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DECLARATION

We, hereby declare that this project entitled “Brand representation of Parle Products in unorganized retail stores (i) as compared to competitors (ITC, Britannia & Priyagold). (ii) as compared to organized retail stores”(iii)Analysisi of consumer behviour, is a bonafide record of work done by us during the course of summer internship and that it has not previously formed the basis for the award to us, for any degree/diploma associate ship, fellowship or other similar title, any other institute/society.

Date:

NIKHIL VAID RAGHVENDRA SINGH

ACKNOWLEDGEMENT
A successful completion of job is based upon the chain of factors combining together to make an integral outcome. The cooperation of the factors mixed with sincere effort can lead to best performance. Our project is also no exception to this. So it becomes necessary to mention this before we start writing the study report. We take this opportunity to express our deep sense of gratitude to all those who have contributed significantly by sharing their knowledge and experience in the completion of this project work. We would like to place on record, our sincere gratitude to Mr. Manoj Dogra (Area Sales Manager, Parle Products Pvt. Ltd) for giving us support, guidance & opportunity to do our summer internship with Parle Products Pvt. Ltd. Last but not the least, our wholehearted thanks goes to the retailers and wholesalers and consumers with whom we interacted and all those people who indirectly or directly helped us.

NIKHIL VAID RAGHVENDRA SINGH
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TABLE OF CONTENTS
S.NO 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. CONTENTS Executive Summary Statement of the Problem Objectives of the Study Limitations of Study Introduction of Sector and Industry Introduction of organisation Analysis on unorganized retail outlets Analysis of organized retail outlets Analysis on Consumer Behaviour SWOT Analysis Findings Recommendations and Suggestions Conclusion Appendix Bibliography

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which they have found during the course of the study and recommended various corrective measures for it. Mazelo and Imli Bite. candies and their overall buying behaviour with the help of questionnaire. Priyagold. Monaco Funion. Ltd. Their study also comprises the comparative analysis between organized and unorganized retail stores in terms of brand availability with the help of hypothesis testing. which are most preferred among the retailers. 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.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.. Melody softee. The researchers were required to see the coverage by Parle Products Pvt. Their motive was to study the working of the distributors in Jaipur market. 5 . They also studied the behaviour of consumers about their preferences for biscuits. They have mentioned the problems and the loop holes in the Parle’s distribution system and the promotional tools. 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. 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. ITC. Britannia.

2. Britannia. 3. As compared to competitors (ITC. Britannia & Priyagold). To compare the Brand with its competitive Brands like ITC. To analyze that which type of biscuits and candies are most preferred and demand by the customer. To check the Brand availability of the company products at different stores. To find out Parle Coverage in various areas of Jaipur. 4. 6 . 6. Objectives of the Study 1. It was done by asking storekeepers as well as customer.Statement of the Problem To analyze the brands of Parle Products in unorganized retail stores: 1. To analyze the availability of new Parle products launched in the market. As compared to organized retail stores. 2. To compare the organized retail stores with unorganized retail stores in terms of brand availability. number of brands available and monthly sales. Priyagold in terms of coverage. 5.

PROJECT METHODOLGY 7 .Reference Period This study is conducted for the period of 45 days starting from 15th of JUNE 2009 to 30th of JULY 2009.

Sampling: Further. Ltd in 6-7 areas of Jaipur mentioned below (source list) for the first time regarding market review and comparative analysis between unorganized and organized retail stores. We went to the areas and surveyed all shops that could possibly be approached. of stores that were scattered all over Jaipur (source list mentioned below). As a result we had to select the retailers according to our convenience. It was very difficult to tabulate a record of all the retailers and wholesalers present in the city and then carry out our study. The following is the sample design that has been adopted for the study. Sample Design A sample design is a definite plan for obtaining a sample for a given population. in the short span of time that was allotted. EXPLANATION: During the course of the study we visited a no. It refers to a techniques or procedure adopted in selecting items for the sample. 8 ..Research Type: EXPLORATORY RESEARCH EXPLANTION: The study was conducted by Parle Products Pvt. Thus it is an exploratory type of research. the design that has been adopted for the study of the given topic is CONVENIENT SAMPLING. Apart from this we had no written record of the number and names of the stores in the city.

Hatwara road. Aditya Birla (More) d. Raja park f. Janta colony h. Vaishali Nagar c. Chitrakoot d. Vishal Mega Mart 4. Sodala (Ajmer Road. Spencer`s Retail b. Mansarover b. Ram Nagar) e. Population:.1. Sethi colony i. Sample size:.A total of 410 unorganized retail stores with 30 organized retail stores and 100 consumers. Tools and techniques for Data Collection 9 . Adarsh Nagar g. Bapu Nagar Organized retail stores: a.Finite(Jaipur) 2.Areas of Jaipur 3. Reliance Retail (Reliance Fresh) c. Sampling Unit:. Source list:Unorganized retail stores (Areas): a.

Tools and techniques for: 1. pie charts.The researchers collected primary data during the course of research period with the help of the questionnaire that was designed for the storekeepers as well as consumers to collect the information that was required to carry out the research.Secondary data was collected from books. ratios. articles. Tools and techniques of Analysis Simple statistical tools and techniques like average. tables and graphs in addition to hypothesis testing (z-test. Internet and previous research papers that had been conducted by the company representatives and officials. Secondary Data:. Limitations of the Study 10 . 2. Primary Data:. for difference between proportions) & factor analysis method are used to analyze the data.

5) As the nature of research was exploratory so it was difficult to cover each and every retailer.1) The study was conducted in 45 days that is not enough for such a vast topic. 11 . 6) Many retailers don’t express their original perception and views because of biasness. 2) It was difficult for the storekeepers to pinpoint the sales of a particular brand in both organized and unorganized retail stores. 3) No proper data was available about the stores in the city. 4) There were not a big number of organized retail stores in Jaipur to carry out the research more efficiently.

INTRODUCTION 12 .

they rule out increasing consumer prices. so the cumulative profit on such products can be large. teeth cleaning products. Being a sector led by domestic growth. Wilkinson and Mars. 13 . Nestle. The growth would be driven by the launch of new products and increasing rural consumption. Some of the best known examples of Fast Moving Consumer Goods companies include Clorox. may help FMCG companies save on distribution costs. it is least likely to be affected by the financial meltdown. 2010. shaving products and detergent. light bulbs. Heinz. cosmetics. Though the absolute profit made on FMCG products is relatively small. General Mills. Though the hike in minimum alternate tax from 10% to 15% would adversely hit companies with factories in excise-free zones. are products that are sold quickly at relatively low cost. FMCG also includes pharmaceuticals. Unilever. Coca Cola. Reckitt Benckiser. packaged food products and drinks. Carlsberg. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries. H. as well as non durables such as glassware. have a quick turnover and get replaced within a year. Sara Lee. 2009.J. Kraft. up from 10-20 per cent in 2008-09. The FMCG industry is set to grow 20-30 per cent in 2009-10. Scope of the sector: The Rs 86. Warburton’s. ColgatePalmolive. A well –established distribution network. although these are often categorized separately. Proctor and Gamble. they generally sell in large quantities. remove multiple taxes and bring down prices in the long run.SECTOR Fast moving consumer goods (FMCG). The introduction of goods and services tax (GST) in Union Budget 2009 by April 1. batteries. intense competition between the organized and unorganized segments characterizes the sector.000-crore Indian FMCG sector is expected to maintain its double-digit growth for the quarter ended March 31. paper products and plastic goods. soap. Pepsi. consumer electronics. Kimberly-Clark.

But as recession took its toll. whether it's the largest US retailer Wal Mart which opened its first store. there is expectation the forthcoming Union Budget may spell out a policy position. but what its impact would be on small retailers in 14 . the issue to be debated shouldn't be whether FDI in organized retail is desirable. The market has just started picking up and India is reclaiming to regain its position in the retail segment. Retail giant Ikea holding back its plans to enter India is being bandied about as a setback for the country.Retail sector: Retail became a buzz word in India before recession. For most of the retailers like Pantaloon. fruits and vegetables. There is also talk that investments and flow of technical knowhow could be hampered if the sector is not opened up to overseas. Vishal. in fact the word 'booming' was found only attached to this sector. In a recent report. But over all if we see. in a joint-venture with Bharti Enterprises. Or Tesco and Carrefour which are also planning joint venture stores. 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. retail still continues to buzz everywhere in India with many foreign brands coming in. last month. 99% of sectors went for a toss including retail. a Parliamentary Committee has argued for a total ban on even the domestic heavyweight corporates from entering retail trade in grocery. in Punjab. Even as corporates are expecting the new Congress-led United Progressive Alliance Government at the Centre to open up fully FDI in retail sector. in spite of government regulations that prevent 100 per cent foreign ownership of retail stores. Cantabil and Priknit. Also.investors.

As the sector grew at the rate of 30-40% per annum over the last decade. the dismal story of revolution is now unraveling. pulling out from certain cities and the Subhiksha saga unfolding. India was making an indelible mark on the global retail map. India was making an indelible mark on the global retail map. Aditya Birla Group and RPG — all were making the retail foray. spent. And the Indian blue chip companies started to go the retailing way — Bharti. spent. and whether we have policies to protect the vulnerable sections. Reliance. As the sector grew at the rate of 30-40% per annum over the last decade. the dismal story of revolution is now unraveling. 15 . Tata. Mahindra. It was meant to revolutionize the way we shopped. Tata. Organised Retail Sector: It was meant to revolutionize the way we shopped. Reliance. The billion plus consumers and steady economic development were fuelling the growth of India’s $ 25 billion organized retail market. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year accompanied with closures of Indian retailers. And the Indian blue chip companies started to go the retailing way — Bharti. consumed and lived. India became the preferred destination for global brands and retail chains to cash in. pulling out from certain cities and the Subhiksha saga unfolding. Mahindra. consumed and lived. The billion plus consumers and steady economic development were fuelling the growth of India’s $ 25 billion organized retail market. With its ‘Retail Revolution’.the unorganized sector. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year accompanied with closures of Indian retailers. India became the preferred destination for global brands and retail chains to cash in. Aditya Birla Group and RPG — all were making the retail foray. With its ‘Retail Revolution’.

after stagnating growth of about 14 per cent in 2006-07. so that the growth rate can go up to 20 per cent. In India per capita consumption of biscuits is estimated at a low 1. The biscuit segment has developed with large markets of mass consumption covering over 90% of the overall potential market. Per capita consumption of biscuits in the country is only 1.5 kg in the South Eastern countries.5 per cent. The penetration of branded product in this segment is quite significant. as compared to 2. The unorganised sector accounts for over 50% of the market.000 crore. The market has been growing at a CAGR of 6-7% pa.500-3.8 kg. Therefore. respectively. have imposed the VAT at 12. produces nearly 19.9 kg. however.5-5. In terms of volume biscuit production by the organised segment in 2006-07 is estimated at 1.INDUSTRY Indian Biscuit Industry: According to Indian Biscuit Manufacturers' Association (IBMA). reflecting the huge potential for growth of the industry. The Rs 8. organised sector produces around 55% and the balance 45% being contributed by the unorganised bakeries. Indian biscuit industry has demanded a reduction in value added tax to four per cent from the current level of 12. None of the other wheat-based segments is as developed as the biscuits industry. Indian Biscuit Manufacturers Association. and is valued at Rs 2.000-crore industry hopes that the biscuit segment will have over 20 per cent annual growth in the next five years if VAT is reduced to four per cent India. Over 900 million Indians buy and eat biscuits with varying frequency in any year. ). 16 . and in Europe and US.47 million tonnes.5 lakh tonnes annually and the states. world's third largest biscuit producer after the US and China. which is very high.4 per cent on biscuit. According to IBMA. biscuit industry grew by 17 per cent in 2007-08 due to excise duty exemption on biscuits with MRP up to Rs 100 per kg.

biscuit is predominantly consumed by people from the lower strata of society. Biscuits were assumed as sick-man's diet in earlier days. West Bengal. tasty to eat. Andhra Pradesh. Maharashtra and West Bengal. Now. chocolates etc. Biscuits stands at a higher value and production level than bread.Biscuit is a hygienically packaged nutritious snack food available at very competitive prices. According to the NCAER Study. 17 . volumes and different tastes. it has become one of the most loved fast food product for every age group.scale basis also at household level. Whereas. Even. particularly children in both rural and urban areas with an average monthly income of Rs 750. The annual production of biscuit in the organized sector continues to be predominantly in the small and medium scale sector before and after dereservation. cholesterol free and reasonable at cost. Confectionary Industry Production area Besides the industrial areas in leading metropolis the bakery product & confectionery are carried on small. the most industrially developed states. the confectionery industry has developed remarkably with the international brand mingling with the domestic market toffees. the rural sector consumes around 55 percent of the biscuits in the bakery products. Karnataka. India Biscuits Industry came into limelight and started gaining a sound status in the bakery industry in the later part of 20th century when the urbanized society called for readymade food products at a tenable cost. States that have the larger intake of biscuits are Maharashtra. Biscuits are easy to carry. Bread and biscuits are the major part of the bakery industry. and Uttar Pradesh. produced at large scale in important industrial regions of the country. hold the maximum amount of consumption of biscuits.

rolls etc. buns. hard-boiled sweets. The estimated annual production of bakery products in India is in excess of 3 million tonnes.78 Government reserved the confectionery bread and biscuit manufacturing for small scale and restricted entry of large producers. annual turnover in value terms is approximately $ 900 million. rusks. Types Chocolates. The Confectionery Industry in India was a closely held business potential for several decades in the past predominantly driven by cost factors and limited market and consumer perceptions. mints and chewing gums. Confectionery product being an impulse generated demand exercise was more dependent on trade push and intermittent consumer pull thereby resulting in very narrow spectrum of brand activity. small and unorganized players shared the growth in the industry. The confectionery industry has a current capacity of 85. there are an estimated 2 million bakeries across the country engaged in production of bread. biscuits. chocolates.000 crore. the market is growing at the rate of 10-15% per annum. The bakery sector in India is one of largest segments of the food processing industries. biscuits and other products The Indian confectionery market is segmented into sugar-boiled confectionery. it is largely 18 . toffees and other sugar-based candies.Growth promotional activities In 1977. Confectionery being a child-oriented product. of which bread accounts for nearly 50% and biscuits 37% in volume terms in the organized sector. consisting of hard boiled candy. chewing gum and other products are a major growth area. 000 tonnes. Sugar-boiled confectionery. Currently. cakes. is the largest of the segments and valued at around Rs 2. The bakery industry includes basic baked products like breads. pastries. The retail and market penetrations even today continue to be in the rural and semi urban and urban markets where bulk of the sales activity takes place through B and C class outlets. During the last 2 decades.

The potential child consumer for this category of products in the past was largely influenced by the relevant socio-economic factors and media explosions.sold by individual counts at the retail trade level. 19 .

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Yes. Apart from the factories in Mumbai and Bangalore Parle also has factories in Bahadurgarh in Haryana and Neemrana in Rajasthan. Parle have been manufacturing quality biscuits and confectionary products. After all.Parle products began manufacturing biscuits. For around 75 years. The Parle name conjures up fond memories across the length and breadth of the country. survived and succeeded by adhering to high quality and improvising from time to time A decade later. which are the largest biscuit and confectionery plants in the country. the size of their packing has definitely changed but for the consumer good as these are money saver pack. the Parle brand name grew in strength with this diversification. The year was 1929 and the market was dominated by famous international brands that were imported freely. Times changed. Having already established a reputation for quality. Parle Products also has 7 manufacturing units and 51 manufacturing units on contract.Organization Parle Products Pvt. in 1939. Initially a small company was set up in the suburbs of Mumbai city to manufacture sweets and toffees. the people of India have been growing up on Parle biscuits and sweets. Ltd. being India’s first ever chocolate chip biscuits. . variety of biscuits did come and go but nothing has changed with these biscuits. in addition to sweets and toffees. 21 . since 1929. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced. this company called Parle Products. which later went on to become leading names for great taste and quality. Additionally. Over the years Parle has grown to become a multimillion dollar company with many of the products as market leaders in their category. Despite the odds and unequal competition. The recent introduction of Hide & Seek chocolate chip biscuits is a product of innovation and caters to a new taste.: A cream colored yellow stripped paper with a cute baby photo containing 10-12 biscuits with the company’s name printed with in Red.

Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold Munch on snacks: 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 teatime snack. Brands An in-depth understanding of the Indian consumer psyche has helped Parle evolve a marketing philosophy that reflects the needs of the Indian masses.50 p Melody Softe.All these factories are located at strategic locations. 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 22 . so as to ensure a constant output and easy distribution. With products designed keeping both health and taste in mind.1Rs. Biscuit goodies: Parle-G Krackjack Monaco Monaco Funion Kreams Hide and Seek Hide and Seek Milano Bourbon Parle Marie Milk Shakti Parle 20-20 Cookies Nimkin Confectionary: GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs. Parle appeals to both health conscious mothers and fun loving kids. even today. The valuefor-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. they are considered by many to be an important part of their daily food. The great tradition of taste and nutrition is consistent in every pack on the store shelves.

Parle G has nourished strengthened and delighted millions. from frenetic cities to laid back villages. 825G Krackjack The original sweet and salty biscuit is one of the most loved biscuits in the country.5G. 23 . 313.kids to senior citizens. They have found their way into the Indian hearts and homes. 99G. Pack Sizes available: 16. Tear over a packet of Parle G to experience what has nourished Generations of Indians since last sixty five years.5G. Parle G is not just a treat for the taste buds. From the snow capped mountains in the north to the sultry towns in the south. making it truly Hindustan Ki Taakat. Parle G has been a part of the lives of every Indian. Parle G For over 65 years.5G. 82. but a source of strength for both body and mind.5G. 418G.5G. 38. 60. 209G. Filled with the goodness of milk and wheat.

240 G Hide and Seek The ingredients that go into making this prized cookie are a well-guarded secret. Pack Sizes available: 75G. anywhere with Monaco. it’s the taste of relationships captured in a biscuit. Pack Sizes available: 25 G. Indulge in the sinful taste of Milano and everything that follows it. you can never get enough of it. A cookie with a reputation for romance. 240G Monaco Share the company of great taste anytime. and 200 G Hide and Seek Milano 24 . What is is the effect it has on those who eat it. 100 G. 62 G. Have it anytime you like with anything you like.It’s not just a biscuit. Monaco adds a namkeen twist to life’s ordinary moments. A little sweet and a little salty crafted in such a delicate and delicious balance. Pack Sizes available: 75 G. 120 G. A light crispy biscuit sprinkled with salt. 170G.

continue to spread happiness & joy among people of all ages.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. Parle Biscuits and confectioneries. the sweet 'n' treat category of the Parle product range is a genuine treat for every snack lover. 25 . and 180 G Parle Confectionaries: Right from candies to toffees. 135 G Kreams Orange: Tickle your senses with Parle Orange Kream – The tangy orange cream between two scrumptious biscuits makes for a real treat. 90 G. Pack Sizes available: 65 G. 160 G. These confectioneries are a sheer delight to the taste buds and have a universal appeal. Age no bar! Pack Sizes available: 80 G. This category can satisfy one's taste and at the same time create a desire for more.

roll it around and enjoy one wave after another of juicy mango treats that go on and on and on. 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.Melody Caramel meets chocolate to yield an outcome nothing less than delectable. Orange Candy 26 . 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.

The typewriter got copied and became a keyboard. This little candy is a mouthful when it comes to the tangy. Western hits got copied and became Anu Malik songs. Kachcha Mango Bite The glider got copied and became a jet plane. a little sweet and certainly a little mischievous.Feel like eating an orange but don’t want to be bothered with peeling one? How about just unwrapping one then? Parle Orange Candy. Similarly. we have managed to copy the tangy flavour of raw mangoes in a candy which is a little sour. Kismi Toffee 27 . A bitesized orange in a wrapper. juicy taste of real oranges. It truly is a ‘kacche aam ka copy’. We call it Kaccha Mango Bite.

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. Parle snacks are a complete delight to the taste buds and can create the desire for more and more. whenever and wherever. It is possible with Parle Golgappa. Now imagine if you can have the Golgappa whenever and wherever you want it. Just the very memory of the sweet tangy taste of Golgappa is enough to make the taste buds tingle. Golgappa Mention Golgappa to lovers of roadside snacks and watch them get excited. only smaller. It captures the same magic of the popular street side Golgappa in a Goli or a hard boiled candy. for example. chatpata and crispy caters to the bunch of Parle snacks. So pop in a Golgappa and treat your senses to a fun filled trip. if you prefer. Parle Snacks: Salty. 28 . even as you are reading this. the mouth water and the senses to party.It’s everything that the Kismi Toffee Bar is. Wrapped in the distinct flavour of elaichi (cardamom) this toffee is sure to send your sweet tooth on a joyride. crunchy.

Available in mouthwatering Garden Spices. PARLE PRODUCTS PRIVATE LIMITED 29 . MAJOR BISCUIT RAJASTHAN 2) ITC SUNFEAST LIMITED PRODUCERS’S IN 1) PARLE PRODUCTS PRIVATE LIMITED. tantalizing Chatpata Chat and heavenly garden spices. 3) BRITANNIA 4) SURYA FOOD AND AGRO LIMITED (PRIYAGOLD). sweet and sour Tangy Tomato. you are going to have a hard time deciding which one you want for yourself.Musst Bites Cheesy fluffy baked snacks that are so irresistible that you don’t want to share them.

competitors look upon Parle as an example of marketing brilliance. ITC LIMITED ITC is one of India's foremost private sector companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 4. Stationery. 30 .75 billion. ITC has a diversified presence in Cigarettes. superior brandbuilding capabilities. Hotels.biscuits or confectioneries. Parle G. Parle has grown to become a multi-million dollar company. Paperboards & Specialty Papers. Packaging. Information Technology. ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach. Agri-Business. Branded Apparel. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India. are market leaders in their category and have won acclaim at the Monde Selection. a premium glucose biscuit is the world’s largest selling biscuit. Personal Care. Packaged Foods & Confectionery. since 1971. A factory of these glucose biscuits is situated in Neemrana is producing 7000 metric tonnes every month. While to consumers it's a beacon of faith and trust. Safety Matches and other FMCG products. effective supply chain management. A list of premium quality biscuits and confectioneries is produced and distributed across nations.Many of the Parle products .

with the advent of electricity. Britannia was acquiring a reputation for quality and value. In the subsequent public issue of 1978. it crossed the Rs. began in Oct. more importantly. the biscuit market continued to grow… and Britannia grew along with it. it became the first company east of the Suez Canal to use imported gas ovens. Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). 1993 & since then The Researchers have been one of the leading manufacturers of biscuits in northern India. Britannia's business was flourishing. Four years later in 1983. 100 crores revenue mark. the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. and in 1921. the inevitable cycle of distribution network has 31 . SURYA FOOD AND AGRO LIMITED The wondrous magical journey of the company Surya Food & Agro Ltd. But. As time moved on. In 1975.BRITANNIA By 1910. The following year. Indian shareholding crossed 60%. On a profound level spread in to western as well as southern India. firmly establishing the Indian ness of the firm. Britannia mechanized its operations. Our brand “PRIYAGOLD” has been a perennial household favorite since then.

a palate to look forward to a taste & flavor that is uniquely “PRIYAGOLD”. Our obsession is to make the finest quality biscuits available to the consumers & our constant endeavor is to provide our consumers.helped us to spread into western India as well. 32 .

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Parle has found its way into the Indian hearts and home. Monaco. It lunches and outstation team-building exercises that augment inter-personal relations and mutual understanding. krack-jack. hide and seek etc. 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. They are the strict followers of Japanese culture.). It spreads happiness and joy among the people of all ages. The atmosphere is so comfortable and relaxed that helps in increasing productivity and efficiency. As one comes to visit their plant. melody. confectionaries (mangobite. It has a very open work culture.ANALYSIS 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.. 34 . they welcome them whole-heartedly and cooperate with them in the best way they can.

1 Interpretation: Parle covers all the retail outlets under study and 90% were under direct coverage i. Rest 10% outlets source the Parle products either from wholesaler or any other retail outlet.1 Coverage of the company Table 1.1. Analysis of unorganized retail outlets 1. 35 .1.1 BRAND PARLE Direct 367 Indirect 43 No Coverage 0 Chart 1.1.e salesman of Parle distributor (of that area) visits weekly on these stores.

2.0 56.2.4 7.2 Categorization of retail outlets based on PARLE sales Table 1.3 Interpretation:36 .1 24.1 NO.0 4. OF OUTLETS 0 230 99 33 18 30 % SHARE 0.1 CATEGORY CATEGORY ' A ' (No Coverage) CATEGORY ' B ' (1-5000) CATEGORY ' C ' (5001-10000) CATEGORY ' D ' (10001-15000) CATEGORY ' E ' (15001-20000) CATEGORY ' F ' (>20000) Chart 1.1.1 8.

There are no “A” category outlets as Parle covers all the Retail outlets under study whereas category “B” has highest share of 56% with 230 outlets and most of total retail outlets fall under Category “B” & Category “C” (80%) visited by the Researchers here.3 45.9 92.e greater than 20000 Rs 1.1 37 .7 80. of shops 410 385 394 75 255 85 330 388 393 381 377 35 101 198 185 210 340 332 BRAND (Biscuits) Parle-G Krackjack Monaco Monaco Funion Hide&Seek Milano Orange Kream Mango Kream Elachi Kream Pineapple Chocolate Kream Golden Arch Nimkin Marie Milk Shakti Bourbon 20-20 Butter 20-20 Cashew Total 410 410 410 410 410 410 410 410 410 410 410 410 410 410 410 410 410 410 % VISIBLE 100. The categorization is made on the basis of monthly sales of Parle products by the retailers and the whole sellers.5 94.1 18.3.3.5 24. It has been divided into 6 categories mentioned above.0 93.3 62.2 20.6 48. It can be seen that only 7% outlets fall under category “E” i.1 51.The above pie chart shows the classification of retail outlets present in areas under study.0 8.9 96.2 82.1 No.3 Visibility of PARLE products For Biscuits: Table 1.0 Chart 1.9 81.6 95.9 92.

Mango Kream.Interpretation:Brands such as Parle G. Golden Arch & Nimkin were not available in many stores. Elaichi Kream are visible in almost all stores (90-100 %) but brands such as Monaco Funion. Krackjack. Chocolate Kream. Pineapple Kream. For Confectionary: 38 . Monaco. Orange Kream.

7 11.1 73.8 43.2 26.2 82.50 p Melody Softe. Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold Musst Bite No.3.9 33.0 10.1Rs.5 39 .6 40.0 35.2 39.9 54.Table 1.0 23.2 85.3 54.1 41.2 BRANDS (Confectionary) GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs. of shops 258 136 108 222 300 337 352 222 168 146 165 155 177 160 97 45 43 Total 410 410 410 410 410 410 410 410 410 410 410 410 410 410 410 410 410 % VISIBLE 62.2 37.

Mango Bite & Melody have good availability but Kismi Gold and Musst Bite are rarely available . 40 .Chart 1.3.2 Interpretation:The brands such as Orange Candy.

6 39.1 BRANDS (Confectionary) Nimkin Golden Arch Melody Softe.0 23.4. It appears that demand for their confectionary brands is increasing as they were present in considerable amount.1 Total 410 410 410 410 410 % VISIBLE 24.4.5 % retail outlets which is a very low figure.7 Interpretation: The newly introduced biscuit brand Golden Acrh was available in only 8. Mazelo Imli Bite Available 101 35 146 160 97 Not Available 309 375 264 250 313 Chart 1.1.6 8. And Nimkin was present in only 25 % outlets. 41 .4 New Products Visibility Table 1.5 35.1Rs.

5 Coverage with respect to competitors Table 1.5.1.1 BRAND PARLE ITC BRITANIA PRIYAGOLD Direct 367 308 305 281 Indirect 43 21 27 26 Chart 1.2 Chart 1.5.5.3 42 .1 No Coverage 0 81 78 103 Chart 1.5.

Chart 1.4 Chart 1.5 43 .5.5.

Interpretation: Among the competitors only Parle covers most of the outlets (90%) directly. 70-75 % of outlets directly.6 Brand availability with respect to competitors 44 . Britannia & Priyagold has no presence in approx. 20-25 % outlets but Parle full coverage. 1. This is the strength of Parle company. Also ITC. rest covers approx.

1 Chart 1.6.3 45 .BRAND PARLE ITC BRITANIA PRIYAGOLD Nil 0 81 78 103 Table 1.2 Chart 1. of Brands 1 to 5 6 to 10 20 88 227 85 193 99 112 144 11 to 15 302 17 40 51 Chart 1.6.6.1 No.6.

5 46 .Chart 1.6.4 Chart 1.6.

and Britannia (24%). 47 .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.e 35% outlets has 6 to 10 brands compared to Parle (21%). 10% & 13% respectively. Priyagold although has less coverage (75%) than competitors but where present were in good variety i. Britannia & Priyagold having 4%. ITC (21%).

of ITC % outlets share (ITC) 81 194 85 31 13 6 19.6 3.9 7.2 5.1.0 4.4 No.2 1.1 No.3 No.1 9.1 8. of outlets (Parle) 0 230 99 33 18 30 Parle % SHARE 0. of outlets (Brit) 78 179 91 23 21 18 Britannia % share 19.4 7.5 2.1 4.0 56.3 20.5 Category 'A' (No Coverage) 'B' (1-5000) 'C' (5001-10000) 'D' (10001-15000) 'E' (15001-20000) 'F' (>20000) No.7.2 48 .7 7.6 5.7 22.7 Sales comparison with competitors Table 1.1 24. of Priyagold outlets %share (Priyagold) 103 225 29 39 9 5 25.0 43.1 54.8 47.2 1.

8.1 Cookies Salty 5 4 1 0 41 359 9 25 157 119 88 12 Sweet and salty 3 1 18 97 256 35 Marie 26 20 161 178 24 1 49 . every company has sales of 1-5000Rs in 50 % outlets 1. So.8 Ranking of Biscuits Rank 1 2 3 4 5 6 Glucose 307 71 17 14 1 0 Cream 60 289 56 2 0 3 Table 1.Chart 1.7. Company share in Category is also far higher than that of competitors. Compared to competitors the company tops Category “B”.1 Interpretation:It can be seen that in most of the outlets (56%) Parle sales come under category “B” as compared to other categories.

Chart 1.8.1 50 .

of outlets (Parle) 0 1 10 11 8 Chart 2. 2.1 51 . Rank two by Cream biscuits.1 Parle Sales in Organized Retail Table 2.1. rank three by Marie and Salty biscuits both. So.Interpretation: Rank one is dominated by Glucose biscuits.1.1 Category No coverage 'A' 'B' 'C' 'D' Sales 0 1-15000 15001-30000 30001-44999 >=45000 No. rank five by Sweet and Salty Biscuits and rank six by Cookies. rank four by Marie Biscuits but there is a close match between salty and sweet and salty. Analysis on organized retail outlets 2. lease demand is of cookies in unorganized retail stores.

2 Parle Sales with respect to competitors in organized retail outlets Table 2.2.000 Rs which is a very good indication.000Rs and 45. of outlets outlets (Parle) (ITC) 0 1 10 11 8 4 5 20 5 4 Category No coverage ' A' 'B' 'C' 'D' Sales 0 1-15000 15001-30000 30001-45000 >45000 No. of No.Interpretation:It can be seen that 35% of outlets have Parle sales between 30.1 52 . of outlets (Priyagold) 5 5 18 2 0 Chart 2. And 27 % outlets have Parle sales above 45.1 No.2. of outlets (Brit) 0 2 5 14 9 No.000 Rs 2.

Interpretation: In organized retail outlets Britannia beats Parle in Category “C” (30001-45000).3 Parle Visibility in organized retail outlets 53 . And this is because Parle products are cheaper as compared to Britannia and so sales is high. 2.

1 No.7 90.0 86.7 76. of shops 30 30 30 19 24 11 23 29 29 27 25 10 17 30 24 26 28 28 Total 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 % VISIBLE 100.3 80.0 100.3.7 100.0 83.3 93.0 100.7 93.0 36.7 96.3.3 33.3 For Biscuits: Chart 2.0 63.7 96.3 56.0 80.1 54 .BRAND (Biscuits) Parle-G Krackjack Monaco Monaco Funion Hide&Seek Milano Orange Kream Mango Kream Elachi Kream Pineapple Chocolate Kream Golden Arch Nimkin Marie Milk Shakti Bourbon 20-20 Butter 20-20 Cashew Table 2.

For Confectionary: 55 . Krackjack. 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).Interpretation: Parle-G. Marie. Among the cream biscuits. Monaco have 100% visibility.

1Rs.BRANDS (Confectionary) GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs. Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold Musst Bite Table 2.0 73.7 40.3.7 76.3 63.2 Total 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 % VISIBLE 76.3 70.50 p Melody Softe.7 50.0 43.0 56.3. of shops 23 15 13 19 23 23 29 22 21 17 17 12 22 10 7 8 8 Chart 2.7 73.3 33.7 Interpretation: 56 .3 23.7 96.7 56.3 76.2 No.3 26.7 26.

Imli Bite. Kismi Bar have 57% visibility. Kismi Gold have very low visibility. Hard boiled candies such as Golgappa.Melody tops (97%) among the confectionary brands in visibility factor. Mango Bite. Poppins.1Type of biscuits preferred 57 . Kaccha Mango and éclairs have good visibility (Approx. Orange candy. Mazelo. 73-77%). Parle`s snack product Musst Bite is also having very low visibility of 27%. 3. Analysis on Consumer Behaviour 3. But Melody softee.

1 No.1 58 .1. of consumers(out of 100) 38 08 15 25 14 Chart 3.1 Interpretation:The above graph shows the types of biscuits preferred by the consumers. Whereas Salty (8) holds the last position 4. Glucose is most preferred (38) by the consumers followed by kreams (25).2.1 Type of confectionary preferred Table 3.1.Biscuit Preferred Glucose Salty Sweet and Salty Kreams Cookies Table 3.

2.Candies Hard boiled candy Eclairs Mint Bubble gum Bars No. kacha aam got the highest position followed by éclairs and then bars. Mint got the least preference.1 Sales 59 . Hard boiled candies like golgappa.1 Interpretation:The above graph shows the types of candies preferred by the consumers.3. of consumers 34 27 9 12 18 Chart 3. 4.2 Preference between organized and unorganized retail stores to buy biscuits and confectionary Type of Store Table 3.

1 Interpretation:The above pie chart shows the place from where people prefer to buy biscuits and confectionary. retail stores 76 24 Chart 3.3.1 No. 4.Unorganized retail (Kirana) stores Org. Big bazaar or Reliance fresh. 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.4. of consumers 48 60 .3 Preference for the biscuit company Company Parle Table 3.

PRIYAGOLD got the least preference by the consumers.5.Britannia Priyagold Itc 27 7 18 Chart 3. 4.1 Interpretation:The above pie chart shows the preference of consumers for biscuit company.5.4 Preference to factors (Taste. The result shows that PARLE got the highest position followed by BRITANNIA and then ITC. Price & Brand image) Table 3.1 Chart 3.4.1 61 .

1 Britanni Rank rank1 rank2 Parle 41 33 a 33 39 62 17 19 Itc d 9 9 Priyagol .5 Preference according to taste Table 3.6.Rank Rank1 Rank2 Rank3 Taste 96 4 0 Price 2 39 59 Brand Image 2 57 41 4.

6 Preference according to price Table 3.1 Rank rank1 Parle 42 63 Britannia 16 ITC 11 Priyagold 31 . the scores of rank2 by 2 and so on. 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.The scores of rank1 are multiplied by 1 . 4. And the sum of all the ranks for the given companies is summed up to get the total scores.6.1 INTERPRETATION:.7.rank3 rank4 21 5 16 12 28 36 35 47 Chart 3.

1 Rank e Parl nia 64 Britan Itc old Priyag .Here Parle is the prime choice of consumers when price is given preference followed by Priyagold and then Britannia.8.1 INTERPRETATION:.7 Preference according to brand image Table 3.7.rank2 rank3 rank4 29 17 12 20 33 31 15 27 47 36 23 10 Chart 3. ITC is least preferred by consumers in the case of price. 4.

rank1 rank2 rank3 rank4 28 32 23 17 39 36 19 6 19 21 31 29 14 11 27 48 Chart 3. therefore it is preferred most by the consumers followed by Parle and then ITC. 65 .As Britannia has got the minimum total. Priyagold is least preferred by the consumers in case of brand image.1 INTERPRETATION:.8.

SWOT ANALYSIS OF PARLE PRODUCTS 66 .

Sizeable market share in the country. Poor packaging in family pack of glucose biscuits. 5. 4. Retaining loyal retailers or wholesalers. Lack of schemes for retailers and distributors. Huge scope for some Parle products in medical shops. Good scope for snacks and namkeens. 5. Improper and irregular supply. Increase in sale of cheap local bakery products. 4. Largest distribution system. OPPORTUNITY 1. 5. An experienced team of sales and marketing executives. if launched and properly promoted by Parle. 3. WEAKNESS 1. Highly advertised brands such as Britannia.STRENGTH 1. No proper replacement system for broken biscuits to retailers 3. 6. Margin war among the major Brands 67 . Less share in Premium biscuit market. Emerging substitutes like wafers. snacks and toast. 2. 3. Deep and effective coverage 7. 7. Breakage of biscuits while delivering to retailers 2. 2. 5. THREAT 1. Offers variety of products under its brand. Rising demand for innovative packaging in packaged foods. 4. Parle-G 6. Information revolution brought about by the television. Dependent on its flagship brand. 6. 3. Different sizes of packets are available. Low price as compared to competitors 2. Ever increasing competition from multinationals and local companies. Improving supply system for established brands. 4.

FINDINGS 68 .

offers. 69 . 10. the supply is not meeting the demand in particular areas or shops. Breakage problem in the Family packs of glucose biscuits is leading to the decline in sales in this category.glucose) is most favored brand and is sold most. following are the observations. For instance. coupons etc. Schemes. 4. Nimkin. 8. 6. Britania is emerging as major Competitor in the organized retail outlets. have very less availability. Availability of all the products is not uniform in all the towns. Golden Arch and Nimkin. Retailers and even wholesalers are not satisfied with the supply system of Parle. It was found that Parle (especially Parle. 9. Very little range of Parle biscuits were visible in organized retail outlets. 2. 1. 7. 5.After close study of the present market situation prevailing in the areas assigned the researchers. Lack of marketing efforts for the promotion of new products like Golden Arch. are not reaching to the retailers and customers whereas Priyagold and ITC on the other hand are doing that. 3. Musst bites is not accepted by the general masses due to its dissatisfying taste. Parle biscuits are the retailers and consumers prime choice. Discounts. newly launched products.

RECOMMENDATIONS & SUGGESTIONS 70 .

6. the replacement of the damaged and expired biscuits should be prompt and without any hassles. 5. 3. With this. Each salesman should stress the retailers to keep the maximum SKUs and to maintain these SKUs throughout. To increase the number of stock keeping units {SKU} available in the retailers store. so that retailer can be saved from the loss of the expired and damaged goods. The company should come up with double packaging as people refuse to buy family pack biscuits with loose packaging.and that it benefits the retailers and customers. 71 . The packaging of Parle Glucose biscuits (1/2 and 1 kilogram packs) must be improved for its better sales. 2. Salesmen should be properly dressed and should have good communication skills to effectively promote the new products recently launched. Company should adopt innovative packaging techniques. 4. as they have their own packaging unit as consumers are highly attracted towards new packaging.1. The company should take proper measures that the schemes and offers are not gulped by the middlemen . This will help in increasing their sales. 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. Company should start a program for the loyal retailers and wholesalers to reduce their complaints by providing timely supply and replacement.

72 . 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.After conducting the survey on 410 unorganized retailers.

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.

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Retailer Survey:
Locality : Name of Outlet : Address : Contact No. : Parle Detail : Frequency : Weekly / Fortnightly Brand Representation : Y/N Parle-G Krackjack Monaco Monaco Funion Hide&Seek Milano Orange Kream Mango Kream Elachi Kream Pineapple Chocolate Kream Golden Arch Nimkin Marie Milk Shakti Bourbon 20-20 Butter 20-20 Cashew 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 GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs- 50 p Melody Softe- 1Rs. Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold Musst Bite Parler Sales Y/N YOUR OWN INNOVATION

Round /Rectangle Round /Rectangle Round /Rectangle Round /Rectangle Round /Rectangle

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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 Taste Price Brand image BIBLIOGRAPHY ITC BRITANNIA PRIYAGOLD 76 . 3) From where do you prefer to buy biscuits? a) Kirana store b) Organized retail market (Like Reliance fresh. spencers.) Ans. 6)What type of confectionary do you like the most? a)hard boiled candy b)eclairs c)mint d)bubble gum e)bars Ans. (If answer is b please mention the name of retail chain) 5)Which biscuits do you prefer? a)glucose b)salty c)sweet and salty d)Creams e)cookies Ans.:1) How many members are there in your family? Ans2) Who initiates the shopping of groceries in your family? a) Male members b) Female memberc)children/teenager Ans. etc. 8)Which brand do you prefer most? a)PARLE b)BRITANNIA c)PRIYAGOLD d)ITC Sunfeast Ans. Big Baazar.Consumer Survey: NAME:AGE:PHONE NO.

KOTLER PHILIP & KELLER KEVIN LANE . Research Methodology. II.R.New Delhi III. Ltd.google. Websites: Google search: (www. KOTHARI .com) www.com) wikipedia search: (www.wikipedia.com A 77 .Practice Hall .parleproducts. New Delhi Vikas publishing House Pvt.I.C.Marketing Management .

PROJECT REPORT ON BRAND REPRESENTATION OF PARLE PRODUCTS IN JAIPUR In partial fulfillment of the requirement for the award of MASTER OF BUSINESS ADMINISTRATION AT SUBMITTED BY: NIKHIL VAID RAGHVENDRA SINGH PURAWAT 78 .