CHAPTER 1 INTRODUCTION

BISCUIT INDUSTRY IN INDIA

Biscuit industry in India in the organized sector produces around 60% of the total

production, the balance 40% being contributed by the unorganized bakeries. The

industry consists of two large scale manufacturers, around 50 medium scale

brands and small scale units ranging up to 2500 units in the country, as at 2000-

01. The unorganized sector is estimated to have approximately 30,000 small &

tiny bakeries across the country.

The annual turnover of the organized sector of the biscuit manufacturers (as at

2007-08) is Rs. 4,350 crores.

In terms of volume biscuit production by the organized segment in 2007-08 is

estimated at 1.30 million tonnes. The major Brands of biscuits are - Britannia,

Parle Bakeman, Parle G, Elite, Cremica, Dukes, Anupam, Craze, Nezone,

besides various regional/State brands.

Biscuit industry which was till then reserved in the SSI (Small Scale Industry)

Sector, was unreserved in 1997-98, in accordance with the Govt Policy, based

on the recommendations of the Abid Hussain Committee.

The annual production of biscuit in the organized sector, continues to be

predominantly in the small and medium sale sector before and after de-
reservation. The annual production was around 7.4 Lakh tonnes in 1997-98 In

the next five years, biscuit production witnessed an annual growth of 10% to

12%, up to 1999-00.

The annual Growth showed a decline of 3.5% in 2000-01, mainly due to 100%

hike in Central Excise Duty (from 9% to 16%). Production in the year 2001-02

increased very marginally by 2.75% where in 2002-03 the growth is around 3%.

The Union Budget for 2005-06 granted 50% reduction in the rate of Excise Duty

on Biscuit i.e. from 16% to 8%. The Federation's estimate for the current year

indicates a growth of approximately 8% to 9%.

However the average utilization of installed capacity by biscuit manufacturers in

the country has been a dismal 60% over the last decade up to 2006-07.

Though dereservation resulted in a few MNCs, i.e. Sara Lee, Kellogs SmithKline

Beecham, Heinz etc entering the biscuit industry in India, most of them, with the

exception of SmithKline Beecham (Horlicks Biscuits), have ceased production in

the country.

On the other hand, import of biscuits, specially in the high price segment has

started from 2000-01, but however, the quantum of imports has not so far

increased alarmingly and has remained at around 3.75% of the consumption of

biscuits in the country in the year 2001-02. However, recent imports from china

industries cheaper verities of biscuit, needs to be examined with cautions,

especially in the context of the price as the low margin based domestic industry,
which is operating at 60 % of the total installed capital. Exports of biscuits from

India has been to the extent of 5.5% of the total production. Export are expected

to grow only in the year 2006-07 and beyond.

Biscuit is a hygienically packaged nutritious snack food available at very

competitive prices, volumes and different tastes. According to the

NCAER(National Council Of Applied Economic Research) Study, biscuit is

predominantly consumed by people from the lower strata of society, particularly

children in both rural and urban areas with an average monthly income of

Rs. 750.00.

Biscuit can he broadly categorized into the following segments:

(Based on productions of 2007-08)

 Glucose

 Marie

 Cream

 Crackers
Marketing Mix Strategy

MARKETING MIX

Marketing mix (Product, Price, Place, Promotion)

When marketing their products firms need to create a successful mix of:

• The right product

• Sold at the right price

• In the right place

• Using the most suitable promotion.

To create the right marketing mix, businesses have to meet the following

conditions:

The Product:

The product has to have the right features - for example, it must look good and

work well.

• The price must be right. Consumer will need to buy in large numbers to

produce a healthy profit.

• The goods must be in the right place at the right time. Making sure that the

goods arrive when and where they are wanted is an important operation.

• The target group needs to be made aware of the existence and availability

of the product through promotion.

Successful promotion helps a firm to spread costs over a larger output.

For example, a company like Kellogg's is constantly developing new breakfast

cereals – the product element is the new product itself, getting the price right

involves examining customer perceptions and rival products as well as costs of

manufacture, promotion involves engaging in a range of promotional activities

e.g. competitions, product tasting etc, and place involves using the best possible

channels of distribution such as leading supermarket chains. The product is the

central point on which marketing energy must focus. Finding out how to make the

product, setting up the production line, providing the finance and manufacturing

the product are not the responsibility of the marketing function. However, it is

concerned with what the product means to the customer. Marketing therefore

plays a key role in determining such aspects as:

• The appearance of the product - in line with the requirements of the

market

• The function of the product - products must address the needs of

customers as identified through market research.

The product range and how it is used is a function of the marketing mix. The

range may be broadened or a brand may be extended for tactical reasons, such

as matching competition or catering for seasonal fluctuations. Alternatively, a

product may be repositioned to make it more acceptable for a new group of

consumers as part of a long-term plan.

The price

Of all the aspects of the marketing mix, price is the one, which creates sales

revenue - all the others are costs. The price of an item is clearly an important

determinant of the value of sales made. In theory, price is really determined by

the discovery of what customers perceive is the value of the item on sale.
Researching consumers' opinions about pricing is important as it indicates how

they value what they are looking for as well as what they want to pay. An

organisation's pricing policy will vary according to time and circumstances.

Crudely speaking, the value of water in the Lake District will be considerably

different from the value of water in the desert.

The place

Although figures vary widely from product to product, roughly a fifth of the cost of

a product goes on getting it to the customer. 'Place' is concerned with various

methods of transporting and storing goods, and then making them available for

the customer. Getting the right product to the right place at the right time involves

the distribution system. The choice of distribution method will depend on a variety

of circumstances. It will be more convenient for some manufacturers to

sell to wholesalers who then sell to retailers, while others will prefer to sell

directly to retailers or customers.

The promotion

Promotion is the business of communicating with customers. It will provide

information that will assist them in making a decision to purchase a product or

service. The razzmatazz, pace and creativity of some promotional activities are

almost alien to normal business activities.

The cost associated with promotion or advertising goods and services often

represents a sizeable proportion of the overall cost of producing an item.

However, successful promotion increases sales so that advertising and other

costs are spread over a larger output. Though increased promotional activity is

often a sign of a response to a problem such as competitive activity, it enables an

organization to develop and build up a succession of messages and can be

extremely cost-effective.
 CHAPTER 2 COMPANY PROFILE

Introduction

A long time ago, when the British ruled India, a small factory 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 1959, 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.

Parle’s Fight

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

1959. 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 strength 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.
The Marketing Strength

The extensive distribution network, built over the years, is a major strength for

Parle Products. Parle biscuits & sweets are available to consumers, even in the

most remote places and in the smallest of villages with a population of just 500.

Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or

indirectly. A two hundred strong dedicated field force services these wholesalers

& retailers. Additionally, there are 31 depots and C&F agents supplying goods to

the wide distribution network.

The Parle marketing philosophy emphasizes catering to the masses. We

constantly endeavour at designing products that provide nutrition & fun to the

common man. Most Parle offerings are in the low & mid-range price segments.

This is based on our cultivated understanding of the Indian consumer psyche.

The value-for-money positioning helps generate large sales volumes for the

products.

However, Parle Products also manufactures a variety of premium products for

the up-market, urban consumers. And in this way, caters a range of products to a

variety of consumers.

Product Profile

1. Brand Name: GoodDay and Marrie from Parle Gare stable and are the

most established brand in biscuit segment being equated for biscuits for long
 time. Now the brand has taken a dent though among the present generation

with competitors coming up with more powerful advertising campaigns and

offering more variety.

2. Styling & Packaging: Parle Gofferings have the innovative designs and

packaging as compared to what is offered by the competitors. As it's a variety

seeking product the styling and packaging helps in getting more customers.

3. Quality: Parle Gname is associated with quality. The offerings from Parle

Gare of best quality when it comes to taste and hygiene. Under it's mission

statement "eat healthy think better"

Product mix

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.

Apart from being the world's largest selling biscuit, Parle - G is the winner of 8

Gold and 11 Silver awards at the Monde Selection Awards – the global standard

for quality in Food category.

Parle-G Magix

What is the power of taste? Can it get government officers to get your papers

through faster? Probably! Can it help you make friends and influence people? It's

worth a shot! Can it land you a lead role in a blockbuster movie, even if you can't

act?

Fact is, people will do anything for a taste of Parle-G Magix. But the real

question is, will you be willing to share your packet of Parle-G Magix to find out

exactly how much power you can exert? With two delicious tastes - Choco &

Cashew, Parle-G Magix has put great power in your hands. Go ahead & wield

them wisely.

Parle-G Milk Shakti

What have you heard about Parle-G Milk Shakti ? Think hard. Ok, now eat a

biscuit. Got it? Yes, you're absolutely right. It aids mental stimulation. And

energizes the body too. Now try and memories this - it is the only milk biscuit with

the goodness of honey. Should be unforgettable, once you bite into one of these

power-packed biscuits.

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.

Monaco Zabardast Zeera

To add some spice to life, have the exciting variant of Monaco - The Zabardast

Zeera Flavour. The same light salted biscuits that lift your spirits now comes

delicately seasoned with Zeera. Relish this unique taste at all times of the day.

Marie Choice

More and more people are now discovering the pleasures of a cup of hot

steaming tea. Or so it seems. In reality they are actually using (misusing) tea as

a ready excuse to indulge in another packet of Parle Marie Choice. Whatever the

reason, Parle Marie Choice has fast become a preferred teatime

accompaniment. Find out for yourself over a cup of tea. After all , chai toh hai

bahana.

Hide & Seek

Let your taste buds indulge in the sinful pleasure of a delightful game. Seek out

the chocolate chips that aren't really hidden. And relish a delectable

experience called Hide-&-seek - tasty itna, ki dil aajayee.

As you crunch into it, these chips melt in your mouth. Try as you might, you

just can't hide from the sheer delight of munching a mouthful

Fun Centre

There might have been times when you were unsatisfied with the amount of

cream in the middle of cream biscuits. With Parle Fun Centre, you'll have no

such problems. A delicious biscuit filled with cream till the edges, ensuring that it

has the highest cream content in its category. Available in a variety of

mouthwatering, lip-smacking flavours like chocolate, butterscotch, strawberry and

milk cream, these irresistible cream biscuits whet your appetite for more, and

also make for a perfect dessert.

New Parle-G Milk Bikis

Milk Bikis, the favorite growth partner of Kids, now brings greater value and

delight to all with its new product and pack design. Recently re-launched in its

existing Southern & Eastern markets, and extended across India, the new Milk

Bikis is all set to add excitement and appeal to ‘nutritious’ food. Whoever said

that ‘good food’ needs to look ‘dull and boring’, will just have to take a look at Milk

Bikis.

With a unique and attractive honeycomb design and an enhanced product

experience, the new biscuit prompts the ‘Kid’s will love it’ reaction amongst
mothers. The milk goodness in the recipe is now enhanced with SMART

NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid mental and physical

development in growing kids. The premium packaging, besides appealing to kids,

also ensures that the biscuits remain fresh and crisp.

So, whether its breakfast time or snack time at school, rest assured that kids will

look forward to munching these crunchy, milky biscuits which even helps in their

development. And yes, adults won’t be far behind in reaching out for a pack!
 Chapter 3 MARKETING STRATEGY FOR

PARLE G
Economies of scale:

Parle G is adding capacity at regular intervals depending upon the economic

environment It has the advantage of being able to source raw materials and even

packaging at cheap rates because of large scale of operations

Parle G is a star BCG as shown below:

HIGH
* PARLE G

MARKET GROWTH
RATE

RELATIVE MARKET
LOW SHARE HIGH

The BCG growth-share matrix shows that Parle G is a STAR BCG, being a

market leader in a high growth market

 PARLE G SUPPLY CHAIN

Supply chain Describes a longer channel stretching from Raw materials to

components to final Products that are carried to final Buyers.

Parle G Supply Chain include Authorized wholesaler, Superstockists, RPDs,

UPDs and Retailers. The Raw Materials are converted into finished goods in the

Production Units or Factories. From factories the finished goods are then sent to

the Regional Depots or the Mother Depots. From here the stock reaches the

Warehouse for distribution to the Authorized Wholesaler. From Warehouse or

Depots the Stock either reaches the Superstockists or the Authorized

Wholesalers. From Superstockists the stock goes to either UPDs (Universal

Printer Driver) or RPDs (Radiation Protection dosimetry) from where it finally

reaches to the markets of Rural India. The Authorized Wholesaler buy goods

from Company and from them the Stock goes to the Retailers. Retailers sell

Company Products to the End Consumers.

The Sale of the Stock from Depots to Authorized Wholesaler constitutes Primary

Sale while the Sale of the Stock from Authorized Wholesaler to Wholesaler

constitute Secondary Sale.

Different rural markets have different set of Superstockists (SS) which further

have RPD’s (Rural preferred Dealers) and UPD’s (Urban preferred Dealers)

under them. These UPD’s are the dealers of very small regions only which are

considered rural only and are not completely urban.

Major Consumer Promotional Tools

 Samples: Offer of a free amount of a product or service delivered

door to door, sent in the mail, picked up in a store, attached to another product,

or featured in an advertising offer.

 Coupons: Certificates entitling the bearer to a stated saving on

the purchase of a specific product: mailed, enclosed in other products or

attached to them, or inserted in magazine and newspaper ads.

  Cash Refund Offers (rebates): Provide a price reduction after

purchase rather than at the retail shop: consumer sends a specified "proof of

purchase" to the manufacturer who "refunds* part of the purchase price by mail.

To promote products to consumer, company devises some scheme like discount

on MRP, giving freebies with product etc.

How Consumer promotional offer products differ from normal product without

offer ?

 The product is marketed under some scheme.

 The packaging is different from normal product.

 The freebies procurement & logistics planning is additional activity.

 The production centers may be different from regular production centers.

 The distribution strategy may be different from regular one.

 CHAPTER 4 OBJECTIVE OF THE STUDY

The basic objective of the Study is

 To find out the competitive activity and merchandising through retailer of

PARLE G BUISCUIT in Wardha district..

 To find out the consumer preference according to retailer view.

 To find out the satisfaction levels towards service provide by PARLE G.

 To find out the major competitor of PARLE G BISCUIT.

Hypothesis

1) The Cost of Parle – G products is very affordable.

2) The Consumer Satisfaction of Parle-G is very high.

 CHAPTER 5 RESEARCH METHODOLOGY

DATA COLLECTION METHOD

Data collection is an elaborate process in which the researchers make a planned

research for all relevant data. Data is the foundation of all market research. Data

are facts may be obtained from several sources. Data can be classified as:

• Primary data

• Secondary data

PRIMARY DATA

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

to be inadequate or unavailable, the researcher goes for primary data.

COLLECTION OF PRIMARY DATA

The researcher was assigned to do a comparative study on PARLE G BISCUIT.

In order to accomplish the job, the researcher adopted the two-way strategy to

collect the primary data.

The data collected was collected from different retail outlets of biscuit namely:

 Shops

 Confectioners
 Kirana and general stores

SECONDARY DATA

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

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

information available from library and other statistical organization.

Sample Size

The sample size is of 30 consumers taken randomly.

 CHAPTER 6 DATA ANALYSIS
1. Which brand of biscuit came in your mind first when we talk about

biscuits?

Particulars Respondents % of Respondents

Parle-G 14 14 %
Sunfeast 3 3%
Cremica 2 2%
Elite 1 1%
Craze 6 6%
Nezone 1 1%
Dukes 1 1%
Britannia 2 2%

16
Parle-G
14
sunfeast
12
Cremica
10
Elite
8
Craze
6
Nezone
4
Dukes
2
Britannia
0
1 2

In this survey, 14% of the consumers have keen interest in Parle-G

products. Rest go to other brands out of 30%

3. What is the frequency of your biscuits consumption ?

Particulars Respondents % of Respondents

Once in a week 5 5%
Twice in a week 8 8%
Thrice in a week 9 9%
Any others 8 8%

10

6 Series2
4 Series1

0
Once in Tw ice in thrice in Any
a Week a Week a Week Others

Interpretation :
Frequency of biscuits that consumer’s take is Thrice-a week..
4. Which brand do you prefer on several occasions?

Particulars Respondents % of Respondents

Parle-G 14 14 %
Sun Feast 5 5%
Priyagold 6 6%
Britannia 5 5%

16
14
12
10
Series2
8
Series1
6
4
2
0
Parle-G Sun Feast Priyagold Britannia

Interpretation :

Most of the times Consumers prefer Parle-G biscuits rather than

Sunfeast ,Priyagold ,etc

5.Which biscuits gets you best freshness?

Particulars Respondents % of Respondents

Mariegold 7 7%
50-50 9 9%
Good Day 6 6%
Krack jack 8 8%

10

6
Series2
Series1
4

0
Mariegold 50-50 Good Day Krack jack

Interpretation :

50-50 biscuits are preferred for freshness which is also light and crunchy

as compare to other brands.

6. Have you any complain about the biscuits?

Particulars Respondents % of Respondents

Dirty wrappers 2 2%
Price too high 6 6%
Non Availability 2 2%
Shortage 8 8%
Bad quality 7 7%
Others 5 5%

9
8
7
6
5 Series2
4 Series1
3
2
1
0
Sh ity

ity
gh

ge

s
s

er
er

al
hi

bi

ta

th
pp

qu
i la

or
o

O
to
ra

va

d
w

Ba
e

A
ic
y

on
Pr
irt
D

Interpretation :

8% Consumers deal with shortage problem rest deals with Dirty wrappers

,price to high ,etc

7. Which brand do you prefer mostly?

Particulars Respondents % of Respondents

Parle-G 14 14 %
Sun Feast 5 5%
Priyagold 6 6%
Britannia 5 5%

16
14
12
10
Series2
8
Series1
6
4
2
0
Parle-G Sun Feast Priyagold Britannia

Interpretation :

14% people go for parle-g for every time of occasions.

8.Can you change your mind for others brand, if the brand is not

available in shop

Particulars Respondents % of Respondents

Yes 17 17 %
No 13 13 %

18
16
14
12
10
Series1
8
6
4
2
0
Yes No

Interpretation :

Definitely consumers mind are flexible ,If Britannia is not available to

particular retailer customer would like to taste something new and

accordingly he can shift his taste to like parle-g biscuits.

 CHAPTER 7 CONCLUSION

Conclusion

Sales Promotional Offers helps the company to increase the over sales of the

product under promotion because consumers tend to buy in ample amount due

to small duration of the promotion and feel value for their money.

 But through these promotional schemes company earns less margin.

 It also helps in widening their consumer base i.e. it attracts new triers.

 It creates the brand awareness among the consumers about the newly

launched product like Tiger cream.

 Products which are less popular among the consumers like Pepper

Checker are also get Promoted.

 It helps to increase the repurchase rate of the occasional buyers

 Since the promotions were designed for rural market and rural market

contributes to 70% of the total market hence attracting more consumers.

And turn them to loyal users

 It enhances brand image

 Since attractive promotion attracts consumers hence retailers push

products under promotion rather than competitors products of same kind.

 Sales promotion also attracts brand switchers who are primarily looking for

low price good value of premiums.

Appendix

BIBLIOGRAPHY

Effective Planning in Marketing and Development Leslie Rae

World Class Marketing Kaye Thorne

Marketing in Practice Blackwell

Human Resource Management C.B.Gupta

Human Resource Management T.N.Chabra

Human Capital Journal

 ANNEXURE

Questionnaire

1. Write down the first brand name that comes in your mind regarding

biscuits?

……………………………………….

2.What others brands of biscuits can you recall?

a) ………………….. e) ……………………

b) ………………….. f). ……………………

c) ………………….. g). …………………….

d) ………………….. h) …………………….

3.What is the frequency of biscuits you take?

(Tick you prefer).

e) ………Once in a week b) ………Twice in a week

f) ………Thrice in a week d) ……….Any others

4.What brand do you have on occasions?

(Tick you prefer).

a) ………Parle G b) ………Parle

c) ………Sun feast d) ………Parle G

5.Which biscuits gets you best freshness?

(Tick your choice).

g) ………Mari Gold c) ………….. 50-50

 h) ……….Good Day d) …………… Krack Jack

6.Have you any complain about the biscuits?

(Just tick).

i) ……. Price to high d)…Non-availaParle G ity near by

j) ……. Dirty Rappers e) ………Shortage

k) ……. Bad quality f) ………Others reason

7.Which brand do you prefer mostly?

(Just tick).

a) ………Parle G b) ………Parle

c) ………Sun feast d) ………Parle G

8.Can you change your mind for others brand, if the brand is not

available in shop

which you prefer? (Just tick choice).

a) …….Yes

b) …….No
MARKETING STRATEGY OF PARLE-G

A Project Report

Submitted in the partial fulfillment of the requirement for the award of the Degree

of Bachelor of Business Administration

2007-2010

Submitted By: Under the Guidance of:

Gagan Deep Kaur Mr. Anoop Pandey

BHARATI VIDYAPEETH UNIVERSITY

INSTITUTE OF MANAGEMENT & RESEARCH, NEW DELHI

An ISO 9001:2000 Certified Institute

“A” Grade Accreditation by NA

Student Undertaking

This is to certify that I have completed the Industrial Exposure “(MARKETING

STRATEGY OF PARLE-G DELHI AND)“(BVIMR)” under the guidance of “(Ms

Bhawna Dhawan)” in the partial fulfillment of the requirement for the award of

Bachelor of Business Administration of Bharati Vidyapeeth University, Pune. This

is an original piece of work & I have not submitted it earlier elsewhere.

Gagan Deep Kaur

4.1.1.1.1 Certificate

This is to certify that the Industrial exposure project titled “MARKETING

STRATEGY OF PARLE-G)”is an academic work done by “Gagan Deep Kaur”

submitted in the partial fulfillment of the requirement for the award of the Degree

of “Bachelor of Business Administration” from “Bharati Vidyapeeth

University, Pune” under my guidance & direction. To the best of my knowledge

and belief the data & information presented by him/her in the project has not

been submitted earlier.

4.1.1.1.1.1 Ms. Bhawna Dhawan

Certificate

This is to certify that the summer project titled “MARKETING STRATEGY OF

PARLE-G)” is an academic work done by “(Gagan Deep Kaur)” submitted in the

partial fulfillment of the requirement for the award of the Degree of “Bachelor of

Business Administration” from “Bharati Vidyapeeth University, Pune”.

Dr. Sachin. S. Vernekar

(Director)
 CONTENTS

Chapter 1 INTRODUCTION

Chapter 2 COMPANY PROFILE

Chapter 3 MARKETING STRATEGY FOR PARLE G

Chapter 4 OBJECTIVE OF STUDY

Chapter 5 RESEARCH METHODOLOGY

Chapter 6 DATA ANALYSIS

Chapter 8 CONCLUSION & RECOMMENDATION

BIBLIOGRAPHY
ANNEXURE
 Chapter 1

Introduction