Project Report on Brand representation of parle product in Amravati city

SUBMITTED BY Mr. Saachin B. Farfad

Master of Business Administration Marketing Management

Under The Guidance Of

Mr. Nilesh Thalan Sales Manager (Parle products Pvt. ltd)

SUBMITTED to

The h.o.d. Department of business administration & management, s.g.b. Amravati university, Amravati 2011-12

CERTIFICATE
This is to certify that the project work entitled Brand representation of

Parle product in Amravati city at Amravti is a piece of work done by Mr. Sachin Farfad, student of Department of Business Administration & Management,
Sant Gadge Baba Amravati University, Amravati, Under my guidance and supervision for the partial fulfillment of the Summer Internship Programme. To the best of my work knowledge and belief the Project embodies the work of the candidate himself and has been duly completed. Simultaneously, the Project fulfils the requirement of the rules and regulation related to the summer internship of the institute.

Faculty Guide Prof. Sachin N. Gaikwad Training & Placement Officer Date: Place:

CONTENTS
CERTIFICATE CONTENTS ACKNOWLEDGEMENT 1.PROFILE OF THE COMPANY NAME, LOCATION, HISTORICAL BACKGROUND, PRODUCTS/SERVICES, NO. OF DEPTS., NO. OF EMPLOYEES, HR POLICIES INFORMATION ABOUT MARKETING/FINANCE/PRODUCTION, BRANDS, VISION, MISSION, FUTURE PLANS 2. RESEARCH DONEINTRODUCTION, OBJECTIVES, METHODOLOGY, CONCLUSIONS, JOB DESCRIPTION-YOUR EXPERIANCES/LEARNINGS

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. Nilesh Thalan (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 distributors and wholesalers and retailers with whom we interacted and all those people who indirectly or directly helped us.

SACHIN FARAD
MBA II

1. PROFILE OF THE COMPANY

Parle Products Pvt. Ltd.: A cream colored yellow stripped paper with a cute baby photo containing 10-12 biscuits with the companys name printed with in Red. Times changed, variety of biscuits did come and go but nothing has changed with these biscuits. Yes, the size of their packing has definitely changed but for the consumer good as these are money saver pack. The Parle name conjures up fond memories across the length and breadth of the country. After all, since 1929, the people of India have been growing up on Parle biscuits and sweets. Initially a small company was set up in the suburbs of Mumbai city to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded by adhering to high quality and improvising from time to time A decade later, in 1939, .Parle products began manufacturing biscuits, in addition to 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 names for great taste and quality. For around 75 years, Parle have been manufacturing quality biscuits and confectionary products. Over the years Parle has grown to become a multimillion dollar company with many of the products as market leaders in their category. The recent introduction of Hide & Seek chocolate chip biscuits is a product of innovation and caters to a new taste, being Indias first ever chocolate chip biscuits.

Apart from the factories in Mumbai and Bangalore Parle also has factories in Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and confectionery plants in the country. Additionally, Parle Products also has 7 manufacturing units and 51 manufacturing units on contract. All these factories are located at strategic locations, so as to ensure a constant output and easy distribution.

Brands An in-depth understanding of the Indian consumer psyche has helped Parle evolve a marketing philosophy that reflects the needs of the Indian masses. With products designed keeping both health and taste in mind, Parle appeals to both health conscious mothers and fun loving kids. The great tradition of taste and nutrition is consistent in every pack on the store shelves, even today. The value-for-money

positioning allows people from all classes and age groups to enjoy Parle products to the fullest. Biscuit goodies: Parle-G Krackjack Monaco Monaco Funion Kreams Hide and Seek Hide and Seek Milano Bourbon Parle Marie Milk Shakti Parle 20-20 Cookies Nimkin Confectionary:
GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs- 50 p Melody Softe- 1Rs. Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold

Munch on snacks: Musst Bites

Parle biscuits: Parle biscuits are linked with factors of power and wisdom providing nutrition and strength. Parle biscuits are indeed much more than a tea- time snack, they are considered by many to be an important part of their daily food. Parle can treat you with a basket of biscuits which are not only satisfying but are also of good and reliable quality. Parle biscuits cater to all tastes from kids to senior citizens. They have found their way into the Indian hearts and homes. Parle G

For over 65 years, Parle G has been a part of the lives of every Indian. From the snow capped mountains in the north to the sultry towns in the south, from frenetic cities to laid back villages, Parle G has nourished strengthened and delighted millions. Filled with the goodness of milk and wheat, Parle G is not just a treat for the taste buds, but a source of strength for both body and mind. Tear over a packet of Parle G to experience what has nourished Generations of Indians since last sixty five years, making it truly Hindustan Ki Taakat. Pack Sizes available: 16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G, 825G

20-20

Rich butter and tempting cashews. An irresistible combination. Parle Twenty-20 cookies. Baked to perfection to deliver the perfect experience of taste and aroma, they melt in your mouth to give you a cookie eating experience unlike one you have ever had before enjoy a feast of crunchy, crispy scrumptious cookies. Pack Sizes available: 75 G, 110 G, 225 G Monaco

Share the company of great taste anytime, anywhere with Monaco. A light crispy biscuit sprinkled with salt, Monaco adds a namkeen twist to lifes ordinary moments. Pack Sizes available: 75 G, 120 G, 240 G

Hide and Seek

The ingredients that go into making this prized cookie are a wellguarded secret. What is is the effect it has on those who eat it. A cookie with a reputation for romance. Indulge in the sinful taste of Milano and everything that follows it. Pack Sizes available: 25 G, 62 G, 100 G, and 200 G

Krackjack

The original sweet and salty biscuit is one of the most loved biscuits in the country. Its not just a biscuit, its the taste of relationships captured in a biscuit. A little sweet and a little salty crafted in such a delicate and delicious balance, you can never get enough of it. Have it anytime you like with anything you like. Pack Sizes available: 75G, 170G, 240G

Parle Confectionaries: Right from candies to toffees, the sweet 'n' treat category of the Parle product range is a genuine treat for every snack lover. This category can satisfy one's taste and at the same time create a desire for more. These confectioneries are a sheer delight to the taste buds and have a universal appeal. Parle Biscuits and confectioneries, continue to spread happiness & joy among people of all ages.

Melody

Mango Bite

Orange Candy

Kachcha Mango Bite

Kismi Toffee

Golgappa

Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a

multi-million dollar company. While to consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance. Parle G, a premium glucose biscuit is the worlds largest selling biscuit. A factory of these glucose biscuits is situated in Neemrana is producing 7000 metric tonnes every month. A list of premium quality biscuits and confectioneries is produced and distributed across nations.

2. RESEARCH DONEBrand representation of Parle product With Compare to Britannia, ITC in Amravati city
INTRODUCTION
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, ITC & Other. 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 450 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). Their motive was to study the working of the distributors in Amravati City 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, Depth of Parle with other competitor, Space sharing by Parle and other competitors, and distributors services given to a retailers with the help of questionnaire.

Statement of the Problem:

To analyze the brands of Parle Products in unorganized retail stores: 1. 2. As compared to competitors (ITC, Britannia& other). As compared to organized retail stores. To analyze Market Depth of Parle Products as compared to competitors (ITC, Britannia& other).

To analyze Space Share of Parle Products as compared to

competitors (ITC, Britannia& other).

To analyze Distribution Services of Parle as compared to competitors

(ITC, Britannia& other).

Objectives of the Study:

1. To find out Parle Coverage in various areas of Amravati City. 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, other in terms of coverage, number of brands available, Market Depth and Space Share. 4. To analyze that which type of biscuits and Confessionary are most preferred in what category of store. It was done by analyzing questioner data. 5. To compare the organized retail stores with unorganized retail stores in terms of brand availability. 6. To analyze Distributor Services with competitors like ITC, Britannia & other.

Reference Period:
This study is conducted for the period of 45 days starting from 15th of JUNE 2011 to 30th of JULY 2011.

PROJECT METHODOLGY:
Understand and study the plans and prepare a questionnaire

Use quantitative and exploratory research for data

Analyze the collected data for detecting the gaps,deficiencies & areas of improvement

Develop recommendations based on the findings.

Research Type:
EXPLORATORY RESEARCH EXPLANTION: The study was conducted by Parle Products Pvt. Ltd in 67 areas of Amravati City 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 Amravati City (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(Amravati City) 2. Sampling Unit:- Areas of Amravati City 3. Source list:Unorganized retail stores (Areas): a. Gadge Nagar b. Yashoda Nagar c. Kour Nagar d. Sai Nagar (Badnera Road, Saturna MIDC Road) e. Raja Peth f. Ram Nagar g. Camp, Chaprasi Pura h. Irwin Chouk Organized retail stores: a. D Mart b. Big Bazar c. Super shopee d. Small mals
4. Sample size:- A total of 470 unorganized retail stores with 10

organized retail stores and 4 Distributors.

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 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) There were not a big number of organized retail stores in Amravati to carry out the research more efficiently. 5) As the nature of research was exploratory so it was difficult to cover each and every retailer. 6) Many retailers dont express their original perception and views because of biasness.

ANALYSIS
After Doing the PARLE Products Survey as the researchers analyzed that the best selling branded biscuit company offers its customers with large variety of biscuits (parle-g, krack-jack, 20-20, Monaco, hide and seek etc.), confectionaries (mangobite, melody, poppins). It aims TO SERVE PEOPLE AND NATION The privately owned self financed company provides motivation and confidence to its staff and other related members by providing various facilities and organizing certain events. It has a very open work culture. The atmosphere is so comfortable and relaxed that helps in increasing productivity and efficiency. It lunches and outstation team-building exercises that augment inter-personal relations and mutual understanding. Parle has found its way into the Indian hearts and home. It spreads happiness and joy among the people of all ages.

SWOT ANALYSIS OF PARLE PRODUCTS

STRENGTH
1. Low price as compared to competitors 2. Sizeable market share in the country. 3. Offers variety of products under its brand. 4. Different sizes of packets are available. 5. An experienced team of sales and marketing executives. 6. Deep and effective coverage 7. Largest distribution system.

WEAKNESS
1. Breakage of biscuits while delivering to retailers 2. No proper replacement system for broken biscuits to retailers 3. Improper and irregular supply. 4. Less share in Premium biscuit market. 5. Dependent on its flagship brand, Parle-G 6. Poor packaging in family pack of glucose biscuits. 7. Lack of schemes for retailers and distributors.

OPPORTUNITY
1. Rising demand for innovative packaging in packaged foods. 2. Retaining loyal retailers or wholesalers. 3. Improving supply system for established brands. 4. Huge scope for some Parle products in medical shops. 5. Information revolution brought about by the television. 6. Good scope for snacks and namkeens, if launched and properly promoted by Parle.

THREAT
1. Highly advertised brands such as Britannia. 2. Ever increasing competition from multinationals and local companies. 3. Increase in sale of cheap local bakery products. 4. Emerging substitutes like wafers, snacks and toast. 5. Margin war among the major Brands

FINDINGS: After close study of the present market situation prevailing in the areas assigned the researchers, following are the observations. 1. Breakage problem in the Family packs of glucose biscuits is leading to the decline in sales in this category. 2. Schemes, Discounts, offers, coupons etc. are not reaching to the retailers and customers whereas Britannia and ITC on the other hand are doing that. 3. Retailers and even wholesalers is satisfied with the supply system of Parle. 4. It was found that Parle (especially Parle- glucose) is most favored brand and is sold most. Parle biscuits are the retailers and consumers prime choice. 5. Very little range of Parle biscuits were visible in organized retail outlets. 6. Britannia is emerging as Major Competitor in the organized & unorganized retail outlets.

RECOMMENDATIONS & SUGGESTIONS: 1. Company should start a program for the loyal retailers and wholesalers to reduce their complaints by providing timely supply and replacement. This will help in increasing their sales. 2. The packaging of Parle Glucose biscuits (1/2 and 1 kilogram packs) must be improved for its better sales. The company should come up with double packaging as people refuse to buy family pack biscuits with loose packaging.

3. Salesmen should be properly dressed and should have good communication skills to effectively promote the new products recently launched, by making sure that the product reaches each and every retailer and also increase the visibility of the products by arranging the product clearly on the shelf or rack and show its prominence. 4. To increase the number of stock keeping units {SKU} available in the retailers store. Each salesman should stress the retailers to keep the maximum SKUs and to maintain these SKUs throughout. With this, the replacement of the damaged and expired biscuits should be prompt and without any hassles, so that retailer can be saved from the loss of the expired and damaged goods. 5. The company should take proper measures that the schemes and offers are not gulped by the middlemen, and that it benefits the retailers and customers.

CONCLUSION:
After conducting the survey on 470 unorganized retailers, 10 organized retailers and 4 Distributors, the researchers found that there is a bigger market for biscuits and Confessionary 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 numbers & Quality 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, 2020, 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 2020, 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.

Appendix:

QUESTIONNAIRE
Name of the shop: .......................................................................... Name of the shop owner: .............................................................. Address: ......................................................................................... Contact No. : ......................... Shop Category: ............................

1. Weather the retailer keeping Biscuit of any company. Parle Britannia ITC Other 2. If not keeping, weather they are interested to keep? Yes No 3. How much Biscuits brand the retailers have? Parle Britannia ITC Other 4. Space share by Biscuits? Parle Britannia ITC Other 5. Glucose Biscuit Depth. Parle-G Tiger Sun fest other 6. Salted Biscuit Depth. Monaco 50-50 Snacky 7. Cookies Biscuit Depth. 20-20 Good Day Sunfest butter cookies 8. Marie Biscuit Depth. Marie Marie Gold Marie Light 9. Cream Biscuit Depth. Hide-n-Seek Bourbun Spacial 10. Chocolate Brand in Shops? i)Perfeti ii)Parle iii)ITC iv)Nastle v)Cadbary vi)Nutrien vii)Others 11. Space share by chocolates. Perfeti Parle ITC Nastle Cadbary 12. Are you satisfied with distributor services? Parle Britannia ITC Other Remark: ________________________________________________

BIBLIOGRAPHY:
I. KOTHARI .C.R. Research Methodology, New Delhi New Age International Publishers II. KOTLER PHILIP & KELLER KEVIN LANE ,Marketing Management ,Practice Hall ,New Delhi III. Websites: wikipedia search: (www.wikipedia.com) www.parleproducts.com www.tradeindia.com