty treat
pack cola

MARKET SHARE :-

The market share from which the income is generated is basically divided into
two parts:-

 Primary Market
 Kids – Fond of Fruit Juice (fond of mango, strawberry)
 Teens – More experimental
 Youth – Experimental and more buying power
 Working People
 Housewives
 Elderly people

 Secondary Market
 Travel Industry – Airlines, Railways and Local Transport Systems
 Recreational – Movie Theatres, Malls, Amusement Parks, school, collages, hotels,
restaurants, bars etc.
Market Share of Competitors :-

Comparison within the major competitors

 Tropicana is a product of vast PEPSI family
 Pepsi’s Tropicana brand fruit juice has outpaced the growth of the packaged fruit
juices market in India.
 The company sources orange juice concentrates from Brazil.
 They come in Tetrapaks of one litre and PET bottles of 500 ml and one litre.
 Pepsi also markets Gatorade an energy drink for the sports personnel which is a
sugar-free Diet Pepsi.
 Pepsi, in association with HLL have launched Lipton iced tea
 Dabur flagship brand Real fruit juice is a market leader in the packaged fruit juice
category.
 Real with a market share of 35 % offers to its consumers the largest range of 9
juices that comprise orange, mango, pineapple, mixed fruit, grape, guava, tomato,
litchi and cranberry.
 Real Active orange carrot juice, India’s first packaged fruit + vegetable juice.
 Real offers traditional cooling recipes in a ready-to-drink format ie Aam panna,
pomegranate (anar) and watermelon.
 Spread over 11 acres and geared to process 150 tonne of fruit per day, it has the
capacity to produce 192 tonnes of pulp/concentrate.
PROGRESS OF THE PROJECT:-

The beginning of the project was done in order to know the competitors and then to give
recommendations for increasing the sales of the two products saint and hippo. For this the initial
step taken was to prepare the questionnaire about consumer preference on fruit juices and snacks.

The questionnaire was prepared to be loose ended so that we can know the perception of the
respondent and analyze the demands of the consumer. There we certain changes made in the
questionnaire seeking the ease of the respondent.

The changes made were to make the questionnaire more and more short and simple for the
respondent and to gain direct knowledge of the customers. The questionnaire will also be helpful
in having knowledge of the strengths and weaknesses of the Parle Company and also the
important competitors of the company. Through the questionnaire we would be able to know the
reason why the company is facing problem in sales of saint and hipo. The demands of the
customers are also be known through these questionnaires.

Till now we have come to know the awareness of the customers about the company and its
products which is very less as far as the products of competitors is concerned. The basic
recommendation given by the customers is to increase the brand awareness, visibility about the
products.

The customers have recommended various steps to improve the products. The final result will be
helpful to the company to understand the perception of consumer regarding saint and hipo.
REFERENCES:-
www.google.com

www.parleagro.com

Parle Agro Wikipedia