Monday, June 21, 2010

PARLE PROJECT - Brand representation of Parle Products in unorganized retail stores (i) as compared to competitors (ITC, Britannia & Priyagold). (ii) as compared to organized retail stores(iii)Analysisi of consumer behviour, DECLARATION We, hereby declare that this project entitled Brand representation of Parle Products in unorganized retail stores (i) as compared to competitors (ITC, Britannia & Priyagold). (ii) as compared to organized retail stores(iii)Analysisi of consumer behviour, is a bonafide record of work done by us during the course of summer internship and that it has not previously formed the basis for the award to us, for any degree/diploma associate ship, fellowship or other similar title, any other institute/society. ACKNOWLEDGEMENT A successful completion of job is based upon the chain of factors combining together to make an integral outcome. The cooperation of the factors mixed with sincere effort can lead to best performance. Our project is also no exception to this. So it becomes necessary to mention this before we start writing the study report. We take this opportunity to express our deep sense of gratitude to all those who have contributed significantly by sharing their knowledge and experience in the completion of this project work. We would like to place on record, our sincere gratitude to Mr. Manoj Dogra (Area Sales Manager, Parle Products Pvt. Ltd) for giving us support, guidance & opportunity to do our summer internship with Parle Products Pvt. Ltd. Last but not the least, our wholehearted thanks goes to the retailers and wholesalers and consumers with whom we interacted and all those people who indirectly or directly helped us. TABLE OF CONTENTS S.NO CONTENTS 1. Executive Summary 2. Statement of the Problem 3. Objectives of the Study 4. Limitations of Study 5. Introduction of Sector and Industr
6

. Introduction of organization

7. Analysis on unorganized retail outlets 8. Analysis of organized retail outlets 9. Analysis on Consumer Behaviour 10. SWOT Analysis 11. Findings 12. Recommendations and Suggestions 13. Conclusion 14. Appendix 15. Bibliograph

Executive Summary The report is an earnest endeavor made to understand the present market scenario in biscuits captured by the Parle and the other competitor brands viz., Britannia, Priyagold, ITC. The researchers were required to see the coverage by Parle Products Pvt. Ltd., and bring out the potential and loyal retailers so that the company could maintain the market leadership in the existing business scenario in the biscuits and the confectionaries. During the course of study the researchers visited around 70 unorganized retail stores and 30 organized retail stores and analyzed all major brands of biscuits available as well as studied the brands, which are most preferred among the retailers. The study encompasses the penetration of the existing Parle products (biscuits and confectionaries) and the market potential for the new products like Golden Arch, Nimkin, Monaco Funion, Melody softee, Mazelo and Imli Bite. Their motive was to study the working of the distributors in Bangalore market. They have mentioned the problems and the loop holes in the Parles distribution system and the promotional tools, which they have found during the course of the study and recommended various corrective measures for it. Their study also comprises the comparative analysis between organized and unorganized retail stores in terms of brand availability with the help of hypothesis testing. They also studied the behaviour of consumers about their preferences for biscuits, candies and their overall buying behaviour with the help of questionnaire. Statement of the Problem To analyze the brands of Parle Products in unorganized retail stores: 1. As compared to competitors (ITC, Britannia & Priyagold). 2. As compared to organized retail stores. Objectives of the Study 1. To find out Parle Coverage in various areas of Bangalore. 2. To check the Brand availability of the company products at different stores 3. To compare the Brand with its competitive Brands like ITC, Britannia, Priyagold in terms of

coverage, number of brands available and monthly sales. 4. To analyze that which type of biscuits and candies are most preferred and demand by the customer. It was done by asking storekeepers as well as customer. 5. To analyze the availability of new Parle products launched in the market. 6 . To compare the organized retail stores with unorganized retail stores in terms of brand availability. Reference Period This study is conducted for the period of 45 days starting from 15th of JUNE 2009 to 30th of JULY 2009. PROJECT METHODOLGY Research Type: EXPLORATORY RESEARCH EXPLANATION: The study was conducted by Parle Products Pvt. Ltd in 4-5 areas of Bangalore mentioned below (source list) for the first time regarding market review and comparative analysis between unorganized and organized retail stores.. Thus it is an exploratory type of research. Sample Design A sample design is a definite plan for obtaining a sample for a given population. It refers to a techniques or procedure adopted in selecting items for the sample.

Sampling: Further, the design that has been adopted for the study of the given topic is CONVENIENT SAMPLING. EXPLANATION: During the course of the study we visited a no. of stores that were scattered all over Bangalore (source list mentioned below). Apart from this we had no written record of the number and names of the stores in the city. It was very difficult to tabulate a record of all the retailers and wholesalers present in the city and then carry out our study, in the short span of time that was allotted. As a result we had to select the retailers according to our convenience. We went to the areas and surveyed all shops that could possibly be approached. The following is the sample design that has been adopted for the study. 1. Population:- Finite(Bangalore) 2. Sampling Unit:- Areas of Bangalore 3. Source list:Unorganized retail stores (Areas): a. Mansarover b. Vaishali Nagar c. Chitrakoot d. Sodala (Ajmer Road, Hatwara road, Ram Nagar) e. Raja park f. Adarsh Nagar g. Janta colony h. Sethi colony i. Bapu Nagar Organized retail stores: a. Spencer`s Retail b. Reliance Retail (Reliance Fresh) c. Aditya Birla (More)

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

Tools and techniques for Data Collection Tools and techniques for: 1. Primary Data:- The researchers collected primary data during the course of research period with the help of the questionnaire that was designed for the storekeepers as well as consumers to collect the information that was required to carry out the research. 2. Secondary Data:- Secondary data was collected from books, articles, Internet and previous research papers that had been conducted by the company representatives and officials. Tools and techniques of Analysis Simple statistical tools and techniques like average, ratios, pie charts, tables and graphs in addition to hypothesis testing (z-test, for difference between proportions) & factor analysis method are used to analyze the data. Limitations of the Study 1) The study was conducted in 45 days that is not enough for such a vast topic. 2) It was difficult for the storekeepers to pinpoint the sales of a particular brand in both organized and unorganized retail stores. 3) No proper data was available about the stores in the city. 4) As the nature of research was exploratory so it was difficult to cover each and every retailer. 5) Many retailers dont express their original perception and views because of biasness Tools and techniques for Data Collection Tools and techniques for: 1. Primary Data:- The researchers collected primary data during the course of research period with the help of the questionnaire that was designed for the storekeepers as well as consumers to collect the information that was required to carry out the research. 2. Secondary Data:- Secondary data was collected from books, articles, Internet and previous research papers that had been conducted by the company representatives and officials. Tools and techniques of Analysis Simple statistical tools and techniques like average, ratios, pie charts, tables and graphs in addition to hypothesis testing (z-test, for difference between proportions) & factor analysis method are used to analyze the data. Limitations of the Study 1) The study was conducted in 45 days that is not enough for such a vast topic. 2) It was difficult for the storekeepers to pinpoint the sales of a particular brand in both organized and unorganized retail stores. 3) No proper data was available about the stores in the city. 4) As the nature of research was exploratory so it was difficult to cover each and every retailer. 5) Many retailers dont express their original perception and views because of biasness

After conducting the survey on 70 unorganized retailers, 30 organized retailers and 100 customers, the researchers found that there is a bigger market for biscuits and hard boiled candy in unorganized retail stores if proper supply of goods without breakage is there. It was also concluded that Parle is the first preference of both the customers and retailers (Organized and unorganized both) because of its price and brand image. Brand Parle G dominates the volume-dominated biscuit market. Even in todays times when multinationals are beefing up their operations and trying to change the dynamics of the market, Parle Gs numero uno position is unchallenged. Its competitors have roped in superstars like King Khan and Sachin Tendulkar, but Parle G has only gone from strength to strength. Brand Parle G is iconic and has evolved over the years. Trust, relevance, affordability are its hallmarks, which have withstood pressures from the hyper-competitive marketplace. The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide & Seek and confectionery brands, such as, Melody, Poppins, Mangobite enjoy a strong imagery and appeal amongst consumers across the world. Which has resulted into Parle-G being the worlds largest selling biscuit". The Parle name symbolizes quality, health and great taste. Constantly innovating and catering to new tastes PARLE-G has built its reputation. This can be seen from the success of its new brands such as Mazelo, Imli Bite etc. Parle Products Pvt Ltd., is now lagging in services to retailers because of improper supply and distribution in some areas and competitors taking advantage of these points. Locality : Name of Outlet : Address : Contact No. : Parle Detail : Frequency : Weekly / Fortnightly Brand Representation : YOUR OWN INNOVATION Y / N Y / N Parle-G GolGappa Krackjack Classic Mint Monaco Lite Mint Monaco Funion Kismi

Hide&Seek Orange Candy Milano Mango Bite Orange Kream Round /Rectangle Melody Mango Kream Round /Rectangle Poppins Elachi Kream Round /Rectangle Eclairs- 50 p Pineapple Round /Rectangle Melody Softe- 1Rs. Chocolate Kream Round /Rectangle Kismi Bar Golden Arch Chox Nimkin Kacha Mango Marie Mazelo Milk Shakti Imli Bite Bourbon Kismi Gold 20-20 Butter Musst Bite 20-20 Cashew Parler Sale

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Monday, June 21, 2010

PARLE PROJECT - Brand representation of Parle Products in unorganized

retail stores (i) as compared to competitors (ITC, Britannia & Priyagold). (ii) as compared to organized retail stores(iii)Analysisi of consumer behviour, DECLARATION We, hereby declare that this project entitled Brand representation of Parle Products in unorganized retail stores (i) as compared to competitors (ITC, Britannia & Priyagold). (ii) as compared to organized retail stores(iii)Analysisi of consumer behviour, is a bonafide record of work done by us during the course of summer internship and that it has not previously formed the basis for the award to us, for any degree/diploma associate ship, fellowship or other similar title, any other institute/society. ACKNOWLEDGEMENT A successful completion of job is based upon the chain of factors combining together to make an integral outcome. The cooperation of the factors mixed with sincere effort can lead to best performance. Our project is also no exception to this. So it becomes necessary to mention this before we start writing the study report. We take this opportunity to express our deep sense of gratitude to all those who have contributed significantly by sharing their knowledge and experience in the completion of this project work. We would like to place on record, our sincere gratitude to Mr. Manoj Dogra (Area Sales Manager, Parle Products Pvt. Ltd) for giving us support, guidance & opportunity to do our summer internship with Parle Products Pvt. Ltd. Last but not the least, our wholehearted thanks goes to the retailers and wholesalers and consumers with whom we interacted and all those people who indirectly or directly helped us. TABLE OF CONTENTS S.NO CONTENTS 1. Executive Summary 2. Statement of the Problem 3. Objectives of the Study 4. Limitations of Study 5. Introduction of Sector and Industry
6 . Introduction of organization 7. Analysis on unorganized retail outlets 8. Analysis of organized retail outlets 9. Analysis on Consumer Behaviour 10. SWOT Analysis 11. Findings 12. Recommendations and Suggestions 13. Conclusion 14. Appendix 15. Bibliography Executive Summary The report is an earnest endeavor made to understand the present market scenario in biscuits captured by the Parle and the other competitor brands viz., Britannia, Priyagold, ITC. The researchers were required to see the coverage by Parle Products Pvt. Ltd., and bring out the potential and loyal retailers so that the company could maintain the market leadership in the existing business scenario in the biscuits and the confectionaries. During the course of study the researchers visited around 70 unorganized retail stores and 30 organized retail stores and analyzed all major brands of biscuits available as well as studied the

brands, which are most preferred among the retailers. The study encompasses the penetration of the existing Parle products (biscuits and confectionaries) and the market potential for the new products like Golden Arch, Nimkin, Monaco Funion, Melody softee, Mazelo and Imli Bite. Their motive was to study the working of the distributors in Bangalore market. They have mentioned the problems and the loop holes in the Parles distribution system and the promotional tools, which they have found during the course of the study and recommended various corrective measures for it. Their study also comprises the comparative analysis between organized and unorganized retail stores in terms of brand availability with the help of hypothesis testing. They also studied the behaviour of consumers about their preferences for biscuits, candies and their overall buying behaviour with the help of questionnaire. Statement of the Problem To analyze the brands of Parle Products in unorganized retail stores: 1. As compared to competitors (ITC, Britannia & Priyagold). 2. As compared to organized retail stores. Objectives of the Study 1. To find out Parle Coverage in various areas of Bangalore. 2. To check the Brand availability of the company products at different stores.

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