PROJECT REPORT ONbrand positioning of PARLE WAFFER Submitted in Partial Fulfillment of the Requirement of PGDM Program of INSTITUTE OF MANAGEMENT STUDIES A UGC Recognized Institute A-8B, Plot –C, Sector-62, Noida IMS, NOIDA During the year 2010-12 Project Guide Mr.Ashish kumar jha Submitted by Abhishek katiyar DECLARATION ABHISHEK KATIYAR Roll no. PGD10005 student of PGDM 1year of INSTITUTE OF MANAGEMENT STUDIES, Noida hereby declare that I have completed my summer training in Marketing on the project titled ―NEW PRODUCT LAUNCHING IN PARLE WAFERS‖ is my original work and the same has not been submitted for the award of any other diploma or degree. Countersigned Signature of Faculty Guide Signature of Student 2 PREFACE Work experience in an in-dispensable of every professional course. As we all know that without the practical experience or knowledge the theoretical knowledge has become worthless. So the practical training in any organization is must for each and every individual who is undergoing management course. Without the practical exposure one can not consider himself as a qualified capable manager. ―PARLE‖ (A unit of biscuit and chips production industry) Entering in the organization is like stepping into altogether a new world. At first very thing seems strange and unheard but as the time passes, one understands the concept and working the organization and there by develop the professional relationship. The main motto of this training is just to modify the theory so as to apply it to given practical solution. This report is the crux of the whole project-work experience. It is an attempt to elucidate the more importance aspect of research that is concerned to project and a detailed analysis of each facts and findings with comments and explanatory notes. The chief aim of this project-report is to given a clear and systematic picture of whole research that was conducted for the accomplishment of project work. I sincerely believe that there is no better place to learn this practical site of management than the industry itself.So far as the limits of my space would allow, therefore I have tried to suggest the best alternative to eliminate deficiencies in the existing system. Mr. ABHISHEK KATIYAR 3 ACKNOWLEDGEMENT First of all I am thankful to the PARLE WAFFERS Pvt Ltd., NOIDA where I able to prepare this project report. I express great sense of gratitude to Mr. ASHISH CHAUHAN,SALES OFFICER, PARLE who give me the opportunity to work with his prestigious his valuable guidance, integrated support And perceptive criticism helped me to conceptualize this research work his guidance is precious and unforgettable experience which will help me in my future. I Special thanks to Mr. NAYAN MISHRA , sales officer for pay his kind support, guidance and cooperation for the successful completion of this study. His academic excellence, immense interest, scholarly suggestions and affable temperament have been the source of inspiration and motivation which helped me to complete this research work. I want to offer my sincere thanks to all the staff members of PARLE .I also indebted to the respondents for their valuable support and kind cooperation for the purpose of study. I express my great sense of gratitude to my caring family for their encouragement and moral support made, as and when required to complete this study. MR.ABHISHEK KATIYAR 4 TABLE OF CONTENTS S.NO CONTENTS 1. 2. 3. 4. 5. 6. 7. 8. 9. Executive Summary Statement of the Problem Objectives of the Study Introduction of Sector and Industry Project methodology Limitations of Study Introduction of organization Analysis SWOT Analysis 40 42 43 45 46 58 PAGE NO. 6 7 7 8 11 14 17 32 10. Findings 11. Recommendations and Suggestions 12. Conclusion 13. Appendix Bibliography 5 KURKURE and Parle.EXECUTIVE SUMMARY The researcher undertake his project in a unit of WAFER manufacturing industry in India. The Project title is Comparative analysis of LAYS. – PARLE. The Summary of the project work is as follows in chronological sequenceThe report is concerned with the introduction to industry and also concerned introduction to the company. significance.BINGO. In the end the research contains conclusion made by the researcher. The main task assigned to the researcher is to find and evaluate the market analysis of Parle. Rudrapur. In facts and findings where researcher has presented all the collected information. methodology. viz. 6 . scope and limitation of the study. The research includes the analysis and interpretations of the collected data and the SWOT analysis. The Project profile comprises of project title.lays and bingo and to calculate the respective market ratios which will prove helpful in the market analysis. To analyze that which type of sticks and chips are most preferred and demand by the customer. LAYS. To compare the organized retail stores with unorganized retail stores in terms of brand availability. To compare the Brand with its competitive Brands like ITC‘s Bingo. To check the Brand availability of the company products at different stores.Statement of the Problem New product launching in Parle wafers and check responses in the market in compare to other competitors (BINGO. 6. To find out Parle Coverage in various areas of Noida. 4. PEPSI‘s Lays. haldiram in terms of coverage. KURKURE. number of brands available and monthly sales. HALDIRAM&DIAMOND). It was done by asking storekeepers as well as customer. 2. Objectives of the Study 1. 5. Reference Period This study is conducted for the period of 60 days starting from 28th of March 2011 to 30th of May 2011 7 . To analyze the availability of new flavor‘s response in Parle wafers launched in the market. 3. paper products and plastic goods. Kimberly-Clark. toiletries . Pe psi. Proctor and Gamble.INTRODUCTION SECTOR Fast moving consumer goods (FMCG). Warburton‘s. as well as non durables such as glassware. Colgate-Palmolive. cosmetics. Heinz. Though the absolute profit made on FMCG products is relatively small. consumer electronics. H. teeth cleaning products. Nestle. so the cumulative profit on such products can be large. Unilever. batteries. although these are often categorized separately. light bulbs. Examples of FMCG generally include a wide range of frequently purchased consumer products such as biscuits. Coca Cola. Kraft. packaged food products and drinks.J. Reckitt Benckiser. Some of the best known examples of Fast Moving Consumer Goods companies include Clorox. 8 . Sara Lee. have a quick turnover and get replaced within a year. they generally sell in large quantities. shaving products and detergent. Wilkinson and Mars. are products that are sold quickly at relatively low cost. FMCG also includes pharmaceuticals. Carlsberg. soaps. General Mills. Even as corporates are expecting the new Congress-led United Progressive Alliance Government at the Centre to open up fully FDI in retail sector. Or Tesco and Carrefour which are also planning joint venture stores. in spite of government regulations that prevent 100 per cent foreign ownership of retail stores. retail still continues to buzz everywhere in India with many foreign brands coming in. In a recent report. it is least likely to be affected by the financial meltdown. up from 10-20 per cent in 2008-09. last month. 9 . Being a sector led by domestic growth. fruits and vegetables. A well –established distribution network. a Parliamentary Committee has argued for a total ban on even the domestic heavyweight corporates from entering retail trade in grocery. Retail sector: Retail became a buzz word in India before recession. But as recession took Its toll. intense competition between the organized and unorganized segments characterizes the sector. may help FMCG companies save on distribution costs. in a joint-venture with Bharti Enterprises. in Punjab.Scope of the sector: The Rs 110000-crore Indian FMCG sector is expected to maintain its double-digit growth for the quarter ended March 2010. Vishal. The growth would be driven by the launch of new products and increasing rural consumption. Cantabil and Priknit. remove multiple taxes and bring down prices in the long run. For most of the retailers like Pantaloon. the authors of AT Kearney's 2009 global retail development index said that India's largely unmodernised retail sector remained attractive to both domestic and international retailers. whether it's the largest US retailer Wal Mart which opened its first store. they rule out increasing consumer prices. The introduction of goods and services tax (GST) in Union Budget 2010 by April 1. in fact the word 'booming' was found only attached to this sector. 2011. The market has just started picking up and India is reclaiming to regain its position in the retail segment. Though the hike in minimum alternate tax from 10% to 15% would adversely hit companies with factories in excise-free zones. 99% of sectors went for a toss including retail. The FMCG industry is set to grow 20-30 per cent in 2009-10. India became the preferred destination for global brands and retail chains to cash in. Retail giant Ikea holding back its plans to enter India is being bandied about as a setback for the country. Reliance. As the sector grew at the rate of 30-40% per annum over the last decade. It was meant to revolutionize the way we shopped. With its ‗Retail Revolution‘. Tata. Aditya Birla Group and RPG — all were making the retail foray. and whether we have policies to protect the vulnerable sections. but what its impact would be on small retailers in the unorganized sector. there is expectation the forthcoming Union Budget may spell out a policy position. the issue to be debated shouldn't be whether FDI in organized retail is desirable. Tata. As the sector grew at the rate of 30-40% per annum over the last decade. pulling out from certain cities and the Subhiksha saga unfolding. pulling out from certain cities and the Subhiksha saga unfolding. And the Indian blue chip companies started to go the retailing way — Bharti. And the Indian blue chip companies started to go the retailing way — Bharti. Mahindra. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year accompanied with closures of Indian retailers. Mahindra. India was making an indelible mark on the global retail map. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year accompanied with closures of Indian retailers. With its ‗Retail Revolution‘. Aditya Birla Group and RPG — all were making the retail foray. India became the preferred destination for global brands and retail chains to cash in. the dismal story of revolution is now unraveling. spent.investors. But over all if we see. spent. India was making an indelible mark on the global retail map. The billion plus consumers and steady economic development were fuelling the growth of India‘s $ 25 billion organized retail market. There is also talk that investments and flow of technical knowhow could be hampered if the sector is not opened up to overseas.Also. consumed and lived. consumed and lived. 10 . The billion plus consumers and steady economic development were fuelling the growth of India‘s $ 25 billion organized retail market. Reliance. the dismal story of revolution is now unraveling. Organised Retail Sector: It was meant to revolutionize the way we shopped. 11 .PROJECT METHODOLOGY: 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. It was very difficult to tabulate a record of all the retailers and wholesalers present in the city and then carry out our study. It refers to a techniques or procedure adopted in selecting items for the sample. Ltd in 12-13areas of Noida mentioned below (source list) for the first time regarding market review and comparative analysis between unorganized and organized retail stores.Areas of Noida 12 . Apart from this we had no written record of the number and names of the stores in the city. EXPLANATION: During the course of the study we visited a no. the design that has been adopted for the study of the given topic is CONVENIENT SAMPLING. Sampling Unit:. Sampling: Further. The following is the sample design that has been adopted for the study. Sample Design A sample design is a definite plan for obtaining a sample for a given population..Research Type: EXPLORATORY RESEARCH EXPLANTION: The study was conducted by Parle Products Pvt. 1. in the short span of time that was allotted. of stores that were scattered all over Noida (source list mentioned below). We went to the areas and surveyed all shops that could possibly be approached.450(Noida) 2. Thus it is an exploratory type of research. Population:. As a result we had to select the retailers according to our convenience. Shree shyam store e. Richa store b.3. Source list:Unorganized retail stores (Areas): a. Daily shop d. Food king b. Sheshnath store d. Bansal store Organized retail stores: a. Primary Data:. Sample size:. Balaji store g.A total of 410 unorganized retail stores with 40 organized retail stores . Tools and techniques for Data Collection Tools and techniques for: 1. Vaishnav store 4. Raju kirana store c. 13 . Big shop c.The researchers collected primary data during the course of research period with the help of the questionnaire that was designed for the storekeepers as well as consumers to collect the information that was required to carry out the research. Jindal store f. 2) It was difficult for the storekeepers to pinpoint the sales of a particular brand in both organized and unorganized retail stores. 6) Many retailers don‘t express their original perception and views because of biasness. 14 . 3) No proper data was available about the stores in the city.Secondary data was collected from books. Limitations of the Study 1) The study was conducted in 60 days that is not enough for such a vast topic.2. 4) There were not a big number of organized retail stores in Noida to carry out the research more efficiently. Tools and techniques of Analysis Simple statistical tools and techniques like average. Internet and previous research papers that had been conducted by the company representatives and officials. 5) As the nature of research was exploratory so it was difficult to cover each and every retailer. articles. Secondary Data:. ratios. for difference between proportions) & factor analysis method are used to analyze the data. pie charts. tables and graphs in addition to hypothesis testing (z-test. Made with the choicest of handpicked potatoes. Cream and Onion. Whenever you want. the lip smacking. Grab one. We're sure you'll enjoy it from the very first chip till the very last.INDUSTRY: Presenting Parle's Wafers. delightfully crunchy and comes in four exciting flavours Tangy Tomato. wherever you please. Or grab‘em all. Classic Salted and Masala Masti.scrumptious snack. Be it a longing for the tangy taste or your palate is itching for something 15 . 5 and 10 and 20 Hello spicy people! Your search for the snack with real magical taste ends here! Parle brings to you Full toss. it's lipsmackingly delicious. perfect for any occasion and craving. . we have put our money where our mouth is. produces nearly 19. Or. and enjoy the brain numbing tangy taste of raw mango.000-crore industry hopes that the biscuit segment will have over 20 per cent annual growth in the next five years if VAT is reduced to four per cent India. world's third largest biscuit producer after the US and China.5 lakh tonnes annually and the states. however. ). treat yourself to the crackling taste of Jhalmuri Kolkata Bhel.4 per cent on biscuit. After all the real magic is in here! Indian Biscuit Industry: According to Indian Biscuit Manufacturers' Association (IBMA).. Indian Biscuit Manufacturers Association. we‘ve got it all. we bet that your tongue will come asking for more!. after stagnating growth of about 14 per cent in 2006-07. so that the growth rate can go up to 20 per cent. 16 . biscuit industry grew by 17 per cent in 2007-08 due to excise duty exemption on biscuits with MRP up to Rs 100 per kg. The Rs 8. No matter what tickles your taste buds. Just take a bite of Green Mango Chutney. Indian biscuit industry has demanded a reduction in value added tax to four per cent from the current level of 12. have imposed the VAT at 12. to dive into the spice heaven. Or just. which is very high. endlessly munch into Masala Munch.spicy. Therefore.5 per cent. 2 1. the films target to bring out the relation between cricket and superstition with the use of Parle Wafer. who only look 17 . Core values. The introduction of PARLE can be bifurcated into following parts. Awards. It was seen that the brand was liked mainly by people (esp.4 1.1.5 Brief history Quality of products.1. Launched during the ongoing IPL season. someone who is stylish and wants to flaunt himself. housewives).1. The campaign consisting 3 TVCs is conceptualized by Grey India.PARLE is a biscuit manufacturing unit of Uttaranchal in Rudrapur .1.3 1. Annual production HISTORICAL BACKGROUND: India‘s leading confectionary brand Parle has recently launched a campaign to reposition its Parle Wafers to connect it with the youth of today.1 1.1. Parle Wafers initially launched as ‗Musst Chips’ April’08 in Maharashtra which then extended nationally in a phased manner saw dwindling sales due to many factors. 1. aapka kya hai funda” for the launch of Parle Wafers. Steve Waugh. as soon as he stretches a four is hit. Parle Products for this particular reason replaced ‗Musst Chips‘ with ‗Parle Wafers‘ bringing a younger appeal to it. Parle has tried to bring out this superstitious phenomenon related to cricket fansThe TVC Stretch shows a guy watching the game and eating Parle Wafers. Sport personalities like Sachin Tendulkar. Slap and Head. Another challenge is that IPL is a crowded place to advertise. Parle took this insight and coined the line “Parle Wafers khaaneka – match jeetaneka. He has a Parle Wafer and then stretches. Working on the brief. and Phil Simmons etc. Since today‘s youth follows these trend setters. superstitions are bound to be present. so the communication should stand out in the crowd to grab the consumer‘s attention. In the three TVC‘s – Stretch. It‘s not a domain of spectators but players too follow certain superstitions to make their team win. 18 . which gets him all excited and superstitious so every time before a bowl is bowled he quickly eats a wafer and goes back to his stretching. the major challenge in front of the agency was to create clutter breaking communication for the consumers and register the new brand identity in their minds.for more quantity at a lesser price and had no connection with the youth. are well known in the cricketing world for their superstitions along with Amitabh Bachchan and some other well known faces. Cricket is a religion in India and when it comes to religion. From husking the wheat and melting the sugar to delivering the final products to the supermarkets and store shelves nationwide. followed soon by the one in Bangalore. The factory in Mumbai was the first to be set up. care is taken at every step to ensure the best product of longlasting freshness. the Parle brand has grown from strength to strength ever since its inception.QUALITY OF PRODUCTS Hygiene is the precursor to every process at Parle. using the most modern equipment hence ensuring the same perfect quality across the nation and abroad. Parle Products also has 14 19 . Concentrating on consumer tastes and preferences. Every batch of chips and sticks are thoroughly checked by expert staff. Karnataka. Monde Selection is an international institute for assessing the quality of foods and is currently the oldest and most representative organization in the field of selecting quality foods worldwide. snacks on contract.manufacturing units for biscuits and 5 manufacturing units for confectioneries. WHOLE COMPANY BRANDS: PARLE – G CREAM BISCUITS: KRACKJACK MONACO ORANGE MARIE CHOICE BOURBON HIDE SEEK CHOCOLATE FUN CENTER ELAICHI CHEESLINGS PINEAPPLE 20 . CORE VALUE 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. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. Parle appeals to both health conscious mothers and fun loving kids. AWARDS Parle products have been shining with the gelds and silvers consistently at the Monde Selection ever since they were first entered in 1971. With products designed keeping both health and taste in mind. Biscuit goodies: Parle-G Krackjack Monaco Monaco Funion Kreams Hide and Seek Hide and Seek Milano Confectionary: GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs. SIXER MANGO PARLE’S FULLTOSS 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. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. even today. Parle appeals to both health conscious mothers and fun loving kids. Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold Munch on snacks: Parle‘s and fulltoss Bourbon Parle Marie Milk Shakti Parle 20-20 Cookies Nimkin 21 . The great tradition of taste and nutrition is consistent in every pack on the store shelves.50 p Melody Softe.1Rs. VERMA AUDITORS: DELLOIT HARSHSKIN & SONS BANKER: UTI PUNJAB NATIONAL BANK 22 .HUMAN RESOURCES: >PEOPLE PERSPECTIVE IS IMPORTANT >EMPLOYEE ORIENTED >CONTINUOUSLY MOTIVATE >TRAIN & DEVELOP THE WORKFORCE EMPLOYEE PROFILE: TOTAL NO. Mumbai promotes the company. BRAJESH K. SHAH MR. OF WORKERS 763 STAFF MEMBERS - 46 Parle products pvt ltd.S.TRIPATHI MR. which is holding company of the Parle biscuits pvt ltd. The directors of M/s Parle products pvt limited are: BOARD OF DIRECTORS: MR. S. ATUL K. NEVATIA MR.N. R. Neemrana (rajasthan). 23 .B. MOTHER UNITS: Mumbai. LTD. Nasik.ROAD MUMBAI. sitarganj. pantnagar. khaboli.CBOP MOTHER UNIT: PARLE PRODUCTS PVT. NORTH LEVEL CROSSING VILLE PARLE (EAST) MUMBAI CORPORATE OFFICE: NIRLON HOUSE A. Bahadurgarh (Haryana). Banglore. Bhuj (Gujarat). 46 4.MARKETING MIX 7PS Marketing professionals and specialist use many tactics to attract and retain their customers. 24 .It must provide value to a customer but does not have to be tangible at the same time.It refers to the place where the customers can buy the product and how the product reaches out to that place.46 4. Basically.92 17. Place .92 8. like Internet. The concept of 4Ps has been long used for the product industry while the latter has emerged as a successful proposition for the services industry. CREAM & ONION 17 GM CLASSIC SALT TANGI TOMATO MASALA MASTY CREAM & ONION CLASSIC SALT TANGI TOMATO MASALA MASTY CREAM & ONION CLASSIC SALT TANGI TOMATO MASALA MASTY 17 GM 17 GM 17 GM 36 GM 36 GM 36 GM 36 GM 84 GM 84 GM 84 GM 84 GM 5 5 5 5 10 10 10 10 20 20 20 20 4. offers and the like. the most important one being the marketing mix.46 8. The pricing strategy can comprise discounts. The 7Ps of the marketing mix can be discussed as: Product .85 17.46 4.85 17.85 Price .85 17. wholesalers and retailers. There are two concepts for marketing mix: 4P and 7P.Pricing must be competitive and must entail profit.92 8. it involves introducing new products or improvising the existing products. This is done through different channels.92 8. It is essential to balance the 4Ps or the 7Ps of the marketing mix. These activities comprise of different concepts. When a service goes out to the customer. Physical (evidence) . It is about communicating about the benefits of using a particular product or service rather than just talking about its features. employees. if the customers are informed in hand about the services and many such things.brochures. 25 . People . It is essential for everyone to realize that the reputation of the brand that you are involved with is in the people's hands. pamphlets etc serve this purpose. The company has not yet started using much of its advertising budget of Rs 5-10 crore for each brand and will launch above-the-line advertising campaigns shortly.Promotion .People refer to the customers.It refers to the methods and process of providing a service and is hence essential to have a thorough knowledge on whether the services are helpful to the customers. if they are provided in time. it is essential that you help him see what he is buying or not.It refers to the experience of using a product or service. For example. management and everybody else involved in it. Process .It includes the various ways of communicating to the customers of what the company has to offer. 26 . 27 . DIRECT COMPETITORS: COMPANY HALDIRAM PACK 19 GM 40 GM 36 GM 14 GM 30 GM 36 GM 36 GM 50 GM MRP 5 10 15 5 10 15 10 5 % MARGIN 15 15 100 11 11 SCHEME (HWAY) 10 12 11 11 LAYS BINGOO 28 . Maximizing value to consumer and forging enduring customer relationships are the core endeavors at Parle. the Parle brands have found there way into the hearts and homes of people all over India and abroad. Today. "Parle Products Limited will strive to provide consistently nutritious and quality food products to meet consumers' satisfaction by using quality materials and by adopting appropriate processes. Parle biscuits and confectioneries continue to spread happiness and joy among people of all ages. Our efforts are driven towards maximizing customer satisfaction and this is in synergy with our quality pledge. After all.THE CUSTOMER CONFIDENCE: The Parle name conjures op fond memories across the length and breath of the country. The consumer is the focus of all activities at Parle. the people of India have been growing up on Parle biscuits and sweets." 29 . since 1929. To facilitate the above we will strive to continuously train our employees and provide them an open and participative environment. > Develop process flexibility and innovation to get significant portion of turnover from new products. presence in other countries. > Have access to customized information globally. there are exceeding customer‘s expectations. > Aim to zero defect products.MISSION STATEMENT: > Grow then higher then market growth rate. while maintaining leadership in the industry. motivation and respect to all employees and associates. 30 . > Expand distribution network in neighboring countries. > Impart training. Thousands of families participate and celebrate the occasion on a grand scale.Parle Social Responsibility: Parle Products with its wide platter of offering of biscuits and wafers like Parle-G. held during Navratri. Its gives a platform to all the members of a household to showcase their creativity and being judged by immanent personalities. The event is one of much fanfare and celebration. masala kachcha. Krackjack. Every year. Parle Centre of Excellence as an institution is dedicated to enrich the lives of people through conducting various cultural programs across all region to facilitate the all round development of the children. inviting schools from all across the state to participate. As a part of Corporate Social Responsibility Policy Parle is keenly involved in the overall development of younger generation with focused endeavor to built New Face of India and spread happiness & joy all over. keeping alive the culture and traditions of ages. Our involvement in cultural activities has seen the inception of Golu Galata in Tamil Nadu.tangi tomato. These events give us a chance to interact with children on a one-to-one basis. Parle organises Saraswati Vandana in the state of West Bengal during the festival of Saraswati Puja.masala masti. and many others since 1929 is also actively engaged to change & uplift the social face of India. and promote our belief of fun and health for the whole family 31 . As one comes to visit their plant. poppins) and snacks (Musst bites). The atmosphere is so comfortable and relaxed that helps in increasing productivity and efficiency.ANALYSIS After visiting the PARLE factory as industrial visit the researchers analyzed that the best selling branded biscuit and wafers company offers its customers with large variety of biscuits (parle-g. Monaco.wafers(parle‘s. It has a very open work culture. It spreads happiness and joy among the people of all ages. 32 . confectionaries (mangobite. It lunches and outstation teambuilding exercises that augment inter-personal relations and mutual understanding.). they welcome them whole-heartedly and cooperate with them in the best way they can. krack-jack. hide and seek etc. melody. Parle has found its way into the Indian hearts and home. They are the strict followers of Japanese culture.fulltoss) 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. 44 450 450 450 450 450 450 450 450 CLASSIC SALT TANGI TOMATO MASALA MASTY MASALA KACHCHA MASALA MUNCH JHAL MURI GREEN CHATANI 450 400 CREAM & ONION 350 300 250 200 150 CLASSIC SALT TANGI TOMATO MASALA MASTY MASALA KACHCHA MASALA MUNCH 100 50 0 No.56 66.67 44.3.77 51.67 77.1 33 JHAL MURI GREEN CHATANI .11 66. of shops CREAM & ONION Total 350 250 300 350 230 300 210 200 % VISIBLE 77.67 46.1Visibility of PARLE Wafers: For WAFERS: Table 1. of shops Total % VISIBLE Chart 1.77 55.1 BRAND (CHIPS&STICKS) No.1.3. are visible in almost all stores (90-100 %) but brands such as jhal muri. tangi tomato.Interpretation:Brands such as .pickles green chatni were not available in many stores. masala munch. 34 . masala kachcha. masala masti . 2 Coverage with respect to competitors Table 1.1 Brand PARLE LAYS KURKURE Direct 300 400 370 Indirect 100 50 60 No Coverage 50 0 20 PARLE 300 250 200 150 100 50 0 Direct Indirect No Coverage PARLE Chart 1.5.1.5.1 35 . 2 36 .LAYS 400 350 300 250 200 150 100 50 0 Direct Indirect No Coverage LAYS Chart 1.5. 3 37 .5.KURKURE 350 300 250 200 150 100 50 0 Direct Indirect No Coverage KURKURE Chart 1. rest covers approx. rest covers approx.1200 1000 800 600 400 200 0 Direct Indirect No Coverage KURKURE LAYS PARLE Chart 1.33 % of outlets indirectly. Also LAYS covers most of the outlets (88.22 % of outlets indirectly. 13.5.11 % of outlets indirectly & KURKURE covers most of the outlets (82.4 Interpretation: Among the competitors only Parle covers most of the outlets (66. This is a good trength of Parle company as a new product launching in wafers 38 . 22.67%) directly.22%) directly. 11.89%) directly. rest covers approx. 6. of Brands 1 to 3 3 to 5 250 100 300 100 300 100 5 to 10 70 50 50 900 800 700 600 500 400 300 200 100 0 Nil 1 to 3 3 to 5 5 to 10 No.3 Brand availability with respect to competitors Table 1.2 Interpretation:PARLE in addition to a big share of direct coverage also has of outlets where 11 to 15 brands are present as compared to competitors viz Lays & Bingo . 39 .1 BRAND PARLE LAYS KURKURE Nil 30 0 30 No.1.6. of Brands KURKURE LAYS PARLE Chart 1. No proper replacement system for broken packages to retailers 3. Offers variety of products under its brand. An experienced team of sales and marketing executives. Different sizes of packets are available. Less share in Premium snacks market. 7. Poor packaging in pack of sticks. 5. Deep and effective coverage 7. 40 . Improper and irregular supply. 5. Sizeable market share in the country. Lack of schemes for retailers and distributors. 4. Breakage of wafers while delivering to retailers 2. WEAKNESS 1. Low price as compared to competitors 2. 6. Dependent on more only on chips 6. Largest distribution system.SWOT ANALYSIS OF PARLE PRODUCTS STRENGTH 1. 3. 4. if properly promoted by Parle. 3. Good scope for snacks and namkeens. 6. Retaining loyal retailers or wholesalers. Ever increasing competition from multinationals and local companies. 5. Huge scope for some Parle products in medical shops. THREAT 1. Increase in sale of cheap local bakery products. 4. 5. 2. Improving supply system for established brands. Highly advertised brands such as LAYS and BINGO. Information revolution brought about by the television. Emerging substitutes like . snacks and toast.OPPORTUNITY 1. Margin war among the major Brands 41 . 2. 3. Rising demand for innovative packaging in packaged foods. 4. Retailers and even wholesalers are not satisfied with the supply system of Parle. Availability of all the products is not uniform in all the towns. Masala kachcha are not accepted by the general masses due to its dissatisfying taste. Aalu chat and tangi pickle. 9. Discounts. 1. 5. For instance. Very little range of Parle snacks were visible in organized retail outlets. Lack of marketing efforts for the promotion of new products like pickles. offers. 10. 2. It was found that Parle (especially Parle-chips) is most favored brand and is sold most. 7.FINDINGS After close study of the present market situation prevailing in the areas assigned the researchers. coupons etc. 3. are not reaching to the retailers and customers whereas Lays and Bingo and haldiram on the other hand are doing that. Hadrian and diamond is emerging as major Competitor in the organized retail outlets 42 . masalal munch is leading to the decline in sales in this category. 6. the supply is not meeting the demand in particular areas or shops. have very less availability. 4. 8. Breakage problem in the tangi tomato. Schemes. newly launched products. following are the observations. 43 . 2. To increase the number of stock keeping units {SKU} available in the retailers store.30 as a price in packs) must be improved for its sales. so that retailer can be saved from the loss of the expired and damaged goods. With this. This will help in increasing their sales. 3. Each salesman should stress the retailers to keep the maximum SKUs and to maintain these SKUs throughout. We should attract customer by reasonable price and by good trade lead offer.RECOMMENDATIONS & SUGGESTIONS 1. Company should start a program for the loyal retailers and wholesalers to reduce their complaints by providing timely supply and replacement.3 and Rs. 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. the replacement of the damaged and expired biscuits should be prompt and without any hassles. 4. The packaging of Parle chips and sticks ( Rs. Salesmen should be properly dressed and should have good communication skills to effectively promote the new products recently launched. 5. as they have their own packaging unit as consumers are highly attracted towards new packaging. 44 . 6. 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. Company should adopt innovative packaging techniques. Trust. which have withstood pressures from the hyper-competitive marketplace. Aalu chat etc. affordability are its hallmarks. Parle Products Pvt Ltd. but Parle wafers is going from strength to strength. such as. 45 . Even in today‘s times when multinationals are beefing up their operations and trying to change the dynamics of the market. Its competitors have roped in superstars like King Khan and Sachin Tendulkar. This can be seen from the success of its new brands such as pickles. relevance..It was concluded that Parle is the good preference of both the customers and retailers (Organized and unorganized both) because of its price and brand image. masala munch. is now lagging in services to retailers because of improper supply and distribution in some areas and competitors taking advantage of these points. tangi pickle. Melody. Poppins. The Parle wafers brands. Mangobite enjoy a strong imagery and appeal amongst consumers across the world. . such as. Parle ‘s chips and sticks numerous unoposition is unchallenged. masala kachcha. tangi tomato and confectionery brands. GENDER:....…………………………………………... Que 1:....…………………………………………........…………………………………………..……………......What product do you prefer of Parle wafers? a) chips b) sticks Que7:....Are the snacks of Parle easily available in the market? a) Yes b) No Que6:..... Email......Are you a customer of Parle? a) Yes b) No Que2:.......Do you like the price of the products of Parle? a) Yes b) No Que3:............... AGE:..QUESTIONNAIRE NAME:......What do you feel about the taste of the snacks of parle? a) Excellent b) Good c) Satisfactory 46 .........How do you feel about the advertisement of parle‘s? a) Effective b) Ineffective Que4:.....ID:.......Do you think a snacks of Parle delivers the value of money? a) Yes b) No Que5:............. Do you feel the products placed in the market to be qualitative enough? a) Yes b) No Que9:.Que8:..Have you ever come through any promotional offers Parle? If so please share you experience? ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… …………………………………………. 47 . Que 1:. 48 .Are you a customer of Parle? YES 38 NO 12 Analysis:By the Pie chart we can analysis that most of the people in the society are the customer of Parle. Do you like the price of the products of Parle? YES 36 NO 14 YES NO Analysis:By the pie chart we can analysis that most of the customers of Parle are satisfied by the price of the products. 49 .Que2:. 50 .Que3:.How do you feel about the advertisement of parle’s? EFFECTIVE INEFFECTIVE 35 15 YES NO Analysis:By the feedback of the customers of Parle they are satisfied with the advertisement and the promotional activities. 51 .Que4:.How do you feel about the advertisement of Parle? EFFECTIVE INEFFECTIVE 35 15 YES NO Analysis:By the feedback of the customers of Parle they are satisfied with the advertisement and the promotional activities. 52 . but some of the customers are not satisfied by the product quality as compared to price.Que5:.Do you think products of Parle delivers the value of money? YES NO 36 14 YES NO Analysis:Most of the customers of parle are satisfied that product of Parle delivers thr value of money. Que6:. 53 .Are the products of Parle easily available in the market? YES NO 38 12 YES NO Analysis:By the data we can analysis that the products of Parle are easily available in the market. 30% of the customers rate the product as excellent and only 20% of them rate the product as satisfactory.Que7:. 54 .What do you feel about the taste of the products of Parle? EXCELLENT GOOD SATISFACTORY 26 14 10 EXCELLENT GOOG SATISFACTORY Analysis:By the response of the customers of Parle most of them rate the taste as Good. 55 .Do you feel the products placed in the market to be qualitative enough? YES NO 36 14 YES NO Analysis:By the pie chart we make it out that around 80% of the customers feel that the quality offered by Parle is good.Que8:. Have you ever come through any promotional offers by Parle? YES NO 25 25 YES NO 56 .Que9:. The demands for chips are much more as compared with the sticks offered by Parle. 57 . The customers of Parle agree that Parle fulfill the promises of delivering good quality of product. they think the products are easily available in the market. People are not fully satisfied by the taste of the sticks produced by Parle.ANALYSIS By my analysis I found out that there are more than 40% people in the society who are using the product of Parle. People are satisfied by the availability of the product. The customers of Parle are satisfied by the price of the products. google.com) wikipedia search: (www.com) www.BIBLIOGRAPHY I.com 58 .wikipedia. Websites: Google search: (www.parleproducts.