A

Summer Project Study Report

on
Marketing Study of Parle Products ltd.

Submitted in Partial Fulfillment for the Degree of

Bachelor of Business Administration

S.S. JAIN SUBODH P.G. COLLEGE JAIPUR

(2017-18)

SUBMITTED BY SUBMITTED To
Kunal Tulsani Faculty Guide
B.B.A. V Sem. Mrs. Priti Mathur
 CERTIFICATE

Certified that this project report entitled A Marketing Study of Parle

Ltd. is a record of project work done independently by Mr. Kunal Tulsani
under my guidance and supervision and that it has not previously formed the
basis for the award of any degree, fellowship or associate ship to her.

Mrs. Priti Mathur

S.S.Jain Subodh P.G.College

Jaipur
 DECLARATION

I hereby declare that this project report entitled A Marketing Study of Parle
Ltd. is a bonfire record of work done by me during the course of summer
project work and that it has not previously formed the basis for the award to me
for any degree/diploma, associate ship, fellowship or other similar title of any
other institute/society.

Kunal Tulsani

S.S. Jain Subodh P.G. College

Jaipur
 ACKNOWLEDGEMENT

It is not often in life that you get a chance of appreciating and expressing your
feelings in black and white to thank the people who have been a crucial part of
your successes, your accomplishments, and your being what you are today. I
take this opportunity to first of all thank the Faculty at S.S. Jain Subodh
P.G.College, especially Dr. K.B.Sharma, Principal, and Dr. Rita Jain for
inculcating and instilling in me the knowledge, learning, will-power, values and
the competitiveness and professionalism required by me as a management
student.

I would like to give special thanks to Mrs. Priti Mathur for educating me
silver lining in every dark cloud. Her enduring efforts, guidance, patience and
enthusiasm have given a sense of direction and purposefulness to this project
and ultimately made it a success.

Kunal Tulsani
 EXECUTIVE SUMMARY

The report is an earnest endeavour made to understand the present market

scenario in biscuits captured by the Parle and the other competitor‘s brand
viz., Britannia, Priyagold , and ITC. We are required to see the coverage by
the Parle Product 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 biscuit and the confectionaries. The study
encompasses the penetration of the existing Parle Products (Biscuits and
Confectionaries) and the market potential for the new product like Golden
Arch, Nimkin, Monaco Funion, Melody Softee, Mazelo. Their motives were
to study the working of the distributors in Mumbai market. They have
mentioned the problems and the loop holes in the Parle‘s distribution system
and the promotional tools, which they have found during the course of study
and recommended various corrective measures for it. I also studied the
behaviour of consumer about their preferences for Biscuits, Candies, and their
overall buying behaviour with the help of questionnaire.
 Index

Particulars

Chapter 1 Introduction of Industry

Chapter 2 Profile of the Company

Chapter 3 Research methodology of Study

Objective of study

Methodology

Limitation of the study

Chapter 4 Data analysis and Interpretation

Chapter 5 Summary of findings

Conclusion

Recommendations

Appendices References

Questionnaire
 Chapter -1

Introduction of the Industry

 BISCUIT INDUSTRY IN INDIA

Biscuit industry in India in the organized sector produces around 60% of the
total production, the balance 40% being contributed by the unorganized
bakeries. The industry consists of two large scale manufacturers, around 50
medium scale brands and small scale units ranging up to 2500 units in the
country, as at 2000-01. The unorganized sector is estimated to have
approximately 30,000 small & tiny bakeries across the country.

The annual turnover of the organized sector of the biscuit manufacturers (as at
2007-08) is Rs. 4,350 crores.

In terms of volume biscuit production by the organized segment in 2007-08 is

estimated at 1.30 million tonnes. The major Brands of biscuits are - Britannia,
Parle Bakeman, Parle G, Elite, Cremica, Dukes, Anupam, Craze, Nezone,
besides various regional/State brands.

Biscuit industry which was till then reserved in the SSI (Small Scale Industry)
Sector, was unreserved in 1997-98, in accordance with the Govt Policy, based
on the recommendations of the Abid Hussain Committee.

The annual production of biscuit in the organized sector, continues to be

predominantly in the small and medium sale sector before and after de-
reservation. The annual production was around 7.4 Lakh tonnes in 1997-98 In
the next five years, biscuit production witnessed an annual growth of 10% to
12%, up to 1999-00.

The annual Growth showed a decline of 3.5% in 2000-01, mainly due to 100%
hike in Central Excise Duty (from 9% to 16%). Production in the year 2001-02
increased very marginally by 2.75% where in 2002-03 the growth is around 3%.

The Union Budget for 2005-06 granted 50% reduction in the rate of Excise
Duty on Biscuit i.e. from 16% to 8%. The Federation's estimate for the current
year indicates a growth of approximately 8% to 9%.
However the average utilization of installed capacity by biscuit manufacturers
in the country has been a dismal 60% over the last decade up to 2006-07.
Though dereservation resulted in a few MNCs, i.e. Sara Lee, Kellogs
SmithKline Beecham, Heinz etc entering the biscuit industry in India, most of
them, with the exception of SmithKline Beecham (Horlicks Biscuits), have
ceased production in the country. On the other hand, import of biscuits,
specially in the high price segment has started from 2000-01, but however, the
quantum of imports has not so far increased alarmingly and has remained at
around 3.75% of the consumption of biscuits in the country in the year 2001-02.
However, recent imports from china industries cheaper verities of biscuit, needs
to be examined with cautions, especially in the context of the price as the low
margin based domestic industry, which is operating at 60 % of the total installed
capital. Exports of biscuits from India has been to the extent of 5.5% of the total
production. Export are expected to grow only in the year 2006-07 and beyond.
Biscuit is a hygienically packaged nutritious snack food available at very
competitive prices, volumes and different tastes. According to the
NCAER(National Council Of Applied Economic Research) Study, biscuit is
predominantly consumed by people from the lower strata of society, particularly
children in both rural and urban areas with an average monthly income of
Rs. 750.00.

Biscuit can he broadly categorized into the following segments:

(Based on productions of 2007-08)

 Glucose
 Marie
 Cream
 Crackers
 Central Excise Duty on Biscuits

In the Union Budget 2007-08, the Finance Minister who had imposed a 100%
increase in the rate of Excise Duty on biscuit from 8% as a part of the
rationalisation of CENVAT and introduction of single rate of Duty did not offer
any concesison on the Budget for 2001-02.

On the other hand the 50% exemption to small packs was withdrawn. During
these years and in 2006, the Federation submitted strong representations to the
Union Finance

Minister seeking relief in the Excise Duty on biscuits, giving biscuit special
treatment that it deserves on account of the exceptional nature and sensitivity to
price increase. The Federation submitted its Pre- Budget Memorandum for 2009
demanding at least 50% Excise Relief. It is a matter of great satisfaction that the
Govt. has, after 3 years, acceded to our demand and grated reduction in Excise
Duty (from 16% to 18%) in the Union Budget for 2007-2008

India biscuits industry is the largest among all the food industries and has a turn
over of around Rs.3000 crores. India is known to be the second largest
manufacturer of biscuits, the first being USA. It is classified under two sectors:
organized and unorganized.

Bread and biscuits are the major part of the bakery industry and covers around
80 percent of the total bakery products in India. Biscuits stand at a higher value
and production level than bread. This belongs to the unorganized sector of the
bakery Industry and covers over 70% of the total production.

India Biscuits Industry came into limelight and started gaining a sound status in
the bakery industry in the later part of 20th century when the urbanized society
called for ready made food products at a tenable cost. Biscuits were assumed as
sick-man's diet in earlier days. Now, it has become one of the most loved fast
food products for every age group. Biscuits are easy to carry, tasty to eat,
cholesterol free and reasonable at cost. States that have the larger intake of
biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar
Pradesh. Maharashtra and West Bengal, the most industrially developed states,
hold the maximum amount of consumption of biscuits. Even, the rural sector
consumes around 55 percent of the biscuits in the bakery products.

The total production of bakery products have risen from 5.19 lakh tonnes in
1975 to 18.95 lakh tonnes in 1990. Biscuits contributes to over 33 percent of the
total production of bakery and above 79 percent of the biscuits are
manufactured by the small scale sector of bakery industry comprising both
factory and non-factory units.

Few years back, large scale bakery manufacturers like Cadbury , nestle, and
Brooke bond tried to trade in the biscuit industry but couldn't hit the market
because of the local companies that produced only biscuits.

The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a

bright future of India Biscuits Industry. According to FBMI, a steady growth of
15 percent per annum in the next 10 years will be achieved by the biscuit
industry of India. Besides, the export of biscuits will also surpass the target and
hit the global market successfully.

Overview:

 The total production of biscuits in India is estimated to be around 30 lakh

MT, the organized sector accounts for 65% and the unorganized sector
accounts for 35% of the total industry volume.
 The organized sector is valued at above Rs 8000 crores.
 The biscuit industry is estimated to grow over 15-17% in the next few
years.
 The per capita consumption of biscuits in India is 2.0 kg.
 India is ranked 3rd after US and China amongst the global biscuits
producers.
  The export of biscuits is approximately 17% of the annual production, the
export of sweet biscuits for year 2007-08 was Rs 145.93 Cr and for year
2008-09(April-Dec) was Rs 280 Cr, the major exporting regions were
Haiti, Angola, USA, Ghana, UAE.
 The imports are not significant amount as compared to the total
consumption.
 The penetration of biscuits in urban and rural market is 85% and 55%
respectively.
 The Biscuit industry employs almost 3.5 lakh people directly and 30 lakh
people indirectly.

Other popular brands: Horlicks, Biskfarm-East, Rose-Andhra Pradesh &

South, Sobisco-East and North East also launched in Andhra Pradesh and
Madhya Pradesh., Nezone- North East, Bakewell.

Market Share Breakdown: The Indian biscuit industry is dominated by brands

like Parle, Britannia and Sunfeast.
2009 – New Prospects in the Indian Biscuit Industry

 GlaxoSmithKline Consumer Healthcare: Junior Horlicks Biscuits-toddler

biscuit category.
 PepsiCo India Launched biscuit brand Aliva, it will be produced by food
division Frito Lay India.
 United Biscuits (UK), world’s third largest biscuit company, is set to
enter India market.
 Shakti Bhog plans to enter biscuits segment.

Major Players

Britannia Industries Ltd. : Net sales for FY 2008-09 are Rs 3,112.2 Cr. For
FY 07-08 biscuits recorded sales of Rs. 2,329.9 Cr.

Key Products Tiger, Good Day, Bourbon, 50-50, Treat, Milk Bikis, Marie
Gold, NutriChoice, Timepass, Little Hearts.

Parle Products Pvt. Ltd. : Established In 1929, company has factories in

Mumbai, Bangalore, Bahadurgarh in Haryana and Neemrana in Rajasthan,
Additionally, Parle Products also has 7 manufacturing units and 51
manufacturing units on contract. Company has about approximate market share
of 30-35% of the total biscuit market. Parle-G accounts for the major volume
turnover it accounts for approximately 80% of the total biscuit tonnage for the
company.

Key Products : Parle - G , Hide and Seek ,Krackjack ,Hide & Seek Milano
,Magix ,Digestive Marie ,Monaco ,Parle Marie ,Kreams ,Milk Shakti ,Parle 20-
20 Cookies ,Golden arcs ,Nimkin ,Kreams Gold ,Chox ,Monaco Jeera.

Surya Food & Agro Ltd : Manufacturing & selling of biscuits under brand
“Priyagold”. Company has three plants located in Greater Noida, Lucknow &
Surat. They also outsource some of our requirements to another plant located in
Hyderabad. Capacities have reached 1, 50,000 MT p.a.

Key Products : Classic Cream , Butter Bite ,Kids Cream ,Bourbon ,Big Boss
,Marie Lite ,Magic Gold ,CNC ,Cheese Cracker ,Snacks Zig Zag ,Don ,Coconut
Crunch ,Cheez Bit Classic Salt ,Chatpata.

ITC Ltd : In July 2003, ITC forayed into the Biscuits market with the Sunfeast
range of Glucose, Marie and Cream Biscuits. Sunfeast with a current market
share of ~10% is now clearly established as a credible third brand.

Key Products : Sunfeast Milky Magic ,Sunfeast Marie Light ,Sunfeast Golden
Bakery ,Sunfeast Dark Fantasy ,Sunfeast Dream Cream ,Sunfeast Snacky
,Sunfeast sweet 'n salt ,Sunfeast Nice ,Sunfeast Benne Vita Flaxseed Biscuits
,Sunfeast Special.

Anmol Biscuits Ltd : Anmol is a popular brand of eastern & northern region,
having manufacturing facilities in W.B & U.P.

Key Products : Lemon Mazaa , Funfill Choco Vanilla , Yummy - Milk Cream ,
Tip Top Kajoo Kurkure Masala, Coconutty , Thin Arrowroot , Marie,2 in 1,
Butter Bake , Cream Cracker , Dil Khush , Dream Lite , E-Time , Funfill
Orange , Funfill Rich Chocolate ,Golmol ,Jadoo ,Marie Time , Snackles ,Milk
Made.

Indian Biscuits Industry is the largest among all the food industries and has a
turn over of around Rs.3000 crores. India is known to be the second largest
manufacturer of biscuits, the first being USA. It is classified under two sectors:
organized and unorganized. Bread and biscuits are the major part of the bakery
industry and covers around 80 percent of the total bakery products in India.
Biscuits stands at a higher value and production level than bread. This belongs
to the unorganized sector of the bakery Industry and covers over 70% of the
total production.
 Chapter 2

Profile of the Company

Parle Products Pvt.Ltd (Parle) is an Indian manufacturer of cookies and
confectionery (including toffees, candies, savories, and mints). The company
has a 40% share of the Indian biscuit and a 15% share of the confectionery
market within the country.

The company’s major biscuit brands include Parle-G, Monaco and Krackjack;
with principle confectionery brands comprised of Melody, Poppins, Mangobite,
Kismi and Orange.

Parle’s production facilities include a flagship plant in Mumbai, producing

biscuits and confectionary; while another factory at Bahadurgarh, Haryana
manufactures biscuits. Apart from this, Parle has manufacturing facilities at
Neemrana, Rajasthan and at Bangalore, Karnataka.

The factories at Bahadurgarh and Neemrana are amongst the largest biscuit and
confectionary manufacturing facilities in India. In addition, to complement its
wholly-owned facilities, the company has a further 14 manufacturing units for
biscuits; and five units for confectioneries operating under contract.

The company’s distribution network is a major strength for Parle. Parle products
are made available to consumers, even in the most remote places and in the
smallest of towns. The company has around 1,500 wholesalers, serving in
excess of 425,000 retail outlets. In addition, Parle maintains a 200 strong
dedicated field sales force to service wholesalers and retailers. The company
also has 31 depots and cost and freight (C&F) agents supplying goods to the
distribution network.

Parle’s marketing philosophy emphasizes catering to the masses. Consequently,

most Parle offerings are in the low and mid-range price segments. However, the
company also manufactures a variety of premium products for up-market, urban
consumers.Parle’s international operations consist of serving markets in the
Middle East, Africa, South America, Sri Lanka, Australia and North America. A
concerted effort is made to target Indian expatriate communities in these
countries. To further enhance its international reputation and open up new
markets, the company is in the process of obtaining an ISO certification.

2.1 BOARD OF DIRECTORS

NAME OF MEMBERS DESIGNATION

Vijay K Chauhan Chairman & Managing Director

Sharad P Chauhan Managing Director

Raj K Chauhan Managing Director

Ajay V Chauhan Executive Director

Anup S Chauhan Executive Director

Samar S Chauhan Executive Director

HISTORY

In 1929 a small company by the name of Parle products emerged in British

dominated India. The intent was to spread joy and cheer to children and adults
alike, all over the country with its sweets and candies. The company knew that
it wouldn’t be an easy task, but they decided to take the brave step. A small
factory was set up in the suburbs of Mumbai, to manufacture sweets and toffees.
A decade later it was upgraded to manufacture biscuits as well. Since then, the
Parle name has grown in all directions, won international fame and has been
sweetening people's lives all over India and abroad.
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 units on contract.

PARLE QUALITY

Hygiene is the precursor to every process at Parle. From husking the wheat and
melting the sugar to delivering the final products to the supermarkets and store
shelves nationwide, care is taken at every step to ensure the best product of
long-lasting freshness. Every batch of biscuits and confectioneries are
thoroughly checked by expert staff, using the most modern equipment hence
ensuring the same perfect quality across the nation and abroad.

Concentrating on consumer tastes and preferences, the Parle brand has grown
from strength to strength ever since its inception. The factories at Bahadurgarh
in Haryana and Neemrana in Rajasthan are the largest biscuit and confectionery
plants in the country.

The factory in Mumbai was the first to be set up, followed soon by the one in
Bangalore, Karnataka. Parle Products also has 14 manufacturing units for
biscuits and 5 manufacturing units for confectioneries, on contract.

EXPORTS

Parle Products Pvt. Ltd. Is a US $ 450 million conglomerate started in India in

1929. We are in the business of manufacturing and marketing biscuits and
confectionaries.
We have State-of-the-art machinery with automatic printing and packaging
facilities. Our biscuit baking oven is the largest of its type in Asia.

Over the decades the efforts of our Research & Development wing have made
the repertoire of our products grow manifold. In biscuits we have Glucose,
Milk, sweet and salted cream, wafer crème, cumin seed and cheese categories.

In confectionery, we have a range of toffees and hard-boiled candies available

in chocolate, mint, cola, and tropical fruit flavors. Some of these are double
layered toffees and center filled candies packed in rolls or pillow packs, or have
single or double twist wrapping.

Almost all of our products are market leaders in their category and as
recognition of their quality, have won Gold, Silver and Bronze Monde Selection
medals since 1971.

Parle enjoys a 40% share of the total biscuit market and a 15% share of the total
confectionary market, in India.

CAREER- Work Culture:-

Parle has a very open work culture. Our work atmosphere is comfortable and
relaxed that helps increase productivity and efficiency.

Group lunches and outstation team-building exercises that augment inter-

personal relations and mutual understanding are part of our work culture.

We organise discussion forums and training programs on stress management

and employee well being. Yoga trainings, health check-up camps and
workshops on healthy lifestyle are regular events in Parle.
PARLE PRODUCTS

Know a little more about all the delicious Parle products. From yummy
biscuits to lip-smacking sweetmeats, the Parle product 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.

Get your biscuit goodies:

1. Parle glucose biscuit

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 towns to laid back towns, Parle G has nourished, strengthened and
delighted millions.

2. Parle Krackjack

The original sweet and salty biscuit is one of the most loved biscuits in the
country.

3. Parle Krackjack crispy creams

Krackjack Crispy Creams is a delicious combination of crispyness of Krackjack

and sweetness of cream biscuit. The classic sweet and salty taste gets laced with
a sweet & sour lime flavor in the cream sandwiched between Krackjack
biscuits.

4. Parle Monaco

Share the company of great taste anytime, anywhere with Monaco. A light
crispy biscuit sprinkled with salt, Monaco adds a namkeen twist to life’s
ordinary moments.
5. Parle kreams

Tickle your senses with Parle Orange Kream – The tangy orange cream between
two scrumptious biscuits makes for a real treat.

6. Parle Hide & SeeK

Here’s a choco biscuit that flirts with your taste buds. Seek out the chocolate
chips that aren't really hidden. And relish a delectable experience as they melt in
your mouth. Also know to work as an effective icebreaker it’s easy to see why
it’s tasty itna, ki dil aa jayee.

7. Parle Hide & 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.

8. Parle Marie

Your favourite Marie biscuit, Parle Marie is now even more exciting. It’s
lighter. It’s crispier. And it’s tastier. Making it even more appealing than before.

9. Parle Milk shakti

The Shakti of milk fortified with the goodness of honey, a zabardast combo that
even ace batsman Dhoni swears by. So get that cape out and head straight to for
a pack of Milk Shakti today.

10. Parle Nimkin

A crispy cracker that adds a namkeen zing to the usual biscuit. Goes well with a
cup of tea, an evening snack or an occasional namkeen thought. Just bite in and
let the rich golden texture melt in your mouth.
Grab your Candies:

11. Parle Kismi

It’s 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.

12. Parle Orange

Small. Oval. Orangee. The Researchers’ve kept it simple with the Parle Orange
candy. And for over 50 years this deceptively simple candy has kept the taste
buds of the entire nation in a flurry.

13. Parle Kaccha Mango Bite

The Researchers call it Kaccha Mango Bite. It truly is a ‘kacche aam ka copy’.

Grab your Snacks:

14. Parle Must Bites

Try as you might, you just can't resist the temptation of Must Bites. A snack
pack with a dangerously addictive taste, Must Bites is the latest addition from
the House of Parle. Available in a range of flavors like chatpata chaat, mast
masala, tangy tomato and green spice, this snack is sure to keep you munching
all day.
How Parle fought to make biscuits affordable to all?

Biscuits were very much a luxury food in India, when Parle began production in
1959. Apart from Glucose and Monaco biscuits, Parle did offer a wide variety
of brands.

However, during the Second World War, all domestic biscuit production was
diverted to assist the Indian soldiers in India and the Far East. Apart from this,
the shortage of wheat in those days, made Parle decide to concentrate on the
more popular brands, so that people could enjoy the price benefits.

Thankfully today, there's no dearth of ingredients and the demand for more
premium brands is on the rise. That's why, we now have a wide range of
biscuits and mouthwatering confectionaries to offer.

The strength of the Parle Brand

Over the years, Parle has grown to become a multi-million US Dollar company.
Many of the Parle products - biscuits or confectionaries, are market leaders in
their category and have won acclaim at the Monde Selection, since 1971.

Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of
the total confectionary market, in India. The Parle Biscuit brands, such as,
Parle-G, Monaco and Krackjack and confectionery brands, such as, Melody,
Poppins, Mangobite and Kismi, enjoy a strong imagery and appeal amongst
consumers.

Be it a big city or a remote village of India, the Parle name symbolizes quality,
health and great taste! And yet, we know that this reputation has been built, by
constantly innovating and catering to new tastes. This can be seen by the
success of new brands, such as, Hide & Seek, or the single twist wrapping of
Mango bite.
In this way, by concentrating on consumer tastes and preferences and
emphasizing Research & Development, the Parle brand grows from strength to
strength.

The Quality Commitment

Parle Products has one factory at Mumbai that manufactures biscuits &
confectioneries while another factory at Bahadurgarh, in Haryana manufactures
biscuits. Apart from this, Parle has manufacturing facilities at Neemrana, in
Rajasthan and at Bangalore in Karnataka. The factories at Bahadurgarh and
Neemrana are the largest such manufacturing facilites in India. Parle Products
also has 14 manufacturing units for biscuits & 5 manufacturing units for
confectioneries, on contract.

All these factories are located at strategic locations, so as to ensure a constant

output & easy distribution. Each factory has state-of-the-art machinery with
automatic printing & packaging facilities.

All Parle products are manufactured under the most hygienic conditions. Great
care is exercised in the selection & quality control of raw materials, packaging
materials & rigid quality standards are ensured at every stage of the
manufacturing process.

The Customer Confidence

The Parle name conjures up fond memories across the length and breadth of the
country. After all, since 1959, the people of India have been growing up on
Parle biscuits & sweets.

Today, the Parle brands have found their way into the hearts and homes of
people all over India & abroad. Parle Biscuits and confectioneries, continue to
spread happiness & joy among people of all ages.
The consumer is the focus of all activities at Parle. Maximizing value to
consumers and forging enduring customer relationships are the core endeavours
at Parle.

MAJOR COMPETITORS OF PARLE PRODUCTS LTD

The major competitors of parle products is Britaniya , Sunfeast, Priya Gold,

cadburry, and others local brand.

6.1 Britaniya

The company was established in 1892, with an investment of Rs.295. Initially,

biscuits were manufactured in a small house in central Kolkata. Later, the
enterprise was acquired by the Gupta brothers mainly Nalin Chandra Gupta, a
renowned attorney, and operated under the name of "V.S. Brothers." In 1918,
C.H. Holmes, an English businessman in Kolkata, was taken on as a partner and
The Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai
factory was set up in 1924 and Peek Freans UK, acquired a controlling interest
in BBCo. Biscuits were in big demand during World War II, which gave a boost
to the company‘s sales. The company name finally was changed to the current
"Britannia Industries Limited" in 1979. In 1982 the American company Nabisco
Brands, Inc. became a major foreign shareholder.

The company's factories have an annual capacity of 433,000 tonnes. The brand
names of biscuits include VitaMarieGold, Tiger, Nutrichoice Junior,Good day,
50 50, Treat, Pure Magic, Milk Bikis, Good Morning, Bourbon, Thin
Arrowroot, Nice, Little Hearts and many more.

Tiger, the mass market brand, realised $150.75 million in sales including
exports to countries including the U.S. and Australia, or 20% of Britannia
revenues in 2006.
In a separate dispute from the shareholder matters, the company alleged in 2006
that Danone had violated its intellectual property rights in the Tiger brand by
registering and using Tiger in several countries without its consent. Britannia
claimed the company found out that Danone had launched the Tiger brand in
Indonesia in 1998, and later in Malaysia, Singapore, Pakistan and Egypt, when
it attempted to register the Tiger trademark in some of these countries in 2004.
Whilst it was initially reported in December 2006 that agreement had been
reached, it was reported in September 2007 that a solution remained elusiv. In
the meantime since Danone's biscuit business has been taken over by Kraft, the
Tiger brand of biscuits in Malaysia was renamed Kraft Tiger Biscuits in
September 2008.

Britannia initiated legal action against Danone in Singapore in September 2007.

The dispute was resolved in 2009 with Britannia securing rights to the Tiger
brand worldwide, and Danone paying Rs220 million to utilise the brand.

ITC

In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of
Glucose, Marie and Cream Biscuits. Sunfeast's brand essence connotes
happiness, contentment, satisfaction and pleasure. In a span of 9 years, Sunfeast
has well-established presence in almost all categories of biscuits and is also a
key player in the pasta and instant noodles segments.

Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at the
premium end. High quality married with exciting innovations has helped drive
this category. Dark Fantasy Choco Fills has wowed the Indian consumer with
its innovative centre-filled format and high-quality packaging.

In addition, the launch of the Dream Cream range of biscuits in two exciting
and innovative dual cream formats further reinforces ITCs commitment to
continuously delight the consumer.
Priya Gold

Surya Food & Agro Ltd. was incorporated in November 1992 and commenced
its commercial operations of manufacturing & selling of biscuits under brand
―Priyagold‖ in October 1993. Over a period, we have established strong
manufacturing capabilities and have invested substantially in developing
consumer preference for our products. trademarks / brands ―Haq Se Maango‖
& ―Priyagold‖ have emerged as one of the most powerful brands in the FMCG
sector. They are committed to invest in brands, manufacturing capabilities,
deliverables and distribution strength.

They have three plants located in Greater Noida, Lucknow & Surat. & also
outsource some of our requirements to another plant located in Hyderabad.
capacities have reached 1,50,000 MT p.a., which along with strong brand
building and distribution capabilities have enabled us to command a sizable
market share in the biscuit market despite competition from well-established
players in the industry.

After establishing foothold in biscuit industry, they continued to adopt strategy

to identify and commercialize profitable growth opportunities by leveraging
established brand and distribution network. Following this strategy, they
diversified into manufacturing of ―fruit juices‖ through wholly owned
subsidiary ―Surya Fresh Foods Ltd.‖ in January 2006. The manufacturing
facility is located at Greater Noida, U.P. We have consciously invested in
creating markets for fruit juices and have established brands such as ―Fresh
Gold‖ & ―Treat strategy of strengthening the brands especially the umbrella
brand ―Priyagold‖ has resulted in creating immense brand recall value. They
are continuing with our effort of strengthening the brand with a scientific
approach, which will result in growth of customer base, price premium,
consumer loyalty which is expected to result in increased earning and ultimately
enhancing enterprise value of company.
 PROCESS LAYOUT OF PARLE PRODUCTS LTD.

PARLE G is made at parle products ltd. at vile parle.

First of all the parle products buys RAW MATERIAL from the various
suppliers and stored into the store room. This raw material is then sent to
laboratory for testing and after testing only it is used for manufacturing. The
raw material consist of Wheat flour, Sugar, Partially hydrogenated edible
vegetable oils, Invert syrup, Leavening agents (503 Baking powder) Milk,
solids Salt Emulsifiers (E 322 or E 471 or E 481) and Dough conditioners (E
223).

Such a mixture of raw material is taken and mixed into STEPHAN MIXTURE,
which is high power mixture machine. Specially made for mixture of dough,
from which the mixture is passed to molder called ROTARY MOULDER.
Through that molder approximately 10,000 come out in a minute. Molder had
260 cups fitted in it which gives shape to the biscuits and an impression
embossed on it of parle-g.

From rotary molder the dough is passed through a 260 feet long OVEN which is
approximately 340* c. In oven there are three stages to be followed -

1. Removal of moisture.

2. Building the structure of biscuits.

3. Colorings of biscuits take place.

From oven the hot biscuits are placed on the COOLING CONVYOR, which is
260 feet long and the biscuits continues to run on it for 5 to 7 minutes so that
the biscuits become cool and all the moisture that biscuits contain gets
evaporated. And because of the above reason the factory has ―S FLOW
LAYOUT‖ in the factory.
The conveyor continues to move to COUNTING UNIT where biscuits are
counted and seen that it is going on properly or not. The conveyor continues till
the biscuits reach the STALKING TABLE at which the biscuits are packed in
very orderly manner.

From cooling conveyor sum biscuits are diverted through AUTO FEEDING
MACHINE to another stalking machine where packing is done. From stalking
table the biscuits are moved on conveyor to MULTI PACK WRAPPING
MACHINE were 16 biscuits are packed into a regular parle g wrapper so that
the weight of 16 biscuits comes up to 100 grams.

Then 24 packets of parle g biscuits are packed into a POLY BAG. And after
packing it into poly bag it is sent to SEALING MACHINE where it is sealed,
Then it is sent to CORRUGATE BOX SECTION in which 6 poly bags are
placed and then the boxes are kept on conveyor and sent to DISPATCH
SECTION from where the biscuits are sent to various places in India and all
over the world.

All Parle products are manufactured under the most hygienic conditions. Great
care is exercised in the selection & quality control of raw materials, packaging
materials & rigid quality standards are ensured at every stage of the
manufacturing process. Every batch of biscuits & confectioneries are
thoroughly checked by expert staff, using the most modern equipment.

INVENTORY

The inventory of the company that is the raw material is of a week. They
store such inventory in store room and then are sent for testing in laboratory
and after testing it is sent for production.

SHIFTS
 There is nearly 10,000 employees working in the company and are working
in three shifts.35,000 tons of biscuits are manufactured in a day of one
particular product, and there are such nine product manufactured in the
factory.

WASTAGES

There are two type of wastage in factory. First is the waste materials fallen
on ground. Such waste material is of 1% which is marginal and acceptable
which goes into total waste. Second types of waste are the biscuit collected
in tray of the multi-pack wrapping machine, since these biscuit are broken
they are not packed and sold to the customer but collected in other tray and
sold as broken pieces and sold for less price for cattle feeding.

LOOSE BISCUIT

On the stalking table one to two rows of baked biscuits are kept aside for
selling it as loose biscuits. They are normally assumed to be damaged
biscuits but they are not damaged or broken but company keep such loose
packets of biscuits to sell it to the local people for marginal rate of 33 Rs /
kg.

FOLLWING ARE THE MACHINERY USED IN

MANUFACTURING STEPHEN MIXER

The Stephan TK Mixer is an ideal component to fully automatically feed the

down-stream make-up equipment for biscuits, bread, rolls, buns, cake, sweet
goods, cookies and crackers.

ROTARY MOULD

· structure in corrosion-proof; anodized aluminumand Aisi 304 stainless

steel
· satin stainless steel paneling

· swivel wheels and support feet

· trays loader with automatic chain feed

· feeder roller anodizedaluminum

· 1.00 kW speed validator

COOLING CONVEYOR

The biscuit coming from stripping conveyor is directed on to the cooling

conveyor to transfer the heat in the biscuit to atmospheric air as it is passing on
it. The total travel of the cooling conveyor is 1.5 times the oven length. As per
need specifications it need the travel of 150 ft.

LAMINATOR

Laminators are generally used for production of all kinds of hard biscuits,
crackers and cocktail snacks. With laminator it is possible to create a puffy
pastry-like structure, which is of decisive importance for the quality level and
consequently for the sales success. Laminating of Dough band improves the
weight/volume ratio considerably.

BISCUIT BAKING OVEN

The oven body consists of steel steam tight tunnel with equally divided zones of
the radiators. Stainless steel expansion joints are provided between these zones
in order to eliminate the expansion of the oven section. The inspection doors are
provided for inspection of the baking goods during the process.
Baking System:

The baking in the heating chamber takes place by radiators located under and
above the wire mesh band which distribute heat for uniform baking. The
recirculation heating gases of these radiators can be controlled for each zone
separately. The closed recirculation system is having slight vacuum so that
combustion gases cannot enter into the baking chamber. The ventilating fan is
for circulation of the heating gases through the recirculation system and
thermostatically controlled burners provide the set temperature of the heating
gases.

ROTARY CUTTER

The single head rotary cutter prints fine design on a continuously fed dough
sheet and also cuts out the individual dough piece. The unit powered by 1.5KW
helical geared motor and speed controlled by AC frequency controller. Drive is
given to cutting roller only to accommodate different sizes of dies in this
machines.

COUNTING UNIT

The counting unit counts and see that the biscuit making process is going fine or
not, i.e. as per the program set in the machine, program is set as per the grams
required. Generally 16 biscuits are taken by the counting unit so that it leads to
100 grams.

MULTIPACK WRAPPING MACHINE

This machine helps in wrapping the biscuits on the particular wrapper fixed on
the roller of the machine. The wrapper is feed into the machine and the sealing
of the wrapper is done by four heater roller, which is fitted on the machine. This
heater roller heat up the plastic and seals the packet. And at the same time the
jaw cutter cut the packet on the cutting edge marked i.e. as per the grams of the
packet which is feed in the automatic machine (100 – 120, 120 – 150, 150 -170,
170 - 190). The packets coming out from the wrapping machine in a minute is
programmed in computer and can be changed as per the need.

POLY BAGS

Poly bags contain 24 packets of parle g biscuits in one poly bag. There are 4
workers employed on this section who take care of the work by putting 24
packets of biscuits in the bag and forwarding it to sealing machine section.

SEALING MACHINE

The sealing machine has heater rod for sealing the poly bag in which 24 packet
of biscuit are placed, and it have a conveyer belt on other side so that when the
poly bag passes through the heater and get sealed then it is passed to the tapping
machine.

TAPPING MACHINE

Six such poly bags are placed in one such corrugated box and the box is passed
through the tapping machine where are tapped and then sent through a long
diversion conveyer belt. This belt helps to transfer the box to the dispatch
section directly. 36 boxes are arranged on pallet in the dispatch section, from
where they are transferred to the various dealers all over the India and
worldwide.
Product Life Cycle

Parle as a company has reached the maturity stage in its products life cycle;
since products such as parle-G, parle Monaco, parle Krack jack which form a
major part of parle products‘ sales have captured most of India‘s market.

But for its premium biscuits parle hide and seek and parle hide and seek
Milano the products are in the growth and introduction stages respectively.

Parle hide and seek was introduced in 1998 with flavors such as mint, orange
and chocolate. But it did not really succeed in capturing the consumer‘s
attention. So after a few years it was re launched with just one flavor i.e.
chocolate flavor with new packaging. After the re-launch it has started gaining
attention of its potential buyers and hence is in the growth stage of its life cycle.
It has to fight for its stand in the market since it faces competition from
Britannia‘s good-day choco nuts.

Packaging and Labeling

Packaging: The time spent by a customer for picking up a product from a retail
outlet is a few seconds; therefore a package should appeal to a customer within
such a small interval of time. In this, both packaging & labeling play an
important role in attracting customers both visually & psychologically.
Packaging:

For Parle G: Parle G was initially recognized by its iconic white and yellow
stripped wax paper wrapper with the baby face on it. Many competitors have
tried to sell their lower quality products by copying the packaging, trying to sell
their biscuits as Parel-G; Parle-Jee etc. Due to increasing competition Parle G
now uses plastic wrappers for its packaging. Parle-G comes in 8 different sizes:
25gms, 44gms,93.5 gms, 231gms, 340.5gms, 462gms, 577.5gms and a 1kg pack
just for Rs.30 which is not usually offered by other brands.

Parle Hide & Seek: It initially came out with 3 variants: Mint, Orange &
Chocolate which wasn‘t accepted by the masses. However, the production of
Mint & orange flavors was stopped. Chocolate is the only flavor that is running
successfully since it is India‘s first chocolate chip biscuit. . Hide & seek
biscuit's current packaging has been modified along with lower prices & better
affordability rates. Thus there is a change in size of the product which is
prevalent in the ads. One of the advertisements shows movie actor, Hrithik
Roshan walking with a pack of hide& seek biscuits in the back pocket of his
jeans emphasizing on the small size of the product.

Labeling: Consumers are becoming increasingly health conscious. So it is

essential to display the contents of every product. Every packet of Parle G,
Parle hide & seek, Parle hide& seek Milano has information about the
ingredients used, nutrition facts, mailing& emailing addresses asking for
feedback, phone number, packaging date etc. All this along with the brand
name and directions are printed in Hindi too.
 Introduction of Marketing Research

The environment that your business operates in can be very dynamic. Shifts in
economic conditions, demographic changes, new regulations and changes in
technology can all affect the way you do business.
Market research can help you:
 better understand the characteristics and preferences of your customers
 identify opportunities to increase sales and grow your business
 monitor the level of competition in your market
 reduce the risk in your business decisions
 develop and complete your business plan,
 launching a new advertising campaign
 increasing production or stock levels
 introducing new lines of products or services

WHAT DO I NEED TO KNOW?

When conducting research there are some questions you may want to answer,
and primary or secondary research will help you find the answers. Some of the
questions you can consider include:
 Who is My Customer?
Knowing who your customer is will help you choose a location, establish
pricing, and plan a selling strategy. Ask yourself: Who will buy my product?
What are my customer’s habits and preferences?

 Is There a Demand for My Product/Service?

Make sure that your product or service is meeting the needs of your customers.

 Who is My Competition?
Determine who your major competitors are, try to locate their strengths and
weaknesses, and see how your business compares.

 Where Are My Customers Located?

Knowing where your potential customers are located will help you choose a
location, what kind of promotions to use, and other marketing strategies. It can
also help you learn about changes in your industry and how those changes could
impact sales.
 What Will I Charge?
The goal for your business is to maximize your profits while remaining
competitive. Pricing can play a large part in the success of your business, so you
will want to consider what your competitors are charging for similar products
and services and if you can maintain your prices over time.

 How Should I Promote My Product/Service?

Ensure that you are using the most effective methods to promote your business.
When deciding on a promotional strategy consider what your competitors are
doing and what kind of media would best suit your customer (for example,
online media for a teen market).
Finding the data that can help you with your business decisions can be difficult,
and some of the data can be expensive to purchase. There are, however, a
number of affordable statistical and analytical resources available to you, as
well as guidance to help you make sense of all the materials available.
The Research and Statistics section of the Canada Business website offers a
number of categorized links to data and analytical resources, many of which are
free to access. Other sources of secondary research materials include libraries,
universities, industry associations and government departments.
 Chapter3

Research Methodology
OBJECTIVE OF THE STUDY

 To find out the competitive activity and merchandising through retailer of

Parle products in Jaipur area.
 To Know more Importance of marketing.
 To find out the Major Competitors of Parle Ltd.
 To Find out the satisfaction levels towards service provide by Parle G.
 To find out the marketing strategy used by the Parle & Parle Agro.
 To understand the concept of marketing clearly by means of Parle biscuit
demand analysis.
 To find out the consumer preference according to retailer view.
 To find out the satisfaction levels towards service provide by Parle G.
 To study marketing in detail.

Methodology

TYPE OF RESEARCH

All the findings and conclusions obtained are based on the survey done in the
working area within the time limit. I tried to select the sample representative of
the whole group during my job training. I have collected data from people
linked with different profession at Jaipur.

DATA SOURCES

Data is collected from both the Primary sources i.e. questionnaire and also from
Secondary sources.
Primary sources: Researchers need to consider the sources on which to base
and confirm their research and findings. They have a choice between primary
data and secondary sources and the use of both, which is termed triangulation,
or dual methodology. Primary data is the data collected by the researcher
themselves.

Primary sources provide first-hand testimony or direct evidence concerning a

topic under investigation. They are created by witnesses or recorders who
experienced the events or conditions being documented. Often these sources are
created at the time when the events or conditions are occurring, but primary
sources can also include autobiographies, memoirs, and oral histories recorded
later. Primary sources are characterized by their content, regardless of whether
they are available in original format, in microfilm/microfiche, in digital format,
or in published format.

Secondary sources: In contrast, a secondary source of information is one

that was created later by someone who did not experience first-hand or
participate in the events or conditions you're researching. For the purposes of a
historical research project, secondary sources are generally scholarly books and
articles. Also included would be reference sources like encyclopedias.

For secondary sources, often the best sources are those that have been published
most recently.

Research Design:
Research was initiated by examining the secondary data to gain insight into the
problem. By analyzing the secondary data, the study aim is to explore the short
comings of the present system and primary data will help to validate the
analysis of secondary data besides on unrevealing the areas which calls for
improvement.
 Developing The Research Plan:
The data for this research project has been collected through self
Administration. Due to time limitation and other constraints direct personal
interview method is used. A structured questionnaire was framed as it is less
time consuming, generates specific and to the point information, easier to
tabulate and interpret. Moreover respondents prefer to give direct answers. In
questionnaires open ended and closed ended, both the types of questions has
been used.

Collection of data:

.1. Collection of primary data:

The researcher was assigned to do a comparative study on PARLE ltd.. In
order to accomplish the job, the researcher adopted the two-way strategy to
collect the primary data.

Secondly to complete the job in a more genuine way, retailer survey was
conducted sample of 60 rational retailers were taken and they were supplied
with a structured non-disguised questionnaire. The idea was to seek out the
market position of PARLE Products.

The data collected was collected from different retail outlets of biscuit namely:

 Shops

 Confectioners

 Kirana and general stores

2. Collection of Secondary data:

Secondary data can be internal or external i.e., internal records of the

company or information available from library and other statistical
organization. In a market Research Project Field Work Has a very vital role
 to play. As a matter of fact, it‘s the back bone of any Market Research
Project Field work basically consists of collection of primary data, In this
project, researcher had to undergo a lot of Field Work.

It was collected from both internal and external sources. The secondary data
was collected on the basis of organizational file, official records, news
papers, magazines, management books, preserved information in the
company’s database and website of the company.

For the purpose researcher has visit various cinema halls , public attractive
places, colleges & school canteens etc. The whole area which was to be
surveyed was divided into different segments randomly. Simultaneously
survey of both retailers and consumers was carried out. The researcher
worked in the field for a span of one

& half months. Later on whole data which was collected from field was well
scrutinized & tabulated for analysis. Its interpretation has been provided in
most easy to understand manner with the help of suitable diagram & charts.

Limitations

Every work has its own limitation. Limitations are extent to which the process
should not exceed. Limitations of this project are:

 The project was constrained by time limit of 45 days

 Mindset of people may very depending upon their age, gender, income etc.
 Getting appointment from the concern person was very difficult.
 People mind set about the survey was an obstacle in acquiring complete.
 Respondents were very busy in their schedule.
 So it was very time consuming for information & positive interaction. them to
answer all the questions properly.
 Chapter 4

Analysis and Interpretation of Data

SECONDARY DATA

THE MARKETING STUDY

THE MARKETING STRENGTH

The extensive distribution network, built over the years, is a major strength for
Parle Products. Parle biscuits & sweets are available to consumers, even in the
most remote places and in the smallest of villages with a population of just 500.

Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or
indirectly. A two hundred strong dedicated field force services these
wholesalers & retailers. Additionally, there are 31 depots and C&F agents
supplying goods to the wide distribution network.

The Parle marketing philosophy emphasizes catering to the masses. They

constantly endeavour at designing products that provide nutrition & fun to the
common man. Most Parle offerings are in the low & mid-range price segments.
This is based on their understanding of the Indian consumer psyche. The value-
for-money positioning helps generate large sales volumes for the products.

However, Parle Products also manufactures a variety of premium products for

the up-market, urban consumers. And in this way, caters a range of products to
a variety of consumers

Cost leadership:
It is a cost leader in its industry except in cheese and glucose biscuits where
it lags behind Parle respectively. The company has undertaken
modernization program in order to improve productivity. To focus
resources, rationalization of brands and packs has been undertaken and the
existing brands have been clustered into more cost efficient portfolio
through a process of brand concentration.
Economies of scale:
Parle G is adding capacity at regular intervals depending upon the
economic environment It has the advantage of being able to source raw
materials and even packaging at cheap rates because of large scale of
operations. Stock goes to either UPDs (Universal Printer Driver) or RPDs
(Radiation Protection dosimetry) from where it finally reaches to the
markets of Rural India. The Authorized Wholesaler buy goods from
Company and from them the Stock goes to the Retailers. Retailers sell
Company Products to the End Consumers.

The Sale of the Stock from Depots to Authorized Wholesaler constitutes

Primary Sale while the Sale of the Stock from Authorized Wholesaler to
Wholesaler constitute Secondary Sale.

Different rural markets have different set of Superstockists (SS) which

further have RPD’s (Rural preferred Dealers) and UPD’s (Urban preferred
Dealers) under them. These UPD’s are the dealers of very small regions
only which are considered rural only and are not completely urban.

Sales Promotion

Sales promotion, a key ingredient in marketing campaigns, consists of a

diverse collection of incentive tools, mostly short term, designed to stimulate
quicker or greater purchase of particular products or services by consumers or
the trade."

In marketing, sales promotion is one of the four aspects of promotion. (The

other three parts of the promotional mix are advertising, personal selling,
and publicity/public relations.) Sales promotions are non-personal
promotional efforts that are designed to have an immediate impact on sales.
Sales promotion is media and non-media marketing communications
employed for a pre-determined, limited time to increase consumer demand,
stimulate market demand or improve product availability. Examples
include:

· coupons

· discounts and sales

· contests

· point of purchase displays

· rebates

· free samples (in the case of food items)

· gifts and incentive items

· free travel, such as free flights Sales promotions can be directed at either
the customer, sales staff, or distribution channel members (such as retailers).
Sales promotions targeted at the consumer are called consumer sales
promotions. Sales promotions targeted at retailers and wholesale are called
trade sales promotions.

Purpose of sales promotion.

Sales-promotion tools vary in their specific objectives. A free sample

stimulates consumer trial, whereas a free management-advisory service aims
at cementing a long-term relationship with a retailer.

Sellers use incentive type promotions is to attract new triers, to reward loyal
customers, and to increase the repurchase rates of occasional users. Sales
promotions often attract brand switchers, who are primarily looking for low
price, good value, or premi-urns. Sales promotions are unlikely to turn them
into loyal users. Sales promotions used in markets of high brand similarity
produce a high sales response in the short run but tittle permanent gain in
market share. In markets of high brand dissimilarity, sales promotions can
alter market shares permanently.
 BCG MATRIX

The Boston consulting Group‘s portfolio matrix allows a firm to visually

display information about each of its. The BCG matrix has as its axes the
market growth rate (Broken into high and low growth) and the relative market
share as compared to the largest competitors (high and low relative market
share).

The BCG matrix method is based on product life cycle theory that determine
the product portfolio of a unit which contains both high growth product & low
growth product having 2 Dimensions: Market share & Market growth.

BCG MATRIX CONSISTS OF 4 CATEGORIES:

1. STARS:
(High growth & High market share)

Stars are market leaders and growing fast. Stars have large reported profits but
require a lot of cash to finance the rapid growth. As per the company‘s survey,
Parle G is touching the peek of success & therefore comes under the STAR
category thereby the Co. can invest a large sum for its upliftment .

2. CASH COWS
(Low growth, High market share)
A cash cow usually generates more cash than is required to maintain its market
share. It is in low-growth market but has a dominant market share. Profits &
cash generation should be high due to its Low growth, the investment needed to
be Low to keep Profits High

The products like krackjack, parle Marie, hide & seek comes under this
category.

3. QUESTION MARK:
(High growth, Low Market share)
It has worst cash characteristics because of High demands & Low returns due to
Low market share makes the Co. to sell off & deliver cash.Products like CHOX,
NIMKIN KREAMS GOLD, PARLE 20-20, MONACO JEERA comes under
this.

4. DOGS:

(Low growth, Low market share)

The products like SIXER,JEFFS, MUST BITES,MUST STIX &MUST CHIPS

Conclude with DOGS as they need to be Divested because they are doing no
good for the Co. & have remained as an liability.
 SWOT ANALYSIS

SWOT analysis is the firm should identify its internal Strengths (S) and
Weeknesses (W) and also examine external Opportunities (O) and Threats (T).

Strength , Weakness , Opportunity , and Therat are the four tools for a

individual or group or organisation to grow , improve and polish it‘s skill. Parle
Product Ltd. Has been highlighted below which covers all the criticality of the
project :
Strengths

Parle Brand,

Diversified product range,

Extensive distribution network.

Low and mid price range

Catering to mass,

Better understanding of consumer psyche

Weakness

Dependence on retailers & grocery Stores for displaying diversified Parle

Products on shelf, induce impulsive buy.

Opportunities

 Estimated annual growth of 20%

 Low per capita consumption,

 Changing consumer preference,

 Diet biscuit,

 Increasing demand for sugar free,

Threats

Hike in cost of production due to hike in raw material cost.

Increase distribution cost.

Local bakery product.

Entry of various new entrant.

MARKETING MIX OF PARLE PRODUCTS

The term marketing mix refers to unique blend of Product, Place, Promotion &
Pricing strategies designed to produce mutually satisfying exchanges with a
target market. Marketers have to make many decisions in developing a
marketing mix that will satisfy their target customers. However, all of the
variables that make up the marketing mix can be reduced to four basic
categories.
PRODUCT MIX

PRODUCT LEVELS

Core benefit- the core benefit of biscuits is to satisfy hunger of the consumer.
Basic product- in the second level, the basic product is biscuits.

Expected product- the consumers expect the product to have a good taste
and also give nutrition

Augmented product - parle biscuits increase a person‘s energy levels. This is

not always expected by the consumers and hence exceeds customer‘s
expectations. Potential product- in the future parle could come up with different
products such as a snack which could be a combo of chocolate and biscuit.

Classification of products

Based on tangibility- Parle biscuits are tangible, i.e. one can see and touch
them.

Based on functional life- Parle biscuits are consumables since biscuits form
apart of food and have a short life.

Based on price and quality- most of Parle biscuits such as Parle-G,

Monaco, Krack jack are mass products but a few Parle biscuits such as
Parle hide and seek and Milano are premium or prestige products.

Based on utility- Parle biscuits are convenience goods. They are staples
since they are bought by consumers regularly. Also they are partly
impulse products.
Consistency
The product consistency generally depends on 3 parameters.

1)Production

2)Distribution

3)Consumer end-user

The production process of every parle biscuit follows some basic ingredients
like wheat flour, vegetable oil, inverted syrups, skimmed milk powder ,etc. then
depending upon the product, extra ingredients are added for e.g. in Monaco
there might be an extra amount of salt put in to give it that prominent salt taste,
to hide & seek, chocolate chips are added. Etc.

Parle uses the same distribution channels for selling all its products under the
biscuit category i.e. 1st , 2nd & the 3rd level of the distribution channels.

The basic end use of all parle products remains the same – eating it‘s imply to
satisfy hunger. Products like parle-g may also be consumed for the intake of
high glucose levels for immediate strength & energy.

PRICING MIX

The Parle marketing philosophy emphasizes catering to the masses. It

constantly endeavors at designing products that provide nutrition & fun to the
common man. Most Parle offerings are in the low & mid-range price segments.
This is based on its cultivated understanding of the Indian consumer psyche.
The value-for-money positioning helps generate large sales volumes for the
products.

Parle G has adopted the Market Penetration strategy i.e. low price along with
capturing of a large market Also they focus on low prices and provide good
quality products at the same time, which means it uses the value pricing
method. This benefits Parle G by having a competitive edge in terms of large
market share which is around 40%: both rural and urban presently.

For setting the price of Parle hide & seek biscuit, a survey was taken in the
urban &semi-urban markets; on the basis of which hide & seek was introduced.
It was found that the potential consumers were ready to pay a premium price for
an innovative product like chocolate chip biscuits. Thus, Parle adopted market
skimming where the product is high priced and also of high quality. It includes
the cost of chocolates, packaging & other processing cost. All these show
customer status, which is also one of the reasons for parle hide & seek‘s high
price.

A separate example for explaining the pricing strategy of Parle is its product
Parle Creams For this product Parle uses going rate method only as a reference
rate. In this case, Parle Creams were introduced after Britannia‘s Cream Treats
with similar variants but at Rs.5 per packet of biscuit and not Rs.10 like that of
Britannia‘s cream treats.

PLACE MIX

The extensive distribution network, built over the years, is a major strength for
Parle Products. Parle biscuits & sweets are available to consumers, even in the
most remote places and in the smallest of villages with a population of just 500.

Distribution Channel levels:

Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or
indirectly. A two hundred strong dedicated field force services these
wholesalers &retailers. Additionally, there are 31 depots and C&F agents
supplying goods to the wide distribution network. So it is seen that Parle has 1
level, 2 level & 3 level distribution channels levels.

Level 1- availability to all departmental stores.

Level 2- Since it‘s an FMCG product this channel exists for customers scattered
throughout the country.

Level 3 - Mass consumption & suitable for national & international coverage.
For e.g. Parle‘s international operations consist of serving markets in the
Middle East, Africa, South America, Sri Lanka, Australia and North America
for which the 3 level distribution channel exists.

Parle has a multi-channel marketing system since it uses more than two
marketing channels to reach all its customer segments.

PROMOTION MIX

The marketing mix tools used by Parle are Sales promotion, Advertising, and
Public relations.

Sales Promotion

Parle uses the Sales force promotion tool for all its employees. Every year it
holds day fairs at branded venues where games and fun events are organised
for the employees of Parle and their families; where Parle products are give
away prizes.

Advertising

Parle-G started being advertised in the 80's. It was advertised mainly through
press ads. The communication spoke about the basic benefits of energy and
nutrition. In1989, Parle-G released its Dadaji commercial, which went on to
become one of the most popular commercials for Parle-G. The commercial was
run for a period of 6 years. Parle-G grew bigger by the minute. Be it the packs
sold, are as covered or the number of consumers. It became a part of the daily
lives of many Indians. It wasn't a biscuit any more. It had become an icon . The
next level of communication associated the brand with the positive values of life
like honesty, sharing and caring.

The year 2002 went down as a special year in Parle-G's advertising history. A
year that saw the birth of G-Man a new ambassador for Parle-G. Not just a hero
but also a super-hero that saves the entire world, especially children from all the
evil forces. A campaign that was not just new to the audiences but one that
involved a completely new way of execution that was loved by children all over
the world -Animation. A TV commercial that showed G-Man saving the
children from the evil force called Terrolene launched this campaign. It was
also supported by print medium through posters and streamers put up at the
retail outlets. Another campaign that was launched by Parle for Parle-G was -
‘G‘ maane‘GENIUS‘‘. For this a series of ads were shown in which a little kid
eats Parle G and tricks the wise and experienced people.

Just a few months back a reminder TV commercial was launched for Parle-G
where the product is being called ‘hindustan ki takat’ . Most of the Parle-G TV
commercials tell us that brand awareness is being done by capturing consumer
emotion.

Heavy promotion plays a major role in creating brand awareness. Such is the
case of Parle hide & seek biscuit‘s television advertisements. The ads of parle
hide and seek are portraying actor Hrithik Roshan. This tells us that the product
is being promoted by celebrity endorsement to increase awareness of this
product and help capture the consumers‘ attention
 MAJOR CONSUMER PROMOTIONAL TOOLS

 Samples: Offer of a free amount of a product or service delivered door

to door, sent in the mail, picked up in a store, attached to another
product, or featured in an advertising offer.
 Coupons: Certificates entitling the bearer to a stated saving on the
purchase of a specific product: mailed, enclosed in other products or
attached to them, or inserted in magazine and newspaper ads.
 Cash Refund Offers (rebates): Provide a price reduction after purchase
rather than at the retail shop: consumer sends a specified "proof of
purchase" to the manufacturer who "refunds* part of the purchase price
by mail.

To promote products to consumer, company devises some scheme like discount on

MRP, giving freebies with product etc.

How Consumer promotional offer products differ from normal product without
offer ?

 The product is marketed under some scheme.

 The packaging is different from normal product.
 The freebies procurement & logistics planning is additional activity.
 The production centers may be different from regular production centers.
 The distribution strategy may be different from regular one.
Parle G Industries Ltd. Planned to launch six promotional offers in the month of
May and June 2008.

Complexities involved were promotional offers limited to some region of our

country and rest of country was on normal product.The promotional offers were
limited to Uttar Pradesh and Rajasthan.

Objectives :-

 To deliver right SKU (Stock Keeping Unit) & Gift item to right place in
right time.
  To achieve internal customer satisfaction level to 95%.
 And to increase the consumer base for newly launched product.
Marketing Department decides to run promotional offers on brands with following
objectives.

 To penetrate market with greater share of business.

 To leverage Parle-G brand by having association with some other known
brand.
 To counterattack competitor’s strategy.
The consumer promotional offers are based on the principle of elasticity of
demand.

Following consumer promotional offers were conceptualized for May and June 2006.

Public Relations

Parle has done the following for enhancing public relations:

In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero,
Shaktimaan

that went on to become a huge success. The personality of the superhero matched
the overall superb benefits of the brand. Parle extended this association with
Shaktimaan and gave away a lot of merchandise of Shaktimaan. The children just
could not get enough of Parle-G and Shaktimaan.

In the year 2002, it was decided to bring the brand closer to the child who is
amajor consumer. A national level promo - `Parle-G Mera Sapna Sach Hoga'
was run for a period of 6 months. The promo was all about fulfilling the dreams of
children. There were over 5 lakh responses and of that, over 300 dreams were
fulfilled. Dreams that were fulfilled ranged from trips to Disneyland at Paris
&Singapore; meeting their favorite film star Hrithik Roshan; free ride on a
chartered plane; 20 scholarships worth Rs 50,000; a special cricket coaching camp
with the Australian cricketer - Ricky Ponting; etc.
Golu Galata contest - In Tamil Nadu, traditionally, women decorate various dolls
made of clay during Navaratri celebrations by setting up 7-9 steps. This display is
well decorated and friends and relatives are invited to witness the same. Through a
detailed research, Parle found that due to time pressures, this tradition is slowly
dying and is getting restricted to a select few households. Thus, to revive the
fading event, Parle had introduced the novel promotion called Parle Golu Galata
contest in 2005. After the encouraging response and resounding success of the
2005 Golu Galata contest, in 2006 Parle Products Pvt. Ltd took the contest to
Chennai, Madurai, Trichy, & Kumbakonam. (Golu means Doll & Galata means
Dhammal.)

CONSUMER BEHAVIOUR

In India it is a habit to have biscuits along with chai or tea - Parle G is referred to
as "biskut" in rural areas - thus when asked for biskut to a shopkeeper it simply
means Parle-G biscuit in rural areas. Understanding consumer behavior is tough.
The study of consumer behaviour includes the knowledge about the consumer, his
buying motives & buying habits. Keeping all this in mind, the factors influencing
the buying behaviour of consumers are:

Parle-G being a consumable product is not influenced by factors like cultural

factors. As shown above, social factors are further sub divided into 3 parts namely
reference groups, family & social role & status.

1) Reference Group

People, especially kids are always influenced by the people around them. They are
influenced by friends, relatives, family members specially elder siblings, etc. so if
they see anyone around them having parle-G biscuit, they too want to eat it.
2) Family

In his case also, if it‘s a usual habit of the family members to have pale-G with tea
or coffee, the kids in the growing stage or any new member joining the family for
tea will form a similar habit or the later will be offered the same biscuit.

PERSONAL FACTORS

The factors whose intensity differs from person to person are together termed as
personal factors. They are as follows: -

1.AGE
Parle-g is consumed maximum by the kids in the age group of 5-10 years i.e. the
growing age group. Kids, who have formed the habit of having Parle-G in their
early stages of life, continue this practice even after growing up. They continue
their consumption of Parle-G even after they grow up.

2. OCCUPATION
The buying behaviour of the consumer is influenced also by the occupation he or
she belongs to. In case of Parle-G, the purpose for buying the product varies from a
person with a high post in a M.N.C. to a poor laborer. For the executive employee,
he may or may not buy the product. He may buy a more expensive or an imported
biscuit brand because he can afford it. Also he may buy it only to be one of the
many snacks available to him. On the other hand, a poor laborer would buy a
packet of Parle-G simply to satisfy his hunger. For him, it is not matter of choice
or luxury, but a necessity because it‘s the easiest & the cheapest he can get.

3.INCOME
Income of a person decides its core expenditure segment. If a laborer earns a fixed
amount & if a biscuit like parle-g which for sure ensures high level glucose content
& immediate energy regained, he would defiantly opt to buy a parle biscuit packet
& not spend even that minimal amount of Rs.4 on anything else .But since Parle-G
is a low-priced, value for money product a person‘s income does not really play a
role in influencing the purchase of the product. Consumers of all income groups do
buy the product

PSYCHOLOGICAL FACTORS

1. Motivation

For Parle-G the main & the basic motivation which pulls consumers towards
buying it is simply hunger. This is what pulls the consumers towards the purchase
of Parle-G. Also, since biscuits are perceived as snacks, when a consumer is
drinking tea he or she is motivated to buy Parle-G at that time.

2. Perception
consumers believe Parle-G to be a good quality product which is cheap too. They
also perceive it to be a great snack with tea.
Primary Data

Survey from Consumers (40 Respondents)

1. Do you know about Parle Biscuits ?

Response Answer

Yes 40

No 0

Answer

40

Yes No
Response

Interpretation :

Survey shows all the people out of the surveyed said that they are aware of or they
know about the Parle Biscuit because of its brand name.
2. Have you ever purchased Parle Products?

Response Answer

Yes 40

No 0

Answer

40

Yes No
Response

Interpretation :

Survey shows that all the out of surveyed population have purchased the Parle
Biscuit at least once .
3. Where did you first see the advertisement of Parle biscuits?

Response Answers1

Televison 24

Newspaper 6

Magazine 4

Internet 4

Other 2

Response Televison

Response Newspaper

Response Magazine

Response Internet

Response Other

Interpretation :

Survey shows that 24 respondents out of 40 surveyed population said that they saw
the advertisement first on the Television, 6 said Newspaper, 4 said Magazines, 4
saw this on Internet and rest saw the ad on other media sources.
4. Which of the following categories best describe your experience with the
advertisement?

Responses Answers

Very Pleasant 5

Pleasant 20

Neutral 15

Unpleasant 0

20

15

Very Pleasant Somewhat Pleasant Neutral Unpleasant

Interpretation :

Survey shows that 20 people found the advertisement somewhat pleasant followed
by 15 who found it neutral, 5 found it very pleasant and no one said that it is
unpleasant or very unpleasant equally.
5. Which Parle Product you like most ?
Ans.

Response Answers

Candy 10

Biscuit 20

Snacks 10

Answers

Candy
Biscuit
Snacks

Interpretation :

Survey shows that different people have different views on parle products, i.e. 20
respondents like parle biscuits, and 10-10 respondents have voted for candies and
snacks each.
6. If Parle slightly increases the price of the Products, are you willing to pay more?

Ans.

Responses Answers

Yes 30

No 10

Answers
30

10

Yes No

Interpretation :

Survey shows that 75% out of surveyed population will purchase the parle
products even if there is a slight increase in prices and 25% will switch the brand.
7. What is the main reason that makes you willing to pay more for the Parle
Products?
Ans.

Responses Answers

Taste 10

Quality 15

Other 15

Taste
Quality
Other

Interpretation :

Survey shows that 15 people out of surveyed population purchases the parle
products because of its quality , 10 for its taste and rest for other reasons.
Survey from retailers and distributers (60 Respondents)

1. What are the brands of biscuit can you recall in your shop?
Ans.

Responses Answers

Parle 25

Priya gold 15

Britania 10

Other 10

Answers
Parle Priya gold Britania Other

25

15

10 10

Parle Priya gold Britania Other

Interpretation :

Survey shows that out of surveyed Distributers , 25 retailers recalled parle in their
shops , 15 recalled priya gold , 10 recalled britnia and 10 retailers recalled some
other brands.
2. What is frequency of Parle biscuit you take from the distributer?
Ans.

Responses Answers

Once in a week 10

Twice in a week 35

Thrice in a week 15

Answers

Once in a week
Twice in a week
Thrice in a week

Interpretation :

Survey shows that out of surveyed Distributers , 10 retailers used to order parle
products only once a week while most of the retailers i.e. 35 retailers orders twice a
week and 15 retailers also orders thrice a week.
3. What is the quality of Parle biscuit you think?
Ans.

Response Answers

Very good 30

Good 20

OK 10

Answers
30

20

10

Very good Good OK

Interpretation :

Survey shows that out of surveyed Distributers , 30 retailers marked parle products
quality as very good while 20 marked them as good and 10 said they are OK.
4. What attribute do Parle Products belonged?
Ans.

Response Answers

Taste 20

Price 15

Quality 25

30
25
25
20
20
15
15

10

0
Taste Price Quality

Taste Price Quality

Interpretation :

Survey shows that out of surveyed Distributers , 20 retailers believed that taste is
the best attribute of parle while 15 retailers believed that price is the main attribute
and 25 retailers said that quality is the main attribute of parle.
5. Which age group mostly prefer Parle biscuit?
Ans.

Response Answers

3-18 30

18-40 20

40+ 10

Answers
Answers

30

20

10

3+ 18-40 40+

Interpretation :

Survey shows that out of surveyed Distributers , 30 retailers said that parle is
famous in the children section most while it is less famous in 40+ group .
6. Do you have any complaint about biscuit?
Ans.

Response Answers

Yes 0

No 60

Answers
70

60

50

40

30

20

10

0
Yes No

Interpretation :

No distributer have any complain about parle products.

 Chapter 5

Summary of Study
Sales Promotional Offers helps the company to increase the over sales of the
product under promotion because consumers tend to buy in sample amount due to
small duration of the promotion and feel value for their money.

 But through these promotional schemes company earns less margin.

 It also helps in widening their consumer base i.e. it attracts new triers.
 It creates the brand awareness among the consumers about the newly
launched product like Tiger cream.
 Products which are less popular among the consumers like Pepper Checker
are also get Promoted.
 It helps to increase the repurchase rate of the occasional buyers
 Since the promotions were designed for rural market and rural market
contributes to 70% of the total market hence attracting more consumers. And turn
them to loyal users
 It enhances brand image
 Since attractive promotion attracts consumers hence retailers push products
under promotion rather than competitors products of same kind.
 Sales promotion also attracts brand switchers who are primarily looking for
low price good value of premiums.

Learnings through Trade Promotions:

 to persuade the RPDs and UPDs to carry the brand because they are more
concentrated in making sales of the given company product so as to get
maximum incentives.
 to persuade the RPDs and UPDs to carry more units than the normal
amount as they have to reach the target sale under Mera RPD Mahaan Scheme.
 to induce RPDs and UPDs to promote the brand by featuring, display,
and price reductions so as to attract more consumers.
 to stimulate RPDs and UPDs and their sales clerks to push the product
than competitors products otherwise they wont be able to reach their sales target.
  Also Attract more RPDs and UPDs to take participate in the contest
because of the incentives.

Problems

 Stock out:
It was observed that most of the Promotional SKUs (Stock Keeping Unit) were out
of stock at most of the depots during the Promotional Period which has effected the
total sales of these SKUs in these four regions tremendously.

 Non availability of Freebies:

It was observed that sometime during the Promotional Period the Freebies which
has to be given with the main Product were not available. Due to their
unavailability, the Promotion for that Particular SKU (Stock Keeping Unit) was
not carried for that Period of Promotion.

 Allocation Problem:
The allocation was the most prominent problem during this Promotion. The stocks
were not allocated in the Rural and Urban markets according to their Percentage
area contribution. In some areas the stock was supplied more which was not in
accordance with the Percentage area contribution of that region while in some very
less stock was supplied as compared to their Percentage area contribution. Due to
this most of the time major part of the stock was dispatched in the Urban markets
which has seriously affected the Rural sales.

 Dispatch Problem:
There was no proper schedule for dispatching & receiving of orders generated.
Generally the Stocks are Dispatched late by about a week from the depots due to
which the stock reaches late to the wholesalers and during that week the
wholesalers face the problem of non availability and are left with very less or no
stock to sell.
 Poor sale promotion skills:
According to observations, sale was not promoted skillfully in most of the
Regions. The retailers in these regions have not taken appropriate efforts so as to
promote the promotional products skillfully.

Recommendations & Suggestions

As already discussed above, there are certain issues and flaws associated with
Sales Promotion, so in order to implement it effectively and efficiently we would
like to suggest certain recommendations to the company:

Production department should make efforts to make available all of the product
varieties in the depot norm wise. So that each and every variety should be available
according to the generated order so as to meet the stock out problem.

I recommend strong coordination between production and the sales department. So

that a proper production forecast for each variety can be maintained by the
production department.

Proper allocation of the stock from the depot according to the Superstockists
contribution so that neither there is excess stock in one region nor stock outs in
other.

I also recommend to increase average number of lines so that all the SKUs (Stock
Keeping Unit) are available in the market.

Apart from setting overall target for all the SKUs (Stock Keeping Unit), there
should also be individual SKU wise target so that RPDs and UPDs are able to
make sales of unfamiliar products also.

To increase the sales margin the price value of the main brand should be relatively
higher i.e. around thrice of the Freebie for example instead of Rs10 pack of 50:50
150G Freebie Pepper Checker should be given with Rs15 pack of 50:50.
There should be a system from where different distributors can see the stock
position of company and as well of other distributors. It will help the

distributor in a way that if some distributors who wants the same.

Contests like MERA RPD MAHAAN should be held every quarter.

SCOPE OF THE STUDY

FMCG Sector is a growing sector in India at high pace. Biscuit manufacturing

industries has lot of scope in the Indian economy. Company manufactures
according to the consumer’s interest. There is a high competition in biscuit
manufacturing industry’s such as Parle-G, Sunfeast, Priya gold, etc. consumer
prefers to take that product which not only satisfy him but also his colleagues,
family, natives. This study helps in determining right choice for them. The present
study is a very small study because of its limited experimental framework. It is
important to make a thorough research of useful factors affecting Green Marketing.
It is suggested that studies with other variables should be taken up to obtain
supplementary information in the context.

The present study was limited to the Jaipur only, taken as the representative district
of Rajasthan. Hence it is suggested that study needs to be replicated in areas of
other varieties and other culture and compare them. Comparative results of such
studies will contribute to many good ‘clues’ to our comprehensive knowledge.
Appendices
 REFERENCES

Bibilography

 Kotler Philip, Marketing Management, 12 th ed. Pearson Educations

 Hooley Graham, Marketing Strategy And Competitive Positioning, 5 th
ed. Pearson Educations
 Nash Edward, Direct Marketing, 4 th ed. McGraw-Hill Professional
 Chabra T.N., Managing Human Resource, 2 ND ed. Vanity Books
International
 Ramaswami V.S., Namakumari S., Marketing Management,4 th ed.
Macmillian Publishers India.

Webilography

 www.parleproducts.com
 www.wikipedia.org
 www.parleagro.com
 www.studymarketing.org
 www.businessballs.com

Magazines

 The Times of India

Questionairre
Survey from Consumers

Q.1 Do you know about Parle Biscuits ?

(a) Yes [ ]

(b) No [ ]

Q.2 Have you ever purchased Parle Biscuits?

(a) Yes [ ]

(b) No [ ]

Q.3 Where did you first see the advertisement of Parle biscuits?

(a) TV [ ]

(b) Newspaper [ ]

(c) Magazine [ ]

(d) Internet [ ]

(e) Other [ ]

Q.4 Which of the following categories best describe your experience with the
advertisement?

(a) Very Pleasant [ ]

(b) Somewhat Pleasant [ ]

(c) Neutral [ ]

(d) Very Unpleasant [ ]

5. Which Parle Product you like most ?

(a) Candies

(b) Biscuits

(c) Snacks

6. If Parle slightly increases the price of the Products, are you willing to pay more?

(a) Yes

(b) No

7. What is the main reason that makes you willing to pay more for the Parle
Products ?

(a) Taste

(b) Quality

(c) Other
Survey from Distributers

Q.1 What are the brands of biscuit can you recall in your shop?

(a) Parle

(b) Britania

(c) Priya Gold

(d) Other

2. What is frequency of Parle biscuit you take from the distributer?

(a) Once in a week

(b) Twice in a week

(c) Thrice in a week

3. What is the quality of Parle biscuit you think?

(a) Very Good

(b) Good

(c) OK

4. What attribute do Parle Products belonged?

(a) Taste

(b) Price

(c) Quality
5. Which age group mostly prefer Parle biscuit?

(a) 3-18

(b) 18-40

(c) 40+

6. Do you have any complaint about biscuit?

(a) Yes

(b) No