Case Study On Parle

PRESENTED UNDER GUIDENCE OF: PRESENTED BY:

Mr. Rahul (HOD, Business Studies) Harshit Gargh

Ms. Hima Singh Jayas
Project Guide
 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. 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.
ABOUT PARLE :-
Many of the Parle products - biscuits or Parle Products
has been India's largest manufacturer of biscuits and
confectionery, for almost 80 years. Makers of the world 's
largest selling biscuit, Parle - G and a host of other very
popular brands, the Parle name symbolizes quality,
nutrition and great taste. With a reach spanning even
the remotest villages of India, the company has definitely
come a very long way since its inception.

Confectioneries, are market dears in their category and

have won acclaim at the Monde Selection, since
1997. With a 40 % share of the total biscuit market and
a 15 % share of the total confectionary market in India,
Parle has grown to become a multi - million dollar
company. While to consumers it's a beacon of faith and
trust, competitors look upon Parle as an example of
marketing brilliance.
Objective :
•To build successful channel relationships ( vendor to
partner )

•To assess the critical success factors when selling

through distributors

•To outline terms and conditions for establishing

partnerships

•To integrate sales and marketing objectives

•To create and understand a channel plan

•To ensure that products has availability, visibility and

freshness
Parle products :
Know a little more about all the delicious Parle
products. From yummy biscuits to lipsmacking
sweetmeats, the Parle products range is a genuine treat
for every snack lover. The biscuits alone have such
variety, catering to diverse palettes, there's something for
everyone. And the tantalizing array of sweetmeats is just
the cherry on top.
Biscuits :
Parle - G Parle Marie

Krackjack Mayfair Cookies

Krackjack Crispy Creams

Monaco

Creams

Hide and Seek

Hide and Seek Milano

Digestive Marie
Confectioneries :
Melody

Mango Bite

Kaccha Mango Bite

Poppines

Kismi Toffee

Kismi Gold

Orange Candy

X Hale
 Research Methodology
•Data source Data - Primary & Secondary
•Research Approach - Survey Method

Data Collection Technique :

•Sampling Unit - Retail Outlets of Lucknow
•Sampling Size - 270
•Sampling - Random Sampling

Sampling Plan :

•Data Collection Instrument - Survey Questionnaire

•Sampling Method - Non - Probability

 Analysis Of The Report

•10% of the storages have no coverage, of which 63%

are c - class of stores and 37% are b- class of stores.

•10.75% of the stores are A - Class, 54.4% are B - Class,

while 34.8% are C - Class.

•71.5 % are General stores, 12.6% are Bakery, 10.7% are

Cafeteria, 1.85 % each are Pan-bhandars and traders,
while 1.5 % are superstores.

•5.9 % of the stores have no visibility, 36.3 % have shelf

visibility, 21.9 % have visibility other than shelf, while
35.9% excel in every kind of visibility.
•Store owner ranked PARLE SERVICE on various
criteria, on a rating scale of 10. The mean being
5.73, median being 5.62 while mode being 6.

•BRITANIA available at 78.52%, SUNFEAST at

71.5%. PRIYAGOLD at 67.04%, ANMOL at 29.3%,
LOCAL , at 11.85% of the PARLE stores.
 Findings

The findings of " Retail Survey " of PARLE Biscuits Ltd.

can be listed down in conjunction with the data analysis
presented above. The Rural Survey has been conducted
by taking into consideration other competitors like ITC
Ltd & Britannia. The Distribution of PARLE is effective
and efficient.
The functioning and responses from the respondents
were authentic leading to a better view of the retail
scenario.

The findings are listed below :

Carrriage Problem :

Inability of the D. S to carry the required Stock to meet

the Demand of the Retail Market.
He can't carry full stock on his personal transport
that's why every time he is unable to satisfy the outlets
which in turn result into a negative impact on the sales
of the PARLE especially on recently launched FMCG
products.
 Non Availability of Stock :
• Most of the time agencies are empty of stock mainly
Glucose Biscuits. Since demand is more in the retail
market but they are unable to meet the demand of the
market.

• Parle focus less on the Merchandising in the Rural

market as compare to the other fmcg companies.

• Parle glucose Biscuits are better in Quality and

tastes as compare to Sunfeast glucose biscuits. Parle
has created its value in the rural market and giving tuff
competition to the every other glucose but its non
availability hindering the success of the Parle glucose in
the rural market.
 Conclusion
Strength, Weakness, Opportunites and Threat are the
four tools for a individual or group or organization to
grow, improve and polish it's skills. SWOT analysis for
the Rural Survey of PARLE Biscuits Ltd has been
highlighted below which covers all the criticality of the
project: