Parle G Marketing Project

“A Comparative Study on sales of Parle products at Gangavathi In Organized
and Unorganized retail sectors”
T.M.A.ES BBM COLLEGE

ILAHI COLONY, PRASHANTH NAGAR
GANGAVATHI –583227
CERTIFICATE
I hereby certify that the project work entitled
“ A comparative study on sales promotion of PARLE products at
Gangavati in organized and unorganized retail sectors” has been prepared
by Mr. RAGHAVENDRA ARIKERI, BBM IVth sem under the
guidance of Mr. M.D.YUNUS Management lecturer in BBM Gangavathi.
Place : Gangavathi
Date:
PRINCIPAL
T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

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CERTIFICATE
I heartlby certify that the project work entitled

“ A Comparative study on sales promotion of PARLE products at
Gangavathi in organized and unorganized retail sectors” has been
prepared by Mr. RAGHAVENDRA ARIKERI BBM IVth SEM under
the guidance in partial fulfillment of award of degree “Bachelor of
business Management” from T.M.A.E.S. BBM college Gangavathi.
I am satisfied with the authenticity of his observations noted in

this report, his work was found to be quite satisfactory.
Place : Gangavathi
Date:
PRINCIPAL
63
DECLARATION
The project work in “A comparative study in sales promotion of

PARLE products at Gangavathi in organized and un organized retail
sectors” is submitted by me in partial fulfillment of the requirement for
the award of degree “BACHELOR OF BUSINESS MANAGEMENT” is
original and it has not formed the basis for the award of any degree or
Diploma elsewhere.
Place: Gangavathi
Date:
RAGHAVENDRA ARIKERI
63
ACKNOWLEDGEMENT
The completion of this study makes me to retail with graduate

several persons, who have extended their co-operation in on way or other
way in this venture.
I am extremely indebted to Prof. S.K.SOMANAGOUDA Principal
of T.M.A.E.S BBM College Gangavathi, for encouraging me to
undertake the work.
I am extremely thankful to my project Guide Mr. M.D.YUNUS
Lecturer of management in BBM, for the great interest he has shown with
his in valuable guidance and encouragement throughout the progress of
my project work.
I also express my sincere thanks to Mr. SHRINIVAS, PARLE,
PROPRIETOR, for guiding me to complete the project work.
I also thanks my parents, family members and friends without
whose motivation and support, this project would have not been
completed.
RAGHAVENDRA ARIKERI
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Contents
Chapter-I
 Introduction of the study
 Objectives of the study
 Scope of the study
 Research of the methodology
 Limitations of Study
Chapter-II
 Industry profile
 Company profile
Chapter-III
 Parle-G evolution
 Awards model section
 Product biscuits
 And sampling
Chapter-IV
 Analysis & interpretation
Chapter-V
 Findings
 Suggestions
 Conclusion

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ANNEXURE
 Questionnaires
 Bibliography
Introduction
Objective of the study
Scope of the study
Research of methodology
Limitation of the study

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INTRODUCTION
In marketing planning, we use the marketing information to assess
the situation. Specific marketing targets are to be selected in the form of
market segments. A successful marketing strategy must have a marketing
mix as well as a target market for which the marketing mix is prepared.
The combination of the various marketing methods is known as marketing
mix. In other words, marketing mix is revolved around 4 P’s. They are
Product, Price, Promotion and Physical distribution.
Product is the thing possessing utility. It has four components, i.e.,

Product range, service after sale, brand and package. The product
manufacturing evolves product mix.
Price is the valuation placed upon the product by the offered. It

covers discounts, allowances and terms of credit.
Promotion is the persuasive communication about the product by

the offered to the prospect. It covers advertising, personal selling, sales,
promotion, publicity; largely it deals with non-price competition.

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Physical distribution is the delivery of product and it includes

channels of distribution, transportation. It is required for making available
the goods from the point or production to the point or distribution.
Theme of the Project:

Launching of product in the market does not mean that all the
customers will accept the product, because habit, taste preference, attitude
towards the product, consumption Pattern and Standard of living differ
from person to person and from place to place.
Thus, the concept of marketing has been taking a gradual change from
production concept to product concept to selling concept to marketing
concept to social concept.
In today’s world marketing concept is adopted all over the world,

where in the customer is king of the market. Who make decision as to
which product is to be produced and consumed? In order to stay
competitive in the market the marketer should have effective marketing
strategy and marketing mix.
Objectives of the Study

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 To find out the most preferred and fast moving Parle

product’s both in Organized and Unorganized sectors (Biscuits and
Chocolates).
 To know the performance of Parle product’s in Organized
and Unorganized sector.
 To know the factors influencing the sales of Parle products.
 To know the retailer’s view of introduction of new Parle
products every 3 months.
Research Methodology:
 Primary data - Field Survey
 Secondary Data - Reports from related websites.
Company reports.
 Area of research - Gangavathi city
 Research Approach - Survey Method
 Research Instrument - Questionnaire.
 Sample Unit - Retail stores and Super markets
 Sampling Method - Stratified Random Sampling
 Sample Size - 100 units (70 Retail stores and 30
Super markets).
Limitations of the study:

 The study is limited to 100 consumers only because of
the time limit.

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 The study is restricted to Gangavathi city only.

 The information obtained from the dealers and
consumers are based on questionnaire and face-to-face
interviews the responses are therefore not variable as
there are their own opinions and possibility of change in
their opinions on other occasions.
 The accuracy of the case study is limited.
 Consumers’ unawareness towards other brands has
posed limitations to the study.
Industry profile

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Company profile
Industry Profile
Biscuits Industry
India Biscuits Industry is the largest among all the food industries and has
a turn over of around Rs.3000 crores. India is known to be the second
largest manufacturer of biscuits, the first being USA. It is classified under
two sectors: organized and unorganized. Bread and biscuits are the major
part of the bakery industry and covers around 80 percent of the total
bakery products in India. Biscuits stands at a higher value and production
level than bread. This belongs to the unorganized sector of the bakery
Industry and covers over 70% of the total production.
India Biscuits Industry came into limelight and started

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gaining a sound status in the bakery industry in the later part of 20th
century when the urbanized society called for ready made food products
at a tenable cost. Biscuits were assumed as sick-man's diet in earlier days.
Now, it has become one of the most loved fast food product for every age
group. Biscuits are easy to carry, tasty to eat, cholesterol free and
reasonable at cost. States that have the larger intake of biscuits are
Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar
Pradesh. Maharashtra and West Bengal, the most industrially developed
states, hold the maximum amount of consumption of biscuits. Even, the
rural sector consumes around 55 percent of the biscuits in the bakery
products. The total production of bakery products have risen from 5.19
lakh tones in 1975 to 18.95 lakh tones in 1990. The production capacity
of wafer biscuits is 60 MT and the cost is Rs.56, 78,400 with a motive
power of 25 K.W.
the Federation of Biscuit Manufacturers of India (FBMI) has confirmed a
bright future of India Biscuits Industry. According to FBMI, a steady
growth of 15 percent per annum in the next 10 years will be achieved by
the biscuit industry of India. Besides, the export of biscuits will also
surpass the target and hit the global market successfully.
1. Segments: The organized and unorganized sector of the biscuit

industry is in the proportion of 55%:45% ratio.
2. Exports: of Biscuit is estimated to around 10% of the annual
production during the year 2006-07.
3. Imports: of biscuits into India has not shown any significant
growth during the last two years and has not affected
production/sales by the Indian Biscuit industry.

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4. Marketing: Wholesale and Retail marketing in the Biscuit

industry is carried out with a network of C & F Agencies (for
States and/specific Districts) Dealers / Wholesalers and Retail
shops.
5. Biscuit Industry: especially the Small & Medium Sector,
consisting of around 150 units(besides three Large Industries), are
facing erosion in their profitability and competitive capability, due
to imposition of Value Added Tax (VAT) by the State
Governments @ 12.5% on Biscuits, compared to VAT oat 4%
levied on other similar food products.
6. Taxation: On behalf of the industry, IBMA has been pursing the
issue with the Chief Ministers/Finance Ministers of all States and
also with the Chairman of the Empowered Committee on
VAT, seeking reduction in the rate of VAT on biscuit to 4%.
IBMA estimates annual growth in the range of 15% to 20% during
the next five years, in the event of reduction in the rate of VAT on
Biscuits to 4%.
7. Per capita consumption: of Biscuits in the country is only 1.8
kg, as compared to 2.5 kg to 5.5 kg in South eastern countries and
European countries & USA respectively.
8. . Main Categories: of Biscuits are broadly as under: Glucose,
Marie. Sweet, Salty. Cream, & Milk.
9. Popular Brands: of Biscuits in the country are, Britannia, Parle,
Priyagold, Anmol, Biskfarm, Dukes, Cremica, Priya, Veeramani,
Bonn, Bhagwati, Raja, Champion,Sobisco,Madhabi, Nezone,
Windsor, Cookieman, Sufeast, Ankit, Shangrila, Nalanda, etc

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"What is the Biscuit Manufacturing industry comprised"

The market segmentation chapter of the market report breaks down the
makeup of Biscuit Manufacturing industry from different angles
showing the major market segments, including:
 The Products and Service Segmentation section highlights the top

Industry products and services by industry share, demonstrating their
influence over total industry revenue, as well as providing market
share on all the niche businesses that operate within this industry.
The Major Market Segments section details the industry share of key
customer (or downstream industries) and/or groups as well as giving an
indication as to which of these are the most important to the industry.
 The Industry Concentration section provides an indicator of

market power by showing the industry share of the top four industry
major players. The degree of monopolization or fragmentation of an
industry.
 Finally, The Geographic Concentration section is sorted by "state"
(Victoria, New South Wales, Queensland, South Australia, Western
Australia, Northern Territory, Australian Capital Territory and
Tasmania) and illustrates where the majority of enterprises are located,
while profiling major establishments and concentrations.
MARKET CHARACTERISTICS
"What's the Biscuit Manufacturing market like"

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This chapter of the report explains the behavior and attributes of "The
Market", or customer base for the Biscuit Manufacturing industry. It
provides data trends, market statistics, and industry analysis for:
 Market Size explains the size of the domestic market, as well as

the size of the export market.
 Linkages list the industry's major supplier and major customer
industries.
 Demand Determinants are key factors which are likely to cause
demand to rise or fall.
 Domestic and International Markets defines the market size for
the products and services of the industry. This section provides industry
information on the size of the domestic market and the proportion
accounted for by imports and exports and trends in the levels of imports
and exports.
 Basis of Competition outlines how competitors differentiate
themselves within the industry as well as highlighting competition from
external substitute products from alternative industries.
INDUSTRY CONDITIONS
"What's happening in Biscuit Manufacturing Industry?"

This chapter of the report explains the general operating environment of
the Biscuit Manufacturing, and includes the following industry research:
 The Barriers to Entry section outlines factors that can prevent a

start-up from entering the industry, and also gives an indication of the
extent to which this occurs.

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 The Taxation section details all kinds of taxation that are specific,
or particularly important to this industry, including taxation
concessions.
 The Industry Assistance section refers to any government or other
measures designed to improve the performance of this industry. The
indicator trends of this assistance are noted.
 The Regulation and Deregulation section has industry information
regarding regulation and/or deregulation to this industry.
 The Cost Structure section details a table together with analysis of
the average major costs for a company operating in this industry as a
percentage of total revenue. (eg; rent, materials, depreciation, purchases,
wages, utilities, advertising, interest). Industry profits for the average
company in the industry are also shown.
 Capital and Labor Intensity section provides a guide to the
amount of capital used in production/providing a service compared to the
amount of labor in the total mix of inputs.
 The Technology and Systems section acknowledges the latest
technology and/or systems available to this industry within the country.
Technology refers to machinery and equipment and systems refers to
methods of production that enable better and more efficient production.
 The Industry Volatility section refers to the frequency and
magnitude of year on year fluctuations which occur in industry output or
revenue.
 The Globalization section gives an indication to the extent to
which the industry size is global based. Based on factors such as the
level of foreign ownership, the proportion of demand accounted for by

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foreign operators and the volume of production conducted in other

countries.
KEY FACTORS
" What's most important to the Biscuit Manufacturing Industry"

This chapter of the report identifies what drives change and ensures
success for a business within a dynamic market.
 The Key Sensitivities section identifies the external drivers of

change. These are the key factors that are outside the control of an
operator in the industry, but are likely to have significant impact on a
business.
 The Key Success Factors section details the factors within the
control of an industry operator and which should be followed in order to
be successful in the industry.
KEY COMPETITORS
"Who are the industry major players in the Biscuit Manufacturing

Industry?"
This chapter of the industry report profiles the major players who
operate within this industry. Generally the top 5 companies are profiled
(including public and private businesses). Market share is included

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whenever possible, as well as financial data. Competitive analysis of

each player provides a solid understanding of strategic position, and
market share.
INDUSTRY PERFORMANCE
"How has Biscuit manufacturing industry been performing?"
This chapter of the report features up-to-date, high level industry

analysis, based upon the statistics trends present in all previous chapters.
It is divided into 2 parts; Historic Performance, and Current
Performance.
 The Current Performance section provides research analysis on

performance trends over the most recent five years, with key indicators
discussed. For example, financial trends, product trends, production
volume, external events and internal trends that cause change.
 The Historical Performance section of the market report details
previously important events in the development of the industry.
 This industry research provides the foundation upon which the
forecast trend in the outlook chapter may be viewed, and better
understood.
INDUSTRY OUT LOOK
" Where is Biscuit manufacturing industry headed?"

Home of our 5 year industry forecast, the final chapter of our industry
report contains industry analysis over the next five years. Drawing on

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supporting evidence introduced throughout the industry report, our

market outlook encompasses market trends for those factors internal and
external to the industry, and may forecast trends for the following:
Industry trends, Market trends, Company trends, Product trends, Supply
trends, Services trends, Statistics trends, Data trends, Performance
trends, Growth trends, Size trends, Financial trends, Cost trends, and any
other major industry indicators where appropriate.
Company Profile
Introduction
A long time ago, when the British ruled India, a small factory was
set up in the suburbs of Mumbai city, to manufacture sweets and toffees.
The year was 1929 and the market was dominated by famous
international brands that were imported freely. Despite the odds and
unequal competition, this company called Parle Products, survived and
succeeded, by adhering to high quality and improvising from time to
time.
A decade later, in 1939, Parle Products began manufacturing
biscuits, in addition to sweets and toffees. 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.
How Parle fought to make biscuits affordable to all.
Biscuits were very much a luxury food in India, when Parle began
production in 1939. Apart from Glucose and Monaco biscuits, Parle did

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offer a wide variety of brands. However, during the Second World War,
all domestic biscuit production was diverted to assist the Indian soldiers
in India and the Far East. Apart from this, the shortage of wheat in those
days, made Parle decide to concentrate on the more popular brands, so
that people could enjoy the price benefits.
Thankfully today, there's no dearth of ingredients and the demand
for more premium brands is on the rise. That's why, we now have a wide
range of biscuits and mouthwatering confectionaries to offer.
The strength of the Parle Brand
Over the years, Parle has grown to become a multi-million US Dollar
company. Many of the Parle products - biscuits or confectionaries, are
market leaders in their category and have won acclaim at the Monde
Selection, since 1971.
Today, Parle enjoys a 40% share of the total biscuit market and a 15%
share of the total confectionary market, in India. The Parle Biscuit brands,
such as, Parle-G, Monaco and Krackjack and confectionery brands, such
as, Melody, Popping, Mango bite and Kismi, enjoy a strong imagery and
appeal amongst consumers.
Be it a big city or a remote village of India, the Parle name symbolizes
quality, health and great taste! And yet, we know that this reputation has
been built, by constantly innovating and catering to new tastes. This can
be seen by the success of new brands, such as, Hide & Seek, or the single
twist wrapping of Mango bite.
In this way, by concentrating on consumer tastes and preferences and
emphasizing Research & Development, the Parle brand grows from
strength to strength

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The Quality Commitment

Parle Products has one factory at Mumbai that manufactures biscuits &
confectioneries while another factory at Bahadurgarh, in Haryana
manufactures biscuits. Apart from this, Parle has manufacturing facilities
at Neemrana, in Rajasthan and at Bangalore in Karnataka. The factories
at Bahadurgarh and Neemrana are the largest such manufacturing facilites
in India. Parle Products also has 14 manufacturing units for biscuits & 5
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 Marketing Strength
The extensive distribution network, built over the years, is a major
strength for Parle Products. Parle biscuits & sweets are available to
consumers, even in the most remote places and in the smallest of villages
with a population of just 500.
Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets
directly or indirectly. A two hundred strong dedicated field force services
these wholesalers &
retailers. Additionally, there are 31 depots and C&F agents supplying
goods to the wide distribution network.
The Parle marketing philosophy emphasizes catering to the masses. We
constantly endeavor at designing products that provide nutrition & fun to

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the common man. Most Parle offerings are in the low & mid-range price
segments. This is based on our cultivated understanding of the Indian
consumer psyche. The value-for-money positioning helps generate large
sales volumes for the products.
However, Parle Products also manufactures a variety of premium
products for the up-market, urban consumers. And in this way, caters a
range of products to a variety of consumers.
The Customer Confidence

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 & sweets.
Today, the Parle brands have found their way into the hearts and homes
of people all over India & abroad. Parle Biscuits and confectioneries,
continue to spread happiness & joy among people of all ages.
The consumer is the focus of all activities at Parle. Maximizing value to
consumers and forging enduring customer relationships are the core
endeavours at Parle.
Our efforts are driven towards maximizing customer satisfaction and this
is in synergy with our quality pledge. "Parle Products Limited will strive
to provide consistently nutritious & quality food products to meet
consumers' satisfaction by using quality materials and by adopting
appropriate processes. To facilitate the above we will strive to
continuously train our employees and to provide them an open and
participative environment."

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 Parle-G the evolution

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 Awards-Model section
 Product biscuits
 And sampling
PARLE - G THE EVOLUTION

Parle-G has been a strong household name across India. The great taste,
high nutrition, and the international quality, makes Parle-G a winner. No
wonder, it's the undisputed leader in the biscuit category for decades.
Parle-G is consumed by people of all ages, from the rich to the poor,
living in cities & in villages. While some have it for breakfast, for others
it is a complete wholesome meal. For some it's the best accompaniment
for chai, while for some it's a way of getting charged whenever they are
low on energy. Because of this, Parle-G is the world's largest selling
brand of biscuits.
Launched in the year 1939, it was one of the first brands of Parle
Products. It was called Parle Gluco Biscuits mainly to cue that it was a
glucose biscuit. It was manufactured at the Mumbai factory, Vile Parle
and sold in units of half and quarter pound packs.
The incredible demand led Parle to introduce the brand in special
branded packs and in larger festive tin packs. By the year 1949, Parle
Gluco biscuits were available not just in Mumbai but also across the
state. It was also sold in parts of North India. By the early 50s, over 150
tonnes of biscuits were produced in the Mumbai factory. Looking at the
success of Parle-G, a lot of other me-too brands were introduced in the
market. And these brands had names that were similar to Parle.Gluco
Biscuits so that if not by anything else, the consumer would err in picking

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the brand. This forced Parle to change the name from Parle Gluco
Biscuits to Parle-G. Originally packed in the wax paper pack, today it is
available in a contemporary, premium BOPP pack with attractive side
fins. The new airtight pack helps to keep the biscuits fresh and tastier for
a longer period. Parle-G was the only biscuit brand that was always in
short supply. It was heading towards becoming an all-time great brand of

biscuit. Parle-G started being advertised in the 80's. It was advertised
mainly through press ads. The communication spoke about the basic
benefits of energy and nutrition. In 1989, Parle-G released its Dadaji
commercial, which went on to become one of the most popular
commercials for Parle-G. The commercial was run for a period of 6
years.
Parle-G grew bigger by the minute. Be it the packs sold, the areas
covered or the number of consumers. It became a part of the daily lives of
many Indians. It wasn't a biscuit any more. It had become an icon. The
next level of communication associated the brand with the positive values
of life like honesty, sharing and caring.
In the year 1997, Parle-G sponsored the tele-serial of the Indian
superhero, Shaktimaan that went on to become a huge success. The
personality of the superhero matched the overall superb benefits of the
brand. Parle extended this association with Shaktimaan and gave away a
lot of merchandise of Shaktimaan, which was supported by POS and
press communication. The children just could not get enough of Parle-G
and Shaktimaan.

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In the year 2002, it was decided to bring the brand closer to the child who
is a major consumer. A national level promo - `Parle-G Mera Sapna Sach
Hoga' was run
for a period of 6 months. The promo was all about fulfilling the dreams of
children. There were over 5 lakh responses and of that, over 300 dreams
were fulfilled. Dreams that were fulfilled ranged from trips to
Disneyland at Paris & Singapore; meeting their favorite film star
Hrithik Roshan; free ride on a chartered plane; 20 scholarships worth Rs
50,000; a special cricket coaching camp with the Australian cricketer -
Ricky Ponting; etc.
The year 2002 will go down as a special year in Parle-G's
advertising history. A year that saw the birth of G-Man - a new
ambassador for Parle-G. Not just a hero but also a super-hero that saves
the entire world, especially children from all the evil forces. A campaign
that is not just new to the audiences but one that involves a completely
new way of execution that is loved by children all over the world -
Animation. A TV commercial that showed G-Man saving the children
from the evil force called Terrolene launched this campaign. It was also
supported by print medium through posters and streamers put up at the
retail outlets. G-Man, a new superhero of Parle-G has the potential of
making it big. And will be supported by a campaign that will see many a
new creative in the future so as to keep the children excited and generate
pride in being a consumer of Parle-G.
To make the brand much more interesting and exciting with children, it
was decided to launch a premium version of Parle-G called Parle-G
Magix in the year 2002. Parle-G Magix is available in two exciting tastes
- ‘Choco’ and ‘Cashew’. The year 2002 also witnessed the launch

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of Parle-G Milk Shakti, which has the nourishing combination of milk

and honey, especially launched for the southern market.
Parle-G continues to climb the stairs of success. Take a look at the
global market where it is being exported. First came the Middle East
then USA followed by Africa and then Australia. An Indian brand, that's
exported to almost all parts of the world. After all that's what you
would
expect from the Parle-G World's Largest Selling Biscuit.
Import-Export
The immense popularity of Parle products in India was always a
challenge to our production capacity. Now, using more modern
techniques for capacity expansion, we have begun spreading our wings
and are going global. Parle biscuits and confectionaries are fast gaining
acceptance in international markets, such as, Abu Dhabi, Africa, Dubai,
South America and Sri Lanka. Even the more sophisticated markets like
USA & Australia, now relish Parle products.
As part of the efforts towards a larger share of the global market, Parle
has initiated the process of getting ISO 9000 certification. Many Parle
Products have also won Gold, silver and bronze medals at the Monde
Selection.Parle products aims to use IT to manage escalating advertising
budgets Parle Products is deploying an online advertising solution from
Mediaware InfoTech, to help get a grip on its media and advertising
budget.Advertising media budgets escalate every year. There's a huge
amount of paper-work involved in approving estimates and bills. All this
was compounded by the lack of timely information retrieval, ultimately
affecting decision making with problems like tracking of consumption
related to budgets.

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Awards - Model Selection
Year Products Rank
2004 (Brussels) Gluco Gold
Monaco Gold
Krackjack Gold
Supermilk Grand Gold
Cheeslings Gold
2005(Brussels) Gluco Gold
Monaco Gold
Krackjack Gold
Cheeslings Gold
Sixer Gold
Jeffs Silver
2006 (Brussels) Gluco Gold
Krackjack Gold
Monaco Gold
Sixer Gold
Jeffs Gold
Cheeslings Gold
2007 (Brussels) Parle-G Gold
Krackjack Gold
Monaco Gold & International High Quality
Hide & Seek Trophy
2008 (Brussels) Parle-G Gold
Krackjack Gold
Monaco Gold
Hide & Seek Silver
2009 (Brussels) Smoothies Grand Gold Medal
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Krackjack Gold Medal
Marie Choice Gold Medal
Parle -G Magix Gold Medal
Products biscuits
DIFFERENT VARITHES OF BISCUTS OF PARLE-G
Krackjack
A little sweet - A little salty… That's what makes Krackjack very, very
delicious! This delightful biscuit is acclaimed in India and across the
world for its controversial sweet and salty taste. Krackjack has won 11
Gold, 3 Silver and 1 Bronze award at the
'Monde Selection'. You can
Enjoy Krackjack any time plain or with a

host of beverages like tea, coffee or
milkshakes.
Monaco
Trains running late? Lost a bet? Didn't

win the lottery? Do not get tensed. Sure,
on the highway of life there might be the
odd puncture or two. Tension Kyon
leneka? Monaco Khaneka! You see, these
biscuits are so light and crispy, they lift
your spirits. And puts you just in the right
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frame to battle the odd irritants life throws up. And you can also top
Monaco with your own imagination.
Marie Choice
More and more people are now discovering

the pleasures of a cup of hot steaming tea.
Or so it seems. In reality they are actually
using (misusing) tea as a ready excuse to
indulge in another packet of Parle Marie
Choice. Whatever the reason, Parle Marie Choice has fast become a
preferred teatime accompaniment. Find out for yourself over a cup of tea.
After all, chai toh hai bahana.
Hide & Seek

Let your taste buds indulge in the
sinful pleasure of a delightful game.
Seek out the chocolate chips that
aren't really hidden. And relish a
delectable experience
called Hide-&-seek - tasty itna, ki
dil aajayee. As you crunch into it,
these chips melt in your mouth. Try as you might, you just can't hide
from the sheer delight of munching a mouthful.

63
Orange
We promise to tickle your senses.Parle Orange will elevate your
expectations from an orange for ever. The tangy orange cream trapped.
Between two rectangular biscuits is the perfect snack for any
occasion.Age being no bar.
Mango
Who needs summer for mangoes.At
Parle we give you the very best of it
to anytime.So go on and enjoy the
Parle Mango cream biscuit all year
round.As we said,who needs summer.
Pineapple
A treat to all pineapple lovers.The Parle Pineapple flavoured cream
biscuits are the perfect tropical treat for all those who appreciate the
sweet and sour taste of the pineapple.
Elaichi
Enriched with the goodness of elachi,this cream biscuit will indulge your
taste buds.The natural tasting cream will ensure you a treat you won't
forget.
Digestive Marie

63
Digestive Marie will change the way you enjoy your daily dipping and
sipping routine.
Making it more enjoyable and much healthier. With 5 times more fibre
than the regular Marie, you can actually see the fibre in the biscuits. And
with lower fat and calories than other so-called digestive biscuits,
Digestive Marie helps you stay Active-Lite all day. That's why we have a
saying that goes like - Yahi Marie, Sahi Marie".
Parle-G
There are always some kids who seem smarter

than the rest. Ever wonder how they got to be
that way? If you had to think real hard for the
answer, then probably you've never eaten
Parle-G. Parle-G is the new generation's
official power supply. Providing kids with the vital vitamins and minerals
necessary for all round mental and physical development.
Apart from being the world's largest selling biscuit, Parle - G is the
winner of 8 Gold and 11 Silver awards at the Monde Selection Awards –
the global standard for quality in Food category.
Chocolates
Kismi Bar
The'Maha'TastyBar,that'sthebest
description for the Kismi Bar. A delicious

63
elaichi (cardamom) toffee bar. The Kismi Bar is a favourite for it's great
taste and huge size. In fact, the sales of Kismi Bar, complement its size -
it is one of the largest selling toffee bars in India.
Melody
A double symphony of chocolate on the

inside and caramel on the outside. That's
Melody, India's first double-layered toffee.
So delicious in taste that it
Makes your taste buds sing. With a unique single-twist wrapper, Melody
hits the right note internationally too. It's been acclaimed at the Monde
Selection, where it has won gold and a bronze award.
Orange Candy
Orange Candy was the first product to

be launched from the House of Parle.
For over 50 years, this oval shaped
delight has been extremely popular in
India. Although deceptively simple in
appearance, the zingy, orange taste is a sheer delight to the taste
buds. It’s a tangy treat that has a universal appeal!
Poppins
What does a rainbow taste like? The answer,

my friends, is now available at a store near

63
you. Yes, open a pack of Poppins, and pop a goli rainbowwalli into your
mouth. Can you taste the green apple? And what about the
orangey orange? Or red strawberry and yellow mango? Try the lime
green lemon now. Don't forget the violet black currant? Now repeat till
you can tell the colours with your tongue.
Kachcha Mango Bite
Life is not easy if you're hooked to the

electrifying taste of green mango. Carry a
raw mango in your pocket, and you'll get
weird looks from people. Try putting a
whole one in your mouth, and you'll lose a
few friends, not to mention a few teeth. Put
a few in your bag, and you'll get a sore shoulder. Unless you switch to the
convenience of Kachcha Mangobite. Now enjoy the zingy, zany, tingly,
tangy taste of Kachcha Aam anytime, anywhere with Kachcha
Mangobite. It's a real smooth transparent candy, made using the latest
'deposited candy technology' so that the taste keeps you entertained right
till the very end.

63
New Products
Price:-Rs 25
Price:-Rs 25

63
Price:-Rs 5
Comparative Study
Article (Business Line)
Purvita Chatterjee
FOR a change, the Mumbai-based makers of the largest selling

brand of glucose biscuits, Parle Products, want to be in the limelight. The
reason being that for the first time, the low-profile company wants to
fulfill its consumer’s dreams through its Parle-G My Dream Come True
contest - its biggest promotion till date.
Setting aside a budget of almost Rs 2.5 crore for this contest alone,
more than enforcing sales, the Parle-G brand is reinforcing its leadership
position in the biscuit market while giving contestants a chance to fulfill
their dreams.
States Pravin Kulkarni, Marketing Manager, Parle Products Pvt.

Ltd, "We want to give children a platform to fulfill their dreams. After
all, dreaming is synonymous with the brand values of Parle-G, which
brings about all-round development to achieve their dreams." The
promotion is the largest of its kind and gives contestants the opportunity

63
to win whatever they dream of in contrast to the traditional promos where

prizes are fixed. This contest has only first prizes and these prizes are
defined as per the child's dream.
Launched in 1939, the more than 50-year-old brand of Parle-G is

India's first glucose biscuit to be introduced from the House of Parle.
With a dominant volume share in the glucose biscuit market, Parle-G is
pegged as the largest-selling biscuit brand in the world, making up almost
80 per cent of Parle Products' turnover of Rs 1,300 crore.
The family-run business operating out of the western suburb of Vile Parle
in Mumbai has always adopted the philosophy of being low key with an
endeavour to give value for money. This biscuit and confectionery major
has in fact not bothered to raise the price of its flagship brand for the past
six years and has always tried to provide its offerings at nearly 33 per
cent discount to competitive brands.
While the high profile Britannia Industries has been busy stretching
its portfolio of brands with more premium offerings, Parle Products has
never felt the need to be wary of competition. It has been enjoying a `far
too' comfortable position in the biscuit market, especially in the largest
segment of glucose, with its Parle-G brand. Today it wants to stay
primarily focussed on its oldest biscuit brands, Parle-G, Monaco and
Krackjack, and is intentionally staying away from the premium end of the
Rs 2.400-crore market.
Considering Parle-G has already topped charts worldwide as revealed by

the US-based Bakery Manufacturers' Association, there seems to be no

63
apparent need for concern. But there is, since Britannia has priced its
offerings on par with Parle,
Especially with respect to the latter's three main brands (Parle-G, Monaco
and Krackjack). Closing the gap in market share is thus an imminent
possibility. While Parle-G may be leading in the glucose category with a
65 per cent volume share, Tiger (Britannia's Glucose brand) is trailing at
23 per cent volume share, as per ORG-MARG. The difference in share
between Monaco and Snax is also substantial but Krackjack and 50:50
are on par both in terms of pricing as well as shares.
Thus Parle is not really expected to sit still. Apart from becoming more
visible and adding value to the imagery of its flagship brand through its
recently launched all-India contest, it continues to look at all brands
within its portfolio either with intentions of adding more SKUs and
variants or even launching new offerings and pruning away some
unfeasible brands. Thus, the focus is on consolidation of its biscuits and
confectionery business in terms of adding more variants and SKUs to its
heritage brands rather than looking into allied areas to get added growth.
Besides, Parle's internal research reveals that the biscuit market has
graduated from the core glucose and Marie offerings to more value-added
variants and that this applies to the rural markets as well. Another finding
revealed that packaging played a crucial role in both biscuits and
confectionery, with regard to the acceptance of any brand.
Meanwhile, riding on properties such as chess championships and

cricket trophies, the Parle-G brand has been sponsoring sports events in
these areas propagating its values of mental and physical health. In the

63
recent past, the brand's positioning has moved to `tasty healthy food' from
nutrition and energy. It has also changed its packaging from the staid wax
paper wrapper to a more plastic and contemporary cover for its glucose
brand. Today Parle is exploring more variants for its flagship brand,
especially popular flavours such as chocolate, with more price points and
SKUs (it already has eight) ranging from its glucose biscuit brand
between Re 1 for 25 gm and Rs 37 for one kg. For the company, it makes
sense to stretch the franchise of its mass brand than that of premium
brands such as Hide & Seek.
The limited volumes gathered from its premium range of Hide & Seek
have made Parle put its variants on hold. States Daphne Nair, Brand
Manager, Parle Products, "There are not many takers at the premium
points, especially for niche variants like mint. We have thus decided to
hold back the flavours of Hide & Seek and limit it to a chocolate cookie."
Launched in 1998, Hide & Seek was Parle's foray into the premium
biscuit market with offerings in chocolate, orange, coffee and mint.
Moving away from its earlier baseline, `Game with taste buds', its new
message is `Best of both worlds'. Today Parle believes in delivering both
taste and health through its chocolate and biscuit offering through Hide &
Seek. Adds B. P. Aggarwal, Managing Director, Surya Foods,
manufacturer of the Priya Gold brand of biscuits, "Hide & Seek has failed
to make an impact. However, its glucose brand of Parle-G continues to
rule the market."
In fact, it is Britannia which is expected to have a greater value share

among biscuits due to its premium offerings and continues to hold a

63
dominant position in the Rs 35-crore, 2,000 tonnes per annum premium

biscuit market while Parle reigns over the popular biscuit market with its
flagship brand, Parle-G. Says Jagdeep Kapoor, Managing Director, and
Samsika Marketing Consultants, "Both the companies rule the biscuit
market. Between them one has a stronghold on the popular market and
the other, on the premium. Once in a while they do tend to move into
each other's territories but on the whole they continue to mutually respect
each other." Comparisons between brands can, however, be drawn
directly between these two biscuit majors. For instance, its sweet and
salty biscuit of Krackjack is comparable to Britannia's 50:50 and comes
as the second largest volume brand in Parle's biscuits portfolio. It is
followed by another of its heritage brands, its salty biscuit, Monaco,
which has stretched to include flavours like cheese, jeera, methi and
onion in the past and can be compared to Britannia's Maska Chaska, a
variant of 50:50, which has also come up with spicy herbal toppings.
Meanwhile, there are certain changes happening within Parle's portfolio.

Its more salty offering of the Nimkin brand of biscuits, which is present
in the East, is preparing for a national roll-out while its cream biscuit
brand (Fun Centre) will add more flavours to the current chocolate,
orange, pineapple and elaichi with more SKUs catering to family packs.
Besides, there will be extensions among its namkeen offerings of
cheeselings, Jeffs and Sixer to include more products to the portfolio.
Within its confectionery portfolio, Parle has pegged its toffee brands such
as Kismi, Lux, Dairy and Mayfair at the 25 paise price point. However, it
expects the 50 paise price point to be more viable. It already has a host of

63
hard-boiled confectionery brands operating in that segment including the

likes of Mango Bite, Tangy and Pick 'n' Pack. This segment is expected
to be a focus area for the company. Explains Nair, "Although the 25 paise
segment is the biggest potential segment, most of the bigger companies
cannot cover their overheads. The 50 paise segment is the most viable
followed by the Re 1 price point."
A new toffee brand of Cafechino has just been launched at Re 1 down

South while it has stretched the franchise of its Mango Bite to a juicy
centre-filled offering at the same price point. Confectionery brands in the
rolls category include another heritage brand, Poppins, which was
relaunched two years ago with new flavours and packaging while
Rol.a.Cola is on the threshold of a similar exercise. However,
confectionery is not really a thrust area for the company now and
contributes only 15 per cent to the turnover, although the business is
nearly as old as its biscuits, having been launched way back in 1929.
While core brands in the glucose and Marie category comprise the bulk
(65 per cent) of the biscuit market, the higher growth rates of 10-12 per
cent seem to be coming from the non-core segments. Explains Nair,
"There is magnified value growth due to the higher margins in the non-
core biscuit category." Pegging growth rate for the core biscuit market
between seven and 10 per cent, the glucose biscuit category in India is
now estimated at Rs 1,500 crore.
There is no dislodging Parle-G in its segment. Industry observers mainly

attribute it to its well-entrenched distribution (the company covers 12-15
lakh outlets across the country) which can beat any new player wanting to

63
make an entry. In any case, the volumes are expected to come from this
segment alone with the others (the non-core segments) such as the salty
and cream biscuits commanding meagre volumes between three and four
per cent of the entire biscuit category, according to the company. The
Marie segment, however, seems to register higher volumes of 12-13 per
cent while the sweet and salty category registers a nine per cent volume
In the market. Considering India is supposed to be the world's second

largest biscuit industry (after China), in the past, several MNCs tried
entering the biscuit segment but failed due to the existence of
unorganized players in the popular segment of the market.
According to the Federation of Biscuit Manufacturers, the per capita

consumption in India is about 1.2 kg per annum, compared to 15 kg per
annum in developed countries. Now there are more players preparing to
set up shop including the likes of United Biscuits and Nestle (which has
increased its stake in Excelsia Foods). But such players will have to
tackle Britannia in the premium market. Competing with Parle Will never
be easy in the popular biscuit market in India, especially now that it has
taken the onus of fulfilling its consumers' dreams.
Sampling:-
 Sample size : 100 Units (70 General retail stores and 30
Super Markets.
 Sampling Method : Stratified random sampling.
 Sample Plan : Personal Interview
 Sample Unit : Retail Stores and Super Markets.

63
Data Collections Methods:-
 Primary data: Field Survey
 Secondary data: Company records.
 Area of research: Gangavathi city
 Research approach : Survey method
Measuring Tool:-
- Questionnaire (Graphs and Charts)
- Analysis done using SPSS 11.0 Version.
63
Analysis &interpretation
Analysis &interpretation
The survey was conducted in fourth quarter of 2009
in Gangavathi market. The data gathered from the sample
users have been analyzed, interpreted and the results
have been explained below:
1. Classification of responds on the basis of age;
Age of
Number of Percentage to
Sl no respondents in
respondents Total (%)
(years)
1 Below 20 18 18%
2 20-30 36 36%
3 30-40 32 32%
4 Above 40 14 14%
Total 100 100%
63
Above 40 Years
4
3 Ye4ars
30-40
3
2 2
1 0-3
2
10 Years
Below 20 Years
20
0 10 30 40
Sources: Field survey

The above table clearly shows that out of 100
respondents, 18 respondents were below 20 years
comprising 18%, there are 36 respondents in the age
group of 20-30 years who comprising 36% of total
respondents similarly 32 respondents who are in the age
group of 30-40 years comprising 32% and remaining 14
respondents are in the age group of above 40 years who
comprising 14% of the total respondents.
2. Classification on the basis of gender
Gender No of Percentage
respondents
Male 60 60%
Female 40 40%
Total 100 100%

63
Out of the 100 respondents 60 respondents
representing 60%are male and remaining 40
responding 40% are female.
3. Classification based on qualification.

Number of Percentag
Sl no Qualification
Respondents e in Total
1 SSLC 16 16%
2 Under 16 16%
3 graduate 56 56%
4 Graduate 12 12%
63
Post
graduate
Total 100 100%

The above table shows that out of 100 respondents
16 respondents education level do comprise 16% 16
respondents comprising 16% are under graduate 56
respondents comprising 56% are graduate & remained 12
respondents who comprising 12% of the total respondents
post graduates.
4. Classification based on occupation.
Sl no Occupatio Number of Percenta

n respondents ge
1 Professio 20 20%
63
n
2 Business 36 36%
3 Employee 36 36%
s
4 Others 8 8%
Total 100 100%

The above table shows that among 100 respondents
20 respondents comprising 20% are professional 36
respondents comprising 36% are business man 36
respondents comprising 36% are employers and the
remaining 8 respondents who comprising 8% to the total
respondents are doing other work such as agriculture etc.
5. Classification based on monthly annual income.

Sl no Income No of Percentage to
respondents total
1 Below 12 12%

63
10000
2 10000- 40 40%
25000
3 25000- 32 32%
50000
4 Above 16 16%
50000
Total 100 100%

The above table shows that among 100 respondents 12
respondents comprising 12% are earning below RS
10000, 40 respondents comprising 40% are earning
between 10000 and 25000, 32 respondents comprising
32% are earning between 25000 and 50000 and the
remaining 16 respondents who comprise 16% to the
total respondents are earning more than 50000.
6. Ranking of the biscuits

PARTICULARS RANKING

63
Good day 1
Little hearts 2
Tiger 3
Maska Chaska 4
Marie gold 5
Cream treat 6
50-50 7
Bourbon 8
RANKING
Good day Little hearts Tiger Maska chaska Marie gold Creamtreat 50-50
Bourbon

1. The 100 respondents have ranked their preference of biscuits as
above the first rank to good day and second rank to little hearts
and third rank to tiger and fourth rank to maska Chaska fifth
rank to Marie gold sixth rank to cream treat and seventh rank to
give 50-50 and seventh rank to give bourbon biscuits.
7. Classification of the respondents based on source of information.
No of Percentage in
SL no Media
respondents Total
1 TV, radio 84 84%
2 Relative, friends - -
3 Newspaper, 16 16%

63
magazines
4 Local dealer - -
Total 100 100%

The above table shows that among 100 respondents
the maximum number of respondents 84 comes to
know about Britannia from advertisements which
comprise 84% of the total respondents. The remaining
16 respondents come to know about the company
through TV and news paper and advertisement and
none through relative and friends and through local
dealers.
8. Classification of the respondents based on

regularity of purchase of Britannia biscuits.
SL Regularit Number of Percentage to

63
no y respondents total
1 Regular 60 60%
2 Frequentl 32 32%
y
3 Occasion 8 8%
ally
Total 100 100%

Out of 100 respondents 60 purchase the Britannia biscuit regularly
32 purchase Britannia biscuits frequently and 8 purchase Britannia
biscuits occasionally.
63
9. Classification of the respondents based on
percentage of the use:
NUMBER OF
SL PERCENTAGE
YEARS RESPONDENT
NO TO TOTAL
S
1 Past 1 year 8 8%
2 Past 2year 16 16%
3 More than 2 28 28%
years
4 More than 5 48 48%
years
Total 100 100%

Out of 100 respondents 8 are using Britannia biscuits
from past 1 year 16 are using Britannia biscuits from
past 2 year 28 are using Britannia biscuits from more
than 2 years and 48 are using Britannia biscuits from
more than 5 years.
63
Finding
Suggestions
Conclusion
63
Findings
a) In Organized sector 86.67% strongly agree that the performance of
Parle products is good and the other 13.33% agree that it is good.
b) In unorganized sector 84.29% strongly agree that the performance
of Parle products is good and the other 15.71% agree that it is

good.
c) In Organized sector 90% say that introduction of new products
helps them to boost their sales and 10% say that their sales get hit.
d) In Unorganized sector 78.57% say that their sales hit badly and the
remaining 21.43% say that it is a flop idea.

e) 90% in Organized sector prefer Parle introducing its new product
Quarterly and remaining 10% prefer half Yearly.

f) Where as in Unorganized sector 98.57% prefer introducing half
yearly and 1.43% prefer yearly.

g) 100% from both the sectors say that the sales have not hit due to
reduction in the weight of biscuit.

h) In Organized sector 76.67% sales are between Rs 2000 and above
and 23.33% sales are between Rs 1501 – 2000.

i) In unorganized sector 70% sales are between Rs 501 – 1000,
28.57% sales are between Rs 1001 – 1500 and 1.43% are between
0 – 500.
j) Brand name of Parle is a vital factor which influences the sales
followed by advertisement and its taste.

63
k) In Organized the most preferred and fast moving Parle product in
Biscuits is Parle-G, followed by Hide and Seek and Krackjack.
Suggestions
a) The suggestions offered by sample users of Britannia
biscuits have been explained below;
b) According to survey findings, the main demand of the

consumers is to reduce the price and increase the
quantity to be affordable by all class of people.
c) It is suggested to undertake advertisement at a
larger scale to attract people of different age groups.
Collective advertisement shall be given to create
awareness of different brands of same company.
d) Many people complain that biscuits do not have any
gift offers so it is suggested to offer same gift offers
to improve the sales and to meet competition.
e) The advertisement shall take film stars in place of
cricketers to catch the customers’ attention towards
their opinion leaders.
f) Since the children play an important role and the
centre of attraction to the product, they need to be
provoked by things with the product like tattoos etc.

63
g) Economical pack shall be introduced to reduce the
price at the same time to preserve the biscuits in all
climate and able to survive wide distribution.
h) Still there is scope for innovation, the biscuits can be
made nutritious by adding corn flour, barely etc to
enrich.
Conclusion
To conclude, the survey results highlight some important facts, the brand
name “parle” is a vital factor for the sales of its product. The sales
performance of parle is good in both the sectors but to organized sector is
more profitable for the company.
63
ANNEXURE
Questionnaire
Bibliography

63
Questionnaire
Dear Sir/Madam,
As a part of curriculum I have undertaken study on, “A Comparative
Study on sales of Parle products at Gangavathi in Organized and
Unorganized retail sectors”. The information provided by you will be
strictly kept confidential and used for academic purpose only.
Name of the outlet:
Area:
Area 1 [ ] Area 2 [ ]
Area 3 [ ] Area 4 [ ]
Q-1.My shop is
Organized [ ] Unorganized [ ]
Q-2.The performance in sales of Parle products is good, I

63
| | | |
|
Strongly-agree Agree Neither agree Dis-agree
Strongly dis-agree nor Dis-agree
Q-3.What do you think of Parle introducing its products every 3 months?

 My sales hit badly [ ]
 Helps me boost my sales [ ]
 Totally a flop idea [ ]
Q-4.If it should introduce than when

Yearly [ ] Half yearly [ ]
Quarterly (Should continue) [ ]
Q-5.Has the reduction in weight of Biscuit hit the sales?

Yes [ ] No [ ]
Q-6.What are your sales per week of Parle?

0-500 [ ] 501-1000 [ ] 1001-
1500 [ ]
1501-2000 [ ] 2000 and above [ ]
Q-7.The factors which influence the sales of Parle are (Rank with 1 being
highest and 8 lowest)
 Brand name [ ] Price [ ]

63
 Taste [ ] Advertisement [ ]
 Commission [ ]
Q-8.If organized
A). The fast moving and preferred Parle product (in biscuit) in my shop
is:
 Krackjack [ ] Hide & Seek [ ]
 Marrie choice [ ] Mango cream [ ]
 Monaco [ ] Marie Digestive [ ]
 Parle G [ ] Chocolate Cream [ ]
B). The fast moving and preferred Parle product (in chocolate) in my
shop is:
 Kismi [ ] Orange candy [ ]
 Melody [ ] Mango bite [ ]
 Poppins [ ] Kaccha Mango [ ]
Q-9.If unorganized
A). The fast moving and preferred Parle product (in biscuit) in my shop
is:
 Krackjack [ ] Hide & Seek [ ]
 Marrie choice [ ] Mango cream [ ]
 Monaco [ ] Marie Digestive [ ]
 Parle G [ ] Chocolate Cream [ ]

63
B). The fast moving and preferred Parle product (in chocolate) in my
shop is:
 Kismi [ ] Orange candy [ ]
 Melody [ ] Mango bite [ ]

 Poppins [ ] Kaccha Mango [ ]
Thank You
Bibliography
Marketing management
- Philip kotler
- Sontakki
- Sharlekar

63
Websites:-
www.google.com
www.capitalmarketing.com
www.britanniaindia.com
www.Wikipedia.com
63

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“A Comparative Study on sales of Parle products at Gangavathi In Organized

and Unorganized retail sectors”

T.M.A.ES BBM COLLEGE

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

I heartlby certify that the project work entitled

I am satisfied with the authenticity of his observations noted in

The project work in “A comparative study in sales promotion of

The completion of this study makes me to retail with graduate

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

Product is the thing possessing utility. It has four components, i.e.,

Price is the valuation placed upon the product by the offered. It

Promotion is the persuasive communication about the product by

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

Physical distribution is the delivery of product and it includes

Theme of the Project:

In today’s world marketing concept is adopted all over the world,

Objectives of the Study

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

 To find out the most preferred and fast moving Parle

Limitations of the study:

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

 The study is restricted to Gangavathi city only.

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

1. Segments: The organized and unorganized sector of the biscuit

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

4. Marketing: Wholesale and Retail marketing in the Biscuit

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

"What is the Biscuit Manufacturing industry comprised"

 The Products and Service Segmentation section highlights the top

 The Industry Concentration section provides an indicator of

"What's the Biscuit Manufacturing market like"

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

 Market Size explains the size of the domestic market, as well as

"What's happening in Biscuit Manufacturing Industry?"

 The Barriers to Entry section outlines factors that can prevent a

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

foreign operators and the volume of production conducted in other

" What's most important to the Biscuit Manufacturing Industry"

 The Key Sensitivities section identifies the external drivers of

"Who are the industry major players in the Biscuit Manufacturing

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

whenever possible, as well as financial data. Competitive analysis of

"How has Biscuit manufacturing industry been performing?"

This chapter of the report features up-to-date, high level industry

 The Current Performance section provides research analysis on

INDUSTRY OUT LOOK

" Where is Biscuit manufacturing industry headed?"

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

supporting evidence introduced throughout the industry report, our

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

The Quality Commitment

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

The Customer Confidence

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

 Parle-G the evolution

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

PARLE - G THE EVOLUTION

T.M.A.E’S. BBM COLLEGE, GANGAVATHI-583227

short supply. It was heading towards becoming an all-time great brand of