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SUMMER TRAINING REPORT
On
MARKETING SURVEY OF
PARLE REGARDING SALES
Of
Parle Agro pvt. Ltd. in Delhi
Submitted for the partial fu lf il lment of the requi rement f or the award of
MASTER OF BUSINESS ADM INI STRATION
(Mahamaya Technical University, Noida, Uttar Pradesh)
FACULTY GUIDE:-
MR.PRADEEP KUMAR
Asst.Professor
SUBMITTED BY:- INDUSTRY GUIDE:-
SHAMSHAD AHMED MR.SURAJ GANGWAR
ROLL NO- 1209770041 (MBA) AREA SALES MANAGER
Galgotias College Of Engineering & Technology
1, KNOWLEDGE PARK, PHASEII, GREATER NODA.(U.P.)
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ACKNOWLEDGEMENT
I thank all those people who helped me in this summer training project. First of all I
would like to express my profound gratitude to MR.PRADEEP KUMARwho gave
me this opportunity to do this project. He always remained a wonderful guide and
supporter throughout this project.
I sincerely thank to MR.SURAJ GANGWAR (Area Sales Manager) who have
been the constant source of guidance and encouragement.
I would like to thank my institute also where I got all the knowledge and skill
required for this project. I also thank for his intellect stimulation, moral support and
constant inspiration throughout the project. Under his guidance, my project has
attained the goal reality and success.
In the end I wish to acknowledge my thanks to all the staff members of the Parle
Pariwar for providing all necessary assistance when required.
Shamshad Ahmed
Roll no.1209770041
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DECLARATION
I hereby that this project report entitled Marketing survey of Parle regarding
sales is written and submitted by me under the kind guidance of faculty
MR.PRADEEP KUMAR. The finding and interpretation in the report are based on
both primary and secondary data collection. This project is not copied from any
source or other project submitted for similar purpose.
SHAMSHAD AHMED
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PREFACE
Project work is one of the most important activities of Professional curriculum at
every level irrespective of degree. This provides us an opportunity to apply our
knowledge, skills and aptitude in real life. It also provides an opportunity to work in a
group and share responsibilities.
The purpose of practical training for management students is to keep them
understands the management of working organization in all its aspects especially in
the area specialization. It also helps them to broaden their horizon and in efficiency
grasping the intricacies in good stand when they are actually in management position
in an organization. It also intends to integrate the theoretical concept with the
practical working of an organization.
The project should include relative information and details of the market so that it is
easy to draw inference from it about the current market situation. Proper execution of
plans and projects are responsible for the economic growth of the country.
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CERTIFICATE FROM COLLEGE
This is to certify that the project titled MARKETING SURVEY OF PARLE
REGARDINGSALES is a bonafide work carried out by Mr. SHAMSHAD
AHMED for partial fulfillment of the requirement for the completion of the
MASTER OF BUSINESS ADMINISTRATION from GALGOTIAS COLLEGE
OF ENGINEERING & TECHNOLOGY, Greater Noida (UP), His report is
satisfactory and not copied from anywhere to the best of my knowledge.
We wish him a very bright and successful career.
FACULTY GUIDE: HEAD OF DEPARTMENT:
MR.PRADEEP KUMAR DR.NIRUPA LAKSHMI
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TABLE OF CONTENTS
Topic Page No.
INTRODUCTION 7
OBJECTIVE OF THE STUDY 8
SCOPE OF THE PROJECT 8
COMPANY PROFILE 9
INDUSTRY PROFILE 18
RESEARCH METHODOLOGY 21
REVIEW OF LITERATURE 23
ANLYSIS OF DATA COLLECTION 24
SWOT ANALYSIS 25
LIMITATIONS 29
FINDINGS 30
RECOMMENDATION 73
CONCLUSION 74
SURVEY (QUESTIONNAIRE) 75
BIBLIOGRAPHY 78
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INTRODUCTION TO PROJECT
The post graduate program in management is a course of IV semester
duration. After completion of IInd semester student has to undergo 45
days compulsory training in a business organization. This training is
popularly known as summer training. Generally it is done during the
month of June and July. This training aims to providing practical
knowledge along with theoretical knowledge. This training helps thestudent to get familiar with the business world.
This project is carried out by Parle Agro Private Limited as a part of the
requirements in completion of Post-graduation program offered by
GCET, The project was conducted based on the details collected during
the internship program in Parle Agro Private Limited in Delhi for the
period between 18th June 2013 and 03rd
August 2013 and the data
collected from various mass communication which includes the data
published by Parle Agro Private Limited , Newspaper, portal
commenting on the strategies of Parle Agro Private Limited and based on
discussions held in various forum.
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COMPANY PROFILE
About the Company
A Cream colored yellow stripped wrapper with a cute baby photo
containing 1012 biscuits with the companys name printed in Red and
you know these are Parle G biscuits. 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 consumers good
as these are money savers 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 factory was set up in the suburbs of Mumbai city, to
manufacture sweets and toffees. The year was 1929 and the market wasdominated by famous international brand 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 reputationfor 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.
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For around 75 years, Parle have been manufacturing quality biscuits and
confectionery 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 and Seek
chocolate chip biscuits is a product of innovation and caters to a new
taste, being Indias first ever chocolate-chip biscuits.
All Parle products are manufactured under most hygienic conditions.
Great care is exercised in the selection and quality control of raw
material and standards ensured at every stage of manufacturing process.
Parle Products has 4 manufacturing units for biscuits and confectionaries
at Mumbai, Haryana, Rajasthan and Karnataka. It also has 14
manufacturing units for biscuits and 5 manufacturing units for
confectioneries, on contract.
All these factories are located at strategic locations, so as to ensure a
constant output and easy distribution
Today, Parle enjoys a 40% share of the total biscuit market and 15%
share of the total confectionary market, in India.
The marketing mix of Parle for this project has been studied from the
point of view of Parle biscuits, mainly ParleG and Parle hid and seek.
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Parle GThe Evolution
Parle G has been a strong household name across India. The great taste,
high nutrition, and the international quality, makes ParleG a winner no
wonder, its the undisputed leader in the biscuit category for decades.
Parle g is consumed by people of all ages, from the rich to the poor,
living in cities and in villages, while some have it for breakfast, for
others it is a complete wholesome mean, for some its the best
accompaniment for chai, while for some its a way of getting charged
whenever they are low on energy. Because of this, Parle g is the worlds
largest selling brand of biscuits.
Launched in the year 1939, it was one of the first brands of Parle
products. It was called Parle glucose biscuits mainly to cue that it was a
glucose biscuit, it was manufactured at the Mumbai factory, vie Parle
and sold in units of half and quarter pond packs.
The incredible demand led Parle to introduce the brand in specialbranded packs and in larger festive tin packs. By the year 1949, Parle
glucose biscuits were available not just in Mumbai but also across the
state. It was also sold in parts of north India. The early 50s produced
over 150 tones of biscuits produced in the Mumbai factory. Looking at
the success of Parle g a lot of their me-too brands were introduced in the
market. And these brands had names that were similar to Parle glucose
biscuits so that if by anything else, the consumer would err in choosing
the brand. This forced Parle to change the name of the Parle glucose
biscuits to Parle G
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Originally packed in the wax paper pack, today it is available in the
contemporary, premium BOPP pack with attractive side fins, the new
airtight pack helps to keep the biscuits fresh and tastier for a longer
period.
ParleG was the only biscuit brand that was always in short supply. It
was heading towards becoming an all time great brand of biscuit. Parle G
started being advertised in the 80s. It was advertised mainly through
press ads. The communication spoke about the basic benefits of energy
and nutrition. In 1989, Parle G released its dadaji commercial, which
went on to become one of the most popular commercials for Parle G the
commercial was run for a period of 6 years.
Parle G grew by the minute. Be it the packs sold, the area covered or the
number of consumers it became a part of the daily lives of many Indians
It wasnt biscuit any more, it had become an icon. The next level of
communication associated the brand with the positive value of life likehonesty sharing and caring.
In the year 1997, Parle G sponsored the tele serial of the Indian
superhero shaktimaan that went on to become a huge success. The
personality of the superhero matched the overall superb benefits of the
brand. Parle extended this association with shaktimaan and gave away a
lot of merchandise of shaktimaan, which was supported by POS andpress communication; the children just could not get enough of Parle G
and shaktimaan.
In the year 2002, it was decided to bring the brand closer to the child
who is a major consumer. A national level promo Parle G mera sapna
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In Tamil Nadu, on the amavasya day, women first finish the ritual
tarpana keep the kalash filled with rice, toor dal haldi sticks, betel
leaves and nuts or mango leaves with coconut on it
The right muhurtam is chosen before placing the kalash and the dolls for
worship, with which the kollu festival begins, the dolls are given to the
girl from her parents during her marriage and are called marapachi
bommi (wooden dolls). From this day she starts collecting dolls and
observes the ceremony annually.
The household women also decorate clay dolls (gods and goddesses
painted in bright colors) and display them on the specially prepared
lolupadis or steps made of wood and covered with a tick cloth. The
number of steps was always an odd number three, five seven or nine.
The more the steps, the merrier! Often a variety of dolls are displayed
artistically and arranged beautifully on the steps.
A well decorated tableau, often this display is enjoyed by friends and
relatives. However a recent study found that due to hectic schedules, this
tradition is slowly getting restricted to a select few households relatives.
However a recent study found that due to hectic schedules, this tradition
is slowly getting restricted t o a select few households.
Thus, to revive a grand tradition, Parle created a novel promotion called
Golu Galata contest. Golu means doll and Galata means dhammal.
In 2005, 500 households participated and in 2006, it was 10 000
households who participated.
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At the end of the celebration, the winners will be felicitated at a gala
prize distribution ceremony.
CORE VALUES
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. Thegreat 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.
1.1.Products ManufacturedBISCUITS CONFECTIONERIES SNACKS
PARLE G MELODY MUSST BITES
KRACKJACK KISMI GOLD CHEESELINGS
MONACO MANGO BITE SIXER
MAGIX ORANGE CANDY SIXER ZEERA
KREAMS KACCHA MANGO BITE JEFFS
PARLE 20 20
COOKIES
XHALE MUSST STIX
&MUSST CHIPS
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NIMKIN POPPINS
CHOX 2 IN 1 ECLAIRS
HIDE AND
SEEK
KISMI TOFFEE
HIDE & SEEK
MILANO
GOLGAPPA
DIGESTIVE
MARIE
KISMEE TOFFEE BAR
PARLE MARIE MELODY SOFTEE
MILKSHAKTI MAZELO
GOLDEN ARCS PARLE LITES
KREAMS GOLD
MONACO
JEERA
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INDUSTY PROFILE
Biscuits and confectionari es I ndustry
List of Biscuits and confectionaries in India
Priyagold
Cremica
Anmol
Sobisco
Market Share of Parle and other players in India
MARKET SHARE Market share %
Parle 31.30%
Britannia 37.00%
ITC 6.30%
OTHERS 25.40%
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Market share
31.30%
37.00%
6.30%
25.40%
Parle Britannia ITC OTHERS
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HYPOTHESIS MODE
The project was initiated with the research hypothesis that the marketing
strategies adopted by Parle Agro Private Limited are correct,
innovative and according to the emerging marketing conditions. Though
the hypothesis is not scientific and descriptive, enough data and findings
are collected to measure the correctness of the hypothesis. The
hypothesis is proved correct based on the findings of this project.
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RESEARCH METHODOLOGY
Research methodology includes random sampling, snow ball sampling
and secondary data collection. For understanding the strengths and
weakness of Parle Agro Private Limited snow ball sampling was
carried out with various distribution channels. The sample includes the
Stockiest, Distributors and Retail vendors. To understand the
promotional strategies a random sampling was conducted amongst the
customers, this sample consists more of children and their parents.
Research Approach-
The data collection includes both Primary and secondary sources,
collected from the distribution channel, customers, newspapers, social
common forum and companys web published data.
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DATA COLLECTION METHODS
PRIMARY DATA
Primary data includes the Information collected from the employees
during the internship, from stockiest, distributors, institutes, companies,
retail vendors and customers, the data is collected through snow ball
sampling and random sampling techniques.
I have prepared questionnaire to collect the information for my research.
SAMPLE SIZE-
I have met 100 people to collect the information about my research.
SECONDARY DATA
Secondary data includes the Review of Literature, newspapers, experts
comments and discussion in various social and marketing forums, data
published by Parle Agro Private Limited through various source of
communication.
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Review of Literature
There are various researches conducted on the functioning Parle Agro
Private Limitedof which includes
1. The product information about the company,
2. Competitors analysis
3. Journey of Parle Agro Private Limited and its success journey
This project studies the FOUR Ps of marketing, which is the key for their
success despite of the competitors who tried to imitate their products in
terms of color, name and promotional strategy.
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ANALYSIS OF DATA COLLECTION
According to the survey, people who use the Parle-g
Yes
No
Different brands uses by the customer
Parle
Britannia
Priyagold
Other
55%
45%
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SWOT ANALYSIS
SWOT Analysis, is a Strategic planning tool used to evaluate the
Strengths, Weaknesses, Opportunities, and Threats involved in a Project
or in a Business venture. It involves specifying the objective of the
business venture or project and identifying the internal and external
factors that are favorable and unfavorable to achieving those objectives.
STRENGTHS:-
Over the years, Parle has grown to become a multi-million US Dollar
company. Many of the Parle products - biscuits or confectionaries, are
market eiders 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, Mango bite 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 beenbuilt, 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
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tastes and preferences and emphasizing Research & Development, the
Parle brand grows from strength to strength.
Company image:-
A biscuit and confectionery major in the Indian market, Parle has
seeped into the hearts of the masses be it the rural folk or the urban
class. Has not mainly forayed into the premium biscuit sector.
Operational capacity :-
200-250 tons per day at PBPL. Bahadurgarh and Neemrana factories
have the largest manufacturing facilities for biscuits.
Brand awareness:-
Highly aware product and brand profile (esp. Parle-G, KrackJack and
Monaco) due to a strong and efficient marketing team. The other
biscuits in the Parle Products basket include Monaco, KrackJack, andMarie; Hide n seek, Cheeslings, Jeffs, Sixer and Fun Centre. But
consumers need to be made aware that are from the house of Parle.
The marketing strength :-
Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets
directly or indirectly. Two hundred strong dedicated field force services
these wholesalers & retailers. Additionally, there are 39 depots and C
& F agents supplying goods to the wide distribution network.
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WEAKNESSES:-
The semi-sweet category accounts for the maximum turnover in
the mass market- the Tiger Anytime being a member of this
category is perceived as a tow quality product; this may liquidate
Parle Gsbrand equity in the mass market.
Parle G has positioned its Tiger range on health and taste, but my
findings show that health consciousness in the mass market is low,
which means that the brand is under-positioned, since the market
doesn't consider "health1 as an important benefit in biscuits.
Parle G's strength is in mid, premium mid super-premium
category; this market is approaching a saturation point.
Parle G 's mass market is not segmented properly; Parle G cannot
afford to go all out in the mass market, the best strategy would be
to concentrate on these segments of the mass market, which will
account for volume sales and require minimum investment.
Growing middle class in India can provide more opportunities for
Parle Gspillar brands.
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Credit given to dealers will help Parle G in expanding the width of
reach, by which the company will have a volume advantage.
Taste plays an important role in mass market which can take care
of price sensitivity to some extent.
There is a fairly good market for a high count salty cracker variety
and a cream cracker variety in the mass market.
THREATS:-
De-reservation of the biscuit industry may attract foreign players
who initially will try to attack the premium segment, which is already
established for Parle G.
A characteristic feature of premium market consumer is that this
segment is not brand loyal; therefore there is a chance of the
consumers to shift to other brands in the near/distant future.
Too much concentration in the mass market may affect the
companysmarket in this established segment.
A large number of competitors each having respective bold in
different markets of the company's pillar brands will account for high
contribution.
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Limitations
1.Unavailability of sensitive data
2.Unavailability of time to cover the entire distribution channel and
record their feedback Through questionnaire
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FINDINGS
Marketing strength
The extensive distribution network built over the years is a major
strength for Parle products.
Parle Biscuits and sweets are available in the most remote places and
in the smallest of villages with a population of just 500.
Parle has nearly 15000 wholesalers catering to 4, 25,000 retail outlets
directly or indirectly.
A 200 strong dedicated field force services these wholesalers and
retailers.
Additionally, there are 31 depots and C & F agents supplying food to
the wide distribution network.
Parle masses philosophy emphasizes catering to masses. They
constantly endeavor at designing products that provide nutrition and fun
to common man.
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Most Parle are now in low and mid-range price segments.
This is based on their understanding of the Indian consumer psyche.
The value for money positioning helps generate large sales volume for
the products.
However a Parle product 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.
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MARKETING M IX OF PARLE PRODUCTS LI M I TED
PRODUCT S STRATEGY
PRODUCT LEVELS
1) Core benefits -The core benefit of biscuits is to satisfy the hunger of
the consumer.
2) Basic productsin the second level, the basic product is biscuit.
3) Expected product the consumers expect the product to give taste
and also a good nutrition.
4) Augmented product Parle biscuits expect to increase the energy
levels. This is not always expected by the consumers and thus it exceeds
the consumers expectations.
5) Potential product in the future, Parle is expected to come with
different products such as a snack which could be a combo of chocolate
and biscuits.
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PRODUCT M IX
WIDTH
Parle produces biscuits, confectioneries and snacks. So the width is 3.
LENGTH
The length of Parle products is as below
Biscuits Snacks Confectioneries
Parle g Jeffs Melody
Milk shakti Sixer Bitestangy tomato
Krack jack Kismi toffee bar Marie choice
Hide and seek Orange candy Chox
Mango bite Marico Rola cola
Monacco
Fun Centre
Chocolate, butterscotch, strawberry, milk cream, nimkin, Parle cream
Mango, orange, elaichi, bourbon, pineapple, Digestive marie Krack jack
cream, Mayfair
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DEPTH
Parle G comes in 8 different sizes. Hence the depth of Parle G is 8
For variants of PARLE G
Parle G Magix has 2 flavors i.e. Choco and cashew. It comes in only one
size. i.e. 75 gms. So the depth is 2. Parle milk Shakti has no flavors. It
comes in just 1 size that is 150 gms.
So the depth of Parle G is 8+ 2+ 1=11
For Parle Hide and Seek and Milano- Parle Hide and Seek comes in two
sizes. 25 gms and 100 gms. Hence the depth is two.
Parle Hide and Seek Milano come in only 1 size. Also it has no flavors.
The size is 100 gms. The depth of Parle Hide and seek therefore is 2 + 1
= 3.
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CONSISTENCY
The product consistency generally depends on 3 parameters
1. production
2. distribution
3. consumer end use
The production process of every Parle biscuit follows the same basicingredients like wheat flour, vegetable oil, inverted syrups, skimmed
milk etc. then depending upon the product, extra ingredients are added,
for example, in Monaco, there might be an extra pinch of salt to give in
that prominent salt taste . Like in hide and Seek, chocolate chips are
added.
Parle uses the same distribution channel for all its products under the
biscuit category like the 1st, 2ndand 3rd level of distribution channels.
The basic end use of all Parle products remains the same-eating it simply
to satisfy the hunger. Products like Parle G may also be consume for
instant energy and strength.
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BRANDS
Parle biscuit brands such as Parle G, Monaco and krack-jack earn a
strong imagery and appeal against the consumers. Be it a big city or a
remote village in India, Parle G name symbolizes quality, health and
great taste. And yet this reputation has been built by constantly
innovating and catering to new tastes. This can be seen by success of
new brands like Hide and Seek and Hide and Seek Milano.
BRAND NAME STRATEGY
Parle follows company brand name strategy since all the products are
named keeping the companys name as prefix such as Parle G, Parle
Hide and Seek, Parle Monaco, Parle Digestive Marie etc.
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BRAND STRATEGY DECISION
Product category
Old New
LINE EXTENSION ( OLD) BRAND EXTENSION
MULTI BRAND (NEW) NEW BRAND
Parle follows both line extension and brand extension for its products.
For a product like Parle G, it followed line extension with introduction of
Parle G milk Shakti and Parle G Magix which has both the flavours
Choco and cashew. For Parle Monaco, it too followed line extension
when a new flavours Parle Monaco Jeera was introduced.
Similarly when it introduces any new product in biscuit category, it
follows line extension.
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Initially, Parle G used to produce only confectioneries. It followed brand
extension with introduction of products in biscuits and snacks category.
In this way by concentrating on consumer tastes and preferences and
concentrating on Research and Development, the Parle brand grows from
strength to strength.
PRODUCT LI FE CYCLE
Parle as a company has reached its maturity stage in product life cycle as
since products such as Parle G, Parle Monaco, and parle Krackjack
which form a major part of Parle products sales have captured most of
Indias market.
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But for its premium biscuits like Parle Hide and Seek and Parle Hide and
Seek Milano , the products are in growth and introduction stages
respectively.
FOR PARLE HIDE AND SEEK
Parle Hide and seek was introduced in the year 1998 with flavors such as
mint, orange and chocolate. But it did not really succeed in capturing
consumers attention. So after a few years, It was re launched with just
chocolate flavor with new packaging.
After re launch it started getting attention of its potential buyers and
hence it is in the growth stage of its life cycle. It has to fight for its stand
in the market since it faces competition from Britannia Good day choco
nuts.
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PACKAGING AND LABELLI NG
PACKAGING
The time spent by a customer in picking up a product from a retail outlet
is just a few seconds. Therefore, the package should appeal to the
customer within such a small interval of time. In this, both packaging
and labeling play an important role in attracting customers both visually
and psychologically.
FOR PARLE G
Parle G was initially recognized by its white and yellow wax stripped
wax paper wrapper with the baby face on it. Many competitors have tried
selling their products copying the packaging of Parle , trying to sell their
biscuits as Parle G; Parle Jee parle G has started using plastic wrappers
for its packaging.
Parle G comes in 8 different sizes.
25 gms, 44 gms, 93.5 gms,
231gms, 340.5 Gms, 462 gms, 577.5 gms, 1000 gms pack just for Rs.30
which is not offered by its competitor brands.
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FOR PARLE HIDE AND SEEK
It initially came out in 3 variants, mint chocolate and orange which was
not accepted by the masses. Thus the production of Mint and Orange
flavors were stopped. Chocolate is the only flavor which is running
successfully till date as it is Indias first chocolate chip biscuit.
Hide and Seeks current packaging has been modified with lower pricing
and better affordability rates. Thus there is a change in the size of the
product which is prevalent in the ads.
One of the advertisements show movie actor Hrithik Roshan walking
with a hide and Seek packet, comfortably put in the back pocket of his
trousers emphasizing on the small size of the product.
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FOR PARLE HIDE AND SEEK MILANO
This product of Parle has a flashy purple coloured packaging with the
complete look of Italian chocolate chip cookies.
LABELLING
Increasingly, consumers are becoming more health conscious day by
day. Thus it is essential to display the content of every pack. Hence,
every product of parle G, Parle Hide and Seek, and Parle Hide and Seek
Milano has all mentioned in the packet right from the ingredients used,
nutrition contents, mailing and Emailing addresses asking for feedback,
phone number, packaging date etc.All this along with brand name and
directions are printed in Hindi too.
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PRICE MIX
PRICING STRATEGIES-
parle marketing philosophies emphasize on catering to huge masses. It
constantly endeavors at designing products that provide energy to
common man. Post parle products come in low and mid range price
segments. This is based on the cultivated Indian consumer behaviour
psyche. Value for money positioning helps to generate large volume ofsales for the products.
Parle G adopted the marketing penetration strategy i.e. low price along
with capturing of a large market. Also they focus on low price and good
quality product at the same time which means it uses the value pricing
method. This benefits Parle G by having a market share of 40% currently
in both rural and urban market .
For setting the price of their pemium product , Parle Hide and Seek, a
survey was conducted in urban and semi urban markets; on the basis of
which Hide and Seek was introduced.
It was found that the potential consumers were ready to pay a premium
price for an innovative product like choco chip biscuits.
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Thus Parle adopted MARKET SKIMMING where th price of the
product was high and also of high quality. All these show customer
status, which is also one of the reasons why it was priced high.
A separate example of explaining the pricing strategy of Parle is its
product PARLE CREAMS.
For this, parle uses going rate method only as a reference rate. In this
case, Parle creams were introduced after Britannia cream Treat with
similar variants but Rs.5 per packet of biscuit and not Rs.10 like that of
Britannias cream treat.
PLACE MIX
The extensive distribution network , built over the years is a major
strength for Parle. It even reaches out to rural areas with as low as a
populace of just 500.
CHANNEL LEVELS
Parle has nearly 1500 wholesalers catering to 4, 25,000retail
Outlets, directly or indirectly. A 200 strong dedicated field force services
these wholesalers and retailers. Additionally, there are 31 depots and C&
F agents supplying goods to the wide distribution network.
So it seen that Parle has level1, level2 and level 3 distribution channel
levels.
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LEVEL1availability to all department stores
LEVEL 2-since its a FMCG product, this channel exists for customers
scattered throughout the country.
LEVEL 3- mass consumption and suitable for national and international
coverage. For example, Parles national and international operations
consist of serving markets in the Middle East, Africa, South America,Sri
Lanka , Australia and North America for which 3 level distribution
channel exists.
CHANNEL DYNAMICS
Parle has a multi channel marketing system since it uses more than 2
marketing channels to reach all its customer segments.
PROMOTION
The marketing mix used by Parle is sales promotion. Public relations
and advertising.
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ADVERTISING
Parle G started being advertised in the 80s. it was advertised mainly
through press ads. The communication spoke about the basic benefits of
energy and nutrition.
In 1989, parle G released its dada ji commercial ad which went on to
become one of the most popular ads for Parle G. the commercial was
run for a period of 6 years.
Parle G grew by every minute. Be it the pack sold, the areas covered or
the number of consumers. It became a daily part of the lives of many
Indians. It was not a biscuit anymore. It had become an icon.The next
level of communication associated the brand with the positive values of
life like honesty, caring and sharing.
The year 2002 went down as a special year in the calendar of Parle s
events. It was an eventful year. It gave origin to a new character, called
G man, the new ambassador for Parle G. not just hero but a super hero
that saves the entire nation, especially children from all evil forces.
A campaign that was not just new to the audiences but one that involved
a completely new way of execution that was loved by children all over
the world.
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A TV commercial that showed G man saving the children from the evil
force called Terrolene launched this campaign. It was also supported by
print medium through posters and streamers put up at retail outlets.
Another campaign that was launched by Parle G was G
maanegenious. In this a small child after having Parle G is able to trick
the wise and experienced people.
Just a few months back, a reminder TV commercial was launched for
Parle where the product is called Hindustan Ki Taakat.
Most of the Parle G products tell us that brand awareness is done by
capturing consumer emotion.
Heavy promotions play a major role in creating brand awareness. Such is
a case of Parle hide and Seek advertisements. The ads of Parle hide and
Seek are portraying Hrithik Roshan. This tells us that the product is
being promoted by celebrity endorsee to attract consumer attention and
to increase awareness of this product.
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SALES PROMOTION
Parle uses its sales force promotions for all its employees. Every year it
holds day fairs at branded venues where fun events and games are
employed for the employees there and their families where Parle
products are a take away prizes for them.
PUBLIC RELATIONS
Parle has done the following for enhancing the public relations.
In the year 1997, Parle G sponsored the tale serial of the Indian super
hero SHAKTIMAAN that went on to become a great success. The
personality of the super hero matched the overall brand image of the
company. Parle extended its association withSHAKTIMAANand gave
a lot of merchandise of SHAKTIMAAN. The children just could not get
enough of Parle G and SHAKTIMAAN.
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Institutional sales
Institutions means those outlets which buy a product in larger quantities
as compared to normal outlets, due to high consumer inflow like
S.T.Canteens, Railway Canteens, Self Service Stores, Hospital Canteens,
School Canteens, College canteens. Resorts or for their internal
consumption like Factory Canteens. Office Canteens, or outlets who may
not buy in large quantities but where our product availability is a matter
of prestige like Clubs, Theatres etc.
We had been in a shortage situation up to a few years from now due to
which institutions were not really looked to as a potential source of
getting assured, regular and quantum business. Whichever institutions
were coming in our route or an institution who inquires with us was
tapped and serviced. In the year 2002 we realized that we were really
losing out on this huge potential and this was the time when we went
about systematically listing and tapping all types of institutions. Inspite
of doing this exercise diligently for a year we are presently covering 50%
of the available institutions and getting sales which contribute to around
5% of the territory sales. In towns where the potential is high we can also
appoint a separate wholesaler to cater only to institutions.
Our aim is to get 15 to 20% of territory sales from institutions.
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Outlet Self Service: They are outlets where all the products they sell are
visible to the consumer and generally there is no influence of the retailer
in selling a product. Self service outlets ask for some discount to be
given for keeping our products on specific racks which have more
visibility. Whenever a new self-service outlet is veing started, it should
have catered to as an A class outlet without offering any sort of
discount. However after a few visits we can negotiate for doubling the
existing sale or for giving our products prominent display in the shop or
both and can offer him a discount of up to 2% by taking prior permission
from your senior. We can also take up some in-shop promotions to be
done during any festival within this budget, but against prior sanction.
Our service levels to such outlets should be of very high level because if
stocks are not there on the shelf, the consumer will buy some competitor
brand. Every 3rdday the unit should visit them and after booking orders
ensure all products are available on the shelves. TS/SR should visit all
self-serviceoutlet on every visit to a visiting town and in HQ once aweek. Wholesaler owner should visit minimum once a weed. In W/S, TS
and SR visit the objective should have to get at least one more shelf or
jar and to sell minimum one more product than what the outlet is already
buying. Updated status of visits and availability should be there with the
TS/SR and AFM.
S.T. Canteens/Railway Canteens / Hospital Canteens: These are outlets
where the flow of customers is very high. The customers who frequent
these outlets are not regulars but they are travelers who do not have
much time to waste. In the little time a consumer has he picks up or asks
for products which are seen, so, in such type of outlets also visibility
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plays a very important role. The potential of these outlets is very high. If
our service level and visibility in these types of outlets is high we can get
good volume of business from them. Unit should visit them every 3 days.
Wholesaler owner should visit minimum once a week. In W/S, TS and
SR visit the objective should be to get at least one more shelf or jar and
to sell minimum one more product than what the outlet is already buying.
For getting higher volumes than what we are already getting from such
outlets, we can offer discount up to 2% on prior sanction from your
seniors or this amount can be utilized to put up dealer board or getting
his most prominent shelves as a permanent display for us.
List of hospitals can be got from the medi-claim office of insurance
companies.
Hospital Kitchens: Generally most of the hospitals serve biscuits to
their patients along with tea 2ce a day. Here the patients dont have a
choice but the hospital authorities do. This is a very good sales outlet forus since our product is going directly to the end user and also it gives us
a lot of publicity. In this case we have to approach the Dean/Nutrition in-
charge and convince them to buy our product. In such outlets you have to
give your best try if not once on quite a number of occasions because
once you get a breakthrough you get quantum and assured business for a
very long time. Unit and wholesaler owner should visit minimum once a
week. In TS and SR visit to any town they should make it a point to visit
such outlets for introducing more range. No discount to be extended.
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School/Collage Canteens: These canteens are either run by the
authorities or they are given to private vendors against a monthly rental.
But even in cases where it is given to private vendors the school / college
Principal will be the deciding authority as to what products should be
should have sold since it is a matter of health of the children. So to get
through in such outlets we have to approach the Principal first. In any
case if it is Okayed by the Principal then the vendor has to keep the
product. Unit and W/S owner has to visit minimum once a week. TS/SR
should visit such outlets on every 2ndvisit to visiting town and on HQ
minimum once a fortnight with the objective of increasing minimum one
jar or shelf.
List of schools / colleges can be got from the local district level
authorities.
Factory / Office Canteens: There are some factories who have
employeesconsumer societies, in which the deciding authorities are theunion members who have their monthly / fortnightly meetings to decide
any new product introduction. So in such cases we would have to
approach these union members, give our samples and prices and keep a
regular follow up with them. In some cases the factories have canteens
which are given to private contractors to run. These contractors run
canteens in many factories / offices. So getting a breakthrough in even
of them would give you an easy entry in many other factories offices
automatically. In other cases the concerned factory gives biscuits to their
employees along with tea as a welfare measure.
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In such cases the deciding authority would be the personnel manager. In
both cases these cases the final sale will not happen in a single visit. We
will have to visit them frequently to finally clinch the sale.
Clubs: Most clubs have Self Service shops within their premises.Club
members are generally people who have some standing in society or the
upper class. Hence in such outlets our products being available is a
matter of pride and prestige. Our service levels tothem should be same as
for self service outlets.
Theatres: In theatres the sale happens only during intervals and before
start of the show. Here consumers dont have much choice except
whatever is sold by the canteen. These canteens sell at rates much above
M.R.P because of the high rentals of their stalls, so emphasizing on
M.R.P would not help here, rather we can emphasize on how much the
product can be sold at and what rupee value profit the vendor will get.
Making our products available in theatres is very important as the off-take of product is sure shot because of less or no competition. Even in
this case, the canteen owners generally run canteens in many theatres so,
if you get an entry in 1 of them it will be easy in the others. Service
levels should be the same as for S.T. Canteens.
Resorts/Hotels: Many good hotels keep biscuits in the rooms for their
guests and also offer it during conferences which they have. In hotels andresorts people go for holidays, they have leisure time they have a good
look at that is being offered by the hotel, which in other cases they
wouldnthave the time to do so. Hence keeping or offering biscuits of
our company would also enhance the image of their resort and for us, it
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would be publicity and an image building to say that we are also
supplying to x chain ofhotels etc. Making our products available may
take the same effort as that of factories. Our service levels should also be
the same as that for factories.
Overall remember institutions can help you a great deal in achieving
your targets month after month and being ingrade I quarter after
quarter.
In the year 2002, it was decided to get the child closer to the brand who
is a major consumer. A national level promoParle G mera sapna sach
hoga . The promo was run for 6 months. It was all about getting the
desires in children to fulfill their wishes and wants. There were over 5,
00,000 responses and out of which 300 were fulfilled. These dreams
were fulfilled ranging from a trip to Disneyland and Singapore, meeting
their favourite film hero Hrithik Roshan, free ride on a charter plane, 20
scholarships worth Rs. 50,000, a special cricket coaching camp with theAustralian cricketer, Ricky Ponting etc.
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GOLU GALATTA CONTEST
In Tamil Nadu, women generally decorate their homes with toys made of
mud and clay in a step down ladder for all the 9 days in the period of
Navratra. The steps are generally in odd numbers from a minimum of 3
and a maximum of 9.
All relatives and friends are invited over for the same to each othersplace to witness this event, called as Golu .
Due to increasing work pressure in the offices and hard pressed for
time,and little time to celebrate this function , thus it soon became a
fading event. Parle rightly tapped its importance amongst the south
Indian households and vigorously promoted an event what was called the
Golu Galatta contest in 2005.after the warm response from large
number of households, and thus the success of the promotional event,
Parle in year 2006 took this contest to the interiors of south including
Madurai, Trichi, Kumbakonnam etc. ( Golu means doll and Galatta
refers to Dhamaal).
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CONSUMER BEHAVIOUR
FOR PARLE G- In India, it is a tradition to have biscuits with tea. Parle
G is referred to as Biscuit in rural areas. Thus when asked for a Biscuit
to a shopkeeper, it simply means that the consumer wants a
Parle G.
Understanding the consumer behaviour is tough. Its challenging to
comprehend their buying motives and buying habits.
Keeping all this in mind, the factors influencing the consumer behaviour
are Parle G being a consumable product is not being influenced by
cultural factors. As a component of buying behaviour social factors aresub divided into Reference groups, family & social role & status.
REFERENCE GROUP- people especially kids are always influenced
by the people around them especially their kins and realtives. And thus if
any of those are having Parle G, then they too want it.
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FAMILY-in this case too, if there is a practice in the family of regularly
taking Parle g along with tea, then its obvious that growing children
would too form a habit of regular consumption of Parle G biscuits. Also ,
any additions made to the family would too be used to it in no time.
PERSONAL FACTORS-The factors whose intensity differs within
each individual is termed as personal factors. They are:
AGE Parle G is consumed maximum in the age group of 5-15 years i.e.
the growing age group. Kids who have formed the habit of eating Parle g
biscuits continue to eat even after they have grown up.
OCCUPATION- the buying behaviour of an individual is influenced by
his or her profession too. In case of Parle G, the purpose of buying the
product would differ for a MNC job holder and a labourer.
While for the executive, the reason to but simply may be to have a
variety of biscuits available at home or just as a casual alternative.
However, in the case of a labourer, it may be to simply satisfy his
hunger. For him, thus its not a matter of choice or luxury the very matter
of survival.
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INCOME- income of an individual is the deciding element for any
expense. For a labourer whose income is low and fixed, and for whom
the product would be an instant energy booster, he would definitely opt
for Parle G and for no other product even if the same range.
However since parle G is extremely low priced, the cost of the product is
often not a consideration. And thus all level of income groups purchase
it.
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PSYCHOLOGICAL FACTORS
MOTIVATION-the main aim to purchase and the motivating factor to
consume Parle G is simply hunger. This is what draws the consumer to
take the product. Also twilight is especially the time when the Indian
households have tea and so often Parle G acts as a snack too.
PERCEPTION-the consumers have a perception of Parle being a qualityproduct with immense glucose product and since it is priced low too, it is
generally purchased.
FOR PARLE HIDE AND SEEK
SOCIAL FACTORS
REFERENCE GROUP-Parle hide and Seek is targeted at the youth.
For this product, an influence is often sibling or a friend. These act as
references to an individuals decision making .
STATUS- Parle Hide And Seek is a high priced product. So consumers
in the higher income groups would prefer to buy this product over otherless expensive product as it gives a touch of royalty in your living.
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PERSONAL FACTORS
AGE-the advertisements are such the adolescents especially in the age
group of 15-28 years get highly carried by the world of advertisements .
and it often acts in their conscience and thus they quickly purchase the
product. To add on , the endorsements have Hrithik Roshan consuming
just the same.
OCCUPATION- Major consumers for parle Hide and Seek are
students.
INCOME- since its a high ranged product,the potential customers for
this product are high income holders. The chances of a lower income
strata individual buying the product is lower than that of a highly paid
individual.
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MARKET SEGMENTATION
LEVEL OF MARKET SEGEMENTATION
PARLE G is consumed by people of all ages from rich to poor, living in
cities and villages. While some have it as breakfast, others have it as a
wholesome meal. For some its the best accompaniment for tea, while for
some its a way of getting charged whenever they are low on energy.
Parle company practices mass marketing for Parle G which appeals to
masses. It is a product liked by everyone and does not cater only to a
specific group or part of the whole market. Thus it is mass production.
Mass distribution and mass promotion of Parle G for all buyers.
However parle follows nichemarketing for Hide and Seek. Its a
premium product and since its chocolate flavour, its liked by all
chocolate lovers. when Hide and Seek was first launched, there was no
other biscuit of that kind.
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2. MARKET SEGMENTATION
Parle G is consumed by people in urban areas and rural areas both.
However, Parle Hide and seek being a premium product and highly
priced is only consumed in urban and semi urban areas.
DEMOGRAPHIC SEGMENTATION
Age Parle Hide and Seek is eaten mainly by youth and growing
children for they have a fetish for it.Parle G is however consumed by
everyone.
IncomeParle Hide and Seek is consumed by high income group while
Parle G consumed by all income groups.
Social class- Hide and Seek is meant for rich class and middle class
families. However Parle G can be consumed by only lower & middle
class due to lack of funds with the and lower strata groups.
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1.2. BEHAVIOURAL SEGMENTATION
1,1,2. Benefit sought- In case of Parle G, there is instant source of
energy and in case of hide and Seek , there is good taste.
PATTERN OF MARKET SEGMENTATION
PREFERENCE: Clustered
If we divide the whole market on the basis of sweetness and saltiness in
biscuits, then the possible outcome would be that the preferences would
be clustered near some tastes i.e. the consumer would not like to have
something really vague like 50% salt, 25% creamy and 25% sweet. This
is why the preferences are clustered and not diffused wherein the
preferences have to be really extreme and vague.
Parle as a company makes use of the clustered preferences and
manufactures for each cluster.Eg, Monaco for extremely salty biscuits
and its latest product
Krackjack cream is for sweet and salty taste.
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TARGET MARKETING STRATEGY
DIAGRAM
Blue Blue Blue
Green
Orange Orange
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PARLE COMPANY AS A WHOLE ENGAGES IN
SELECTIVE MARKET SPECIALIZATION STRATEGY
The above diagram, the blue colour explaining the extent of Parle G. it is
1 product for all the 3 market.
But for Hide and Seek,its the green colour where it is aproduct for only
1 market.
Whereas , the orange colour is for Krackjack biscuits where it is for 2
markets.
POSITIONING STRATEGY
Parle G is positioned in the minds of the people as a low cost product and
as value for price product. Whereas Hide and Seek has tapped a new
market.
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DIFFERENTIATED STRATEGY
For Parle the company has used channel and image differentiation tools.
Parle G has by far the most intensive distribution coverage as compared
to any other biscuit company in India.
Also the name Parle generates a lot of respect and belief of good quality
in the minds of the buyers.
PACKING
As in all other biscuits, Parle products packing is similarly important.
The basic small packs are done mechanically using automated machines
and are sealed using the polybag sealing machine. These small packs are
then manually packed into small boxes and then it is sent on the
conveyor belt to be packed in large cartons.
As many as 160 packets are packed per minute and in one big box, there
are 160 parle G biscuit packets. The packaging material is also produced
within the factory premises itself.
For export purposes, the packets have different languages written on
them depending upon the geographical location and demand of the
people. Each factory has a state of art machinery with automatic printing
and packaging facilities.
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RECOMMENDATIONS
Its seen that Parle is very particular on its brand image and the quality of
making its products. Thus that being a brand differentiation in itself,
It must maintain that at any given time. There must be proper quality
management techniques that help in constantly upgrading the products
worth.
It was seen that even in the times of inflation when the cost of
manufacturing the product increased, it made sure that the burden did not
fall on the consumers. Rather it came with a unique strategy of reducing
the quantity of 100 gms of its product to almost 88gms but with the same
pricing.
Also Parles product coverage is weak in Eastern India and Tamil Nadu.
Thus it must constantly come up with promotional offers to improve its
sales.
Also , Britannia has a wide coverage almost equaling Parles market
share. Thus it must always be very competitive.
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Conclusion
Over the years, parle has become a multi million US dollar company.
Many of the market leaders in the range of biscuits and confectioneries
are market leaders in the category and have won acclaim at the Monde
Selection since 1971.
Today, parle enjoys a 40% share of the total biscuit market and 15%
share in the total confectionery market. The parle biscuit brands such as
Parle G , Monaco, and Krackjack and confectionery brands such as
Melody,Poppins, Mango bite, Kismi enjoy a strong imagery amongst
customers.
Be it a big city or a remote village in India , Parle enjoys the reputation
of quality, health and great taste. And yet we know this reputation has
been built by constantly innovating and catering to new tastes.
This can be seen in the success of new brands like Hide and Seek or
simple wrapper twisting like mango bite.
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Survey (Questionnaire)
1. Do you have any canteen in your College & IT Company?
a) Yes( )
b) no( )
2. Do you purchase cream Biscuits for your shop?
a) Yes ( )
b)No. ( )
3. Which brand you would like to purchase more in quantity?
a) Britania ( )
b) Priya gold ( )
c) Parle Agro ( )
d) Others ( )
4. If yes, what influenced your decision to purchase a Parle
Agro product?
a) Demand by consumer ( ),
b) Brand name and reliability ( ),
c) Quality ( )
d) Advertisement (merchandising)( )
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5. Which brand do you think is the toughest competitor to
Parle g/hide n seek?
a) sunfeast
b) Krack-jack
c) Others
6. Which brand of biscuits you prefer to purchase?
a) Britania 50-50
b) sunfeast
c) hide n seek
d) Others
7. Which brand of snacks you prefer to purchase?
a) Lays
b) Kurkure
c) Bingo
d) Hippo
e) Others
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8. Do you think brand visibility will increase the sales of Parle Agro
products?
a) Yes
b)No
9. Are you satisfied with the service of Parle Agro?
a) Yes
b)No
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Bibliography
www.parleproducts.com
www.indiainfoline.com
Philip Kotler - Marketing management
www .Wikipedia.com
http://www.indiainfoline.com/http://www.indiainfoline.com/http://www.indiainfoline.com/