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http://advaitha4all.blogspot.com/2010/06/parle-project-brand-representation-of.ht ml Advaitha: PARLE PROJECT - Brand representation of Parle Products in unorganized r etail stores (i) as compared to competitors (ITC, Britannia & Priyagold).(ii) a s compared to organized retail stores(iii)Analysisi of consumer behviour,Advaitha This blog is all about the enrichment of knowledge through various dataresources which will be of great help for all... i request you all to post thetopics related to G.K, MBA Materials, PGCET Materials etc; Advaitha Search power

ed by This Blog Linked From Here The best web sites The Web This Blog Linked From Here The best web sites The Web Monday, June 21, 2010PARLE PROJECT - 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, 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 summerinternship 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 o

ther institute/society. ACKNOWLEDGEMENT A successful completion of job is basedupon 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 expressour deep sense of gratitude to all those who

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have contributed significantly by sharing their knowledge and experience in thecompletion 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.

TABLE OF CONTENTS S.NO CONTENTS 1. Executive Summary 2. Statement of the Problem3. Objectives of the Study 4. Limitations of Study 5. Introduction of Sector and Industry 6. Introduction of organization 7. Analysis on unorganized retail outlets 8. Analysis of organized retail outlets 9. Analysis on Consumer Behaviour 10. SWOT Analysis 11. Findings 12. Recommendations and Suggestions 13. Conclusion14. Appendix 15. Bibliography

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Executive Summary The report is an earnest endeavor made to understand the present market scenario in biscuits captured by the Parle and the other competitor brands viz., Britannia, Priyagold, ITC. The researchers were required to see the coverage by Parle Products Pvt. Ltd., and bring out the potential and loyal retailers so that the company could maintain the market leadership in the existing business scenario in the biscuits and the confectionaries. During the course of study the researchers visited around 70 unorganized retail stores and 30 organized

retail stores and analyzed all major brands of biscuits available as well as studied the brands, which are most preferred among the retailers. The study encompasses the penetration of the existing Parle products (biscuits and confectionaries) and the market potential for the new products like Golden Arch, Nimkin, Monaco Funion, Melody softee, Mazelo and Imli Bite. Their motive was to study the working of the distributors in Bangalore market. They have mentioned the problemsand the loop holes in the Parles distribution system and the promotional tools, which they have found during the course of the study and recommended various corrective measures for it. Their study also comprises the comparative analysis between organized and unorganized retail stores in terms of brand availability withthe help of hypothesis testing. They also studied the behaviour of consumers about their preferences for biscuits, candies and their overall buying behaviour wi

th the help of questionnaire.

Statement of the Problem To analyze the brands of Parle Products in unorganizedretail stores: 1. As compared to competitors (ITC, Britannia & Priyagold). 2. Ascompared to organized retail stores. Objectives of the Study

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1. To find out Parle Coverage in various areas of Bangalore. 2. To check the Brand availability of the company products at different stores. 3. To compare the Brand with its competitive Brands like ITC, Britannia, Priyagold in terms of coverage, number of brands available and monthly sales. 4. To analyze that which type of biscuits and candies are most preferred and demand by the customer. It wasdone by asking storekeepers as well as customer. 5. To analyze the availabilityof new Parle products launched in the market. 6. To compare the organized retail

stores with unorganized retail stores in terms of brand availability.

Reference Period This study is conducted for the period of 45 days starting from15th of JUNE 2009 to 30th of JULY 2009.

PROJECT METHODOLGY

Research Type: EXPLORATORY RESEARCH EXPLANATION: The study was conducted by Bangalore mentioned below (source list) review and comparative analysis between stores.. Thus it is an exploratory type Sample Design A sample design is a definiteplan for obtaining a sample for a given population. It refers to a techniques orprocedure adopted in selecting items for the sample. Sampling: Further, the des

ign that has been adopted for the study of the given topic is CONVENIENT SAMPLING. EXPLANATION: During the course of the study we visited a no. of stores that were scattered all over Bangalore (source list mentioned below). Apart from thiswe had no written record of the number and names of the stores in the city. It was very difficult to tabulate a record of all the retailers and wholesalers present Parle Products Pvt. Ltd in 4-5 areas of for the first time regarding marketunorganized and organized retail of research.

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in the city and then carry out our study, in the short span of time that was allotted. As a result we had to select the retailers according to our convenience.We went to the areas and surveyed all shops that could possibly be approached.

The following is the sample design that has been adopted for the study. 1. Population:- Finite(Bangalore) 2. Sampling Unit:- Areas of Bangalore 3. Source list:Unorganized retail stores (Areas): a. b. c. d. e. f. g. h. i. Mansarover Vaishali

Nagar Chitrakoot Sodala (Ajmer Road, Hatwara road, Ram Nagar) Raja park AdarshNagar Janta colony Sethi colony Bapu Nagar

Organized retail stores: a. b. c. d. Spencer`s Retail Reliance Retail (RelianceFresh) Aditya Birla (More) Vishal Mega Mart

4. Sample size:- A total of 70 unorganized retail stores with 30 organized retail stores and 100 consumers.

Tools and techniques for Data Collection Tools and techniques for: 1. Primary Data:- The researchers collected primary data during the course of research periodwith the help of the questionnaire that was designed for the storekeepers as we

ll as consumers to collect the information that was required to carry out the research. 2. Secondary Data:- Secondary data was collected from books, articles, Internet and previous research papers that had been conducted by the company representatives and officials. Tools and techniques of Analysis Simple statistical tools and techniques like average, ratios, pie charts, tables and graphs in addition to hypothesis testing (z-test, for difference between

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INTRODUCTION SECTOR Fast moving consumer goods (FMCG), are products that are sold quickly at relatively low cost, have a quick turnover and get replaced withina year. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such productscan be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergent, as well as non durables such as glassware

, light bulbs, batteries, paper products and plastic goods. FMCG also includes pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately. Some of the best known examples of Fast Moving Consumer Goods companies include Clorox, Colgate-Palmolive, General Mills, H.J. Heinz, Reckitt Benckiser, Sara Lee, Nestle, Unilever, Proctor and Gamble, Coca Cola, Carlsberg, Kimberly-Clark, Kraft, Pepsi, Warburtons, Wilkinson andMars. Scope of the sector: The Rs 86,000-crore Indian FMCG sector is expected tomaintain its double-digit growth for the quarter ended March 31, 2009. Being asector led by domestic growth, it is least likely to be affected by the financial meltdown. The FMCG industry is set to grow 20-30 per cent in 2009-10, up from10-20 per cent in 2008-09. The growth would be driven by the launch of new products and increasing rural consumption. A well established distribution network, in

tense competition between the organized and unorganized segments characterizes the sector. Though the hike in minimum alternate tax from 10% to 15% would adversely hit companies with factories in excise-free zones, they rule out increasingconsumer prices. Retail sector: Retail became a buzz word in India before recession; in fact the word booming was found only attached to this sector. But as recession took its toll, 99% of sectors went for a toss including retail. The market has just started picking up and India is reclaiming to regain its position inthe retail segment. In a recent report, the authors of AT Kearney s 2009 globalretail development index said that India s largely unmodernised retail sector remained attractive to both domestic and international retailers, in spite of government regulations that prevent 100 per cent foreign ownership of retail stores.For most of the retailers like Pantaloon, Vishal, Cantabil and Priknit, retail

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still continues to buzz everywhere in India with many foreign brands coming in,whether it s the largest US retailer Wal Mart which opened its first store, lastmonth, in Punjab, in a joint-venture with Bharti Enterprises, Or Tesco and Carrefour which are also planning joint venture stores. Even as corporates are expecting the new Congress-led United Progressive Alliance Government at the Centre to open up fully FDI in retail sector, a Parliamentary Committee has argued for atotal ban on even the domestic heavyweight corporates from entering retail trad

e in grocery, fruits and vegetables. Also, there is expectation the forthcomingUnion Budget may spell out a policy position. Retail giant Ikea holding back itsplans to enter India is being bandied about as a setback for the country. Thereis also talk that investments and flow of technical knowhow could be hampered if the sector is not opened up to overseas.investors. But over all if we see, theissue to be debated shouldn t be whether FDI in organized retail is desirable,but what its impact would be on small retailers in the unorganized sector, and whether we have policies to protect the vulnerable sections. It was meant to revolutionize the way we shopped, spent, consumed and lived. With its Retail Revolution, India was making an indelible mark on the global retail map. The billion plusconsumers and steady economic development were fuelling the growth of Indias $ 25 billion organized retail market. And the Indian blue chip companies started to

go the retailing way Bharti, Reliance, Tata, Mahindra, Aditya Birla Group and RPG all were making the retail foray. As the sector grew at the rate of 30-40% per annum over the last decade, India became the preferred destination for globalbrands and retail chains to cash in. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year accompanied with closures of Indian retailers, pulling out from certain cities and the Subhiksha saga unfolding, the dismal story of revolution is now unraveling. Organised Retail Sector: It was meantto revolutionize the way we shopped, spent, consumed and lived. With its RetailRevolution, India was making an indelible mark on the global retail map. The billion plus consumers and steady economic development were fuelling the growth of Indias $ 25 billion organized retail market. And the Indian blue chip companies started to go the retailing way Bharti, Reliance, Tata, Mahindra, Aditya Birla Group and RPG all were making the retail foray. As the sector grew at the rate of 3

0-40% per annum over the last decade, India became the preferred destination forglobal brands and retail chains to cash in. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year accompanied with closures of Indian retailers, pulling out from certain cities and the Subhiksha saga unfolding,the dismal story of revolution is now unraveling.

INDUSTRY Indian Biscuit Industry: According to Indian Biscuit Manufacturers Association (IBMA), after stagnating growth of about 14 per cent in 2007-08, biscuit

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industry grew by 17 per cent in 2008-09 due to excise duty exemption on biscuitswith MRP up to Rs 100 per kg, Indian Biscuit Manufacturers Association. ). Therefore, Indian biscuit industry has demanded a reduction in value added tax to four per cent from the current level of 12.4 per cent on biscuit, so that the growth rate can go up to 20 per cent. The Rs 8,000-crore industry hopes that the biscuit segment will have over 20 per cent annual growth in the next five years ifVAT is reduced to four per cent India, world s third largest biscuit producer af

ter the US and China, produces nearly 19.5 lakh tonnes annually and the states,however, have imposed the VAT at 12.5 per cent, which is very high. According toIBMA, organised sector produces around 55% and the balance 45% being contributed by the unorganised bakeries. In terms of volume biscuit production by the organised segment in 2007-08 is estimated at 1.47 million tonnes. Per capita consumption of biscuits in the country is only 1.8 kg, as compared to 2.5-5.5 kg in theSouth Eastern countries, and in Europe and US, respectively. In India per capita consumption of biscuits is estimated at a low 1.9 kg, reflecting the huge potential for growth of the industry. Over 900 million Indians buy and eat biscuitswith varying frequency in any year. The penetration of branded product in this segment is quite significant, and is valued at Rs 2,500-3,000 crore. None of theother wheat-based segments is as developed as the biscuits industry. The biscuit

segment has developed with large markets of mass consumption covering over 90%of the overall potential market. The unorganised sector accounts for over 50% ofthe market. The market has been growing at a CAGR of 6-7% pa. Biscuit is a hygienically packaged nutritious snack food available at very competitive prices, volumes and different tastes. According to the NCAER Study, biscuit is predominantly consumed by people from the lower strata of society, particularly children inboth rural and urban areas with an average monthly income of Rs 750. Bread andbiscuits are the major part of the bakery industry. Biscuits stands at a highervalue and production level than bread. 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 ata 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. Biscui

ts 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, AndhraPradesh, 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 bakeryproducts. The annual production of biscuit in the organized sector continues tobe predominantly in the small and medium scale sector before and after de-reservation. Confectionary Industry Production area Besides the industrial areas in leading metropolis the bakery product & confectionery are carried on small- scalebasis also at household level. Whereas, the confectionery industry has developed remarkably with the international brand mingling with the domestic market toffees, chocolates etc. produced at large scale in important industrial regions of

the country.

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Growth promotional activities In 1977- 78 Government reserved the confectionerybread and biscuit manufacturing for small scale and restricted entry of large producers. During the last 2 decades, small and unorganized players shared the growth in the industry. Currently, there are an estimated 2 million bakeries acrossthe country engaged in production of bread, biscuits and other products The Indian confectionery market is segmented into sugar-boiled confectionery, chocolates, mints and chewing gums. Sugar-boiled confectionery, consisting of hard boiled

candy, toffees and other sugar-based candies, is the largest of the segments and valued at around Rs 2,000 crore. The confectionery industry has a current capacity of 85, 000 tonnes, the market is growing at the rate of 10-15% per annum. The estimated annual production of bakery products in India is in excess of 3 million tonnes, of which bread accounts for nearly 50% and biscuits 37% in volume terms in the organized sector. The bakery sector in India is one of largest segments of the food processing industries; annual turnover in value terms is approximately $ 900 million. Types Chocolates, hard-boiled sweets, chewing gum and other products are a major growth area. The bakery industry includes basic baked products like breads, biscuits, cakes, pastries, rusks, buns, rolls etc. 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 cons

umer perceptions. 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. The retail and market penetrations even today continue to be in the rural and semi urban and urban markets wherebulk of the sales activity takes place through B and C class outlets. Confectionery being a child-oriented product, it is largely sold by individual counts atthe retail trade level. The potential child consumer for this category of products in the past was largely influenced by the relevant socio-economic factors andmedia explosions.

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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 byadhering 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 namegrew in strength with this diversification. Parle Glucose and Parle Monaco were

the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality. For around 75 years, Parle have been manufacturing quality biscuits and confectionary products. Over the years Parle hasgrown to become a multimillion dollar company with many of the products as market leaders in their category. The recent introduction of Hide & Seek chocolate chip biscuits is a product of innovation and caters to a new taste, being Indias first ever chocolate chip biscuits. Apart from the factories in Mumbai and Bangalore Parle also has factories in Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and confectionery plants in the country. Additionally, Parle Products also has 7 manufacturing units and 51 manufacturing unitson contract. All these factories are located at strategic locations, so as to ensure a constant output and easy distribution. Brands An in-depth understanding o

f the Indian consumer psyche has helped Parle evolve a marketing philosophy thatreflects the needs of the Indian masses. With products designed keeping both health and taste in mind, Parle appeals to both health conscious mothers and fun loving kids. The great tradition of taste and nutrition is consistent in every pack on the store shelves, even today. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. Biscuit goodies: Confectionary: Parle-G GolGappa Krackjack Classic Mint Monaco Lite Mint Monaco Funion Kismi Kreams Orange Candy Hide and Seek Mango Bite Hide and Seek Milano Melody Poppins Eclairs- 50 p Bourbon Melody Softe- 1Rs. Kismi Bar Parle Marie Chox Kacha Mango Milk Shakti Mazelo Imli Bite Kismi Gold Parle 20-20 Cookies Munch on snacks: Nimkin Musst Bites

Parle biscuits: Parle biscuits are linked with factors of power and wisdom provi

ding nutrition and strength. Parle biscuits are indeed much more than a tea- time snack, they are considered by many to be an important part of their daily food. Parle can treat you with a basket of biscuits which are not only satisfying but are also of good and reliable quality. Parle biscuits cater to all tastes fromkids to senior citizens. They have found their way into the Indian hearts and homes.

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Parle G For over 65 years, Parle G has been a part of the lives of every Indian.From the snow capped mountains in the north to the sultry towns in the south, from frenetic cities to laid back villages, Parle G has nourished strengthened and delighted millions. Filled with the goodness of milk and wheat, Parle G is notjust a treat for the taste buds, but a source of strength for both body and mind. Tear over a packet of Parle G to experience what has nourished Generations ofIndians since last sixty five years, making it truly Hindustan Ki Taakat. Pack

Sizes available: 16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G, 825G Krackjack The original sweet and salty biscuit is one of the most loved biscuits in the country. Its not just a biscuit, its the taste of relationships captured in a biscuit. A little sweet and a little salty crafted in such a delicate and delicious balance, you can never get enough of it. Have it anytime you like with anything you like. Pack Sizes available: 75G, 170G, 240G Monaco Share the company of great taste anytime, anywhere with Monaco. A light crispy biscuit sprinkled withsalt, Monaco adds a namkeen twist to lifes ordinary moments. Pack Sizes available: 75 G, 120 G, 240 G Hide and Seek The ingredients that go into making this prized cookie are a well-guarded secret. What is is the effect it has on those who eat it. A cookie with a reputation for romance. Indulge in the sinful taste of Milano and everything that follows it. Pack Sizes available: 25 G, 62 G, 100 G, an

d 200 G Hide and Seek Milano The ingredients that go into making this prized cookie are a well-guarded secret. What is is the effect it has on those who eat it.A cookie with a reputation for romance. Indulge in the sinful taste of Milano and everything that follows it. Pack Sizes available: 65 G, 135 G Kreams Orange:Tickle your senses with Parle Orange Kream The tangy orange cream between two scrumptious biscuits makes for a real treat. Age no bar! Pack Sizes available: 80G, 90 G, 160 G, and 180 G Parle Confectionaries: Right from candies to toffees,the sweet n treat category of the Parle product range is a genuine treat for every snack lover. This category can satisfy one s taste and at the same time create a desire for more. These confectioneries are a sheer delight to the taste budsand have a universal appeal. Parle Biscuits and confectioneries, continue to spread happiness & joy among people of all ages. Melody Caramel meets chocolate toyield an outcome nothing less than delectable. Parle Melody comes with an irres

istible layer of caramel on the outside and a delightful chocolate filling within. Pop it in your mouth and relish the unique experience. It wont be too long before you find yourself asking the age old question Melody itni chocolaty kyon hai?Mango Bite

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

Orange Candy Feel like eating an orange but dont want to be bothered with peelingone? How about just unwrapping one then? Parle Orange Candy. This little candyis a mouthful when it comes to the tangy, juicy taste of real oranges. A bite-si

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

Kismi Toffee Its everything that the Kismi Toffee Bar is, only smaller. Wrapped in the distinct flavour of elaichi (cardamom) this toffee is sure to send your sweet tooth on a joyride. Golgappa Mention Golgappa to lovers of roadside snacks and watch them get excited. Just the very memory of the sweet tangy taste of Golgappa is enough to make the taste buds tingle, the mouth water and the senses to

party. Now imagine if you can have the Golgappa whenever and wherever you want it, even as you are reading this, for example. It is possible with Parle Golgappa. It captures the same magic of the popular street side Golgappa in a Goli or ahard boiled candy, if you prefer. So pop in a Golgappa and treat your senses toa fun filled trip, whenever and wherever. Parle Snacks: Salty, crunchy, chatpataand crispy caters to the bunch of Parle snacks. Parle snacks are a complete delight to the taste buds and can create the desire for more and more. These snackswill not only satisfy your tummy but will also sustain a feel in your mouth toassociate you with the bond of Parle. Musst Bites Cheesy fluffy baked snacks that are so irresistible that you dont want to share them. Available in mouthwatering Garden Spices, sweet and sour Tangy Tomato, tantalizing Chatpata Chat and heavenly garden spices, you are going to have a hard time deciding which one you want for yourself. MAJOR BISCUIT PRODUCERSS IN KARNATAKA 1) PARLE PRODUCTS PRIVATE L

IMITED.

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2) ITC SUNFEAST LIMITED 3) BRITANNIA 4) SURYA FOOD AND AGRO LIMITED (PRIYAGOLD).PARLE PRODUCTS PRIVATE LIMITED

Many of the Parle products - biscuits or confectioneries, are market leaders intheir category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionarymarket 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. Parle G, a premium glucose biscuit is the worlds largest selling biscuit. A factory of these glucose biscuits is situated in Neemrana is producing 7000 metric tonnes every month. A list of premium quality biscuits and confectioneries is produced and distributed across nations. 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 $ 4.75 billion. ITChas a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products. ITC s diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competenc

ies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management.

BRITANNIA By 1910, with the advent of electricity, Britannia mechanized its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia s business was flourishing. But, more importantly,Britannia was acquiring a reputation for quality and value. As time moved on, the biscuit market continued to grow and Britannia grew along with it. In 1975, theBritannia Biscuit Company took over the distribution of biscuits from Parry s who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indian ness of the firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs.

100 crores revenue mark.

SURYA FOOD AND AGRO LIMITED

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The wondrous magical journey of the company Surya Food & Agro Ltd. began in Oct.1993 & since then The Researchers have been one of the leading manufacturers ofbiscuits in northern India. Our brand PRIYAGOLD has been a perennial household favorite since then. On a profound level spread in to western as well as southernIndia, the inevitable cycle of distribution network has helped us to spread intowestern India as well. Our obsession is to make the finest quality biscuits available to the consumers & our constant endeavor is to provide our consumers, a p

alate to look forward to a taste & flavor that is uniquely PRIYAGOLD.

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.ANALYSIS After visiting the PARLE factory as industrial visit the researchers analyzed that the best selling branded biscuit company offers its customers withlarge variety of biscuits (parle-g, krack-jack, Monaco, hide and seek etc.), confectionaries (mangobite, melody, poppins) and snacks (Musst bites) It aims TO SERVE PEOPLE AND NATION The privately owned self financed company provides motivation and confidence to its staff and other related members by providing various facilities and organizing certain events. It has a very open work culture. The atmo

sphere is so comfortable and relaxed that helps in increasing productivity and efficiency. It lunches and outstation team-building exercises that augment inter-personal relations and mutual understanding. Parle has found its way into the Indian hearts and home. It spreads happiness and joy among the people of all ages.As one comes to visit their plant, they welcome them whole-heartedly and cooperate with them in the best way they can. They are the strict followers of Japanese culture.

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1. Analysis of unorganized retail outlets 1.1 Coverage of the company Table 1.1.1 BRAND Direct Indirect No Coverage PARLE 63 07 0 Chart 1.1.1 Interpretation: Parle covers all the retail outlets under study and 90% were under direct coveragei.e salesman of Parle distributor (of that area) visits weekly on these stores.Rest 10% outlets source the Parle products either from wholesaler or any otherretail outlet.

1.2 Categorization of retail outlets based on PARLE sales Table 1.2.1 CATEGORY NO. OF OUTLETS % SHARE CATEGORY A (No Coverage) 0 0.0 CATEGORY B (1-5000) 230 56.1 CATEGORY C (5001-10000) 99 24.1 CATEGORY D (10001-15000) 33 8.0 CATEGORY E (15001-20000) 18 4.4 CATEGORY F (>20000) 30 7.3 Chart 1.2.1

Interpretation:The above pie chart shows the classification of retail outlets present in areas under study. The categorization is made on the basis of monthly sales of Parle products by the retailers and the whole sellers. It has been divided into 6 categories mentioned above. 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. It can be seen that only 7% outlets fal

l under category E i.e greater than 20000 Rs

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1.3 Visibility of PARLE products For Biscuits: Table 1.3.1 BRAND (Biscuits) No.of shops Total % VISIBLE Parle-G 70 70 100.0 Krackjack 63 70 90.0 Monaco 63 70 90.0 Monaco Funion 75 70 18.3 Hide&Seek 255 70 62.2 Milano 85 70 20.7 Orange Kream 330 70 80.5 Mango Kream 388 70 94.6 Elachi Kream 393 70 95.9 Pineapple 381 7092.9 Chocolate Kream 377 70 92.0 Golden Arch 35 70 8.5 Nimkin 101 70 24.6 Marie198 70 48.3 Milk Shakti 185 70 45.1 Bourbon 210 70 51.2 20-20 Butter 340 70 82.920-20 Cashew 332 70 81.0

Chart 1.3.1 Interpretation:Brands such as Parle G, Krackjack, Monaco, Orange Kream, Mango Kream, Pineapple Kream, Chocolate Kream, Elaichi Kream are visible inalmost all stores (90-100 %) but brands such as Monaco Funion, Golden Arch & Nimkin were not available in many stores.

For Confectionary: Table 1.3.2 BRANDS (Confectionary) No. of shops Total % VISIBLE GolGappa 258 410 62.9 Classic Mint 136 410 33.2 Lite Mint 108 410 26.3 Kismi222 410 54.1 Orange Candy 300 410 73.2 Mango Bite 337 410 82.2 Melody 352 410 85.9 Poppins 222 410 54.1 Eclairs- 50 p 168 410 41.0 Melody Softe- 1Rs. 146 410 35.6 Kismi Bar 165 410 40.2 Chox 155 410 37.8 Kacha Mango 177 410 43.2 Mazelo 160410 39.0 Imli Bite 97 410 23.7 Kismi Gold 45 410 11.0

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Musst Bite 43 410 10.5 Chart 1.3.2 Interpretation:The brands such as Orange Candy, Mango Bite & Melody have good availability but Kismi Gold and Musst Bite arerarely available .

1.4 New Products Visibility Table 1.4.1 BRANDS (Confectionary) Available Not Available Total % VISIBLE Nimkin 101 309 70 24.6 Golden Arch 35 375 70 8.5 Melody Softe- 1Rs. 146 264 70 35.6 Mazelo 160 250 70 39.0 Imli Bite 97 313 70 23.7 Chart

1.4.1

Interpretation: The newly introduced biscuit brand Golden Acrh was available inonly 8.5 % retail outlets which is a very low figure. And Nimkin was present inonly 25 % outlets. It appears that demand for their confectionary brands is increasing as they were present in considerable amount.

1.5 Coverage with respect to competitors Table 1.5.1 BRAND Direct Indirect No Coverage PARLE 367 43 0 ITC 308 21 81 BRITANIA 305 27 78 PRIYAGOLD 281 26 103 Chart 1.5.1

Chart 1.5.2

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Chart 1.5.3

Chart 1.5.4

Chart 1.5.5

Interpretation: Among the competitors only Parle covers most of the outlets (90%

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

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

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Chart 1.6.2

Chart 1.6.3

Chart 1.6.4

Chart 1.6.5 Interpretation:Parle in addition to a big share of direct coverage a

lso has74% of outlets where 11 to 15 brands are present as compared to competitors viz ITC, Britannia & Priyagold having 4%, 10% & 13% respectively. Priyagold although has less coverage (75%) than competitors but where present were in goodvariety i.e 35% outlets has 6 to 10 brands compared to Parle (21%), ITC (21%), and Britannia (24%).

1.7 Sales comparison with competitors Table 1.7.1 Category No. of outlets (Parle) Parle % No. of outlets (Brit) Britannia % share %share A (No Coverage) 0 0.0 81 19.8 78 19.0 B (1-5000) 230 56.1 194 47.3 179 43.7 SHARE No. of outlets (ITC)ITC % share No. of outlets (Priyagold) Priyagold 103 25.1 225 54.9

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C D E F

Chart 1.7.1 Interpretation:It can be seen that in most of the outlets (56%) Parle sales come under category B as compared to other categories. Compared to competitors the company tops Category B. Company share in Category is also far higher than that of competitors. So, every company has sales of 1-5000Rs in 50 % outlets

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

Chart 1.8.1

Interpretation: Rank one is dominated by Glucose biscuits, Rank two by Cream biscuits, rank three by Marie and Salty biscuits both, rank four by Marie Biscuitsbut there is a close match between salty and sweet and salty, rank five by Sweetand Salty Biscuits and rank six by Cookies. So, lease demand is of cookies in unorganized retail stores. 2. Analysis on organized retail outlets 2.1 Parle Sales in Organized Retail Table 2.1.1

(5001-10000) 99 24.1 85 20.7 91 22.2 29 7.1 (10001-15000) 33 8.0 31 7.6 23 5.6 39 9.5 (15001-20000) 18 4.4 13 3.2 21 5.1 9 2.2 (>20000) 30 7.3 6 1.5 18 4.4 5 1.2

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Category Sales No. of outlets (Parle)

Chart 2.1.1

Interpretation:It can be seen that 35% of outlets have Parle sales between 30,000Rs and 45,000 Rs which is a very good indication. And 27 % outlets have Parle sales above 45,000 Rs

2.2 Parle Sales with respect to competitors in organized retail outlets Table 2.2.1 Category Sales No. of outlets (Parle) No. of outlets (ITC) No. of outlets (Brit) No. of outlets (Priyagold) No coverage 0 0 4 0 5 A 1-15000 1 5 2 5 B 15001-30000 10 20 5 18 C 30001-45000 11 5 14 2 D >45000 8 4 9 0 Chart 2.2.1 Interpretation: In organized retail outlets Britannia beats Parle in Category C (30001-45000). And this is because Parle products are cheaper as compared to Britannia and so sales is high.

No A B C D

coverage 0 0 1-15000 1 15001-30000 10 30001-44999 11 >=45000 8

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2.3 Parle Visibility in organized retail outlets Table 2.3.1 BRAND (Biscuits) No. of shops Total % VISIBLE Parle-G 30 30 100.0 Krackjack 30 30 100.0 Monaco 30 30 100.0 Monaco Funion 19 30 63.3 Hide&Seek 24 30 80.0 Milano 11 30 36.7 Orange Kream 23 30 76.7 Mango Kream 29 30 96.7 Elachi Kream 29 30 96.7 Pineapple 27 30 90.0 Chocolate Kream 25 30 83.3 Golden Arch 10 30 33.3 Nimkin 17 30 56.7 Marie 3030 100.0 Milk Shakti 24 30 80.0 Bourbon 26 30 86.7 20-20 Butter 28 30 93.3 20-20 Cashew 28 30 93.3

For Biscuits: Chart 2.3.1

Interpretation: Parle-G, Krackjack, Marie, Monaco have 100% visibility. Among the cream biscuits, Mango and elaichi were available in most outlets (97%). Parle20-20 brands were also visible 93% of the outlets. Golden Arch and Milano were present in very less number of outlets (37% and 33% respectively).

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For Confectionary: Table 2.3.2 BRANDS (Confectionary) No. of shops Total % VISIBLE GolGappa 23 30 76.7 Classic Mint 15 30 50.0 Lite Mint 13 30 43.3 Kismi 19 3063.3 Orange Candy 23 30 76.7 Mango Bite 23 30 76.7 Melody 29 30 96.7 Poppins 2230 73.3 Eclairs- 50 p 21 30 70.0 Melody Softe- 1Rs. 17 30 56.7 Kismi Bar 17 30 56.7 Chox 12 30 40.0 Kacha Mango 22 30 73.3 Mazelo 10 30 33.3 Imli Bite 7 30 23.3Kismi Gold 8 30 26.7 Musst Bite 8 30 26.7 Chart 2.3.2 Interpretation: Melody tops (97%) among the confectionary brands in visibility factor. Hard boiled candie

s such as Golgappa, Orange candy, Mango Bite, Poppins, Kaccha Mango and clairs have good visibility (Approx. 73-77%). But Melody softee, Kismi Bar have 57% visibility. Mazelo, Imli Bite, Kismi Gold have very low visibility. Parle s snack product Musst Bite is also having very low visibility of 27%.

3. Analysis on Consumer Behaviour

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3.1Type of biscuits preferred Table 3.1.1 Biscuit Preferred No. of consumers(outof 100) Glucose 38 Salty 08 Sweet and Salty 15 Kreams 25 Cookies 14 Chart 3.1.1Interpretation:The above graph shows the types of biscuits preferred by the consumers. Glucose is most preferred (38) by the consumers followed by kreams (25).Whereas Salty (8) holds the last position

4.1 Type of confectionary preferred Table 3.2.1 Candies No. of consumers Hard bo

iled candy 34 Eclairs 27 Mint 9 Bubble gum 12 Bars 18 Chart 3.2.1 Interpretation:The above graph shows the types of candies preferred by the consumers. Hard boiled candies like golgappa, kacha aam got the highest position followed by clairsand then bars. Mint got the least preference. 4.2 Preference between organized and unorganized retail stores to buy biscuits and confectionary Table 3.3.1 Typeof Store Sales Unorganized retail (Kirana) stores 76 Org. retail stores 24 Chart3.3.1 Interpretation:The above pie chart shows the place from where people prefer to buy biscuits and confectionary. The study shows that 76% of people preferto buy them from general kirana stores whereas 24% people prefer to buy from organized retail stores like spencers, Big

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rank4 5 12 36 47 Chart 3.6.1

INTERPRETATION:- The scores of rank1 are multiplied by 1 , the scores of rank2 by 2 and so on. And the sum of all the ranks for the given companies is summed upto get the total scores. As Parle has got the minimum total, therefore it can be infer that consumers prefer Parle most when it comes to taste followed by Britannia and then ITC. Priyagold is least preferred by the consumers.

4.6 Preference according to price Table 3.7.1 Rank Parle Britannia ITC Priyagoldrank1 42 16 11 31 rank2 29 20 15 36 rank3 17 33 27 23 rank4 12 31 47 10 Chart 3.7.1

INTERPRETATION:- Here Parle is the prime choice of consumers when price is givenpreference followed by Priyagold and then Britannia. ITC is least preferred byconsumers in the case of price.

4.7 Preference according to brand image Table 3.8.1 Rank Parle Britannia Itc Priyagold rank1 28 39 19 14 rank2 32 36 21 11 rank3 23 19 31 27 rank4 17 6 29 48 Chart 3.8.1

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6. Deep and effective coverage 7. Largest distribution system. WEAKNESS 1. 2. 3.4. 5. 6. 7. Breakage of biscuits while delivering to retailers No proper replacement system for broken biscuits to retailers Improper and irregular supply. Less share in Premium biscuit market. Dependent on its flagship brand, Parle-G Poorpackaging in family pack of glucose biscuits. Lack of schemes for retailers anddistributors.

OPPORTUNITY 1. Rising demand for innovative packaging in packaged foods. 2. Retaining loyal retailers or wholesalers. 3. Improving supply system for establishedbrands. 4. Huge scope for some Parle products in medical shops. 5. Informationrevolution brought about by the television. 6. Good scope for snacks and namkeens, if launched and properly promoted by Parle. THREAT 1. Highly advertised brands such as Britannia. 2. Ever increasing competition from multinationals and local companies. 3. Increase in sale of cheap local bakery products. 4. Emerging substitutes like wafers, snacks and toast. 5. Margin war among the major Brands

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FINDINGS After close study of the present market situation prevailing in the areas assigned the researchers, following are the observations. 1. Availability ofall the products is not uniform in all the towns. For instance, the supply is not meeting the demand in particular areas or shops. 2. Golden Arch and Nimkin, newly launched products, have very less availability. 3. Breakage problem in the Family packs of glucose biscuits is leading to the decline in sales in this category. 4. Schemes, Discounts, offers, coupons etc. are not reaching to the retaile

rs and customers whereas Priyagold and ITC on the other hand are doing that. 5.Retailers and even wholesalers are not satisfied with the supply system of Parle. 6. It was found that Parle (especially Parle- glucose) is most favored brand and is sold most. Parle biscuits are the retailers and consumers prime choice. 7.Very little range of Parle biscuits were visible in organized retail outlets. 8. Musst bites is not accepted by the general masses due to its dissatisfying taste. 9. Lack of marketing efforts for the promotion of new products like Golden Arch, Nimkin. 10. Britania is emerging as major Competitor in the organized retail outlets.

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RECOMMENDATIONS & SUGGESTIONS 1. Company should start a program for the loyal retailers and wholesalers to reduce their complaints by providing timely supply and replacement. This will help in increasing their sales. 2. The packaging of Parle Glucose biscuits (1/2 and 1 kilogram packs) must be improved for its better sales. The company should come up with double packaging as people refuse to buy family pack biscuits with loose packaging. 3. Salesmen should be properly dressedand should have good communication skills to effectively promote the new produc

ts recently launched, by making sure that the product reaches each and every retailer and also increase the visibility of the products by arranging the productclearly on the shelf or rack and show its prominence. 4. To increase the numberof stock keeping units {SKU} available in the retailers store. Each salesman should stress the retailers to keep the maximum SKUs and to maintain these SKUs throughout. With this, the replacement of the damaged and expired biscuits should be prompt and without any hassles, so that retailer can be saved from the loss ofthe expired and damaged goods. 5. Company should adopt innovative packaging techniques, as they have their own packaging unit as consumers are highly attractedtowards new packaging. 6. The company should take proper measures that the schemes and offers are not gulped by the middlemen ,and that it benefits the retailers and customers.

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After conducting the survey on 70 unorganized retailers, 30 organized retailersand 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 goodswithout breakage is there. It was also concluded that Parle is the first preference of both the customers and retailers (Organized and unorganized both) because of its price and brand image. Brand Parle G dominates the volume-dominated biscuit market. Even in todays times when multinationals are beefing up their operat

ions and trying to change the dynamics of the market, Parle Gs 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 worlds 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 ofits new brands such as Mazelo, Imli Bite etc. Parle Products Pvt Ltd., is now l

agging in services to retailers because of improper supply and distribution in some areas and competitors taking advantage of these points.

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Locality : Name of Outlet : Address : Contact No. : Parle Detail : Frequency : Weekly / Fortnightly Brand Representation : YOUR OWN INNOVATION Y / N Y / N Parle-G GolGappa Krackjack Classic Mint Monaco Lite Mint Monaco Funion Kismi Hide&Seek Orange Candy Milano Mango Bite Orange Kream Round /Rectangle Melody Mango Kream Round /Rectangle Poppins Elachi Kream Round /Rectangle Eclairs- 50 p PineappleRound /Rectangle Melody Softe- 1Rs. Chocolate Kream Round /Rectangle Kismi BarGolden Arch Chox Nimkin Kacha Mango Marie Mazelo Milk Shakti Imli Bite Bourbon K

ismi Gold 20-20 Butter Musst Bite 20-20 Cashew Parler Sales Competitor Information: Direct Covrage : ITC: Britania : PriyaGold: Frequency : ITC: Britania PriyaGold: No. of Brand available ITC: Britania PriyaGold: Sales per Month : ITC: Britania PriyaGold:: Which Category of Biscuits Sales More ( Give Ranking ) GlucoseCream Cookies Salty Sweet & Salty Marie Retailer Survey: Consumer Survey: NAME:AGE:-

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PHONE NO.:1) How many members are there in your family? Ans2) Who initiates theshopping of groceries in your family? a) Male members b) Female member c)children/teenager Ans. 3) From where do you prefer to buy biscuits? a) Kirana store b)Organized retail market (Like Reliance fresh, spencers, Big Baazar, etc.) Ans. (If answer is b please mention the name of retail chain) 5)Which biscuits do youprefer? a)glucose b)salty c)sweet and salty d)Creams e)cookies Ans. 6)What typeof confectionary do you like the most? a)hard boiled candy b)eclairs c)mint d)bu

bble gum e)bars Ans. 8)Which brand do you prefer most? a)PARLE b)BRITANNIA c)PRIYAGOLD d)ITC Sunfeast e) Other Ans. 10)Rank the factors in order of preference when buying a biscuit?? Taste Price Brand image 11)Rank the following out of 5 inrespect to the given factors FACTORS PARLE ITC BRITANNIA PRIYAGOLD Taste PriceBrand image

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