A

SYNOPSIS
ON

ANALYTICAL STUDY OF CONSUMER

SATISFACTION OF PARLE BISCUITS IN NAGPUR
REGION FOR THE YEAR 2022-23.

SUBMITTED TO
RASHTRASANT TUKDOJI MAHARAJ NAGPUR
UNIVERSITY, NAGPUR

IN PARTIAL FULFILMENT OF REQUIREMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED BY
RONAK TEKANI
UNDER THE GUIDANCE OF
Prof. Dr. ANAMICA JAIS
 CONTENT

Sr.no Particulars Page no.

1 Introduction 3

2 Company profile 5

3 Rationale 8

4 Objective 9

5 Hypothesis 10

6 Swot analysis 13

7 Product range 16

8 Research methodology 19
 INTRODUCTION

What is marketing Management?

Marketing management is the process of planning, implementing, and controlling

various marketing activities of an organization to achieve its marketing goals and
objectives. It involves identifying customer needs and wants, developing effective
marketing strategies, coordinating product development, pricing, distribution, and
promotion activities, and evaluating the effectiveness of marketing programs.

The main objective of marketing management is to create value for customers by

providing them with the right products and services at the right time, in the right
place, and at the right price. It also involves building and maintaining strong
relationships with customers, understanding their preferences and behaviors, and
adapting marketing strategies accordingly.

Marketing management is a critical function for any business, as it helps to drive

growth, increase revenue, and build brand loyalty. Effective marketing management
requires a deep understanding of market trends, consumer behavior, and
competitive dynamics, as well as strong analytical, communication, and leadership

TYPES OF MARKETING MANAGEMENT

1. Marketing strategy: Your organization’s plan for reaching prospects and

converting them into customers
2. Business development: Strategic initiatives such as mergers and acquisitions,
business transformation, and entering new markets
3. Brand management: Techniques to increase the perceived value of a brand over
time
4. Product development: The process of bringing a new product to market
5. International marketing: Managing international distribution channels
6. Media relations: Engaging with media and influencers to spread the word about
your organization
7. Customer marketing: Managing the customer experience to improve
satisfaction and reduce churn
8. Marketing operations: Managing marketing processes, technology, and data
9. Sales: Generating leads, developing opportunities, and closing deals
‘PROCESS OF MARKETING MANAGEMENT

Manager can use following processes to optimize marketing efforts from all angles:

Market and customer analysis: This process is all about understanding your
organization’s current market position and analyzing consumer behavior.

Development of strategy, goals, and objectives: Where does a business want to

go? How does it plan to get there? After market and customer analysis, strategy
will map the way forward.

Product development: Marketing managers play a crucial role in product

development. When it comes to articulating the benefits of a product, these
professionals help craft poignant, on-brand messaging.

Marketing program implementation: Once promising programs and

campaigns have been identified, it’s time to deploy the right resources to launch
them.

Monitoring and control: Analysing the success of marketing programs and

Activities are a crucial process. It informs how future activities will be planned and
implemented.

Consumer Behaviour -

Consumer awareness refers to the level of knowledge and understanding that

consumers have about their rights and responsibilities as well as the quality,
price, availability, and safety of the products and services they purchase. It is
the degree to which consumers are informed about their choices and can make
informed decisions about the products or services they buy.
Consumer awareness is important because it helps consumers to protect
themselves from fraud, deception, and unfair business practices. It also
encourages businesses to produce and sell high-quality products and services,as
they know that consumers are informed and will not tolerate substandard
products.Consumer awareness can be increased through various means such as
advertising, education, advocacy, and regulation. Governments and consumer
organizations play a crucial role in raising consumer awareness by providing
information and resources to help consumers make informed decisions, enforcing
laws and regulations to protect consumers from unethical practices, and advocating
for consumer rights. In summary, consumer awareness is essential for promoting fair
and ethical business practices and protecting the interests of consumers in the
marketplace.

Consumer satisfaction

In simple words, customer satisfaction is a measurement that determines how well a

company’s products or services meet customer needs and expectations. It’s one of
the most important indicators of purchase intentions and customer loyalty. As such, it
helps predict business growth and revenue

If you don't measure customer satisfaction, you can't identify unsatisfied customers
that could churn or leave you negative customer reviews. You also can't identify
happy customers you could activate as evangelists or referrers. Finally, you can't
predict, prevent, and proactively plan to prevent customer churn without metrics to
analyze.

Customer satisfaction takes into account various facets of the customer experience,
such as:
• The availability of your products
• The purchasing process
• The steps after purchase
• The responsiveness of your team when resolving issues

Benefits of customer satisfaction :

1. Customer satisfaction helps you understand where you excel

2.it helps you understand where you can improve
3. Leads to higher customer loyalty and advocacy
4. Customer satisfaction increases customer retention and reduces churn
5.Customer satisfaction leads to a longer customer lifetime value
6.Essential for business growth
 COMPANY PROFILE

Parle Products company was founded in 1929 in India by the Chauhan family of Vile
Parle, Mumbai. The founder was Mohanlal Chauhan who hailed from Pardi near
Valsad in Gujarat. He moved to Mumbai for making a living and at first, his business
was tailoring. However, it was not profitable, and so he moved into the food business
by selling snacks. The bakery snacks of English people was more profitable, so
Mohanlal moved into that sector with the help of Parsi contacts. He ran a bakery
making bread, buns, rusks, scones, Nankhatai, turnovers, etc. He was blessed with
five sons - Maneklal, Pitambar, Narottam, Kantilal and Jayantilal. The five brothers
worked together amicable under their father.

Parle began manufacturing biscuits in 1939, with a license to supply their biscuits
only and only to the British Army. In 1947, when India became independent, the
company launched an ad campaign showcasing its Glucose biscuits as an Indian
alternative to the British biscuits. The Parle brand became well known in India
following the success of products such as the Parle-G biscuits Much later, in 1977,
the Morarji Desai government expelled Coca Cola from India (George Fernandes
was the champion of this move). The family saw an opportunity here and opened
their own cold drinks business, which flourished because there was no competition.
It minted money from selling cold beverages like Gold Spot, Thums Up and Frooti, all
of which became household names.

The original Parle company was split into three separate companies owned by the
different factions ofthe original Chauhan family, with a majority of it owned by Parle
Agro products: Actually the separation was only that Jayantilal separated himself
from his four older brothers. The reason was mainly because Jayantilal had a
lifestyle different from his four older brothers. The four older brothers got the biscuits
(confectionary) business as their share, and even to this day, they are all together
with no further separation. Jayantill took the beverages section as his share. This
section was further divided between his two sons. The th companies today are as
follows:

Parle Products (1950s), led by Vijay, Sharad and Raj Chauhan (owner of the brands
such as Parle-G, 20-20, Magix, Milkshakti, Melody, Mango Bite, Poppins,
Londonderry, Kismi Toffee Bar, Monaco and KrackJack).
Parle Agro (1960s), led by Prakash Jayantilal Chauhan (elder son of Jayantilal
Chauhan). Company is run by his daughters Schauna, Alisha and Nadia (owner of
the brands such as Frooti and Appy).

Parle Bisleri (1970s), led by Ramesh Jayantilal Chauhan, younger son of Jayantilal.
He runs it with his wife Zainab Chauhan and their daughter Jayanti Chauhan.
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
confectionery business, thus becoming a competitor to Parle Products. In February
2008, Parle Products sued Parle Agro for using the brand Parle for competing
confectionery 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.
 VISION

The main vision of parle is to concentrate on customer taste and preferences, the
parle brand has grown from strength to strength ever since its inception.
For fulfilling its vision they do every batch of biscuits and confectioneries are
thoroughly checked by experts staff using the most modern equipment hence
ensuring the same perfect quality across the nation and abroad.

MISSION

Hindustan Ki Taakat."For over 70 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

GOAL

The aim of Parle, as a company, is to be a leading manufacturer of quality biscuits,

confectionery, snacks, beverages, and other food products, and to provide affordable
and delicious treats to consumers. Parle's core values include maintaining high
standards of quality, innovation, customer satisfaction, and social responsibility.
Some specific aims of Parle may include:
1. Providing Delicious and Affordable Products
2. Ensuring Quality and Innovation
3. Building Strong Consumer Relationships
4. Expanding Market Presence
5. Fostering Innovation and Research & Development
6. Promoting Social Responsibility
7. Ensuring Employee well being
 RATIONALE

● Understanding consumer awareness is pivotal for any brand's success.

Analysing how consumers in Nagpur perceive Parle Biscuits will provide
insights into the effectiveness of its marketing strategies.
● This study can be useful to the company to find out their flaws and then work
towards improving it.
● Investigate how consumers perceive the Parle Biscuits brand, considering
factors such as quality, trustworthiness, and brand loyalty .
● It will help to understand the importance of managing a brand.
● In summary, conducting an analytical study of consumer satisfaction for Parle
biscuits in the Nagpur region provides valuable insights that can drive product
improvements, inform marketing strategies, and enhance overall customer
satisfaction. This information is crucial for maintaining and expanding market
share in a competitive environment.
 OBJECTIVES OF STUDY

The objectives of a study on consumer awareness of Parle could include:

1. To determine the level of consumer satisfaction of Parle products in the target

market.

2. To identify the most popular Parle products and understand the factors that drive
their popularity.

3. To evaluate the effectiveness of Parle's marketing and advertising campaigns in

creating consumer satisfaction.

4. To assess the quality and reliability of Parle products as perceived by consumers.

5. To gather consumer feedback and to gain insights of consumer satisfaction.

6. To Contribute to effective decision making and identify opportunities for

development.

7. To explore product variant and preferences.

8. To Compare consumer satisfaction with other competitors.

 HYPOTHESIS

Key Factors Influencing Satisfaction Hypothesis:

HO - There is no association between specific factors (taste, packaging, pricing,

availability, etc.) and overall consumer satisfaction with Parle biscuits.

H1 - Specific factors significantly influence overall consumer satisfaction with Parle

biscuits in the Nagpur region.
 SWOT ANALYSIS OF PARLE

Strengths:

1. Strong Brand Portfolio: Parle has a wide range of well-known and popular
brands in its portfolio, such as Parle-G, Monaco, Krackjack, Hide & Seek, and
Melody, which enjoy high brand recognition and loyalty among consumers in India
and other markets. This gives Parle a competitive advantage in the market.

2. Established Distribution Network: Parle has a well-established and extensive

distribution network across India, which allows it to reach even the remote corners of
the country. This wide distribution network gives Parle a competitive edge in terms of
market coverage and penetration.

3. Competitive Pricing: Parle is known for its affordable pricing strategy, which
makes its products accessible to a wide range of consumers, including
price-sensitive markets in rural and urban areas. This pricing strategy has helped
Parle to capture a significant market share in the Indian biscuit and confectionery
market.

4. Diversified Product Portfolio: Apart from biscuits, Parle also has a diversified
product portfolio that includes confectionery items, snacks, and beverages. This
diversification helps Parle to mitigate risks associated with fluctuations in demand for
a particular product category and allows it to cater to different consumer preferences.

Weaknesses:

1. Intense Competition: The biscuit and confectionery market in India is highly

competitive, with several established players and new entrants vying for market
share. Parle faces intense competition from both domestic and international brands,
which could impact its market share and profitability.

2. Limited International Presence: While Parle has a strong presence in the Indian
market, its international footprint is relatively limited compared to some of its
competitors. This could limit its growth opportunities in global markets and make it
dependent on the domestic market.

3. Dependence on Biscuit Segment: Biscuits contribute a significant portion of

Parle's revenue. Dependence on a single product category makes Parle vulnerable
to changing consumer preferences, evolving market dynamics, and regulatory
changes that could impact the biscuit industry.

Opportunities:

1. Growing Snack and Confectionery Market: The Indian snack and confectionery
market are witnessing significant growth, driven by changing consumer lifestyles,
increasing disposable incomes, and urbanization. Parle can capitalize on this
opportunity by introducing innovative snacks and confectionery products to cater to
evolving consumer preferences.

2. Expansion into New Markets:Parle can explore opportunities to expand its

presence in international markets, leveraging its strong brand portfolio and product
diversification. Exploring new markets could provide Parle with new growth avenues
and reduce dependance on domestic market

Threats:

1. Changing Consumer Preferences: Consumer preferences and buying patterns

are constantly evolving, and Parle needs to adapt to changing trends to remain
relevant in the market. Failure to anticipate and respond to changing consumer
preferences could result in a loss of market share.

2. Increasing Input Costs: Parle's profitability could be impacted by rising input

costs, such as raw materials, labor, and logistics. Managing cost pressures while
maintaining competitive pricing could be a challenge for Parle.

3. Regulatory Challenges: The food and beverage industry is subject to various

regulations, including labeling, quality, safety, and packaging norms. Changes in
regulatory requirements or compliance challenges could impact Parle's operations
and supply chain.

Overall, Parle has several strengths such as a strong brand portfolio, established
distribution network, and competitive pricing strategy. However, it also faces
challenges such as intense competition, limited international presence, and changing
consumer preferences. Exploring new growth opportunities, diversifying its product
portfolio, and adapting to changing market dynamics will be key for Parle's continued
success in the highly competitive Indian biscuit and confectionery market
 PRODUCT RANGE

1. PARLE-G: Parle-G is a brand of biscuits manufactured by Parle Products in

India. A 2011 Nielsen survey reported that it is the best-selling brand of biscuits in
the world.

2. MONACO: The Monaco biscuit is a small, flat-baked, salty biscuit,manufactured

and marketed by Parle Foods. A light and crispy biscuit sprinkled
with salt, Monaco adds a namkeen twist to sweet dominated biscuit world. The
salty taste is well-balanced and is liked by kids and adults alike.
3. HIDE AND SEEK:
The Hide & Seek biscuit is a small, flat-baked sweet biscuit manufactured and
marketed by Parle Foods. It is a version of the ever-popular chocolate chip
cookie, wherein little chips of chocolate 'hide' in the biscuit. They have a strong
chocolaty flavour that goes down well with kids and adults alike.

4. KRACKJACK:
Krackjack is a kind of small, flat-baked sweet and salty biscuit, manufactured and
marketed by Parle Foods. The sweetness and saltiness are well-balanced in this
delicious biscuit, which can be had any time with anything.
5. 20-20:
Parle Products-owned cookie brand 20-20 has launched a new campaign
titled ‘Taste mein 20 out of 20’ to mark its 10th anniversary in India.
The brand, which targets teenagers and young adults, through its
campaign showcases everyday situations that today’s youth encounter
while dealing with redundant traditional norms.

5. HAPPY HAPPY:
Parle, India’s largest biscuit and confectionary manufacturer has entered the
low-cost choco-chip cookie market with the launch of Happy Happy.
 RESEARCH METHODOLOGY

RESEARCH

A careful consideration of study regarding a particular concern or problem using

scientific methods. According to the American sociologist Earl Robert Babbie.
"Research is a systematic inquiry to describe, explain, predict, and control the
observed phenomenon. Research involves inductive and deductive methods."
Inductive research methods are used to analyse an observed event. Deductive
methods are used to verify the observed event. Inductive approaches are associated
with qualitative research and deductive methods are more commonly associated with
quantitative research. Research is conducted with a purpose to understand:
What do organizations or businesses really want to find out?

What are the processes that need to be followed to chase the idea?

What are the arguments that need to be built around a concept?

What is the evidence that will be required for people to believe in the idea or
Concept?

RESEARCH METHODOLOGY

Research is the process of systematic and in depth study or search of any

particular topic. The process used to collect information and data for the purpose of
making business decisions. The methodology may include publication research,
interviews, surveys and other research techniques, and could include both present
and historical information. It is a careful search or injury into any subject or subject
matter, which is an endeavour to discover or to find out valuable facts which would
be useful for further application or utilization Research methodology is a way to
systematically show the research problem. It may be understood as a science of
studying how research is done scientifically. It is necessary for the researcher to
know not only the research methods but also the methodology. This Section includes
the methodology which includes. The research design, objectives of study, scope of
study along with research methodology and limitations of study etc. The Research
Methodology adopted for the study .
TYPES OF RESEARCH

Following are the types of research methods

Basic research: A basic research definition is data collected to enhance

knowledge The main motivation is knowledge expansion. It is non-
commercial research that doesn't facilitate in creating or inventing anything.
For example: an experiment to determine a simple fact.

Applied research: Applied research focuses on analyzing and solving real-life

problems. This type refers to the study that helps solve practical problems using
scientific methods. Studies play an important role in solving issues that impact the
overall well-being of humans, for example finding specific cure for a discus.

Problem oriented research: As the name suggests, problem-oriented research

is conducted to understand the exact nature of a problem to find out relevant
solutions. The term "problem" refers to multiple choices of issues when
analyzing a situation For example, revenue of a car company has decreased by 12%
in the last year. The following could be the probable causes there is no optimum
production, poor quality of a product, no advertising, or economic
Conditions

Problem solving research: This type of research is conducted by companies

to understand and resolve their own problems. The problem-solving method
uses applied research to find solutions to the existing problem

Qualitative research: Qualitative research is a process that is about inquiry. It

helps create in-depth understanding of problems or issues in their natural
settings. This is a no-statical method. Qualitative research is heavily dependent on
the experience of the researchers and the questions use to probe the sample. The
sample size is usually restricted to 6-10 people. Open-ended questions are asked in
a manner that encourages answers that lead to another question or group
of questions
The following are the methods used for qualitative research

1. One to one interview

2. Demographic research

3. Focus group Analysis

4. Case study rescind

Quantitative research: Quantitative research is a structured way of collecting
data and analysing it to draw conclusions. Unlike qualitative methods, this
method uses a computational and statistical process to collect and analyse data.
Quantitative data is all about numbers. Quantitative research involves a larger
population-more people mean more data. With more data to analyse, you can obtain
more accurate results. This method uses close-ended questions because the
researchers are typically looking to gather statistical data. Online surveys,
questionnaires, and polls are preferable data collection tools used in quantitative
research. There are various methods of deploying surveys or questionnaires. Online
surveys allow survey creators to reach large amounts of people or smaller focus
groups for different types of research that meet different goals. Survey respondents
can receive surveys on mobile phones, in emails, or can simply use internet for the
surveys

RESEARCH DESIGN

This project is based on exploratory study as well descriptive study. It was an

exploratory study when the customer satisfaction level was studied to suggest new
methods to improve the services of PARLE and it was descriptive study when
detailed study was made for "MARKETING STRATEGY OF PARLE:"

THE SAMPLE SIZE

The sample size consists of 149 units out of which the most logical and non-
biassed responses are selected thus the sample size is taken out to be 149 units.

SAMPLING TECHNIQUE
Simple random sampling is been used.

Simple random sampling is a type of probability sampling in which the researcher

randomly selects a subset of participants from a population. Each member of the
population has an equal chance of being selected.