Parle Pvt Report

PROJECT REPORT

On

“A STUDY OF SALES PROMOTION STRATEGIES OF PARLE PVT. LTD.”

Submitted to M D University Rohtak in the partial fulfillment of the requirement for the award of degree of

Master of Business Administration

2010-11

Submitted by:

Vijay Kumar

MBA 2.4(G)

ROLL NO.

INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH M D University,ROHTAK

Table Contents:-

History of Biscuit Industries

Introduction to Biscuits Industries

Different Brands of Parle

Export Import Policy of Parle Industries

Research Methodology

Introduction to topic

Introduction to Quality Circle

Conclusion of Survey

Questionnaire

Bibliography

Acknowledgement

Behind every success there are thousands. I wish to pay my gratitude to each one of them. At the outset, I wish to express my gratitude towards my lovable faculty & thankful to all whom contributed the completion of this report. I am grateful to Dr. Daleep Singh, Professor IMSAR whose continuous encouragement & willing cooperation provided me a great help in the preparation of this project.

Last but not least I thank all of those who are responsible for the success of this report.

(VIJAY KUMAR)

PREFACE

With the globalization & liberalization, business management has becomes so

difficult and environment so complex that nothing less than “The Best “can survive in

this business world. So the business manager must not only be acquainted with the

latest management tools and techniques, but he should also know how to implement

them.

“Theory without practice is sterile; practice without theory is blind”. So no,

doubt, class room is important but

at the same time, project is also an integral part of a future manager’s curriculum. It

gives him a chance to apply the concepts in real life situations.

All M.B.A students are required to undergo project report in fourth semester. I have

done my project under Dr. Dilip Singh The project given to me that is “A Study of

Sales Promotion Strategies of Parle Pvt. Ltd.”. On the Basis of the survey

conducted, I have concluded the findings.

Introduction

A long time ago, when the British ruled India, a small factory was set up in the

suburbs of of Mumbai city, to manufacture sweets and toffees. The year was 1929 and

the market was dominated by famous international brands thatwere 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

sweets and toffees. Having already established a reputation for quality, the Parle

brand name grew in strength with this diversification. Parle Glucose and Parle

Monaco were the first brands of biscuits to be introduced, which later went on to

become leading name for great taste and quality.

Biscuit

A biscuit is a small baked bread. The exact meaning varies markedly in different

parts of the world, sometimes leading to confusion. The origin of the word "biscuit" is

from Latin via Middle French and means "twice cooked". Some of the original

biscuits were British naval hard tack. That was passed down to American culture, and

hard tack (biscuits) was made through the 19th century.

British digestive biscuits

A biscuit is a hard baked product like a small flat cake which in North America may

be called a "cookie" or "cracker". The term biscuit also applies to sandwich type

biscuits, where a layer of 'cream' or icing is sandwiched between two biscuits. It

should be noted, however, that it has become increasingly more common within the

UK for "cookie" to be used to differentiate between the softer, more chewy "cookie"

and the harder, more brittle "biscuit."[citation needed] In this respect the British usage of the

word biscuit was defined in the defense of a tax judgement found in favor of

McVitie's and their product Jaffa Cakes which the Inland Revenue claimed was a

biscuit and was therefore liable to value added tax. The successful defense rested on

the fact that 'biscuits go soft when stale, whereas cakes go hard when stale.'

In Britain, the digestive biscuit has a strong cultural identity as the traditional

accompaniment to a cup of tea, and is regularly eaten as such. Many tea drinkers

“dunk” their biscuit into their tea, allowing it to absorb liquid and soften slightly

before consumption.

Although there are many regional varieties, both sweet and savory, "biscuit" is

generally used to describe the sweet version. Sweet biscuits are commonly eaten as a

snack and may contain chocolate, fruit, jam, nuts or even be used to sandwich other

fillings. Savory biscuits, more often called crackers or crispbreads, are plainer and

commonly eaten with cheese following a meal.

Generally, Australians use the British meaning of "biscuit" (colloquially referred to as

bickie or biccie or bikkie) for the sweet biscuit. Two famous Australasian biscuit

varieties are the Anzac biscuit and the Tim Tam.

Despite the difference, this sense is at the root of the United States' most prominent

maker of cookies and crackers, the National Biscuit Company (now called Nabisco).

Biscuits in North American usage

American biscuits with honey.

In American English, a "biscuit" is a small form of bread made with baking powder or

baking soda as a leavening agent rather than yeast. (Biscuits, soda breads, and corn

bread, among others, are sometimes referred to collectively as "quick breads" to

indicate that they do not need time to rise before baking.)

Biscuits are extremely soft and similar to scones; in fact, many recipes are identical.

In the United States, there is a growing tendency to refer to sweet variations as

"scone" and to the savory as a "biscuit", though there are exceptions for both (such as

the cheese scone). A sweet biscuit served with a topping of fruit and juice is called

shortcake. In Canada, both sweet and savory are referred to as "biscuits", "baking

powder biscuits" or "tea biscuits"; although "scone" is also starting to be used.

Biscuits are a common feature of Southern U.S. cuisine and are often made with

buttermilk. They are traditionally served as a side dish with a meal, especially in the

morning. As a breakfast item they are often eaten with butter and a sweet condiment

such as molasses, light sugarcane syrup, sorghum syrup, honey, or fruit jam or jelly.

With other meals they are usually eaten with butter or gravy instead of sweet

condiments. However, biscuits and gravy (biscuits covered in country gravy) are

usually served for breakfast, sometimes as the main course.

A common variation on basic biscuits is "cheese biscuits", made by adding grated

Cheddar or American cheese to the basic recipe.

Large drop biscuits, because of their size and rough exterior texture, are sometimes

referred to as "cat head biscuits".

Biscuits are now ubiquitous throughout the U.S. and feature prominently in many fast

food breakfast sandwiches. The biscuit sandwich burst onto the scene primarily

through the Hardee's chain of restaurants as an answer to the McDonald's Egg

McMuffin. Along with the traditional country ham, Hardee's added sausage, cheese,

eggs, steak, and even chicken to the breakfast bread. Breakfast biscuits are much

bigger than ham biscuits, most as big or bigger than a typical fast food hamburger. In

addition, biscuits are commonly found as a side dish at fried chicken restaurants such

as Kentucky Fried Chicken, Bojangles', Church's Chicken, & Popeyes Chicken &

Biscuits.

Parle-G

Parle-G or Parle Glucose biscuits are one of the most popular confectionary biscuits

in India. Parle-G is one of the oldest brand name in India and is considered the largest

selling brand of biscuits in the world. For decades, it was instantly recognised by its

iconic white and yellow 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.

Parle-G is also one of the most widely recognised brand names in India. Everyone

from every single corner of India, from any age, rich or poor is familiar with the

brand. Parle-G is comended for its knack to reach the remotest of places in the huge

landscape of the country of its origin. It also holds remarkable trust among its buyers

for quality and taste.

Due to this authority over generations of India consumers, it can be noted that Parle

did little advertising for its flagship brand. It was though that Parle-G sells itself,

without any publicity inputs, which was true until the late eighties when many

multinational brands entered the market. Since 1989, Parle-G has seen significant

marketing and an introduction of new flavours. Parle-G also sponsored the firt

superhero series to hit Indian television, Shaktimaan.

How Parle fought to make biscuits affordable to all

Biscuits were very much a luxury food in India, when Parle began production in 1939.

Apart from Glucose and Monaco biscuits, Parle did offer a wide variety of brands.

However, during the Second World War, all domestic biscuit production was diverted

to assist the Indian soldiers in India and the Far East. Apart from this, the shortage of

wheat in those days, made Parle decide to concentrate on the more popular brands, so

that people could enjoy the price benefits.

Thankfully today, there's no dearth of ingredients and the demand for more premium

brands is on the rise. That's why, we now have a wide range of biscuits and

mouthwatering confectionaries to offer.

THE SRENGTH OF THE PARLE BRAND

Over the years, Parle has grown to become a multi-million US Dollar company. Many

of the Parle products - biscuits or confectionaries, are market leaders in their category

and have won acclaim at the Monde Selection since 1971. Today, Parle enjoys a 40%

share of the total biscuit market and a 15% share of the total confectionary market, in

India. The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack and

confectionery brands, such as, Melody, Poppins, Mangobite and Kismi, enjoy a strong

imagery and appeal amongst consumers.

Be it a big city or a remote village of India, the Parle name symbolizes quality, health

and great taste! And yet, we know that this reputation has been built, by constantly

innovating and catering to new tastes. This can be seen by the success of new brands,

such as, Hide & Seek, or the single twist wrapping of Mango bite.

In this way, by concentrating on consumer tastes and preferences and emphasizing

Research & Development, the Parle brand grows from strength to strength.

Parle-G

There are always some kids who seem smarter than the rest. Ever wonder how they

got to be that way? If you had to think real hard for the answer, then probably you've

never eaten Parle-G. Parle-G is the new generation's official power supply. Providing

kids with the vital vitamins and minerals necessary for all round mental  and physical

development.

Monaco

Trains running late ? Lost a bet? Didn't win the lottery? Do not get

tensed. Sure, on the highway of life there might be the odd puncture or two. Tension

Kyon Leneka ? Monaco Khaneka! You see, these biscuits are so light and crispy,

they lift your spirits. And puts you just in the right frame to battle the odd

irritants life throws up.

 And you can also top Monaco with your own imagination. You must try it sometime.

The great light taste of Monaco goes well with just about anything, making it just the

right party-time snack.

Mango Bite  

Communicate with aliens. Chat with a tiger. Share jokes  with an African tribal. All

you need to do is pop a   MangoBite into your mouth, roll it around, and start

talking the MangoBite boli. Mmmchaack chuppack     cchiss toowwich chaack, suckk

suckk MangoBite.   Delicious twishck chaack real mango tck chhooosss. Tchaak

toowwiss tch klaack.  

Kuccha Mango Bite

Krackjack

        A little sweet - A little salty… That's what makes         Krackjack very, very

delicious! This delightful biscuit         is acclaimed in India and across the world for

its         controversial sweet and salty taste. Krackjack has         won 11 Gold, 3 Silver

and 1 Bronze award at the 'Monde  Selection'. You can enjoy Krackjack any time

plain or  with a host of beverages like tea, coffee or milkshakes

Import-Export

The immense popularity of Parle products in India was always a challenge to our

production capacity. Now, using more modern techniques for capacity expansion, we

have begun spreading our wings and are going global.

Parle bisuits and confectionaries are fast gaining acceptance in international markets,

such as, Abu Dhabi, Africa, Dubai, South America and Sri Lanka.

Even the more sophisticated markets like USA & Australia, now relish Parle

products.

As part of the efforts towards a larger share of the global market, Parle has initiated

the process of getting ISO 9000 certification. Many Parle Products have also won

Gold, silver and bronze medals at the Monde Selection.

Biscuits directory - list of biscuit associations, manufacturers, biscuits

exporters, importers, traders, distributors, dealers, suppliers,

wholesalers of biscuits etc

Home  |  Contact Us      

  Business Directory & Trade Directory

Yellow Pages, online catalogs.

Biscuit companies - Yellow Pages

Directory

Confectionery Manufacturers Association:

Sugar House, 39, Nehru Place, New Delhi.

Tel: 011 6472554; Fax: 6472409

The National Association of Bakery

Industry: B-60, Off Link Road, Andheri

(W), Mumbai. Tel:  91-22-26736786; Fax:

91-22-26736795

Bakeman Industries Limited: A-5, B-1,

Mohan Co-operative Industrial Estate, New

Delhi. Tel: 91-11-26941130; Fax: 91-11-

26941044

Gangotree Sweets & Confectioners: 1213,

5th Block, 20th Main, Rajajinagar, Bangalore.

Tel: 91-80 -23384292; Fax: 91-80-23433618

Nutrine Confectionery Company Private

Limited: B V Reddy Colony, Chittoor. Tel:

91-8572 -229969; Fax: 91-8572 -226244

R B Mangharam Foods Limited: 322, 4th Ph

PIA, Bangalore. Tel: 91-80-8360346

Britannia Industries Limited: A-12,

Chandrawardhan, Ganeshwadi, Thane. Tel:

022 9822789506

Melting Movement Biscuit: 19, Pragati

Complex, Kothrud, Pune. Tel:  020 5420386

Gagarin Food Products: Nazira Town

Tinilali, Sivasagar. Tel:  91-3772 251172

ITC Limited: 18, Banaswadi Road, Pulikeshi

Nagar P.O., Bangalore. Tel: 080 25493670;

Fax:  080 25493677

Parle Biscuits Private Limited: North Level

Crossing, Mumbai. Tel: 022 66916911

Sony Food Products: E-34, MIDC,

Amravati. Tel: 0721 2520831

Oriental Flavours & Fragrances: Abhishek

Apartment, No. 205, New Link Road,

Behind Kuber Complex, Andheri (W),

Mumbai. Tel: 91-22-56929637; Fax: 91-22-

256929636

Veeramani Biscuit Industries Limited: 16-2-

851/A/1, Saidabad, Hyderabad. Tel:  040

24552646

Sri MAyur Biscuit Company Private

Limited: Hemachandrapur, P.O.

Sankhabhanga, Baripada. Tel:  06792

253422; Fax:  06792 252113

Disha Foods Private Limited: No. 82, IDA,

Kattedan, Hyderabad. Tel: 91-40-24362379;

Fax: 91-40-24362054

Bikanervla Foods Private Limited: A-28,

Lawrence Road, Industiral Area, New Delhi.

Tel: 91-11-27151614

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SALES PROMOTION

I would like to start by saying that sales promotion is the process of communication

with individuals, groups and organizations to directly or indirectly facilitate exchange

of goods and services by proper informing and persuading one or several audiences or

market segments to accept the proposed products.

One should not forget that all companies need to communicate with their customers

and that communication has to be foreseeable rather than haphazard.

The primary reason for communication and implementation of the sales promotion is

to identify some specific marketing need that then can be met with the corporate

products and the proper promotional activity.

Sales promotion then falls into two different categories that are “aimed to lure the

customers to increase volume of purchases” (Mundy, 150):

1. Trial promotion -----This type of promotion is aimed at motivating customers

to use our corporate products or services for the first time.

2. Loyalty ----- This type of promotion is aimed at increasing the chances of a

given customer using the product more than once.

Sales Promotion usually is timed by the companies and the sales promotion results

are viewed over a much shorter period of time than the corporate advertising. I should

note that sales promotion changes and contributions indeed can be identified much

easily as compared to traditional advertising and quantified with figures and data

(Magee, 210).

Speaking about contrast, I have to note that promotion is designed to make a special

call for action, while the brand awareness does not provide any specific push or call

for action. Therefore, if the company’s brand awareness is the management’s

objective rather than a trial, then it appears that one should use advertising for that

particular purpose, simply because promotion is not aimed to increase brand

awareness but rather the increased purchased volume.

In order to increase the brand awareness one is able to use things like direct mail, PR,

or various sponsorship campaigns. One should not forget that it is advertising, not

promotion, that “builds awareness and imagery of the company’s products and

services, let alone the needed brand values” (Neslin, 44).

Nevertheless, sales promotion appears to provide more results as compared to

advertising to smaller businesses just because promotional activity can be much better

targeted than advertising.

Sales promotion is created to target all or some of the following

groups:

Target Market of the product/service.

Part of Target Market.

Different stakeholders of the organization who might also be the target market for our

goods/services (Benun, 130).

Sales promotion process involves and elaborate plan to assure that the money spent on

promotion are worth the effort and the subsequent results.

The sender is the company that decides to create a sales promotion message. The

receiver is the target market or any other audience to which the sales promotion

message is directed.

The whole sales promotion process involves the following steps:

Encoding ----- The promotional message is put and delivered to the target

audience in the form of symbols. These symbols usually are time bound and show

some benefit to the target market (Neslin, 46).

Decoding ----- The promotional message in the encoded form is received by

the potential customer and is interpreted according to their frames of reference. One

should understand that the same “sales promotion message might be interpreted

differently by different people” (Hopkins, 186).

Response ------After the message is decoded the customer/potential

customer forms his/her opinion on the given matter. Response is usually represented

by the desire to buy/not to buy a given product/service.

Feedback ------After the sales promotion has been initiated the company

then collects feedback in the form of increased/decreased sales, customer calls,

online orders etc.

In order for the sales promotion campaign to become successful, the company/sender

needs to understand the following (Schultz, 90):

a.What audience is likely to buy our products.

b.What responses need to be achieved.

c.How the target group will decode our message.

d.What media should one use to properly deliver sales promotion

message.

Brand loyalty , on the other hand is the customer’s conscious or

unconscious decision as expressed through his/her behavior to purchase the given

brand.

One should not forget that brand loyalty can take several forms from the least to the

greatest:

1. Brand awareness ---This is when the customer is aware of the product or

company.

2. Brand recognition ---This is when the customer can easily identify the

product or brand.

3. Brand preference --- This is when the customer chooses this company’s

product over the competing products in most cases (Magee, 214).

4. Brand insistence --- This is when the customer refuses to use any other product

than the product of a certain brand.

One should remember that brand loyalty occurs because the consumer views the given

product as the one that possesses the needed features, image, let alone the proper

quality or price. Brand loyalty might be compared to habits that customers have

because of the level of safety and familiarity.

As for the sales promotion I would like to note that it is conducted to increase the

volume of purchases. Thus, as one can understand, the customers with brand

insistence are not likely to switch to our product despite the sales promotion. The

other groups with lower levels of brand loyalty might indeed give it a try and use our

product. Yet as we understand in order to develop the brand loyalty, the product

besides possessing the needed qualities and price should be viewed as a habit. The

products with inferior quality after the sales promotion will be immediately refused by

the market, because in my opinion nothing can kill a bad brand faster than sales

promotion and advertising. Yet, assuming that the product possesses outstanding

qualities and price, one should still conduct sales promotions to a degree so that the

potential customers accumulate enough of our products to develop a habit of buying

and using them (Mundy, 157).

Brand equity is an intangible corporate asset that depends on existing associations

made by the consumer. Brand equity can be viewed from three perspectives:

1. Financial ---- Brand equity in this sense can be measured by determining the

price premium over similar generic product. Thus is consumers will to pay $100 or

$500 more for a branded TV or fridge it reflects their attitude towards that brand.

One should still be aware of the sales promotion costs when estimating the financial

brand equity (Shimp, 71).

2. Brand extensions ---- Any successful brand can be used to create similar or

related products. Brand extensions therefore, allow the company to reduce the

advertising expense of the subsequent branded products. Appropriate brand

extensions oftentimes allow the company to benefit the core brand despite the

difficulty to quantify the brand extensions compared to financial measures of brand

equity of the company.

3. Consumer-based ----Consumers improve or develop brand loyalty as the

brand becomes stronger and more popular. That can also mean that in the early

stages of building a strong brand, trial samples of sales promotion indeed can be of

greater benefit than the traditional advertising.

COMPARE:

Sales promotion can be compared to the brand loyalty and brand equity in a manner

that it connects the customers with the company by prompting them for some action.

As noted earlier, the customers develop brand loyalty over a period of repetitive

buying, thus one can make a reasonable speculation that sales promotion has a direct

influence on sales loyalty.

As for the impact of sales promotion on Brand equity the relationship appears to be

less direct. There can be a reserve relationship observed in the consumer-based brand

equity perspective, i.e. as sales promotion increases the customer brand loyalty, it at

the same time improves the consumer-based perspective of the brand equity. Sales

promotion by creating Brand equity, thus creates some added value for a given

product.

CONTRAST:

Sales promotion differs from brand loyalty and brand equity in its entirety. Sales

promotion is the process that aims to boost the company’s sales, while brand loyalty

is the mental state of individual buyers that presents some products are more

preferable than others. Brand equity on the other hand is some asset that adds value to

the product thus making it more desirable to customers for that intangible value alone

rather than for some discounts/coupons/sales that sales promotion uses.

CRITIQUE:

Sales promotion does have impact on the brand loyalty and brand equity, yet it is not

the only thing that impacts brand loyalty and brand equity. If the product is of no

good quality-sales promotion will be useless. If the competitors present better

products, support services for that product etc., sales promotion will once again lead

to little result. If products are generic, sales promotion is not likely to make much

impact on brand loyalty and brand equity (if you sell eggs or aspirin, regardless of

your promotion efforts, people will understand that there exist numerous substitutes

and thus won’t develop loyalty for some particular brand of eggs).

In conclusion, I would like to note that sales promotion is the element of the

promotional mix that is aimed at increasing the volume of products sold via a trial or

brand loyalty. The brand loyalty reflects the customer desire to buy the product or

service of a given brand and depending on the level of brand loyalty that desire can be

different. Sales promotion sends mixed signals with respect to building brand loyalty

simply because it is hard to understand the amount of time or products needed to

develop a buying habit that reflects brand loyalty. At the same time, sales promotion

might be effective in building brand equity, or the existing value and association made

by the consumer.

OTHERS STEPS BY MANUFACTURER FOR PROMOTING SALES

Dealers can be helps in different ways:-

1. Communication Market New:-

Often this service is reciprocal the manufacturer may acquaint his dealer with

the fact relating to his production and prices while the dealer may familiarize

him in return with the information bearing on charges in the consumer’s

demand, their like and dislike complaints and criticism, substitutes etc.

2. Inviting to sales conference and convention :

The gestures of regard and respect pave the way for better relation and co-

operation.

3. Offering reasonable terms of sale :

Of all the forms of encouragement, the monetry incentive evokes

immediate response. Hence every producer must offer the most

responsible terms of sale such as longer periods of credit and higher rates

of descants.

4. Supplying suitable package and useful things.

5. By taking the return back.

6. By furnishing them with sales literature and display materials.

AGGRESSIVE SELLING

Meaning:

Goods are produced for market. Manufacturers have to make efforts to sell all they

produced. When the manufacturer uses various sales efforts to obtain increased sales

volume for his producer, it is calls as aggressive selling.

Aggressive Selling and Defensive Selling:

Aggressive selling is based on the answer to the question how much does the firm

again by using this method defensive selling is based on consideration as to how

much the firm will loss if it does not use this method increase of sale can be obtain

from two sources:-

1. New customer if the market is expending.

2. From the competitor i.e. those consumers who were purchasing similar product of

competiting firms, if the market for the product of competiting firm, if the market for

the product is static.

When aggressive selling is resorted?

Usually manufacturer of a new product has to do aggressive selling:

When the product has been improved.

When the manufacturer product is supervisor in quality to the product of the

established competitor.

When the total market for the product or line of product to expending.

If the manufacturer share of the market is comparatively small.

If the manufacturer has unused production capacity with heavy investment in

plant equipment, he will like to develop the demand for his product rapidly so

that demand for his product is equal to the optimum production capacity of his

plant.

When primary demand for a product must be created and provision must be

made in the channel of the distribution to educate consumer regarding the new

product and to instruct then in its use.

Method of aggressive selling:-

Sales promotion efforts use for aggressive selling may be divided in two classes.

Trade promotion

Consumer promotion

A. Trade promotion:-

Under trade promotion method special incentive are offered to the trader to buy

the product of the firms. Such incentive may take one or more of the following firm:-

1. Cash allowance :-

A definite percentage of allowed on the purchase of given

unit of product.

2. Extra product:-

Instead of giving any cash allowances extra product is given

with each unit of product ordered.

3. Gifts:-

Various gifts are awarded in return for an order of particular

magnitude.

B. Consumer Promotion:-

Under consumer promotion method special incentive are

offered to the consumer to buy the firm products. The prominent amongst such

incentives are as follows:-

1. Coupons :-

A coupon of giving value is sent to the consumer. By

presenting this coupon to the retailer consumer can purchase a particular product

mentioned on the coupon at the reduced price. The retailer sale the product

mentioned. In the coupon such consumer under an agreement with the manufacturer

at the price lower then the user retail price.

2. Self Liquidating Offers :-

Under this system the offers and articles at an attracting price

if the consumers sent a given sum of money accompanied by a given number of

box tops from the packages of a particular product the benefit to the consumer is

that he receives the articles at the bargain price.

3. Bargain Packs :-

Under this system the product sold at the reduced price for a

short period bargain pack method uncourageous new consumer to try the product. It is

also helpful in obtaining large display in the shop.

4. Sampling :-

This method involves the giving product or a small quantity of

the product to the consumer free with the hope that the costumer will be favorable

impressed with its actual use and till eventually become a regular purchaser for the

product.

Other method of aggressive selling:-

1. Employment of missionary salesmen also known as promotional salesman.

These salesman calls upon retailers and aggressive promote a product.

2. Instead of using wholesalers, the firm may develop own sales force to call

directly on retailers.

3. The firm may follow a compromise method by employing a manufacturer’s

agent and giving him a larger enough commission to increase to sale product

intensively and aggressively.

4. New territory exploitation sales promotion has a particularly important role in

developing the company’s product in new territory.

5. Increment and promotion.

6. Letters to dealer and customers.

Infact, an ingenious sales manager can device

any number of incentive scheme for promoting the sales volume.

Quality Circle

Quality circles consist of a small group of the people who perform same job or

task. These groups meet voluntarily on regular basis to discuss problems, seek

solutions and co-operate with management in the implementation of those solutions.

Quality circles operate on the principle that employee participation in decision-

making and problem solving improves the quality of work. Through the circle

members of the quality circle generates mutual respect and trust as they work on the

solution to common on –the job problem

Quality circle has several defining characteristics:

1. Participation in a quality circle is strictly voluntary.

2. Members of the circle set their own rules and priorities and select the problems

that are to be discussed.

3. Decisions are made by consensus. Open communication

is encouraged and negative criticism is discussed.

4. Quality circles utilize organized approaches to problem solving including brain

storming and cause & effect diagram.

Persons who act as a circle leader need to be familiar with other participative

management techniques.

OBJECTIVE OF QUALITY CIRCLE

The objective of quality circle is multiphase. So they can describe as follows:

A. Change in Attitude

From “I don’t care to I do care”.

B. Self development

Bring out hidden potential of the people and people get to learn additional things.

C. Development of team spirit.

“I could not do but we did it”.

D. Improved organization structure

E. High motivation level

F. Positive working Environment

G. Total involvement of people at all level.

PROCESS OF OPERATION

1. Problem Identification.

2. Problem Selection.

3. Problem Analysis.

4. Generate Alternative Solution.

5. Select most appropriate solution out of them.

6. Prepare Plan of action.

7. Implementation and Follow Up.

RESEARCH METHODOLOGY

Data collection:-

Primary data

Secondary data

1. Primary data:-

It is the data that is collected for the first time. It is fresh

and original collected by surveyors. In this particular study the researcher

contacted 50 customers and situated on the various point of the Rohtak.

Secondary Data:- Secondary data was collected from books, articles, Internet

and previous research papers that had been conducted by the company

representatives and officials.

Sample:-

A sample of 50 customers was chosen from Rohtak. The sample

was chosen fully on the basic of convenience of the researcher. It was non

probability sample.

Analysis and Interpretation:-

The total was presented in simple table graphs and percentage

method was used for interpretation.

1. Have you heard about the brand Parle ?

%Yes 57No 43

Yes57%

No43%

Yes No

2. Have you ever seen the advertisement of the Parle?

%Yes 40No 60

Yes40%

No60%

Yes

No

3. Where did you saw the advertisement?

%On T.V. 13In Magazin 4Hoarding 16Others 7Never See 60

On T.V.13%

In Magazin4%

Hoarding16%

Others7%

Never See60%

On T.V.

In Magazin

Hoarding

Others

Never See

4. Are u satisfied with sales promotion strategies done by Parle Pvt. Ltd.

%Yes 54No 40Partially 6

Yes54%

No40%

Partialy6%

Yes

No

Partialy

5. What do you think about the consistency of Parle Pricing strategies?

%Excellent 30Good 26Average 23Poor 21

Excellent30%

Good26%

Average23%

Poor21% Excellent

Good

Average

Poor

6. Which channel do you watch most frequently?

%Star plus 40DD 1 5Sony 25Zee T.V. 20Zee News. 10

Star plus40%

DD 15%

Sony25%

Zee T.V.20%

Zee News.10%

Star plus

DD 1

Sony

Zee T.V.

Zee News.

7. Which other advertisement can you recall?%

Britania 68Nestle 12Local 16Other 4

Britania68%

Nestle12%

Local16%

Other4% Britania

Nestle

Local

Other

8. Which advertisement is most consistent?

%Britania 48Nestle 40Local 8Other 4

9. Which brand in the taste the most frequently advertised on T.V?

%Britania 44Nestle 20Local 20Other 16

Britania44%

Nestle20%

Local20%

Other16% 0% Britania

Nestle

Local

Other

10 Have you purchase Parle product?

%Yes 44No 56

Yes44%

No56%

Yes

No

11.Are you satisfied with Parle product?

%Yes 64No 36

Yes64%

No36%

Yes

No

12.Have you attracted by the child picture on PARLE G packet?

%Yes 75No 25

Yes75%

No25%

Yes

No

13.Do you feel good when you see the advertisement of Parle?

%Yes 91No 9

Yes91%

No9%

Yes

No

Conclusions

1. Only less than 40% have seen advertisement of Parle.

2. Less than 50% satisfied with the advertisement information.

3. 55% customers are satisfied with the advertisement.

4. 79%are satisfied with the consistency of the Parle Advertisement.

5. 81% like musical advertising, where 8% like fantasy.

6. 56%said we haven’t purchased Parle product.

7. Only 36%said we are satisfied with Parle product.

8. 75% know the new product launched by Parle.

A Study of Sales Promotion Strategies of Parle Pvt. Ltd.

QUESTIONNAIRE

Name …………….. Age …………….. Rural…………Contact no. ………... E-mail…………... Urban…………

1. Have you heard about the brand Parle?

Yes……. No…….

2. Have you ever seen the advertisement of the Parle?

Yes……. No…….

3. Where you saw the advertisement?

On T.V……. In Magazine……. Hoarding…... Others………….

4. Are you satisfied with sales promotion strategies done by Parle Pvt. Ltd.? Yes……. No…….

5. What do you think about the consistency of Parle price? Excellent……. Good……. Average……... Poor……..

6. Which channel do you watch most frequently?

DD 1………… Star Plus……. Sony…………. Zee News…… Zee News……..

7. Which other advertisement can you recall?

Britania……. Nestle……… Local………... Other…………

8. Which company is most consistent in sales promotion activities?

Britania……. Nestle……… Local………... Other…………

9. Which brand in the taste most frequently advertised on T.V?

Britania……. Nestle……… Local………... Other…………

10. Have you purchase Parle product?

Yes……. No…….

11. Are you satisfied with Parle product?

Yes……. No…….

12. Have you attracted by the baby’s picture on Parle G packet? Yes……. No…….

13. Do you feel good when you see the advertisement of Parle?

Yes……. No…….

Bibliography:

Schultz, Don, Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques… and How to Use Them, McGraw Hill, 2002.Hopkins, Tom, Selling for Dummies, NY Random House, 2001.Neslin, Scott, Sales Promotion, Prentice Hall, 2002.Shimp, Terence, Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications, Penguin books, 2001.Benun, Ilise, Self Promotion Online: Marketing Your Creative Services Using Web Sites, E-Mail and Digital Portfolios, Wiley and sons press, 2000.Mundy, Charles, Retail Advertising and Sales Promotion, McGraw Hill, 2002.Magee, Jeff, Sales Training Handbook, Prentice Hall, 2001.

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BookResearch on Sales Promotion: Collected Papers

KKatherine E. Jocz,   1984 [84-104

11. By Philip Kotler, Marketing Management 2009

2. By C. R. Kothari, Research Methodology2005