|| Topic ||

Marketing Strategy and Brand Re-

Presentation of Parle Products
 TABLE OF CONTENTS

 Executive Summary

 Introduction

 Company Profile

 Brand Of Parle

 Data .Analysis And Interpretation

 Findings

 Recommendations & Suggestions

 Conclusion

 Bibliography

 Questionnaire
 EXECUTIVE SUMMARY

The report is an earnest endeavor made to understand the present market

scenario in biscuits captured by the Parle and the other competitor brands viz.,
Britannia, Priyagold, ITC.
The researchers were required to see the coverage by Parle Products Pvt. Ltd.,
and bring out the potential and loyal retailers so that the company could
maintain the market leadership in the existing business scenario in the biscuits
and the confectionaries.
The report is an earnest endeavour made to understand the present market
scenario in biscuits captured by the Parle and the other competitor‘s brand viz.,
Britannia, Priyagold , and ITC. We are required to see the coverage by the
Parle Product Pvt. Ltd., and bring out the potential and loyal retailers so that
the company could maintain the market leadership in the existing business
scenario in the biscuit and the confectionaries. The study encompasses the
penetration of the existing Parle Products (Biscuits and Confectionaries) and
the market potential for the new product like Golden Arch, Nimkin, Monaco
Funion, Melody Softee, Mazelo. Their motives were to study the working of
the distributors in Mumbai market. They have mentioned the problems and the
loop holes in the Parle‘s distribution system and the promotional tools, which
they have found during the course of study and recommended various
corrective measures for it. I also studied the behaviour of consumer about their
preferences for Biscuits, Candies, and their overall buying behaviour with the
help of questionnaire.
During the course of study the researchers visited around 410 unorganized
retail stores and 30 organized retail stores and analyzed all major brands of
biscuits available as well as studied the brands, which are most preferred
among the retailers.
The study encompasses the penetration of the existing Parle products (biscuits
and confectionaries) and the market potential for the new products like Golden
Arch, Nimkin, Monaco Funion, Melody softee, Mazelo and Imli Bite.
Their motive was to study the working of the distributors in Jaipur market.
They have mentioned the problems and the loop holes in the Parle’s
distribution system and the promotional tools, which they have found during
the course of the study and recommended various corrective measures for it.
Their study also comprises the comparative analysis between organized and
unorganized retail stores in terms of brand availability with the help of
hypothesis testing.
They also studied the behaviour of consumers about their preferences for
biscuits, candies and their overall buying behaviour with the help of
questionnaire.

Concept of Topic
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 to the remotest
villages of India, the company has definitely come a very long way since its
inception. Many of the Parle products - biscuits or confectioneries, are market
leaders in their category and have won acclaim at the Monde Selection, since
1971. 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 the consumers it's a beacon of faith and trust,
competitors look upon Parle as an example of marketing brilliance.
Over the years Parle has grown to become a multimillion-dollar
company with many of the products as market leaders in their category. Parle
Products began manufacturing biscuits, in addition to sweets and toffees.
Having already established a reputation for quality, the Parle brand name grew
in strength with this diversification. Parle Glucose and Parle Monaco were the
first brands of biscuits to be introduced, which later went onto become leading
brand names itself for great taste and quality.
 Today, the great strength of Parle Products is the extremely widespread
distribution network. Even at the remotest places, you can buy Parle biscuits
and sweets from the local grocer. It has taken years to create this extensive
network. Parle‘s sales force started with one salesman in Bombay and some
agents in few other cities. Gradually, Parle Products expanded. Soon sweets
and biscuits were being sent by rail to Calcutta, Delhi, Karachi, Madras and
other major cities. As production increased, distribution was amplified. Full
time salesmen were appointed in different areas. Currently, Parle Products has
over 33, 00,000 distribution outlets.
Hygiene is the precursor to every process at Parle. From husking the
wheat and melting the sugar to delivering the final products to supermarkets
and store shelves nationwide, care is taken at every step to ensure the best
product of long-lasting freshness. Every batch of biscuits, confectioneries &
snacks are thoroughly checked by expert staff, using the most modern
equipment. This ensures consistent and 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 factories at Bahadurgarh, Haryana and Neemrana, Rajasthan are the
largest biscuit and confectionery plants in the country. The factory in Mumbai
was the first to be set up, followed soon by the one in Bangalore, Karnataka.
Parle also has 10 manufacturing units for biscuits and 75 manufacturing units
for confectioneries on contract. All Parle products are manufactured under the
most hygienic conditions. Great care is exercised in the selection & quality
control of raw materials, packaging materials & rigid quality standards are
ensured at every stage of the manufacturing process. Every batch of biscuits &
confectioneries are thoroughly checked by expert staff, using the most modern
equipment. The Care is taken at every step to ensure the best product of long-
lasting freshness. Every batch of Biscuits, Confectionaries & Snacks are
thoroughly checked by expert staff using the most modern equipment. This
ensures consistent and perfect quality across the nation and abroad.
CURRENT SCENARIO
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. Golden Arch and Nimkin, newly launched products, have very less
availability.
3. Breakage problem in the Family packs of glucose biscuits 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 Priyagold and ITC 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- glucose) is most favored brand
and is sold most. Parle biscuits are the retailers and consumers prime
choice.
7. Very little range of Parle biscuits were visible in organized retail outlets.
8. Musst bites is not accepted by the general masses due to its dissatisfying
taste.
9. Lack of marketing efforts for the promotion of new products like
Golden Arch, Nimkin.
10. Britania is emerging as major Competitor in the organized retail outlets.
FUTURE PROSPECTS
The relevance and importance of conventional marketing, especially in
the fast moving consumer goods category, has slid down to give way for more
aggressive market savvy solutions that can revolutionise the way products sell
these days. While dealer productivity and market penetration are still important
in the overall marketing activity, the brand has to evolve and revolve in a
different orbit "" it has to reposition itself if it really wants to make a difference
in the highly competitive market. Positioning a product firmly in the
consumer's mindset has been one of the major marketing challenges that has
enamoured many a marketing guru. As organisations are re-engineering
themselves to be more productive, products also need to reposition themselves
if they want to stay ahead in the marketing war game.
Consequent to the changing parameters, both tangible and intangible, if
the products do not respond and reorient themselves to the new environment,
they run the risk of becoming obscure. The point here is that however much
financial wizardry an organisation might deploy, however much R&D they get
into, however much technology they enjoy, unless brand building takes the
front seat with clear-cut strategies that predispose the product behaviour, the
chances of creating a winner is quite remote. The name of the marketing game
is therefore repositioning your brand and thereby, the competition. When the
stakes are high and when you are not able to take the competition head-on, the
only way to survive and build on an equity is through repositioning.
The success of Shaktiman from Parle-G again has tremendous scope in
retailing, merchandising and event marketing. May be this was a deliberate
strategy from Parle to reposition its biscuits with a shakti(power) aura against
the much hyped biscuit brands. Parle-G eventually might use the Shaktiman
umbrella strategy to replicate the success for its other brands in these markets.
Small wonder then, that Parle-G, with its mass market appeal and distribution
in over 4.25 lakh retail outlets, is today the number one biscuit brand in the
world.
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 Glucose biscuits (1/2 and 1 kilogram packs)
must be improved for its better sales. The company should come up with
double packaging as people refuse to buy family pack biscuits with
loose packaging.
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.
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.
 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 toiletries, soap, 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, Pepsi, Warburton’s, Wilkinson and Mars.

Scope of the sector: The Rs 86,000-crore Indian FMCG sector is

expected to maintain its double-digit growth for the quarter ended March 31,
2009. 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 2009
by April 1, 2010, 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 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 India’s $ 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.

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 India’s $ 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.

Objectives of the Study

1. To find out Parle Coverage in various areas of Jabalpur.

2. To check the Brand availability of the company products at different stores.
3. To analyze that which type of biscuits and candies are most preferred and
demand by the customer. It was done by asking storekeepers as well as
customer.
4. To analyze the availability of new Parle products launched in the market.
5. To compare the organized retail stores with unorganized retail stores in
terms of brand availability.

MERIT AND DEMERITS

You create a marketing strategy to gain advantages in the marketplace, but you
must remain aware of the disadvantages of any given marketing strategy. Your
marketing choices require awareness of advantages vs. disadvantages, and as
you weigh these, you must be prepared to change strategies when
disadvantages become too great. Examine the areas where marketing strategies
can benefit or harm your business, so that you can act quickly to adjust your
marketing to benefit your company.

Objectives

You may set marketing objectives such as achieving a percentage of market

share, maximizing cash flow or maintaining profitability through market
expansion. As you create a marketing strategy to achieve any of these
objectives, you must remain aware of one potential disadvantage: You may
have chosen the wrong objective. An effective marketing strategy aimed at the
wrong objective can take you in a harmful direction. For example, if you seek
to maintain profitability by expanding your markets, you may find that you
would be better off improving customer service to your existing markets so that
you can improve your reputation.

Costs

Each marketing strategy has costs you must evaluate in terms of how
effectively you spend your money. An e-mail campaign may be relatively
cheap, but it could waste your marketing message by getting lost in your
customers’ spam filters. Magazine advertising, on the other hand, may cost
more than you can afford. Direct mail can be cheaper than print ads, but your
product or service may not be well-suited to this kind of campaign, so you
could be wasting your money. You must constantly weigh costs vs. benefits for
any marketing strategy, so that you use your marketing dollars wisely.

Branding

Your marketing strategy creates an impression of your company. If the strategy

for a specific product or service is ineffective, you can give your customers the
impression that you are not a viable company. You must decide how much of
your marketing strategy should focus on promoting your brand and now much
of it should tout the specific benefits of a particular product. One way to handle
this dilemma is to divide your marketing into two phases. In the first phase,
focus your marketing on the product. Once it gains acceptance, tie your brand
to that product. Because consumers already have a favorable impression of the
product, they will be likely to transfer that favorable impression to your brand.
This strategy minimizes the disadvantage of harming your brand when the
public does not like a product.

General Disadvantages of Marketing

An obvious advantage of marketing is the promotion of your business; getting

the recognition and attention of your target audience across a wide ranging or
specific market.

Going hand-in-hand with this is the enhanced brand recognition. Over time

potential customers and members of the public will begin to associate your
logo and your brand with your business.

Every business needs to ‘spend money to make money’. Investing in marketing

is no different. The most important advantage of marketing is therefore quite
simply improving the businesses profits by boosting sales.

General Disadvantages of Marketing

The first disadvantage of marketing in general is the cost. Adverting and
marketing costs money. If you don’t do the proper research then you might end
up throwing money away. Wasting marketing efforts by targeting the wrong
audience using an inappropriate medium would be a serious and costly mistake.
So it is important to do your research beforehand and keep your costs to a
minimum.

As well as the financial cost, marketing your business will require investment

of time. Researching the appropriate marketing strategy, designing and writing
the adverts, getting them published, dealing with any response. It’s important to
spend time keeping track of how successful or not your marketing campaign is.
A potential disadvantage of marketing here is the risk of time wasted for an
unsuccessful campaign.

Research shows that people in general have to see a piece of information

between 3 and 30 times before it sinks in. So the obvious disadvantage of
marketing here is the fact that your marketing campaign will need to be
ongoing and consistent. Increasing costs and time spent on it. This is
where drip marketing comes in.
 COMPANY PROFILE
Parle Products Pvt. Ltd.: A cream colored yellow stripped paper with a cute
baby photo containing 10-12 biscuits with the company’s name printed with in
Red. Times changed, variety of biscuits did come and go but nothing has
changed with these biscuits. Yes, the size of their packing has definitely
changed but for the consumer good as these are money saver pack.
The Parle name conjures up fond memories across the length and breadth of the
country.
After all, since 1929, the people of India have been growing up on Parle
biscuits and sweets.
Initially a small company 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. Having already established a reputation for
quality, the Parle brand name grew in strength with this diversification. 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.
For around 75 years, Parle have been manufacturing quality biscuits and
confectionary products. Over the years Parle has grown to become a
multimillion dollar company with many of the products as market leaders in
their category. The recent introduction of Hide & Seek chocolate chip biscuits
is a product of innovation and caters to a new taste, being India’s first ever
chocolate chip biscuits.
Apart from the factories in Mumbai and Bangalore Parle also has factories in
Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest
biscuit and confectionery plants in the country. Additionally, Parle Products
also has 7 manufacturing units and 51 manufacturing units on contract.
All these factories are located at strategic locations, so as to ensure a constant
output and easy distribution.
A long time ago, when the British ruled India, a small factory was set up
by Mohanlal Dayal Chauhan 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. Having already established a reputation for quality, the
Parle brand name grew in strength with this diversification.
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. The original Parle company was split into three separate companies,
owned by the different factions of the original Chauhan family: Parle Products,
led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G,
Melody, Mango Bite, Poppins, Monaco and KrackJack) Parle Agro, led by
Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner of the
brands such as Frooti and Appy) All three companies continue to use the
family trademark name "Parle".
The original Parle group was amicably segregated into three non-
competing businesses. But a dispute over the use of "Parle" brand arose, when
Parle Agro diversified into the confectionary business, thus becoming a
competitor to Parle Products. In February 2008, Parle Products sued Parle Agro
for using the brand Parle for competing confectionary products.
Later, Parle Agro launched its confectionery products under a new
design which did not include the Parle brand name In 2009, the Bombay High
Court ruled that Parle Agro can sell its confectionery brands under the brand
name "Parle" or "Parle Confi" on condition that it clearly specifies that its
products belong to a separate company, which has no relationship with Parle
Products.

BOARD OF DIRECTORS NAME OF MEMBERS DESIGNATION

Vijay K Chauhan Chairman & Managing Director

Sharad P Chauhan Managing Director
Raj K Chauhan Managing Director
Ajay V Chauhan Executive Director
Anup S Chauhan Executive Director
Samar S Chauhan Executive Director

SWOT ANALYSIS OF PARLE PRODUCTS

STRENGTH
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.
WEAKNESS
1. Breakage of biscuits while delivering to retailers
2. No proper replacement system for broken biscuits to retailers
3. Improper and irregular supply.
4. Less share in Premium biscuit market.
5. Dependent on its flagship brand, Parle-G
6. Poor packaging in family pack of glucose biscuits.
7. Lack of schemes for retailers and distributors.
OPPORTUNITY
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 launched and properly promoted by
Parle.

THREAT
1. Highly advertised brands such as Britannia.
2. Ever increasing competition from multinationals and local companies.
3. Increase in sale of cheap local bakery products.
4. Emerging substitutes like wafers, snacks and toast.
5. Margin war among the major
Brands
 SWOT ANALYSIS OF PARLE PRODUCTS
STRENGTH
8. Low price as compared to
competitors
9. Sizeable market share in the
country.
10. Offers variety of products
under its brand.
11. Different sizes of packets are
available.
12. An experienced team of sales
and marketing executives.
13. Deep and effective coverage
14. Largest distribution system.
OPPORTUNITY
7. Rising demand for innovative
packaging in packaged foods.
8. Retaining loyal retailers or
wholesalers.
9. Improving supply system for
established brands.
10. Huge scope for some Parle
products in medical shops.
11. Information revolution brought
about by the television.
12. Good scope for snacks and
namkeens, if launched and
properly promoted by Parle.
WEAKNESS
8. Breakage of biscuits while
delivering to retailers
9. No proper replacement
system for broken biscuits to
retailers
10. Improper and irregular
supply.
11. Less share in Premium biscuit
market.
12. Dependent on its flagship
brand, Parle-G
13. Poor packaging in family
pack of glucose biscuits.
14. Lack of schemes for retailers
and distributors.
THREAT
6. Highly advertised brands such
as Britannia.
7. Ever increasing competition
from multinationals and local
companies.
8. Increase in sale of cheap local
bakery products.
9. Emerging substitutes like
wafers, snacks and toast.
10. Margin war among the major
Brands
 BRAND OF PARLE
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 Mango Bite
Hide and Seek Milano Melody
Poppins
Eclairs- 50 p
Bourbon Melody Softe- 1Rs.
Kismi Bar
Parle Marie Chox
Kacha Mango
Milk Shakti Mazelo
Imli Bite
Kismi Gold
Parle 20-20 Cookies Munch on snacks:
Nimkin Musst Bites
 Parle biscuits: Parle biscuits are linked with factors of power and wisdom
providing nutrition and strength. Parle biscuits are indeed much more than a
tea- time snack, they are considered by many to be an important part of their
daily food. Parle can treat you with a basket of biscuits which are not only
satisfying but are also of good and reliable quality. Parle biscuits cater to all
tastes from kids to senior citizens. They have found their way into the Indian
hearts and homes.

Parle G

For over 65 years, Parle G has been a part of the lives of every Indian. From
the snow capped mountains in the north to the sultry towns in the south, from
frenetic cities to laid back villages, Parle G has nourished strengthened and
delighted millions. Filled with the goodness of milk and wheat, Parle G is not
just a treat for the taste buds, but a source of strength for both body and mind.
Tear over a packet of Parle G to experience what has nourished Generations of
Indians since last sixty five years, making it truly Hindustan Ki Taakat. Pack
Sizes available: 16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G,
825G
Krackjack

The original sweet and salty biscuit is one of the most loved biscuits in the
country.
It’s not just a biscuit, it’s the taste of relationships captured in a biscuit.
A little sweet and a little salty crafted in such a delicate and delicious balance,
you can never get enough of it. Have it anytime you like with anything you
like. Pack Sizes available: 75G, 170G, 240G  

Monaco

Share the company of great taste anytime, anywhere with Monaco. A light
crispy biscuit sprinkled with salt, Monaco adds a namkeen twist to life’s
ordinary moments. Pack Sizes available: 75 G, 120 G, 240 G

Hide and Seek

The ingredients that go into making this prized cookie are a well-guarded
secret. What is is the effect it has on those who eat it. A cookie with a
reputation for romance. Indulge in the sinful taste of Milano and everything
that follows it. Pack Sizes available: 25 G, 62 G, 100 G, and 200 G
Hide and Seek Milano

The ingredients that go into making this prized cookie are a well-guarded
secret. What is is the effect it has on those who eat it. A cookie with a
reputation for romance. Indulge in the sinful taste of Milano and everything
that follows it. Pack Sizes available: 65 G, 135 G

Kreams

Orange: Tickle your senses with Parle Orange Kream – The tangy orange
cream between two scrumptious biscuits makes for a real treat.
Age no bar! Pack Sizes available: 80 G, 90 G, 160 G, and 180 G

Parle Confectionaries: Right from candies to toffees, the sweet 'n' treat
category of the Parle product range is a genuine treat for every snack lover.
This category can satisfy one's taste and at the same time create a desire for
more. These confectioneries are a sheer delight to the taste buds and have a
universal appeal. Parle Biscuits and confectioneries, continue to spread
happiness & joy among people of all ages.

Melody

Caramel meets chocolate to yield an outcome nothing less than delectable.

Parle Melody comes with an irresistible layer of caramel on the outside and a
delightful chocolate filling within. Pop it in your mouth and relish the unique
experience. It won’t be too long before you find yourself asking the age old
question ‘Melody itni chocolaty kyon hai?'

Mango Bite

Need a quick escape from everything ordinary? Just pop a Mango Bite and dive
into a tropical mango paradise. Sit back, roll it around and enjoy one wave after
another of juicy mango treats that go on and on and on.

Orange Candy
Feel like eating an orange but don’t want to be bothered with peeling one? How
about just unwrapping one then? Parle Orange Candy. This little candy is a
mouthful when it comes to the tangy, juicy taste of real oranges.  A bite-sized
orange in a wrapper.

Kachcha Mango Bite

The glider got copied and became a jet plane. Western hits got copied and
became Anu Malik songs. The typewriter got copied and became a keyboard.
Similarly, we have managed to copy the tangy flavour of raw mangoes in a
candy which is a little sour, a little sweet and certainly a little mischievous. We
call it Kaccha Mango Bite. It truly is a ‘kacche aam ka copy’.
Kismi Toffee

It’s everything that the Kismi Toffee Bar is, only smaller. Wrapped in the
distinct flavour of elaichi (cardamom) this toffee is sure to send your sweet
tooth on a joyride.

Golgappa

Mention Golgappa to lovers of roadside snacks and watch them get excited.
Just the very memory of the sweet tangy taste of Golgappa is enough to make
the taste buds tingle, the mouth water and the senses to party. Now imagine if
you can have the Golgappa whenever and wherever you want it, even as you
are reading this, for example. It is possible with Parle Golgappa. It captures the
same magic of the popular street side Golgappa in a Goli or a hard boiled
candy, if you prefer. So pop in a Golgappa and treat your senses to a fun filled
trip, whenever and wherever.

Parle Snacks: Salty, crunchy, chatpata and crispy caters to the bunch of Parle
snacks. Parle snacks are a complete delight to the taste buds and can create the
desire for more and more. These snacks will not only satisfy your tummy but
will also sustain a feel in your mouth to associate you with the bond of Parle.
Musst Bites

Cheesy fluffy baked snacks that are so irresistible that you don’t want to share
them. Available in mouthwatering Garden Spices, sweet and sour Tangy
Tomato, tantalizing Chatpata Chat and heavenly garden spices, you are going
to have a hard time deciding which one you want for yourself.
 DATA .ANALYSIS AND INTERPRETATION

After visiting the PARLE factory as industrial visit the researchers analyzed
that the best selling branded biscuit 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)

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 team-building 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.
Visibility of PARLE products

For Biscuits:

Table 1.3.1

BRAND (Biscuits) No. of shops Total % VISIBLE

Parle-G 410 410 100.0
Krackjack 385 410 93.9
Monaco 394 410 96.1
Monaco Funion 75 410 18.3
Hide&Seek 255 410 62.2
Milano 85 410 20.7
Orange Kream 330 410 80.5
Mango Kream 388 410 94.6
Elachi Kream 393 410 95.9
Pineapple 381 410 92.9
Chocolate Kream 377 410 92.0
Golden Arch 35 410 8.5
Nimkin 101 410 24.6
Marie 198 410 48.3
Milk Shakti 185 410 45.1
Bourbon 210 410 51.2
20-20 Butter 340 410 82.9
20-20 Cashew 332 410 81.0
 Chart 1.3.1

Interpretation:-
Brands such as Parle G, Krackjack, Monaco, Orange Kream, Mango Kream,
Pineapple Kream, Chocolate Kream, Elaichi Kream are visible in almost all
stores (90-100 %) but brands such as Monaco Funion, Golden Arch & Nimkin
were not available in many stores.
For Confectionary:
Table 1.3.2

BRANDS
No. of shops Total % VISIBLE
(Confectionary)
GolGappa 258 410 62.9
Classic Mint 136 410 33.2
Lite Mint 108 410 26.3
Kismi 222 410 54.1
Orange Candy 300 410 73.2
Mango Bite 337 410 82.2
Melody 352 410 85.9
Poppins 222 410 54.1
Eclairs- 50 p 168 410 41.0
Melody Softe- 1Rs. 146 410 35.6
Kismi Bar 165 410 40.2
Chox 155 410 37.8
Kacha Mango 177 410 43.2
Mazelo 160 410 39.0
Imli Bite 97 410 23.7
Kismi Gold 45 410 11.0
Musst Bite 43 410 10.5
 Chart 1.3.2

Interpretation:-
The brands such as Orange Candy, Mango Bite & Melody have good
availability but Kismi Gold and Musst Bite are rarely available .
1.1 New Products Visibility
Table 1.4.1
BRANDS Not
Available Total % VISIBLE
(Confectionary) Available
Nimkin 101 309 410 24.6
Golden Arch 35 375 410 8.5
Melody Softe-
146 264 410 35.6
1Rs.
Mazelo 160 250 410 39.0
Imli Bite 97 313 410 23.7

Chart 1.4.1

Interpretation:

The newly introduced biscuit brand Golden Acrh was available in only 8.5
% retail outlets which is a very low figure. And Nimkin was present in only
25 % outlets.
It appears that demand for their confectionary brands is increasing as they
were present in considerable amount.
Coverage with respect to competitors
Table 1.5.1

BRAND Direct Indirect No Coverage

PARLE 367 43 0
ITC 308 21 81
BRITANIA 305 27 78
PRIYAGOLD 281 26 103

Chart 1.5.1

Chart 1.5.2

Chart 1.5.3

Chart 1.5.4
 Chart 1.5.5

Interpretation:

Among the competitors only Parle covers most of the outlets (90%) directly,
rest covers approx. 70-75 % of outlets directly. Also ITC, Britannia &
Priyagold has no presence in approx. 20-25 % outlets but Parle full coverage.
This is the strength of Parle company.

1.2 Brand availability with respect to competitors

 Table 1.6.1
BRAND No. of Brands
  Nil 1 to 5 6 to 10 11 to 15
PARLE 0 20 88 302
ITC 81 227 85 17
BRITANIA 78 193 99 40
PRIYAGOLD 103 112 144 51

Chart 1.6.1

Chart 1.6.2

Chart 1.6.3
 Chart 1.6.4

Chart 1.6.5

Interpretation:-

Parle in addition to a big share of direct coverage also has74% of outlets where
11 to 15 brands are present as compared to competitors viz ITC, Britannia &
Priyagold having 4%, 10% & 13% respectively. Priyagold although has less
coverage (75%) than competitors but where present were in good variety i.e
35% outlets has 6 to 10 brands compared to Parle (21%), ITC (21%), and
Britannia (24%).
1.3 Sales comparison with competitors

Table 1.7.1
No. of
No. of No. of No. of
Parle % ITC % Britannia outlets Priyagol
Category outlets outlets outlets
SHARE share % share (Priyagold d %share
(Parle) (ITC) (Brit)
)
'A' (No
0 0.0 81 19.8 78 19.0 103 25.1
Coverage)

'B' (1-5000) 230 56.1 194 47.3 179 43.7 225 54.9

'C' (5001-10000) 99 24.1 85 20.7 91 22.2 29 7.1

'D' (10001-15000) 33 8.0 31 7.6 23 5.6 39 9.5

'E' (15001-20000) 18 4.4 13 3.2 21 5.1 9 2.2

'F' (>20000) 30 7.3 6 1.5 18 4.4 5 1.2

 Chart 1.7.1

Interpretation:-

It can be seen that in most of the outlets (56%) Parle sales come under category
“B” as compared to other categories. Compared to competitors the company tops
Category “B”. Company share in Category is also far higher than that of
competitors. So, every company has sales of 1-5000Rs in 50 % outlets
Ranking of Biscuits

Table 1.8.1
Sweet and
Rank Glucose Cream Cookies Salty Marie
salty
1 307 60 5 9 3 26
2 71 289 4 25 1 20
3 17 56 1 157 18 161
4 14 2 0 119 97 178
5 1 0 41 88 256 24
6 0 3 359 12 35 1

Chart 1.8.1

Interpretation:
Rank one is dominated by Glucose biscuits, Rank two by Cream biscuits, rank
three by Marie and Salty biscuits both, rank four by Marie Biscuits but there is a
close match between salty and sweet and salty, rank five by Sweet and Salty
Biscuits and rank six by Cookies. So, lease demand is of cookies in unorganized
retail stores.
1. Analysis on organized retail outlets

2.1 Parle Sales in Organized Retail

Table 2.1.1
No. of outlets
Category  Sales
(Parle)

No coverage 0 0

'A' 1-15000 1
'B' 15001-30000 10
'C' 30001-44999 11
'D' >=45000 8

Chart 2.1.1

Interpretation:-
It can be seen that 35% of outlets have Parle sales between 30,000Rs and 45,000
Rs which is a very good indication. And 27 % outlets have Parle sales above
45,000 Rs
2.2 Parle Sales with respect to competitors in organized retail outlets
Table 2.2.1
No. of
No. of No. of No. of
outlets
Category  Sales outlets outlets outlets
(Priyagold
(Parle) (ITC) (Brit)
)
No coverage 0 0 4 0 5

' A' 1-15000 1 5 2 5

15001-
'B' 10 20 5 18
30000
30001-
'C' 11 5 14 2
45000
'D' >45000 8 4 9 0

Chart 2.2.1

Interpretation:
In organized retail outlets Britannia beats Parle in Category “C” (30001-45000).
And this is because Parle products are cheaper as compared to Britannia and so
sales is high.
2.3 Parle Visibility in organized retail outlets

Table 2.3.1
BRAND (Biscuits) No. of shops Total % VISIBLE
Parle-G 30 30 100.0
Krackjack 30 30 100.0
Monaco 30 30 100.0
Monaco Funion 19 30 63.3
Hide&Seek 24 30 80.0
Milano 11 30 36.7
Orange Kream 23 30 76.7
Mango Kream 29 30 96.7
Elachi Kream 29 30 96.7
Pineapple 27 30 90.0
Chocolate Kream 25 30 83.3
Golden Arch 10 30 33.3
Nimkin 17 30 56.7
Marie 30 30 100.0
Milk Shakti 24 30 80.0
Bourbon 26 30 86.7
20-20 Butter 28 30 93.3
20-20 Cashew 28 30 93.3

For Biscuits:
 Chart 2.3.1

Interpretation:

Parle-G, Krackjack, Marie, Monaco have 100% visibility. Among the cream
biscuits, Mango and elaichi were available in most outlets (97%). Parle 20-20
brands were also visible 93% of the outlets. Golden Arch and Milano were present
in very less number of outlets (37% and 33% respectively).
 Analysis on Consumer Behaviour
Type of biscuits preferred
Table 3.1.1
Biscuit Preferred No. of consumers(out of 100)
Glucose 38
Salty 08
Sweet and Salty 15
Kreams 25
Cookies 14

Chart 3.1.1

Interpretation:-

The above graph shows the types of biscuits preferred by the consumers. Glucose
is most preferred (38) by the consumers followed by kreams (25). Whereas Salty
(8) holds the last position
4.1 Type of confectionary preferred

Table 3.2.1
Candies No. of consumers
Hard boiled candy 34
Eclairs 27
Mint 9
Bubble gum 12
Bars 18

Chart 3.2.1

Interpretation:-

The above graph shows the types of candies preferred by the consumers. Hard
boiled candies like golgappa, kacha aam got the highest position followed by
éclairs and then bars. Mint got the least preference.
4.2 Preference between organized and unorganized retail stores to buy
biscuits and confectionary

Table 3.3.1
Type of Store Sales
Unorganized retail (Kirana) stores 76
Org. retail stores 24

Chart 3.3.1

Interpretation:-

The above pie chart shows the place from where people prefer to buy biscuits and
confectionary.
The study shows that 76% of people prefer to buy them from general kirana stores
whereas 24% people prefer to buy from organized retail stores like spencers, Big
bazaar or Reliance fresh.
4.3 Preference for the biscuit company

Table 3.4.1
Company No. of consumers
Parle 48
Britannia 27
Priyagold 7
Itc 18

Chart 3.4.1

Interpretation:-

The above pie chart shows the preference of consumers for biscuit company. The
result shows that PARLE got the highest position followed by BRITANNIA and
then ITC. PRIYAGOLD got the least preference by the consumers.
4.4 Preference according to taste
Table 3.6.1
Rank Parle Britannia Itc Priyagold
rank1 41 33 17 9
rank2 33 39 19 9
rank3 21 16 28 35
rank4 5 12 36 47

Chart 3.6.1

INTERPRETATION:- The scores of rank1 are multiplied by 1 , the scores of

rank2 by 2 and so on. And the sum of all the ranks for the given companies is
summed up to get the total scores.
As Parle has got the minimum total, therefore it can be infer that consumers prefer
Parle most when it comes to taste followed by Britannia and then ITC. Priyagold
is least preferred by the consumers.
4.5 Preference according to price

Table 3.7.1
Rank Parle Britannia ITC Priyagold
rank1 42 16 11 31
rank2 29 20 15 36
rank3 17 33 27 23
rank4 12 31 47 10

Chart 3.7.1

INTERPRETATION:- Here Parle is the prime choice of consumers when price

is given preference followed by Priyagold and then Britannia. ITC is least
preferred by consumers in the case of price.
4.6 Preference according to brand image

Table 3.8.1
Rank Parle Britannia Itc Priyagold
rank1 28 39 19 14
rank2 32 36 21 11
rank3 23 19 31 27
rank4 17 6 29 48

Chart 3.8.1

INTERPRETATION:- As Britannia has got the minimum total, therefore it is

preferred most by the consumers followed by Parle and then ITC. Priyagold is
least preferred by the consumers in case of brand image.
 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. Golden Arch and Nimkin, newly launched products, have very less
availability.
3. Breakage problem in the Family packs of glucose biscuits 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 Priyagold and ITC 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- glucose) is most favored brand
and is sold most. Parle biscuits are the retailers and consumers prime
choice.
7. Very little range of Parle biscuits were visible in organized retail outlets.
8. Musst bites is not accepted by the general masses due to its dissatisfying
taste.
9. Lack of marketing efforts for the promotion of new products like Golden
Arch, Nimkin.
10. Britania is emerging as major Competitor in the organized retail outlets.
 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 Glucose biscuits (1/2 and 1 kilogram packs) must
be improved for its better sales. The company should come up with double
packaging as people refuse to buy family pack biscuits with loose
packaging.
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.
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.
 CONCLUSION

After conducting the survey on 410 unorganized retailers, 30 organized retailers

and 100 customers, the researchers found that there is a bigger market for biscuits
and hard boiled candy in unorganized retail stores if proper supply of goods
without breakage is there.

It was also concluded that Parle is the first preference of both the customers and
retailers (Organized and unorganized both) because of its price and brand image.

Brand Parle G dominates the volume-dominated biscuit market. Even in today’s

times when multinationals are beefing up their operations and trying to change the
dynamics of the market, Parle G’s numero uno position is unchallenged. Its
competitors have roped in superstars like King Khan and Sachin Tendulkar, but
Parle G has only gone from strength to strength. Brand Parle G is iconic and has
evolved over the years. Trust, relevance, affordability are its hallmarks, which
have withstood pressures from the hyper-competitive marketplace.

The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice,
Hide & Seek and confectionery brands, such as, Melody, Poppins, Mangobite
enjoy a strong imagery and appeal amongst consumers across the world. Which
has resulted into Parle-G being the “world’s largest selling biscuit".

The Parle name symbolizes quality, health and great taste. Constantly innovating
and catering to new tastes PARLE-G has built its reputation. This can be seen
from the success of its new brands such as Mazelo, Imli Bite 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.
After conducting the survey on 410 unorganized retailers, 30 organized
retailers and 100 customers, the researchers found that there is a bigger market for
biscuits and hard boiled candy in unorganized retail stores if proper supply of
goods without breakage is there.
 I want to conclude my project by saying that marketing strategy is 4ps such
as product, promotion, price and place. These are all important aspects of
marketing strategy. Without these aspects marketing is not possible. Marketing
strategy is all about marketing a product. In these marketing mix sellers, retailers,
buyers, and wholesalers play an important role. There is lot of scope in marketing
strategy. Parle company had made huge profit by marketing there products in India
and in foreign countries. It was concluded that Parle is the first preference of both
the customers and retailers (Organized and unorganized both) because of its price
and brand image.
The Parle Biscuit brands, suchas, Parle-G,Monaco, Krackjack, Marie
Choice, Hide and Seek enjoya strong imagery and appeal amongst consumers
across the world. Which has resulted into Parle-G being the world‟ s largest
selling biscuit". The Parle name symbolizes quality, health and great taste.
Constantly innovating and catering to new tastes PARLE-Ghas built its reputation.
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 .Parle Company should take into consideration the opportunities and threats
as discussed above. This will help the company to maintain its brand image for
longtime. Parle Agro is a leading Indian Food and Beverage Company, the only
Indian transnational gaint with the past experience of having successfully launched
leading soft drinks like Frooti, Appy, and Bailley´. Toady its brand portfolio
consists of No.1 brands like frooti along with Appy, and Bailley.
 It was also concluded that Parle is the first preference of both the customers
and retailers (Organized and unorganized both) because of its price and
brand image.

 Brand Parle G dominates the volume-dominated biscuit market.

 Even in today’s times when multinationals are beefing up their operations

and trying to change the dynamics of the market, Parle G’s numero uno
position is unchallenged.

 Its competitors have roped in superstars like King Khan and Sachin
Tendulkar, but Parle G has only gone from strength to strength.

 Brand Parle G is iconic and has evolved over the years.

 Trust, relevance, affordability are its hallmarks, which have withstood

pressures from the hyper-competitive marketplace.

 The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie
Choice, Hide & Seek and confectionery brands, such as, Melody, Poppins,
Mangobite enjoy a strong imagery and appeal amongst consumers across
the world. Which has resulted into Parle-G being the “world’s largest
selling biscuit".

 The Parle name symbolizes quality, health and great taste. Constantly
innovating and catering to new tastes PARLE-G has built its reputation.
This can be seen from the success of its new brands such as Mazelo, Imli
Bite 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.
 BIBLIOGRAPHY

I. KOTHARI .C.R.
Research Methodology, New Delhi
Vikas publishing House Pvt. Ltd.

II. KOTLER PHILIP & KELLER KEVIN LANE ,Marketing

Management ,Practice Hall ,New Delhi

III. WEBSITES:

Google search: (www.google.com)

wikipedia search: (www.wikipedia.com)

www.parleproducts.com
 QUESTIONNAIRE
Retailer Survey:
Locality :        
Name of Outlet :
Address :
Contact No. :        
Parle Detail :        
Frequency : Weekly / Fortnightly      
Brand Representation :       YOUR OWN INNOVATION 
  Y/N   Y/N
Parle-G   GolGappa    
Krackjack   Classic Mint    
Monaco   Lite Mint    
Monaco Funion   Kismi    
Hide&Seek   Orange Candy    
Milano   Mango Bite    
Orange Kream Round /Rectangle Melody    
Mango Kream Round /Rectangle Poppins    
Elachi Kream Round /Rectangle Eclairs- 50 p    
Pineapple Round /Rectangle Melody Softe- 1Rs.    
Chocolate Kream Round /Rectangle Kismi Bar    
Golden Arch   Chox    
Nimkin   Kacha Mango    
Marie   Mazelo    
Milk Shakti   Imli Bite    
Bourbon   Kismi Gold    
20-20 Butter   Musst Bite    
20-20 Cashew   Parler Sales    
Competitor Information:        
Direct Covrage : ITC: Britania : PriyaGold:
Frequency : ITC: Britania PriyaGold:
No. of Brand available ITC: Britania PriyaGold:
Sales per Month : ITC: Britania PriyaGold::        
Which Category of Biscuits Sales More ( Give Ranking )        
Glucose Cream Cookies Salty Sweet & Salty Marie
 CONSUMER SURVEY:
NAME:-
AGE:-
PHONE NO.:-
 1) How many members are there in your family?
2) Who initiates the shopping of groceries in your family?
a) Male members b) Female member c)children/teenager

3) From where do you prefer to buy biscuits?

a) Kirana store
b) Organized retail market (Like Reliance fresh, spencers, Big Baazar, etc.)

5)Which biscuits do you prefer?

a)glucose  b)salty  c)sweet and salty  d)Creams  e)cookies

6)What type of confectionary do you like the most?

a)hard boiled candy  b)eclairs  c)mint  d)bubble gum  e)bars

8)Which brand do you prefer most?

a)PARLE  b)BRITANNIA  c)PRIYAGOLD  d)ITC Sunfeast e) Other

10) Rank the factors in order of preference when buying a biscuit??

Taste Price Brand image

11)Rank the following out of 5 in respect to the given factors

FACTORS PARLE ITC BRITANNIA PRIYAGOLD
Taste
Price
Brand image