Parle G.docx

7/25/2019 Parle G.docx

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A Report On

MARKETING STUDY OF PARLE

SUBMITTED BY:

MISS. PAYAL SHANKAR AWERE

TYBMS Sem (!

PRO"E#T GUIDE:

PROF. PRA"NA SHETTY

SUBMITTED TO:

UNIERSITY OF MUMBAI

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#ERTIFI#ATE

I, Prof. Prajna Shetty hereby certify that Miss. Payal Shankar Awere, a student

of Ghanshyamdas Saraf college has completed project on MA!"#$I%G

S$&'( )* PA!+# in the Academic (ear -/0 1 -/2.

$hus information submitted is true and original to the best of my

knowledge.

#3ternal #3aminer4 Principal4

'ate4

Project co 1 ordinator4 5ollege Seal4

'ate4

A5"%)6+#'G#M#%$

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E?E#UTIE SUMMARY

$he report is an earnest endea9our made to understand the present market scenario in

biscuits captured by the Parle and the other competitor:s brand 9i;., 8ritannia, Priyagold ,

and I$5. 6e are re

and the market potential for the new product like Golden Arch, %imkin, Monaco *union,

Melody Softee, Ma;elo. $heir moti9es were to study the working of the distributors in

Mumbai market. $hey ha9e mentioned the problems and the loop holes in the Parle:s

distribution system and the promotional tools, which they ha9e found during the course of

study and recommended 9arious correcti9e measures for it. I also studied the beha9iour of

consumer about their preferences for 8iscuits, 5andies, and their o9erall buying beha9iour

with the help of


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OB"E#TIES OF THE STUDY

PRIME OB"E#TIES

$o study marketing in detail.

$o know importance of marketing.

$o understand the concept of marketing clearly by means of Parle biscuit

demand analysis. $o find out the marketing strategy used by the Parle ? Parle Agro.

OTHER OB"E#TIES

$o find out the competiti9e acti9ity and merchandising through retailer of

PARLE G BIS#UIT. $o find out the consumer preference according to retailer 9iew.

$o find out the satisfaction le9els towards ser9ice pro9ide by PARLE G. $o find out the major competitor of PARLE G BIS#UIT.

RESEAR#H METHODOLOGY

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DATA #OLLE#TION METHOD

'ata collection is an elaborate process in which the researches makes a planned

research for all rele9ant data. 'ata is the foundation of all market research. 'ata are

facts may be obtained from se9eral sources. 'ata can be classified as4

P!IMA!( 'A$A

S#5)%'A!( 'A$A

PRIMARY DATA

It is gathered for the first time by the researchers. If the secondary data is found

to be inade


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Secondary data is the data borrowed from secondary sources by the researcher.

Secondary data can be internal or e3ternal i.e., internal records of the company or

information a9ailable from library and other statistical organi;ation. In a market

!esearch Project *ield 6ork as a 9ery 9ital role to play. As a matter of fact, it:s

the back bone of any Market !esearch Project *ield work basically consists of

collection of primary data, In this project, researcher had to undergo a lot of *ield

6ork.

*or the purpose researcher has 9isit 9arious cinema halls , public attracti9e places,

colleges ? school canteens etc. $he whole area which was to be sur9eyed was

di9ided into different segments randomly. Simultaneously sur9ey of both retailers and

consumers was carried out. $he researcher worked in the field for a span of one

? half months. +ater on whole data which was collected from field was well

scrutini;ed ? tabulated for analysis. Its interpretation has been pro9ided in most

easy to understand manner with the help of suitable diagram ? charts.

5AP$#! /

I%$!)'&5$I)%

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Parle Products has been IndiaBs largest manufacturer of biscuits and confectionery for almost

C years. Makers of the worldBs largest selling biscuit, Parle@G, and a host of other 9ery

popular brands, the Parle name symboli;es


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sweets and biscuits were being sent by rail to 5alcutta, 'elhi, "arachi, Madras and other

major cities. As production increased, distribution was amplified. *ull time salesmen were

appointed in different areas. 5urrently, Parle Products has o9er 00, , distribution outlets .

ygiene is the precursor to e9ery process at Parle. *rom husking the wheat and melting the

sugar to deli9ering the final products to supermarkets and store shel9es nationwide, care is

taken at e9ery step to ensure the best product of long@lasting freshness. #9ery batch of

biscuits, confectioneries ? snacks are thoroughly checked by e3pert staff, using the most

modern e


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A long time ago, when the 8ritish ruled India, a small factory was set up by Mo'$n)$) D$+$)

#'$2'$nin the suburbs of Mumbai city, to manufacture sweets and toffees. $he year was

/D-D and the market was dominated by famous international brands that were imported

freely. 'espite the odds and une


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Sharad P 5hauhan Managing 'irector

!aj " 5hauhan Managing 'irector

Ajay 7 5hauhan #3ecuti9e 'irector

Anup S 5hauhan #3ecuti9e 'irector

Samar S 5hauhan #3ecuti9e 'irector

-.- P!)'&5$S )* PA!+#

BUS#UITS SWEETS SNA#KSParle@G +ondonderry Parle:s wafers

Monaco Melody %amkeen

Golden Arcs Mango 8ite fulltossParle Actifit 'igesti9e

marie

"accha Mango 8ite Munchies

Parle Marie 5ho3 5heeslings

ide ? Seek Poppins

ide ? Seek *ab Ma;elo

ide ? Seek 8ourbon - in /

*esto - in / #clair

appy appy "ismi

Milano "ismi $offee 8ar

%imkin *ruit 'rops5oconut

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- 1 - cookies

Ham In

Gold Star

"reams

$op

Magi35oconut

$hese products are discussed below in short about that featurs , pricing etc.

BUS#UITS

PARLE G

#9ery nation dreams of a better tomorrow. And e9ery nationBs tomorrow lies in the hands of

its childrenJ the young stars who shape the future of the nation. So, itBs important to nourish

these young stars, after all itBs a


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others for its taste. 6hate9er the occasion, it has always been around as an I nstant

source of nourishment. +ittle wonder that itBs the largest selling biscuit brand in the

world.

PA!+# *&$&!# G#%I&S

$here:s no school like childhood. And there:s no teacher like curiosity. At Parle, we belie9e

that e9ery child has the potential to become a genius if allowed to follow their curious minds

and e3plore without limitations. $hat:s why we made the futuregenius.com website. A tool

for both parents and children to help identify the spark of genius in a child, nurture

it and gi9e it a platform to be showcased on.

BACHPANSE BADA KOI SCHOOL NAHI

CURIOSITY SE BADI KOI TEACHER NAHI

MONA#O

Life namkeen banaiye!

6hen life hits a dull patch, just pull out a Parle Monaco to make it e3citing. $he light, crispy

biscuit sprinkled with salt, is the perfect namkeen twist you can add to your ordinary boringmoments. Go ahead, +ife namkeen banaiye, anywhere, anytime with Parle Monaco.

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$o spice up your life further, try the 9ariant of Parle Monaco @ $he Kabardast Heera. $his

salted, crispy biscuit delicately seasoned with jeera, has a uni


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$he name itself suggests e9erything.

$he moment you take a bite your tongue starts playing hide n seek with the rich chocolaty

cream resting between two lo9ely sugar@coated biscuits. $he melting chocolate cream will

feel rich and luscious in your mouth. It:s a complete treat for your taste buds. Moreo9er, itBs

like falling in lo9e at first bite.

!s. , !s. /- and !s. -2

GOLDEN AR#S

Introducing irresistible Golden Arcs, filled with rich Strawberry, Apple, )range ? 5hoco

*illings. $hey are best described as Bmelt@in@your@mouthB, soft shelled fruit rolls and crunchy

choco fills which are perfect for an anytime snack.'o bite into one of our 2 'elicious

fla9ours.

!s. - and !s. 0

TOP

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SWEETSLon,on,err+Get a taste of the rich #nglish@Irish culture, right here in India. 6ith +ondonderry, an

e3


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!s. /

K$00'$ M$no Bte$he mastiful fla9our of summer now comes in a candy. Hust pop a "accha Mango 8ite and

e3perience the natural tangy sweetness of a real raw mango. ItBs the only candy that is a real

kacche aam ka ;ero3. So when youBre cra9ing for the tantali;ing khatta@meetha taste of raw

mango just reach out for a "accha Mango 8ite and enjoy real kacche aam ki masti, anytime,

anywhere.

!s. paise

; n < @0)$rIt:s a creamy, delicious bargainO Sa9our the delicious cream filling o9erflowing from a golden

caramel shell. 'elight your taste buds with rich taste of cream and caramel. It:s #clairs - in /,

a sweet delight to double your pleasure and treble the funO And remember, two:s always

better than one.

!s. Paise

K&m

%ow the yummy toffee and elaichi taste of "ismi $offee comes specially packaged in itsmaha@a9atar. %ow when you study or play, bring your appetites and more for this

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fantastically big bite of "ismi $offee 8ar. Making it one of the most popular toffee bars in

India. After all e9eryone knows, when it comes to toffee, big is best.

!s. -

SNAKS

MUN#HIES

"EFFS

5runchy, salted biscuits fla9oured with cumin seed =Keera> for that e3tra boost offla9our. $he perfect snack for just about anywhere 1 Heffs.

SI?ER

$hink S


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/L gm @ !s. 2

0- gm @ !s. C

0. kg tin @ !s.

PARLE*S WAFERS

Presenting ParleBs 6afers. Made with the choicest of handpicked potatoes, itBs lip

@smackingly delicious, delightfully crunchy and comes in four e3citing fla9ours @ Masala

Masti, !ed 5hilli Achaar, 5lassic Salted, Aloo 5haat, 5ream and )nion, and $angy $omato.

Grab one. )r grab:em all. 6hene9er you want, where9er you please. 6eBre sure youBll enjoy

it from the 9ery first chip till the 9ery last.

!s. , !s. / and !s. -

FULLTOSS

Imagine you are playing for Indian cricket teamJ we need L runs from the last ball. An

attempted (orker turns out to be a full toss. (ou lift your bat, swing it hard and the balldisappears in the crowd. It:s a si3OOO *elt the joyN $his is how you would feel after each bite

of Parle:s *ull$oss. 6hat adds more e3citement in any tale are its twists, hence its shape is

powered packed with masaledar "arare twists. Hust open a pack of this lip smacking 1

scrumptious snack and add some spice in your day to day moments. It:s perfect for e9ery

occasion and each cra9ing.

A9ailable in e3citing fla9ours @ Masala Munch, Masala "achori, Hhalmuri "olkata 8hel,

Green Mango 5hatni, $angy Pickle, and now you can try the new $omato fla9our.

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!s. , !s. / and !s. -.

5AP$#! 0

THE MARKETING STRENGTH

$he e3tensi9e distribution network, built o9er the years, is a major strength for Parle

Products. Parle biscuits ? sweets are a9ailable to consumers, e9en in the most remote places

and in the smallest of 9illages with a population of just .

Parle has nearly /, wholesalers, catering to 2,-, retail outlets directly or indirectly. A

two hundred strong dedicated field force ser9ices these wholesalers ? retailers. Additionally,

there are 0/ depots and 5?* agents supplying goods to the wide distribution network.

$he Parle marketing philosophy emphasi;es catering to the masses. $hey constantly

endea9our at designing products that pro9ide nutrition ? fun to the common man. Most Parle

offerings are in the low ? mid@range price segments. $his is based on their understanding of

the Indian consumer psyche. $he 9alue@for@money positioning helps generate large sales

9olumes for the products.

owe9er, Parle Products also manufactures a 9ariety of premium products for the up@market,

urban consumers. And in this way, caters a range of products to a 9ariety of consumers.

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=.< SWOT ANALYSIS

S6)$ analysis is the firm should identify its internal Strengths =S> and 6eeknesses =6>

and also e3amine e3ternal )pportunities =)> and $hreats =$>.

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Strength , 6eakness , )pportunity , and $herat are the four tools for a indi9idual or

group or organisation to grow , impro9e and polish it:s skill. Parle Product +td. as been

highlighted below which co9ers all the criticality of the project 4

Strent'&Parle 8rand,'i9ersified product range,#3tensi9e distribution network.+ow and mid price range

5atering to mass,8etter understanding of consumer psyche

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We$ne&&'ependence on retailers ? grocery Stores for displaying di9ersified Parle Products on

shelf, induce impulsi9e buy.

Opport2ntestimated annual growth of -F+ow per capita consumption,5hanging consumer preference,Increasing demand for sugar free,'iet biscuit,

T're$t&

ike in cost of production due to hike in raw material cost.Increase distribution cost.+ocal bakery product.#ntry of 9arious new entrant.

=.; B#G MATRI?

$he 8oston consulting Group:s portfolio matri3 allows a firm to 9isually display

information about each of its. $he 85G matri3 has as its a3es the market growth rate

=8roken into high and low growth> and the relati9e market share as compared to the largest

competitors =high and low relati9e market share>.

$he 85G matri3 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 ha9ing -

'imensions4 M$ret &'$re / M$ret ro4t'.

85G MA$!I 5)%SIS$S )* 2 5A$#G)!I#S4

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A cash cow usually generates more cash than is re


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$he term marketing mi3 refers to uni


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Augmented product @ parle biscuits increase a person:s energy le9els. $his is not

always e3pected by the consumers and hence e3ceeds customer:s e3pectations.

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.

#)$&&-0$ton o- pro,20t&

8ased on tangibility@ Parle biscuits are tangible, i.e. one can see and touch them.

8ased on functional life@ Parle biscuits are consumables since biscuits form apart of food

and ha9e a short life.

8ased on price and


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6heat flour

Sugar

Partially hydrogenated edible 9egetable oils

In9ert syrup

+ea9ening agents =0 8aking powder> Milk solids

Salt

#mulsifiers =# 0-- or # 2E/ or # 2C/>

'ough conditioners =# --0> and contains added fla9ors.

PRO#ESS LAYOUT OF PARLE PRODU#TS LTD.

PA!+# G is made at parle products ltd. at 9ile parle.

*irst of all the parle products buys !A6 MA$#!IA+ from the 9arious suppliers and stored

into the store room. $his raw material is then sent to laboratory for testing and after testing

only it is used for manufacturing. $he raw material consist of 6heat flour, Sugar, Partially

hydrogenated edible 9egetable oils, In9ert syrup, +ea9ening agents =0 8aking powder>

Milk, solids Salt #mulsifiers =# 0-- or # 2E/ or # 2C/> and 'ough conditioners =# --0>.

Such a mi3ture of raw material is taken and mi3ed into S$#PA% MI$&!#, which is high

power mi3ture machine. Specially made for mi3ture of dough, from which the mi3ture is

passed to molder called !)$A!( M)&+'#!. $hrough that molder appro3imately /,

come out in a minute. Molder had -L cups fitted in it which gi9es shape to the biscuits and

an impression embossed on it of parle@g.

*rom rotary molder the dough is passed through a -L feet long )7#% which is

appro3imately 02Q c. In o9en there are three stages to be followed @

/. !emo9al of moisture.

-. 8uilding the structure of biscuits.3.5olorings of biscuits take place.

*rom o9en the hot biscuits are placed on the 5))+I%G 5)%7()!, which is -L feet long

and the biscuits continues to run on it for to E minutes so that the biscuits become cool and

all the moisture that biscuits contain gets e9aporated. And because of the abo9e reason the

factory has S *+)6 +A()&$ in the factory.

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$he con9eyor continues to mo9e to 5)&%$I%G &%I$ where biscuits are counted and seen

that it is going on properly or not. $he con9eyor continues till the biscuits reach the

S$A+"I%G $A8+# at which the biscuits are packed in 9ery orderly manner.

*rom cooling con9eyor sum biscuits are di9erted through A&$) *##'I%G MA5I%# to

another stalking machine where packing is done. *rom stalking table the biscuits are mo9ed

on con9eyor to M&+$I PA5" 6!APPI%G MA5I%# were /L biscuits are packed into a

regular parle g wrapper so that the weight of /L biscuits comes up to / grams.

$hen -2 packets of parle g biscuits are packed into a P)+( 8AG. And after packing it into

poly bag it is sent to S#A+I%G MA5I%# where it is sealed, $hen it is sent to

5)!!&GA$# 8) S#5$I)% in which L poly bags are placed and then the bo3es are kept

on con9eyor and sent to 'ISPA$5 S#5$I)% from where the biscuits are sent to 9arious

places in India and all o9er the world.

All Parle products are manufactured under the most hygienic conditions. Great care is

e3ercised in the selection ?


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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 BIS#UIT

)n the stalking table one to two rows of baked biscuits are kept aside for selling it as loose

biscuits. $hey 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 00 !s R kg.

FOLLWING ARE THE MA#HINERY USED IN MANUFA#TURING

STEPHEN MI?ER

$he Stephan $" Mi3er is an ideal component to fully automatically feed the down@stream

make@up e


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BIS#UIT BAKING OEN

$he o9en body consists of steel steam tight tunnel with e


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/- 1 /, / @/E, /E @ /D>. $he 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 -2 packets of parle g biscuits in one poly bag. $here are 2 workers

employed on this section who take care of the work by putting -2 packets of biscuits in the

bag and forwarding it to sealing machine section.

SEALING MA#HINE

$he sealing machine has heater rod for sealing the poly bag in which -2 packet of biscuit are

placed, and it ha9e a con9eyer 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 MA#HINE

Si3 such poly bags are placed in one such corrugated bo3 and the bo3 is passed through the

tapping machine where are tapped and then sent through a long di9ersion con9eyer belt. $his

belt helps to transfer the bo3 to the dispatch section directly. 0L bo3es are arranged on pallet

in the dispatch section, from where they are transferred to the 9arious dealers all o9er the

India and worldwide.

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Line

Extensio

n

Bran

Extensti

on

!"#ti

Bran

Ne$

Bran

Br$n,

$he Parle 8iscuit brands, such as, Parle@G, Monaco and "rack jack enjoy a strong imagery

and appeal amongst consumers. 8e it a big city or a remote 9illage of India, the Parle name

symboli;es


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Parle as a company has reached the maturity stage in its products life cycleJ since products

such as parle@G, parle Monaco, parle "rack jack which form a major part of parle products:

sales ha9e captured most of India:s market.8ut for its premium biscuits parle hide and seek and parle hide and seek Milano the products

are in the growth and introduction stages respecti9ely.Parle hide and seek was introduced in /DDC with fla9ors such as mint, orange and chocolate.

8ut it did not really succeed in capturing the consumer:s attention. So after a few years it was

re launched with just one fla9or i.e. chocolate fla9or 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 8ritannia:s

good@day choco nuts.

Packaging and +abeling

Packaging4 $he time spent by a customer for picking up a product from a retail outlet is a few

secondsJ therefore a package should appeal to a customer within such a small inter9al of time.

In this, both packaging ? labeling play an important role in attracting customers both 9isually

? psychologically.

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Packaging4

*or Parle G4 Parle G was initially recogni;ed by its iconic white and yellow stripped wa3

paper wrapper with the baby face on it. Many competitors ha9e tried to sell their lower


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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 pro9ide good


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Le1e)


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Parle@G started being ad9ertised in the CBs. It was ad9ertised mainly through press ads. $he

communication spoke about the basic benefits of energy and nutrition. In/DCD6

Parle@G released its 'adaji commercial, which went on to become one of the most popular

commercials for Parle@G. $he commercial was run for a period of L years. Parle@G grew

bigger by the minute. 8e it the packs sold, are as co9ered or the number of consumers. It

became a part of the daily li9es of many Indians. It wasnBt a biscuit any more. It had become

an icon . $he ne3t le9el of communication associated the brand with the positi9e 9alues of life

like honesty6sharing and caring.

$he year -- went down as a special year in Parle@GBs ad9ertising history. A year that saw

the birth of G@Man a new ambassador for Parle@G. %ot just a hero but also a super@hero that

sa9es the entire world, especially children from all the e9il forces. A campaign that was not

just new to the audiences but one that in9ol9ed a completely new way of e3ecution that was

lo9ed by children all o9er the world @Animation. A $7 commercial that showed G@Man

sa9ing the children from the e9il force called $errolene 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:G#%I&S::. *or

this a series of ads were shown in which a little kid eats Parle G and tricks the wise

and e3perienced people.

Hust a few months back a reminder $7 commercial was launched for Parle@G where the

product is being calledhindustan ki takat . Most of the Parle@G $7 commercials tell us that

brand awareness is being done by capturing consumer emotion.

ea9y promotion plays a major role in creating brand awareness. Such is the case of Parle

hide ? seek biscuit:s tele9ision ad9ertisements. $he ads of parle hide and seek are portraying

actor rithik !oshan. $his tells us that the product is being promoted by celebrity

endorsement to increase awareness of this product and help capture the consumers: attention.

P23)0 Re)$ton&

Parle has done the following for enhancing public relations4

In the year /DDE6Parle@G sponsored the tele@serial of the Indian superhero, S'$tm$$n

that went on to become a huge success. $he personality of the superhero matched the o9erall

superb benefits of the brand. Parle e3tended this association with Shaktimaan and ga9e away

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a lot of merchandise of Shaktimaan. $he children just could not get enough of Parle@G and

Shaktimaan.

In the year --, it was decided to bring the brand closer to the child who is amajor

consumer. A national le9el promo @ TP$r)e>G Mer$ S$pn$ S$0' Ho$ was run for a period

of L months. $he promo was all about fulfilling the dreams of children. $here were o9er

lakh responses and of that, o9er 0 dreams were fulfilled. 'reams that were fulfilled ranged

from trips to 'isneyland at Paris ?SingaporeJ meeting their fa9orite film star rithik !oshanJ

free ride on a chartered plane- scholarships worth !s ,J a special cricket coaching

camp with the Australian cricketer @ !icky PontingJ etc.

Go)2 G$)$t$ 0onte&t @ In $amil %adu, traditionally, women decorate 9arious dolls made of

clay during %a9aratri celebrations by setting up E@D steps. $his display is well decorated and

friends and relati9es are in9ited to witness the same. $hrough a detailed research, Parle found

that due to time pressures, this tradition is slowly dying and is getting restricted to a select

few households. $hus, to re9i9e the fading e9ent, Parle had introduced the no9el promotion

called Parle Golu Galata contest in -. After the encouraging response and resounding

success of the - Golu Galata contest, in -L Parle Products P9t. +td took the contest to

5hennai, Madurai, $richy, ? "umbakonam. =Golu means 'oll ? Galata means 'hammal.>

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#HAPTER

#ONSUMER BEHAIOUR

For P$r)e>G:In India it is a habit to ha9e 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. &nderstanding consumer beha9ior is tough. $he study of consumer beha9iour

includes the knowledge about the consumer, his buying moti9es ? buying habits. "eeping all

this in mind, the factors influencing the buying beha9iour of consumers are4

Parle@G being a consumable product is not influenced by factors like cultural factors. As

shown abo9e, social factors are further sub di9ided into 0 parts namely reference groups,

family ? social role ? status.

/> !eference Group

People, especially kids are always influenced by the people around them. $hey are

influenced by friends, relati9es, family members specially elder siblings, etc. so if they see

anyone around them ha9ing parle@G biscuit, they too want to eat it.

-> *amily

In his case also, if it:s a usual habit of the family members to ha9e 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.

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PERSONAL FA#TORS

$he factors whose intensity differs from person to person are together termed as personal

factors. $hey are as follows4 @

/. AGE

Parle@g is consumed ma3imum by the kids in the age group of @/ years i.e. the growing

age group. "ids, who ha9e formed the habit of ha9ing Parle@G in their early stages of

life, continue this practice e9en after growing up. $hey continue their consumption of Parle@

G e9en after they grow up.

; . O # # U P AT I O N

$he buying beha9iour 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 9aries from a person with a high

post in a M.%.5. to a poor laborer. *or the e3ecuti9e employee, he may or may not buy the

product. e may buy a more e3pensi9e or an imported biscuit brand because he can afford it.

Also he may buy it only to be one of the many snacks a9ailable to him. )n the other hand, a

poor laborer would buy a packet of Parle@G simply to satisfy his hunger. *or him, it is not

matter of choice or lu3ury, but a necessity because it:s the easiest ? the cheapest he can get.

= . I N # O M E

Income of a person decides its core e3penditure segment. If a laborer earns a fi3ed amount ?

if a biscuit like parle@g which for sure ensures high le9el glucose content ? immediate energy

regained, he would defiantly opt to buy a parle biscuit packet ? not spend e9en that

minimal amount of !s.2 on anything else .8ut since Parle@G is a low@priced, 9alue for money

product a person:s income does not really play a role in influencing the purchase of the

product. 5onsumers of all income groups do buy the product.

42


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PSY#HOLOGI#AL FA#TORS

/. Moti9ation

*or Parle@G the main ? the basic moti9ation which pulls consumers towards buying it issimply hunger. $his is what pulls the consumers towards the purchase of Parle@G. Also,

since biscuits are percei9ed as snacks, when a consumer is drinking tea he or she is moti9ated

to buy Parle@G at that time.

-. Perception

consumers belie9e Parle@G to be a good


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-> )55&PA$I)%

Major 5onsumers for Parle hide ? seek are students.

0> I%5)M#

Since it is a high@priced productJ 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 comparati9ely lower income.

PSY#HOLOGI#AL FA#TOR

Perception

5onsumers percei9e this brand as :tasty and crispy: ...chocolate not 9ery sugary. It is

percei9ed as a brand leader in this segment and some firmly belie9e that there is no

competitor while mostly people regarded :8ritannia bourbon: as its main competitor J 9ery

few consumers know that :good day@ choco nuts: is its competitor..

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5AP$#! L

MA"OR #OMPETITORS OF PARLE PRODU#TS LTD

$he major competitors of parle products is 8ritaniya , Sunfeast, Priya Gold, cadburry, and

others local brand.

.< Brt$n+$

$he company was established in /CD-, with an in9estment of !s.-D. Initially, biscuits were

manufactured in a small house in central "olkata. +ater, the enterprise was ac


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meantime since'anoneBs biscuit business has been taken o9er by "raft, the $iger brand of

biscuits in Malaysia was renamed "raft $iger 8iscuits in September -C.

8ritannia initiated legal action against 'anone in Singaporein September -E. $he dispute

was resol9ed in -D with8ritanniasecuring rights to the $iger brand worldwide, and

'anone paying !s-- million to utilise the brand.

.; IT#

In Huly -0, I$5 forayed into the 8iscuits market with the Sunfeast range of Glucose, Marie

and 5ream 8iscuits. SunfeastBs brand essence connotes happiness, contentment, satisfaction

and pleasure. In a span of D 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 8iscuits straddle all segments of the market led by 'ark *antasy at the premium

end. igh


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$hey ha9e three plants located in Greater %oida, +ucknow ? Surat. ? also outsource some

of our re


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5AP$#! E

POSITIONING STRATEGY OF PARLE

$he rele9ance and importance of con9entional marketing, especially in the fast mo9ing

consumer goods category, has slid down to gi9e way for more aggressi9e market sa99y

solutions that can re9olutionise the way products sell these days %

6hile dealer producti9ity and market penetration are still important in the o9erall marketing

acti9ity, the brand has to e9ol9e and re9ol9e in a different orbit it has to reposition itself if

it really wants to make a difference in the highly competiti9e market.

Positioning a product firmly in the consumerBs mindset has been one of the major marketingchallenges that has enamoured many a marketing guru.

As organisations are re@engineering themsel9es to be more producti9e, products also need to

reposition themsel9es if they want to stay ahead in the marketing war game.

5onse


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5AP$#! C

PARLE AGRO

P$r)e Arois an Indianpri9ate limitedcompany that owns se9eral popular brands

including*rooti, Appy, +M%, ippo and 8ailley.

Se9eral Parle soda brands including 5itra, $hums &p,+imca, Gold Spotand Maa;awere

sold to 5oca 5olain /DD0 for a reported U2 million. At the time of sale, the Parle brands

together had a LF market share in the industry. $he brand was strong in South India. 5itra

was phased out by - to make way for 5okeBs international brand, Sprite.

Parle Agro commenced operations in /DC2. It started with be9erages, and later di9ersified

into bottled water =/DD0>, plastic packaging =/DDL> and confectionary =-E>. *rooti, the first

product rolled out of Parle Agro in /DC, became the largest selling mango drink in India.

$he original Parle group was amicably segregated into three non@competing businesses. 8ut a

dispute o9er the use of Parle brand arose, when Parle Agro di9ersified into the

confectionary business, thus becoming a competitor to Parle Products. In *ebruary -C,

Parle Products sued Parle Agro for using the brand Parle for competing confectionary

products. +ater, Parle Agro launched its confectionery products under a new design which did

not include the Parle brand name. In -D, the 8ombay igh 5ourtruled that Parle Agro can

sell its confectionery brands under the brand name Parle or Parle 5onfi on condition that

it clearly specifies that its products belong to a separate company, which has no relationship

with Parle Products.

THE KEY PEOPLE OF PARLE AGRO

NAME DESIGNATIONPrakash 5hauhan 5hairman ? M'

Schauna 5hauhan 5#)

Alisha 5hauhan 'irector

%adia 5hauhan 'irector

49
http://en.wikipedia.org/wiki/Private_company_limited_by_shareshttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Appy_Fizzhttp://en.wikipedia.org/wiki/Citra_(India)http://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Limcahttp://en.wikipedia.org/wiki/Limcahttp://en.wikipedia.org/wiki/Gold_Spothttp://en.wikipedia.org/wiki/Maazahttp://en.wikipedia.org/wiki/Coca_Colahttp://en.wikipedia.org/wiki/Sprite_(soft_drink)http://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Private_company_limited_by_shareshttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Appy_Fizzhttp://en.wikipedia.org/wiki/Citra_(India)http://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Limcahttp://en.wikipedia.org/wiki/Gold_Spothttp://en.wikipedia.org/wiki/Maazahttp://en.wikipedia.org/wiki/Coca_Colahttp://en.wikipedia.org/wiki/Sprite_(soft_drink)http://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Bombay_High_Court


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PA!+# AG!) 8!A%'S

8e9erages 5onfectionery Snaks 6ater

*rooti 8utter 5up

Softease

ippo 8ailey

Appy 8utter 5up ippo !ound@

!ound

Appy *i;; Mintro3

Grappo *i;; *rewt #clair

Saint Huice Softease Mithai

+M%

PA!+# AG!) is a trusted name in the Indian be9erage industry and has been refreshing

India since more than two decades with leading brands like *rooti, Apply 5lassic, Apply

*i;;, 8ailley, Saint Huice, +M% ? recently launched Grappo *i;;. Parle Agro P9t., +td.

manufactures, distributes, sells, and e3ports fruit drinks in India and internationally. $he

company offers fruit and milk drinks, packaged water, and apple and mango drinks in

polyethylene terepthalate =P#$> bottles and containers, and tetra packs. $he company also

operates a health and fitness studio for woman. $he company distributes its products throughfranchisees. Parle Agro P9t., +td. 6as founded in /DC and is based in Mumbai, India.

Parle Agro has been a trusted name in the be9erage industry pro9iding wholesome and

healthy agro@based drink brands. It has successfully launched some of IndiaBs leading

be9erages like *rooti, Appy etc.

ISION:>

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$o be the leaders in our business. 6e will stand apart from the competition by being the first

inthe market to inno9ate.

MISSION:>

6e will be the leaders in our business by maintaining high

Administration, Market, Purchasing, Production and Vuality 'epartment.

SIE OF THE ORGANIATION :>

MANPOWER :>

Parle group has a manpower strength of o9er - employees, including o9er 2

professionals.

TURNOER :>

$he Parle Group turno9er is o9er D crore in -.

.< MA!"#$I%G S$!A$#G( )* *!))$I

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*or those who ha9e seen it carefully, the new brand campaign for *rooti re9eals a subtle shift.

It shows the newly signed brand ambassador Shahrukh "han glugging the mango drink from

a P#$ bottle, rather than a tetra pack, which is no longer as respected as it used to be and

which also made *rooti most instantly identifiable when it was launched for the first time.

$he !s / crore brand is ready to mo9e to its ne3t phase of growth, in a world filled with

competitors like 5oca@5olaBs Maa;a and Pepsi5oBs Slice on the one hand and carbonated

be9erages on the other. *or instance getting on board one of the most recognised faces is

being touted as the game changer for the -E@year old homegrown brand considering it has

ne9er resorted to getting a celebrity endorser before.

*eels marketing consultant arish 8ijoor, *rootiBs big strength is the fact that it has been

around for donkeyBs years. It has become generic to the category altogether. $his is a

strength and a weakness as well, in his 9iew, which the brand has to manage swiftly and

carefully.

%adia 5hauhan "urup, M' and 5M), Parle Agro agrees that the biggest challenge has been

to get the magic back for a brand as old as *rooti. ItBs trying to combat some part of that

challenge by getting the recognised face of Shahrukh "han onboard. *rooti seems to be the

last in the race to join the celeb@band wagon4 the other players in the mango be9erage space

already ha9e their ambassadors4 Maa;a features the pranks of Imran "han and Parineeti

5hopra while Slice has "atrina "aif Bs sensuous Aam Sutra mo9es.

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$he recent commercial shows a bunch of kids in a football field watching Shahrukh "han

gulping *rooti. e looks around when he is done and what he sees is a bunch of young adults

whose longing for *rooti apparently has them lapse into a childlike state of wonder. e

simply asks them BwhatNB which snaps their re9erie.

Shares Sajan !aj "urup, founder and creati9e chairman, 5reati9eland Asia, )ne of the key

tasks in the brief was to capture the feel of relishing a bottle of *rooti and up the appetite


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Along with the brand film, the marketing plan includes outdoors, 8$+, mall acti9ation,

9isibility at retail outlets =P)P> and strong digital presence. Interestingly the first leg of thiscampaign was launched on the social media and as per "urup in less than a week, its total

timeline deli9eries amounted to - million. It managed to garner o9er C million twitter

handles and a whopping count of C, tweets. *rootiBs (ou$ube channel 9iews increased

by -. million and subscribers increased by LF.

#9en as the brand spends 2F more on itBs marketing this year compared to the last, it will

ha9e to space. $he returnable glass bottle is at the top in the pecking

order of the caste system of packaging of soft drinks followed by the P#$ bottle and then the

tetra pack at the bottom@rung, shares 8ijoor.

$his has been a pain@point that the brand is trying to tackle on a war@footing. Agrees and

shares %adia 5hauhan "urup, 5urrently there are only four manufacturing plants for !G8

which would e9entually go up to - plants. $he bottle form is one of the highest penetrated

packing formats and there is a huge market for it. $he glass bottle format has been launchedin a phased way in some markets and would be increased soon as manufacturing capacity

increases.

And perhaps thatBs what it will take for *rooti, the oldest brand in the category, to gi9e a

better account of itself in a growing market for mango be9erages.

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5AP$#! D

$A+" 6I$ $# 'IS$!I8&$)!

I had 9isited a distribution unit of Parle 8iscuits, which is situated in MA+A', %."

#%$#!P!IS#. e pro9ed to be 9ery co@operati9e and resourceful . e ga9e me

ade


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56


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5AP$#! /

SUREY

/. 6hat are the brands of biscuit can you recall in your shopN

&ar#e IT' &ri(a Go#

0

1

2

3

4

5

6

7

8

9

Parle CI$5 EPriya Gold In this sur9ey CF consumer recall parle biscuit and E F for I$5 and F for Priya Gold

-. 6hat is fre


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-er( Goo Goo )+

0

2

4

6

8

10

In this sur9ey the most of the consumer think about


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0123456789

As per this sur9ey there are all groups preferred Parle biscuit. Such as young working

class CF , #3perience working class F and childerns EF.

L. a9e you any complaint about biscuitN

/es No0

2

4

6

8

10

12

14

16

(es L

%o /2

In this sur9ey /2F of the consumer says they ha9e no any complaint and L F consumer

ha9e complaint relating with pricing ,


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#ON#LUSION

I want to conclude my project by saying that marketing strategy is 2ps such as product, promotion, price

and place. $hese are all important aspects of marketing strategy. 6ithout these aspects marketing is not

possible. Marketing strategy is all about marketing a product. In these marketing mi3 sellers, retailers,

buyers, and wholesalers play an important role. $here is lot of scope in marketing strategy. Parle company

had made huge profit by marketing there products in India and in foreign countries.

It was concluded that Parle is the first preference of both the customers and retailers =)rgani;ed and

unorgani;ed both> because of its price and brand image.

$he Parle 8iscuit brands, such as, Parle@G, Monaco, "rackjack, Marie 5hoice, ide and Seek enjoy a

strong imagery and appeal amongst consumers across the world. 6hich has resulted into Parle@G being

the world s largest selling biscuit.

$he Parle name symboli;es


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5AP$#! /-

5AS# S$&'(

In -D, Parle Products P9t. +imited =Parle>, a leading Indian manufacturer of biscuits, had

the honor of producing the best@selling brand of glucose biscuits in the world by 9olume,

Parle@G. Parle@G biscuits sold for about &.S. U / per kilogram, and as 9ery few processed and

ready@to@eat products were a9ailable at that price, Parle@G was closely associated with the

offer 9alue for money =7*M>. Impending problems in this brand category for Parle was the

fact that the prices of raw materials from the two main raw materials for the Parle@G biscuits

=which account for percent of their 9alue inputs> rose enough in the past /C months to

reduce the field from / percent to less than / percent. Pressure to restore fields led Parle to

consider price increases more pre9ious attempt caused a sharp decline in sales. Parle later

turned increase production costs by reducing the weight of the package, franchise production,

reducing supply chain costs and reduce packaging costs. Parle could not ignore the deep@

rooted perception of 7*M in the de9elopment of short@and long@term marketing plans to

maintain the success of Parle@G in the market. $hese plans are re


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5AP$#! /0

ARTI#LES

P$r)e Aro re>enter& -+ ,rn& m$rete coffeefla/oured product, 0af1 0uba, to hit market ne2t year

$wo decades after selling its popular soft drink brands, Parle Agro is re@entering the

carbonated soft drink =5S'> segment with its new coffee@fla9ored fi;;y drink, 5afY 5uba.

&n9eiling the product here on $uesday , Prakash 5hauhan, 5hairman ? Managing 'irector,

Parle Agro, said the sweetened carbonated be9erage in a coffee fla9our would be Tthe first of

its kind: in India. TT6e wanted to create a uni


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She said Parle Agro aimed to more than double its turno9er to !s. , crore by -/

largely on the back of 5afY 5uba. TT6hile the coffee fla9our is currently imported, it will get

indianised o9er time, she added.

#$p$0t+ n0re$&e,

$he company will make 5afY 5uba across all its /2 factories, and has increased capacity by

L per cent o9er the last few years, in9esting around !s. / crore. It will also e3pand its

distribution network from C, outlets to /. million outlets. About !s. / crore went

into 5afY 5uba capacity creation of around 0 million units, Ms 5hauhan said, adding that

the company would deploy around !s. crore for the marketing campaign.

E0@year@old biscuit pioneer, Parle@G becomes India:s first homegrown!s " crore *M5G brand

6hen Parle Products launched Parle@G in /D0D during the 8ritish rule, the firm considered it

a responsibility to sell affordable biscuits to Indians. $oday, the same 9alue plank has helped

the glucose biscuit brand become the first Indian *M5G brand to cross the !s ,@crore

mark in retail sales in a year.

Parle G.docx

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