A PROJECT REPORT ON

MARKETING STRATEGY OF PARLE

CARRIED OUT AT PARLE PVT LTD
SUBMITTED BY:

RAMAPRASAD PANDA

REGD.NO:1806298069

MBA (MARKETING & HUMAN RESOURCE)

UNDER THE GUIDANCE OF

EXTERNAL GUIDE INTERNAL GUIDE

Mr. MANOJ KU.DAS PROF.DIPAK KUMAR MISHRA

COORDINATOR MANAGER (MARKETING)

PARLE, BBSR GIFT, BBSR

GANDHI INSTITUTE FOR TECHNOLOGY(GIFT)

(UNDER B.P.U.T) AT-GRAMADIHA, PO-GANGAPADA, BBSR

1
 DECLARATION

I RAMAPRASAD PANDA, regd No-1806298069 of the GANDHI INDTITUTE

FOR TECHNOLOGY, Bhubaneswar here by declared at the project entitled
“MARKETING STRATEGY OF PARLE BISCUIT” is my original work and has
not been submitted by any other person.

I also declare that I have done my work sincerely and accurately

even if any mistake or error kept in, I request to point out these errors and
guide me to remove these errors in future. The interim was made under the
super vision of Mr. MANOJ KU. DAS (coordinator). The feasible suggestion
has been only incorporated in consultation with the supervisor.

PLACE

DATE (RAMAPRASAD PANDA)

2
 Acknowledgement

I will remain highly indebted to Mr. MANOJ KU. Das (school coordinator of
Parle) to give me opportunity to do my summer internship in the company. I owe
this wonderful experience of corporate life to him. I place a deep sense of
gratitude to him constant source of inspiration during my entire internship period.

I express my gratitude to the Director of GIFT, prof. DIPAK KU.

MISHRA for arranging my summer internship project in this reputed organization.
My special thanks to prof. MOUSUMI PANDA, (HR of GIFT), for extending all
possible help whenever I needed it.

Thank you
RAMAPRASAD PANDA

3
OBJECTIVES of STUDY

• To find out the competitive activity and merchandising through

retailer of PARLE-G BISCUIT.
• To find out the consumer preference according to retailer view
• To find out the satisfaction levels towards service provided by
PARLE-G
• To find out the major competitor of PARLE-G.

Scope of the study

The scope of my study focuses on the marketing strategy of Parle

biscuits. Here my entire view was taken in the primary data
collection on the basis of questionaries’ and secondary data was
taken from marketing books, Business magazine, articles and
published data from internet sources like company’s website.
However I have done my entire research study in the vanivihar,laxmi
sagar,ravi tukies etc. areas.

Limitation of study

• The study was conducted in 30 days that is not enough for such
a vast topic.
• It was difficult for the shopkeepers to pinpoint the sales of a
particular brand in both organized and unorganized retail
shops.
• No proper data was available about the store in the city
• There was less number of organized retail store in my area to
carry out the research more efficiently.
• As the nature of research was exploratory so it was difficult to
cover each and every retail shops.
• Many retail shop did not express their original perception and
views because of biasness.
4
 INDEX

CHAPTER SL.NO

History of the organization…………………………………….1

Policy of products and services……………………………….02

Mission objectives and strategies…………………………..03

Organization chart………………………………………………….04

Policy and followed………………………………………………..05

Function of various dept…………………………………………06

SHOT analysis………………………………………………………….07

Key result area of the organization…........................08

Significant factor for success…………………………………..09

Product promotional measures……………………………….10

Training measures……………………………………………………11

System followed in the organization………………………..12

Employee facility in the organization………………………..13

Data analysis ……………………………………………………………14

Bibliography………………………………………………………………15

Suggestion………………………………………………………………….1 6

Conclusion…………………………………………………………………..17

5
INTRODUCTION -This is contract manufacturing unit from parle and
this is well known as Lingaraj biscuits pvt.ltd chandaka industrial
estate, Bhubaneswar .director at owner is k.k(Krishna kumar&kunal
agarwal) established in the year 2006 and net investment is 50-60
crore and now a days it reaches 250 crore and two types of products
are produced here-one is happy happy and another one is parle-
g.parle is devided in 3 category on the basis of price and these are 3
rupees for 42gm ,10 rupees for 142gm and 20 rupees for 250gm and
happy happy is available in 5 rupees for 40gm and 10 rupees for
75gm packets.

Product of parle:

Parle is producing 3 varieties of product in all over India. These are-

1. Parle confectionary snacks

2. Parle agro frooti
3. Parle bisleri

Parle confectionary snacks and biscuits founder name is Vijay k.

chouhan, villeparle Mumbai and parle bisleri have Ramesh
chouhan and Parle agro frooti have Prakash chouhan

Lingaraj biscuits covering area from starting to the ending

position is 3 acres area covering including raw material go
down, production and machinedept. Finished goods go down
and gas tankers area.

6
VISION & MISSION of parle
VISION
The main vision of parle-g to concentrate on consumer tastes
and preferences, the parle brand has grown from strength to
strength ever since it inception. For fulfilling its vision they do
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.
MISSION
Maintaining high quality, introducing new and innovative
products, reaching every part of india, remaining customer-
centric, constantly upgrading our knowledge and skills.

7
DEPARTMENTWISE PRODUCTION OF LINGARAJ BISCUITS.

1. Quality control department

2. Raw material storage department
3. Production and mixing department
4. Bounded storage room
5. Central and excise department
6. HR and personal department
7. Housekeeping and Hygienic department

These are the 6 steps involved in the process of preparation of parle-

g biscuits and happy happybiscuits. These are

• Raw material testing

• Mixing
• Moulding
• Baking
• Cooling
• Packing

Employee facilities :
Employees of the organization are getting several benefities and
those are listed below-
1. Employee provident fund(EPF):
The combination contribution both from employee side and from
employer side has raised the EPF fund. The employee has to deposite
its 5% salary from the basic to the EPF fund and another same 5%
money will be deposited by the employer to the provident fund.
Each employee cannot get the benefit of EPF unless and until they
become the regular employee of the organization. After successfully
completion of 3 years the concern employee will get the EPF benefit.
The benefit of the epf fund is after 60 years of age the epf holder will
8
get the benefit of pension till his death as per the rules and
regulation of govt.
2. BONUS:
Employee has another facility of bonus at the time of festival. 10%
(from the annual salary) additional salary will be given to the
employee at the time of festival.
3. ESIC( employee state insurance corporation)
2% percentage will be deducted from the monthly salary. An
addition of 2% will be deposited by company to the ESIC fund for the
mutual benefit. Only 3 person of the employee family will treated
freely by the insurance company.
4. JOB PROMOTION
Employee will get promotion of his service depends upon the
performance and get distribution price at the time of cultural
program or Biswakarma puja.
5. SALARY INCREAMENT
The salary of every employee will increase at the rate of 10% if the
company is getting benefit out of their work.

6. SAFETY
For safety and security the company has adopted several safety
measures inside the plant side by providing ambulance for any
emergency situation and safety awareness program inside the plant
to make aware about the safety factor.
7. LEAVE ENHANCEMENT
In this benefit the employee will get 15 days leave in a year and the
employee will get another benefit of 15 days leave on medical
emergency but the has to prove his illness by showing medical
certificate.
8. ADVANCE
In this way the employee can get advance from his next month salary

9
Ingredients of parle-g :
• Fine wheatflour.
• Edible fat oil.
• Sugarcitric acid.
• Sodium biocarbonate.
• Ammonium
• MACP.
• Powder chocolate flavor.
• Caramal.
• Salt.
• Chocosolids.
• Chocochips.

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 are nearly more than 350 employees working in the company
and are working in three shifts and per shift 8 hrs and the first shift
time starts from 6am-2pm, second shift starts from 2pm-10pm and
third shift time starts from 10pm-6am. Except Sunday all other days
are working days .50 to 60 Metric tonns of biscuits are manufactured
in a day of one particular product,
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

10
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.

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. Then this raw material is sent to laboratory for
testing and after testing it is used for manufacturing. The raw material
consist of Wheat flour, Sugar, Partiallyhydrogenated 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 10,000come out in a minute.
Molder had 260 cups fitted in it which gives shape to the biscuits
andan impression embossed on it of Parle-g. From rotary molder the
dough is passed through a 260 feet long OVEN which
isapproximately 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 longand the biscuits continues to run on it for 5 to 7
minutes so that the biscuits become cool andall the moisture that
biscuits contain gets evaporated. And because of the above reason the
factory has ― FLOW LAYOUT‖ in the factory.

The conveyor continues to move to COUNTING UNIT where

biscuits are counted and seenthat it is going on properly or not. The
conveyor continues till the biscuits reach theSTALKING TABLE at
which the biscuits are packed in very orderly manner.From cooling
11
conveyor sum biscuits are diverted through AUTO FEEDING
MACHINE toanother stalking machine where packing is done. From
stalking table the biscuits are movedon conveyor to MULTI PACK
WRAPPING MACHINE were 16 biscuits are packed into aregular
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 intopoly bag it is sent to SEALING
MACHINE where it is sealed, Then it is sent toCORRUGATE BOX
SECTION in which 6 poly bags are placed and then the boxes are
kepton conveyor and sent to DISPATCH SECTION from where the
biscuits are sent to variousplaces in India and all over the world.

All Parle products are manufactured under the most hygienic

conditions. Great care isexercised in the selection & quality control of
raw materials, packaging materials & rigidquality standards are
ensured at every stage of the manufacturing process. Every batch
ofbiscuits & confectioneries are thoroughly checked by expert staff,
using the most modernequipment.

12
 CHAPTER 2

ABOUT THE COMPANY

A long time ago, when the British ruled India, a small factory was set
up by Mohanlal Dayal Chauhan in the suburbs of Mumbai city, to
manufacture sweets and toffees. The year was1929 and the market
was dominated by famous international brands that were imported
freely. Despite the odds and unequal competition, this company called
Parle Products, survived and succeeded, by adhering to high quality
and improvising from time to time.A decade later, in 1939, Parle
Products began manufacturing biscuits, in addition to sweetsand
toffees. Having already established a reputation for quality, the Parle
brand name grew instrength with this diversification. Parle Glucose
and Parle Monaco were the first brands ofbiscuits to be introduced,
which later went on to become leading names for great taste
andquality.
The original Parle company was split into three separate companies,
owned by the differentfactions of the original Chauhan family:

• Parle Products, led by Vijay, Sharad and Anup Chauhan (owner

of the brands Parle-G,Melody, Mango Bite, Poppins, Monaco
and KrackJack)
• Parle Agro, led by Prakash Chauhan and his daughters Schauna,
Alisha and Nadia (owner of the brands such as Frooti and Appy)
• Parle bisleri, led by Ramesh chauhan(owner of the bisleri
water)

All three companies continue to use the family trademark name

"Parle". The original Parle group was amicably segregated into three
non-competing businesses. But a dispute over the use of "Parle" brand
arose, when Parle Agro diversified into the confectionary business,
thus becoming a competitor to Parle Products. In February 2008,
Parle Products sued Parle Agro for using the brand Parle for
competing confectionary products. Later, Parle Agro launched its
confectionery products under a new design which did not include the
13
Parle brand name In 2009, the Bombay High Court ruled that Parle
Agro can sell its confectionery brands under the brand name "Parle"
or "Parle Confi" on condition that it clearly specifies that its products
belong to a separate company, which has no relationship with Parle
Products.

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

14
Products of parle:
BUSCUITS SWEETS SNACKS
Parle-g Londonderry Namkeen
Manaco Melody Fulltoss
Coconut Mango Bite Parle‘s wafers
Magix Kaccha Mango Bite Munchies
Top Chox Cheeslings
Kreams Poppins
Gold star Mazelo
Jam in 2 in 1
Parle Actifit Digestive 2 in 1 Éclair
Marie

Golden Arcs Kismi

Parle Marie Kismi Toffee Bar
Hide & Seek Fruit drops
Hide & Seek Fab
Hide & Seek Bourbon
Festo
Happy Happy
Milano
Nimkin
Crack jack
Murano
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Little description about different products of parle-
BUSCUITS:

PARLE G
Every nation dreams of a better tomorrow. And every nation's
tomorrow lies in the hands ofits children; the young stars who shape
the future of the nation. So, it's important to nourishthese young stars,
after all it's a question of the nation's future.
MONACO
Life namkeenbanaiye!

When life hits a dull patch, just pull out a Parle Monaco to make it
exciting. Monaco Classic Salted - Rs. 5 Rs. 10 Rs. 15 (New SKU) Rs.
25
Monaco Zeera - Rs. 10
HIDE N SEEK
Play a game of hide and seek with your taste buds. Indulge in the
mouth-watering delight ofIndia‘s best moulded chocolate chip
biscuits, Hide & Seek.
heart, khate hi dil aa jaye!
Rs. 5, Rs. 10, Rs. 20, Rs. 30, and Rs. 50
HIDE N SEEK BOURBONE
The name itself suggests everything.The moment you take a bite your
tongue starts playing hide n seek with the rich chocolatycream resting
between two lovely sugar-coated biscuits.
Rs. 5, Rs. 12 and Rs. 24
GOLDEN ARCS

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Introducing irresistible Golden Arcs, filled with rich Strawberry,
Apple, Orange & ChocoFillings. They are best described as 'melt-in-
your-mouth', soft shelled fruit rolls and crunchychoco fills which are
perfect for an anytime snack.Do bite into one of our 4
Deliciousflavours.

Rs. 20 and Rs. 35

TOP
It is the ultimate crispy cracker with the finest taste of butter,
especially made to mesmerizeyou with its smoothness. The unspoken
dream or the wildest imagination gets real, with thesmooth texture of
butter. So take a bite and escape into your own world where it will be
justabout you and everything else fades into oblivion. Let no one
come between you and
"Buttery Taste & Buttery Dreams".

Rs. 5, Rs. 10 and Rs. 20

PARLE ACTIFIT DIGESTIVE MARIE
Now say 'goodbye' or at least 'see-you-later‘ to the couch, the video
games, the computer and the TV.
Rs. 5, Rs. 15 and Rs. 25
SWEETS
Londonderry
Get a taste of the rich English-Irish culture, right here in India. With
Londonderry, an exquisite hard-boiled candy made from Milk and
Carame.
The magical world of Londonderry.

Rs. 50 paise

17
Melody
Caramel meets chocolate to yield an outcome nothing less than
delectable. It won‘t be too long before you find yourself asking the
age old question ‗Melody itni chocolaty kyonhai?'

Rs. 1
Kaccha Mango Bite
The mastifulflavour of summer now comes in a candy. Just pop a
Kaccha Mango Bite and experience the natural tangy sweetness of a
real raw mango. It's the only candy that is a real kacche aamka zerox.

Rs. 50 paise
2 in 1 Éclair
It‘s a creamy, delicious bargain! Savour the delicious cream filling
overflowing from a golden caramel shell. Delight your taste buds
with rich taste of cream and caramel.

Rs. 50 Paise
SNAKS
MUNCHIES
JEFFS
Crunchy, salted biscuits flavoured with cumin seed (Zeera) for that
extra boost of flavour. The perfect snack for just about anywhere –
Jeffs.
SIXER

Jeffs :4.5 kg tin - Rs. 655,Sixer :200 gm jar - Rs. 45

18
CHEESELINGS
For the love of cheese and only cheese! Parle pulls out ‗Cheeselings‘
from its pool of innovative products. It‘s a baked snack, light on
tongue and high on its Cheesecious taste.

160 gm - Rs. 40,320 gm - Rs. 80,3.5 kg tin - Rs. 550

CHEESELINGS
For the love of cheese and only cheese! Parle pulls out ‗Cheeselings‘
from its pool of innovative products.
160 gm - Rs. 40
320 gm - Rs. 80
PARLE’S WAFERS

Presenting Parle's Wafers. Made with the choicest of handpicked

potatoes, it's lip -smackingly delicious, delightfully crunchy and
comes in four exciting flavours – Masala Masti, Red ChilliAchaar,
Classic Salted, Aloo Chaat, Cream .
Rs. 5, Rs. 10 and Rs. 20
FULLTOSS
"Imagine you are playing for Indian cricket team; we need 6 runs
from the last ball.

Rs. 5, Rs. 10 and Rs. 20.

19
 CHAPTER
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 2,500
wholesalers, catering to 500,000 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
endeavor 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.

3.1 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)

20
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
21
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,
• Increasing demand for sugar free,
• Diet biscuit,
Threats
• Hike in cost of production due to hike in raw material cost.
• Increase distribution cost.
• Local bakery product.
• Entry of various new entrant.

3.2 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.

22
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.
23
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.

24
 CHAPTER

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.
4.1 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
.

25
 • 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
26
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.
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 storedinto 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
27
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 ofbiscuits &
confectioneries are thoroughly checked by expert staff, using the most
modernequipment.

28
SALES AND DISTRIBUTION PROCESS OF PARLE :
Sales and distribution channel

Manufacturing unit

Depot(storage)

Distributor

Sub-distributor

Retailer

Sub retailer

CUSTOMER

29
0RGANIZATIONCHART

DIRECTOR/FSTL

Production HRD FSMS PQS FIRE&SAFETY

Manager CORDINATOR OFFICER
parle Manager Manager CORDINATO
R

SHIFT OFFICE
ISO FSMS TEAM SCHOOL
INCHARGE ASSISTANCE
Coordinator MEMBER CORDINATOR

QA HOUSE Raw &FM Engg Mechanical Electrical Mixing &

KEEPINF&HYGENIC STORES& packing
store in- in-charge in-charge
INCHARGE INCHARGE DISPATCH INCHRGE supervisor
charge

chemist Raw Dispatch Mechanical Operators

material supervisor fitters
Lab supervisor
attendant

Sweeper & Outside Electricians Inside Security

gardener supervisor
Team mates Team mates

Security

Guards

30
Policy and procedure of the organisation
1. Food safety policy
2. Allergen control policy
3. Glass and brittle plastics control policy
4. Metal and jewellery control policy
5. Pesticide residue control policy
6. Wooden control policy

key result area of the organization

Quality control department is the most performing area. It
has carefully because the brand depends on it because if quality of
a product is good and highly satisfactory then the product will
remain forever in the minds of the customer that’s why Parle has
focused keenly on quality control department as Production
and mixing department

31
 FOOD SAFETY OBJECTIVES
FOR
APRIL 2018-MARCH 2019
LINGARAJ BISCUITS PRIVATE LIMITED.

01.To beat the customers’ expectations by ensuring zero foreign

matter contamination
(Zero market complaint) in finished product.
02. To maintain 85% OEE (overall equipment effectiveness)
competence level for all
Plant & equipment.
03. To maintain zero accident level of all plant personnel, staff and
team members.
04. Jagruti group findings or defaults to be reduced by 5% in every
quarter compare to
Last quarter
05. Trapping of rodents and lizards to be zero in every month.

32
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.

33
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,
93.5gms, 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.
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.

4.2 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
34
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.

4.3 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. 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 etc

35
 Promotion
Generally, promotion is communicating with the public in an attempt
to create awareness and persuade them toward buying products and
services. The word promotion is also used specifically to refer to a
particular activity that is intended to promote business, products or
services. A store might advertise that it’s having a big promotion on
certain items, for instance, or a business person may refer to an ad as
a promotion. Promotion means a method is used for getting people to
create awareness among people about products or services being
offered by the company. Advertising, public relation, point-of-sale
displays, and word-of-mouth promotions are all traditional ways for
promotion. Promotion is the method for providing the link of
information between the sellers and prospects of the products or
services. The choice of a promotional strategy will be dependent
upon objective, type of offers, budget and availability of said
promotional vehicle .the other concept used for promotion is called
marketing communication. When any communication is given in the
market with the help of any media is called marketing
communication. The requirement of promotional activities in the
market is increasing with increasing competition level. In past, the
need for promotional efforts was not there at all. The demand for
promotional efforts increased slowly and in present time without
promotional efforts cannot be carried out effectively as per plans of
the company. Especially care is to be taken. In some of the leading
companies there are difference sections taking care of different tools
for promotion separately. Further, the role of promotion relating
activities would be increased. The importance of promotion would be
very high in near future in the global scenario.

36
 2. Meaning of Promotion
The concept of promotion has been defined by experts as
follows:
(a)Promotion is defined as the coordination of all seller-initiated
efforts to set up channels of information and persuasion to all
goods and services or promote an idea. Promotion is best
viewed as the communication function of marketing. In short
we can say that the strategy to get hike and to create
awareness.
(b) It is not enough for a business to have good products sold
at attractive prices. To generate sales and profits, the benefits
of products have to be communicated to customers. In get
hike and to create awareness.
(c)Promotional marketing is a business marketing strategy
designed to stimulate a customer to take action towards a
buying decision. Promotional marketing is a technique that
includes various incentives to buy such as advertising, sales
promotion, personal selling, publicity and packaging.
(d) Promotion, as a general term, includes all the ways
available to make a product and service known to and
purchased by customers and clients. The word promotion is
also used 37 specifically to refer to a particular activity that is
intended to promote the business, product or service.

3. Promotion Mix
For selling the products or service, marketing department is
using a number of methods. The objective is to create
awareness, remind the customers to persuade and buy the
products. The company is interested to increase the sales and

37
 profits of the company in the markets. The markets may be
different for different products and service.

Advertising Public Personal Sales

Relation Selling Promotion

Advertising
Advertising is one of the presenting messages to persuade an
audience to purchase or take some action upon products, ideals, or
services. Any paid form of non-personal presentation of ideas
about products or services in the media by and identified sponsor.
The advertisement is given by using the brand name of the
products or services and their benefits promotion mix advertising,
public relations , personal selling, sales promotion
(a) Objectives of advertising.
The advertisements are placed in the media targeting the audience
mainly the prospects or customers with the objectives to
communicate them. When a new advertisement is placed regarding
the company has launched first time and customers do not know
about this. The objective is to create awareness among them. It is
through advertisement they would come to know
If the customers know then they can be reminded for the existing
product or services so that they should not forget the product and
services of the company.

38
 After repeated advertisement, the objective is to persuade them to
take buying decision. The customer has thought when it is
reminded repeatedly.
(ii) Advantages:
Cost-effective with large audiences are covered in one effort on
media. It reached to a large number of audiences through
television, radio, newspapers etc. the amount spent in one
advertisement is high but the cost calculated per head per
advertisement is less.
The coverage by the mass media is very wide. If we take example
of one advertisement placed on national radio, in one attempt it
covers the while territory of India. It covers all direction, urban.
Sub urban and rural area. The coverage is very wide through
advertisement.
Effective methods of presentation of ideas about the products or
services through audio video feature. With both audio and video
the message can be explained with very high degree of clarity. The
objective of communication is served properly.
(d) public relations / publicity:
The fourth element of promotion mix is public relation/publicity in
public relations the efforts are put to create and maintaining good
public image for products or services, businesses of the company,
non-profit organizations, celebrities, leaders etc. public relations is
defined as building good relationships with the concerned parties of
company out of public so to create good image regarding products,
services and business of the company. The public should make
positive publicity of the company so that adverse situation can be
handled in future.
The fourth element of promotion mix is public relation/publicity. In
public relations the efforts are put to create and maintaining good
public image for products or services, businesses of the company,
39
non-profit organizations, celebrities ,leaders etc. public relations is
defined as building good relationships with the concerned parties of
company out of public so to create good image regarding products,
services and business of the company. The public should make
positive publicity of the company so that adverse situation can be
handled in future.
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. 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.)
(b)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 giveaway prizes.
(i) Objective of sales promotion:To introduce new products: when
the company is interested to introduce the new product in the market
the sales promotion method like samples is used. The free samples of
the products are given to the parties for introduction of the product. If
the sample is liked by the customer then the product can be bought in
future.
To attract new customers and retain the existing ones: sales promotion
measures are used with the objectives to attract new customers and
retain existing one by providing extra benefits. The customers are
attracted towards the products that offers price off, discount, gift,
premium prize etc. on buying. There are many methods of promotion
being used in market so that the existing customers can be retained
and new can be added to the list of customers.

40
To increase sales of seasonal products: there are some products like
woolen clothes rainwear, air conditioner, fan, refrigerator, cooler,
room heater, sunscreen, these are used by customers in particular
season only. The demand of these products is not there is their off
season.
(ii)Advantages:

• Provides extra benefits to the customers through sales promotion

schemes and create awareness in customers to buy the products.
• Helps in increasing the sales of the current, seasonal, slow
moving out of use or fashion products.
• Neutralize the competition effects through sales promotion
tools.
• The profits and sales of the company are increased with the
sales promotion tools time to time.
(iii) Disadvantages:
It is focusing on short-run effect on sale. The sales are to be increased
at a particular point of time of promotion efforts.
The long term gains are sacrificed for short term gains and do not
develop the brand image of the products and company in the market.
It is suitable mainly for price sensitive customers and such customers
become habitual to buy when sales incentives are given.
Sales promotion competition adds costs to the selling budget of the
company and profitability goes down.
(c) personal selling
Personal selling is one of the promotional methods used for increasing
the sales of the products or services. In personal selling the salesmen
of the company personally meet the customers, dealers relating to
sales. They go directly to the concerned parties when the nature of the
41
 product is such that it cannot be distributed through wholesalers,
retailers etc. the need for salesmen is felt depending upon the nature
of the products, distribution network and policy of the company. In
personal selling there is personal presentation by the firm’s sales force
for the purpose of making sales and building customer relationships.
Objectives of personal selling:

• To create long term customers relationship with the customers.

Through feedback, problem handling and assurance the
company is interested to long term relationship.
• To meet the requirement relationship with the customers. When
demonstration and doubt clarification are required the best
suitable method of sales promotion is personal selling.
• To meet the requirement of industrial or heavy price products
sales. This type of products cannot be sold out through dealers,
wholesalers or retailers.
(ii) Advantages:
• Two way communications under personal selling is very effective.
• Face to face communication makes the things very clear and fears
,doubts confusions are avoided on the spot.
• Demonstration of products performance is possible in personal
selling. This helps in convincing the customers easily to buy the
products.
• It gives ling term impact on the customers because the assurance is
given by the sales men.
• Contributes in developing good relationship and image of the
company in markets.
(iii) Disadvantages:

• Thecoverage of sales force is very limited because there is involved

of individual salesmen. So he can cover a limited number of
customers in a time.
42
• It is very expensive method of promotion because the cost involved
per customer is very high in comparison with other methods of
promotion.

CONSUMER BEHAVIOUR
For Parle-G:
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 inrural areas.
Understanding consumer behavior is tough. The study of consumer
behavior includes the knowledge about the consumer, his buying
motives & buying habits. Keeping allthis 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.
Asshown 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 areinfluenced by friends, relatives,
family members specially elder siblings, etc. so if they seeanyone
around them having parle-Gbiscuit, 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

43
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.
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 .
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.
For Parle hide & seek:
SOCIAL FACTORS
1) Reference groups- Parle hide & seek is targeted at the youth. So
for this product consumers are influenced by their friends and
siblings.
2) Status- Parle hide & seek is a high priced product. So consumers in
the higher income groups would prefer to buy the product over other
brands since it would be a matter of higher status.
PERSONAL FACTORS
1) AGE
The advertisements of this product are such that people in the age
group from 15 to 28 are likely to be influenced to buy this product.
But at the same time, since this product has been endorsed by a
celebrity (Hrithik Roshan) and since it is made of chocolate chips,
children are also likely to be major consumers.
44
2) OCCUPATION
Major Consumers for Parle hide & seek are students.
3) INCOME
Since it is a high-priced product; the potential consumers for this
product are high income earners. A person who is earning more is
more likely to buy this product than a person who earns
comparatively lower income.
PSYCHOLOGICAL FACTOR
Perception Consumers perceive this brand as ‘tasty and crispy‘
...chocolate not very sugary. It is perceived as a brand leader in this
segment and some firmly believe that there is no competitor while
mostly people regarded ‘Britannia bourbon‘as its main competitor ;
very few consumers know that ‘good day- Choco nuts‘ is its
competitor
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,93.5gms, 231gms, 340.5gms, 462gms, 577.5gms and a 1kg
pack just for Rs.30 which is not usually offered by other.

45
DATA ANALYSIS AND INTERPRETATION
1. Reason for selling parle product ?
When I took a survey about why dealers are selling parel’s product then the outcome
is

reason

margine
promotion
20%
13%
Other dealers
demand 33% relationsip
47% 20%

2. How much time does it take for delivery the products after ordering ?

delivey reciept time

1-2 days
3-7 days Other 21%
70% 30%
more than 7
9%
6-12 hrs
0%

Above graph shows that 70% of whole seller ,distributor and retailer are of the
opinion that to get the ordered product, they have to wait 3 to 7 days and 21% are
saying they used to wait 1-2 days which 2nd largest portion.
3. If you are a whole sellers how do you rate your representative behavior of retailer ?

46
 behaviour
highly
dissatisfied
0%
neutral
27%
dissatisfied
0%
satisfied
60%

highly satisfied
13%

4. If you are a retailer,how do you rate your relationship with the whole seller ?

relationship
neutral highly
27% dissatisfied
0%
Other
satisfied 0% satisfioed
53% 0%
highly satisfied
20%
5. Do the company executives convey scheme on time ?

delivery of scheme
yes
29%

no
71%

When I ask them about the wheather they are getting supposed scheme on time or
not ,the result was not good because 71% said before implementation gst every
thing was good and after that somehow it has reduced.
6. In what type of community does your target market exist/target customer live?

47
 area of sale
8
6
4
area of sale
2
0
urban sub-urban rural all

About the following question all the distributor ,retailor were said that parle is the
market leader so it has demanded every where because it has produced different
types of biscuits for different area according to their purchasing capacity.

7. Thinking of similar products offered by other companies, how do you compare

PARLE’s
product
quality of product offered to
about same Other them ?
somewhat
13% 0%
better
33% much less
0%
much better
47% don't know
7%

80% said that parle is widely demanded because of its quality it has not
compromised on its quality till today and 13% said all the biscuits are same
8. How do you rate the damage policy parle products ?

feedback on damage policy

12
10
8
6
4
2 Series 1
0

48
 More distributor said till today they are highly satisfied about the damage policy of
parle

recall
20
Series 1
0
yes no
9. When you hear abo ut category
.can you recall parle products ?

10. What is the serial number of parle products in the brand recall order?

recall order
12
10
8
6 recall order
4
2
0
no-1 2 3 morethan 3
More distributor said parle comes in no 1 place and some said britania and some
said itc etc
11. Whom might be considered as yourcompetitor ?

Series 1

8
6
4 Series 1
2
0
Brittania itc priya gold others

Out of 15 distributor 7 said that parle’s major competitor is brittania and 4 said itc is
big competitor and others told priya and etc,
12. Are some clients targeted ore for promotional activity ?
Each and every distribution said it need some promotional activity that all customer
approaching for.
13. Have you any complaint about Parle biscuit ?

49
 Preference

Young Working Class

Experience Workers
Children
Old Age
All

14. Which age group mostly prefer Parle Biscuits ?

old age
customer
0%

child
20%
young
working Other
class 47% all
53% 27%

Bibliography

Books reffered-marketing management (Phillips kotler)

Marketing research and analysis(malhotra and dash)

Websites: www.google.com

www.wikipedia.com

www.parleproducts.com

parle company-Bhubaneswar branch

50
 Suggestions
From my 1 months of internship I have contacted with so many thing out
of which something I would like mention in my suggestion part and that
are-

To implement proper marketing strategies

To increase the supply of demanded product

CONCLUSION
I want to conclude my project by saying that marketing strategy is 4ps
product,promotion, price and place. These are all important aspects of
marketing strategy.

I want to tell that in my market survey and in the interaction process with
whole seller and distributor I came to know that Parle has widely
demanded in the market specially hide & seek biscuits.

parle name symbolizes quality, health and great taste although the price
of the raw material increases day by day still it has not compromised in
its neither quality nor it has increased it price.

I also studied about operation that going on inside the manufacturing

unit. The production unit is highly hygienic and automated machineries
are installed their so that food safety can be maintained. One more thing
that should be shared that is the raw material which are being used for
manufacture of products are very good in quality.

Above all parle has occupied a large share in the biscuit market because of
its quality and todays market expect only for qualitative product.

51
Thank you

52