A PROJECT

REPORT
On

“MARKETING STRATEGY OF PARLE G”

Submitted towards Partial Fulfillment of BACHELOR
OF BUSINESS ADMINISTRATION (AFFILIATED TO
C.C.S. UNIVERSITY, MEERUT) (2020-2023)

UNDER THE GUIDANCE OF

Submitted to: Submitted By:
Mr. DEEPAK SHARMA VERNIKA
Faculty of Management . Roll No. 200986105104
BBA- V SEM

DEWAN INSTITUTE OF MANAGEMENT

STUDIES, MEERUT

1
DECLARATION

2
ACKNOWLEDGEMENT

3
INDEX

4
 EXECUTIVE SUMMARY

The report is an earnest endeavor made to understand the present market scenario in biscuits
captured by the Parle and the other competitor ‘s brand viz., Britannia, Priya gold , and ITC.
We are required to see the coverage by the Parle Product Pvt. Ltd., and bring out the
potential and loyal retailers so that the company could maintain the market leadership in the
existing business scenario in the biscuit and the confectionaries. The study encompasses the
penetration of the existing Parle Products (Biscuits and Confectionaries) and the market
potential for the new product like Golden Arch, Nimkin, Monaco Funion, Melody Softee,
Mazelo. Their motives were to study the working of the distributors in Mumbai market. They
have mentioned the problems and the loop holes in the Parle ‘s distribution system and the
promotional tools, which they have found during the course of study and recommended
various corrective measures for it. I also studied the behaviour of consumer about their
preferences for Biscuits, Candies, and their overall buying behaviour with the help of
questionnaire

5
1. Introduction

6
1.1. INTRODUCTION OF ORGANIZATION

ABOUT COMPANY: PARLE

Explicit Trading & Marketing a unit of Parle Agro Pvt. Ltd. is India based which manufacture
juice products. The industry is an India based multinational company which produce juice and
also interfere in the fields of food (snacks). When India left the ban from the international Juice
manufactures fruit Juice Company was the fist company who joined Indian market with there
two flavors i.e.

Fruit juice (Mango), fruit juice (Apple). That time company has competition with other
company. As Parle starts to dominate the mango products. In 1993 Parle entered the Indian
market. Now parle up are the owned brand of fruity juice. They have joined Indian market with
fruity juicy (Mango) and fruity juicy (orange). At present there is a great competition in the field
of Juice industry and advertising war is continue between Fruity juicy & Tropicana. Both
companies want to dominate each other in advertising world. Parle is one step ahead the
Tropicana.
They are the global sponsors of cricket world cup 1999 while the coke was the official cold drink
of wills world cup 1996. but FRUITY prepare a prepare a brilliant aid with slogan ― Nothing
official about it‖ and gain a great advantage. This competition is very god Juice industry and
consumer as well. At present Fruity have balanced market share in Indian market.
Fruity also brought in celebrities which further emphasized their business all over India. The
most effective was with the T.V. advertisement. Further, fruity is used to sponsoring various
corporate and cultural events all over India, which help to create brand awareness among to user
groups.

Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80
years. Makers of the world's largest selling biscuit, Parle- G, and a host of other very popular
brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even
to the remotest villages of India, the company has definitely come a very long way since its
inception.

7
Many of the Parle products - biscuits or confectioneries, are market leaders in their category and
have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit
market and a 15% share of the total confectionary market in India, Parle has grown to become a
multi-million dollar company. While to the consumers it's a beacon of faith and trust,
competitors look upon Parle as an example of marketing brilliance.Over the years Parle has
grown to become a multimillion-dollar company with many of the products as market leaders in
their category. Parle Products began manufacturing biscuits, in addition to sweets and toffees.
Having already established a reputation for quality, the Parle brand name grew in strength with
this diversification.

PARLE Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later
went onto become leading brand names itself for great taste and quality. Today, the great
strength of Parle Products is the extremely widespread distribution network. Even at the remotest
places, you can buy Parle biscuits and sweets from the local grocer. It has taken years to create
this extensive network. Parle ‘s sales force started with one salesman in Bombay and some
agents in few other cities. Gradually, Parle Products expanded. Soon sweets and biscuits were
being sent by rail to Calcutta, Delhi, Karachi, Madras and other major cities.
As production increased, distribution was amplified. Full time salesmen were appointed in
different areas. Currently, Parle Products has over 33, 00,000 distribution outlets. Hygiene is the
precursor to every process at Parle. From husking the wheat and melting the sugar to delivering
the final products to supermarkets and store shelves nationwide, care is taken at every step to
ensure the best product of long-lasting freshness.
Every batch of biscuits, confectioneries & snacks are thoroughly checked by expert staff, using
the most modern equipment. This ensures consistent and perfect quality across the nation and
abroad. Concentrating on consumer tastes and preferences, the Parle brand has grown from
strength to strength ever since its inception. The factories at Bahadurgarh, Haryana and
Neemrana,
Rajasthan are the largest biscuit and confectionery plants in the country. The factory in Mumbai
was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle also has 10
manufacturing units for biscuits and 75 manufacturing units for confectioneries on contract.

8
1.2. Business Overview

Parle Agro, a pioneer in the Indian beverage industry, has been creating innovative
products and iconic brands since 1985.
Headquartered in Mumbai, with over 4000 employees, Parle Agro is the largest
Indian beverage company.
Our strength lies in establishing new categories, building brands and capturing market share
within those categories.

Our bevy of brands include

Being the fastest-growing beverage company, we continue to aggressively adopt new strategies
and innovative initiatives in order to connect with our consumers. A large part of our growth
strategy is driven by sales and distribution and our manufacturing capabilities.

9
1.3. MISSION, VISION & OBJECTIVES

―We will be the leaders in our business by

maintaining high quality, introducing new and
innovative products, reaching every part of India,
remaining customer-centric, constantly upgrading our
knowledge and skills. To provide consumers superior,
wholesome agro based food and drink brands through
which parle can build a profitable; growth oriented
organization‖

To be the leaders in our business. We will stand apart

from the competition by being the first inthe market to
innovate.

10
11
footprint.

12
Board of Directors

13
 NAME DESIGNATION

Ashish Kankani Independent Director

Manish Kumar Vyas Co. Secretary & Compl. Officer

Manish Patel CFO & COO

Manisha Patel Executive Director

Narendra C Purohit Independent Director

Unnatti Jain Independent Woman Director

V I Garg CEO

Vimal J Maharajwala Chief Executive Officer

14
C

15
16
17
18
ompany History

19
 A long time ago, when the British ruled India, a small factory was set up by
Mohanlal Dayal Chauhan in the suburbs of Mumbai city, to manufacture sweets and toffees.
The year was 1929 and the market was dominated by famous international brands that were
imported freely. Despite the odds and unequal competition, this company called Parle
Products, survived and succeeded, by adhering to high quality and improvising from time to
time.
A decade later, in 1939, Parle Products began manufacturing biscuits, in
addition to sweets and toffees. Having already established a reputation for quality, the Parle
brand name grew in strength with this diversification. PARLE Glucose and Parle Monaco
were the first brands of biscuits to be introduced, which later went on to become leading
names for great taste and quality.The original Parle company was split into three separate
companies, owned by the different factions of the original Chauhan family:Parle Products,
led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G, Melody, Mango
Bite, Poppins, Monaco and KrackJack)Parle Agro, led by Prakash Chauhan and his
daughters Schauna, Alisha and Nadia (owner of the brands such as Frooti and Appy)
All three companies continue to use the family trademark name "Parle". The
original PARLE Group was amicably segregated into three non- competing businesses. But
a dispute over the use of "Parle" brand arose, when Parle Agro diversified into the
confectionary business, thus becoming a competitor to Parle Products. In February 2008,
Parle Products sued Parle Agro for using the brand Parle for competing confectionary
products.
Later, Parle Agro launched its confectionery products under a new design
which did not include the Parle brand name In 2009, the Bombay High Court ruled that
Parle Agro can sell its confectionery brands under the brand name "Parle" or "Parle Confi"
on condition that it clearly specifies that its products belong to a separate company, which
has no relationship with Parle Products.

20
21
ACHIEVEMENTS

22
AWARD

23
QUALITY CERTIFICATE

24
APPRECIATION AWARD

25
Products & Services

26
 BISCUITS SWEETS SNACKS
Parle-G Londonderry Parle‘s wafers
Monaco Melody Namkeen
Golden Arcs Mango Bite Fulltoss
Parle Actifit Digestive Kaccha Mango Bite Munchies
marie
Parle Marie Chox Cheeslings
Hide & Seek Poppins
Hide & Seek Fab Mazelo
Hide & Seek Bourbon 2 in 1
Festo 2 in 1 Éclair
Happy Happy Kismi
Milano Kismi Toffee Bar
Nimkin Fruit Drops
Coconut
20 – 20 cookies
Jam In
Gold Star
Kreams
Top
Magix
Coconut

These products are discussed below in short about that featurs , pricing etc.

27
 BISCUITS

PARLE-G

Every nation dreams of a better tomorrow. And every nation's tomorrow lies in the hands of
its children; the young stars who shape the future of the nation. So, it's important to nourish
these young stars, after all it's a question of the nation's future.

Filled with the goodness of milk and wheat, Parle-G is a source of all round nourishment.
Treat yourself to a pack of yummy Parle-G biscuits to experience what has nurtured and
strengthened millions of people for over 70 years. A meal substitute for some and a tasty
and healthy snack for many others. Consumed by some for the value it offers, and many
others for its taste.
Whatever the occasion, it has always been around as an Instant source of nourishment.
Little wonder that it's the largest selling biscuit brand in the world.

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PARLE FUTURE GENIUS

There‘s no school like childhood. And there‘s no teacher like curiosity. At

Parle, we believe that every child has the potential to become a genius if allowed to follow
their curious minds and explore without limitations. That‘s why we made the
futuregenius.com website. A tool for both parents and children to help identify the spark
of genius in a child, nurture it and give it a platform to be showcased on.

29
MONACO

Life namkeen banaiye!

Crispy Light Salty Snack

When life hits a dull patch, just pull out a Parle Monaco to make it exciting.
The light, crispy biscuit sprinkled with salt, is the perfect namkeen twist you can add to your
ordinary boring moments. Go ahead, Life namkeen banaiye, anywhere, anytime with Parle
Monaco.
To spice up your life further, try the variant of Parle Monaco - The Zabardast
Jeera. This salted, crispy biscuit delicately seasoned with jeera, has a unique taste that
makes those namkeen moments even more exciting.

30
HIDE N SEEK

Play a game of hide and seek with your taste buds. Indulge in the mouth-
watering delight of India‘s best moulded chocolate chip biscuits, Hide & Seek. All it takes is
one bite, and you are transported to chocolate Heaven. Packed with a bounty of chocolate
chips, once you try Hide & Seek, you will never want any other biscuit again. A treat for the
mouth, and the heart.

HIDE N SEEK BOURBONE

The moment you take a bite your

tongue starts playing hide n seek with
the rich chocolaty cream resting
between two lovely sugar-coated
biscuits. The melting chocolate cream
will feel rich and luscious in your
mouth. It‘s a complete treat for your
taste buds. Moreover, it's like falling in
love at first bite.

31
GOLDEN ARCS

Introducing irresistible Golden Arcs, filled with rich Strawberry, Apple,

Orange & Choco Fillings. They are best described as 'melt-in-your-mouth',

soft shelled fruit rolls and crunchy choco fills which are perfect for an anytime snack.Do
bite into one of our 4 Delicious flavours.

TOP

It is the ultimate crispy cracker with the finest taste of butter, especially made to mesmerize
you with its smoothness. The unspoken dream or the wildest imagination gets real, with the
smooth texture of butter. So take a bite and escape into your own world where it will be just
about you and everything else fades into oblivion. Let no one come between you and

32
PARLE ACTIFIT DIGESTIVE MARIE

Now say 'goodbye' or at least 'see-you-later‘ to the couch, the video games,
the computer and the TV. And enter the Actifit world where you say 'Hi. Hello, Good
morning' to the gym, the roads, the pool. And to help you stay this active, you need Actifit
Digestive Marie. It's a biscuit that's packed with 5x more fibre (than other Marie biscuits)
and 67% less fat. And it's a biscuit that will help you commit to a healthier you.

33
SWEETS

Londonderry

Get a taste of the rich English-Irish culture, right here in India. With Londonderry,
an exquisite hard-boiled candy made from Milk and Caramel. With a

name inspired by an actual town in Ireland, the creamy, exotic taste of this delicious candy
will make you discover the glories of the majestic English-Irish culture. Just pop-in a
Londonderry candy and experience

Melody

„Melody itni chocolaty kyon hai?'

Caramel meets chocolate to yield an outcome

nothing less than delectable. Parle Melody
comes with an irresistible layer of caramel
on the outside and a delightful chocolate
filling within. Pop it in your mouth and
relish the unique experience. It won‘t be too long before you find yourself asking the age old
question

34
Kaccha Mango Bite

The mastiful flavour of summer now comes in a candy. Just pop a Kaccha Mango Bite and
experience the natural tangy sweetness of a real raw mango. It's the only candy that is a real
kacche aam ka zerox. So when you're craving for the tantalizing khatta-meetha taste of raw
mango just reach out for a Kaccha Mango Bite and enjoy real kacche aam ki masti, anytime,
anywhere.

2 in 1 Éclairs

It‘s a creamy, delicious bargain! Savour the

delicious cream filling overflowing from a golden
caramel shell. Delight your taste buds with rich
taste of cream and caramel. It‘s Eclairs 2 in 1, a
sweet delight to double your pleasure and treble
the fun! And remember, two‘s always better than
one.

35
Kismi Chocolate

Now the yummy toffee and elaichi taste of Kismi Toffee comes specially packaged in its
maha- avatar. Now when you study or play, bring your appetites and more for this
fantastically big bite of Kismi Toffee Bar. Making it one of the most popular toffee bars

in India. After all everyone knows, when it comes to toffee, big is best.

36
SNACKS

MUNCHIES & JEFFS

Crunchy, salted biscuits flavoured with cumin seed (Zeera) for that extra boost of flavour.
The perfect snack for just about anywhere – Jeffs.

SIXER

Think Square is boring? Then what you need is a Sixer. This six-sided, salted delight cuts
out the boring from a biscuit. A unique shape coupled with an equally unique crunchy,
munchy, salty taste that leaves you asking for more!

37
CHEESELINGS

For the love of cheese and only cheese! Parle pulls out
‗Cheeselings‘ from its pool of innovative products. It‘s a
baked snack, light on tongue and high on its Cheesecious
taste. Its fluffy form makes it very crunchy yet it actually
melts in your mouth, leaving behind the lingering flavor of
cheese. Each bite opens the doors to that nostalgic feel
everyone would love to savor. Once tried, we bet you will
become a fan of Cheeselings. So, what are you waiting for?
Come, join the ever- increasing Cheeseling Fan Club and
Parle will make sure your favorite snack reaches you most

conveniently.

PARLE‟S WAFERS

Presenting Parle's Wafers. Made with the choicest of handpicked potatoes, it's lip -
smackingly delicious, delightfully crunchy and comes in four exciting flavours –

Masala Masti, Red Chilli Achaar, Classic Salted, Aloo Chaat, Cream and Onion, and Tangy
Tomato. Grab one. Or grab‘em all. Whenever you want, wherever you please. We're sure
you'll enjoy it from the very first chip till the very last.

38
FULLTOSS

"Imagine you are playing for Indian cricket

team; we need 6 runs from the last ball. An
attempted Yorker turns out to be a full toss.
You lift your bat, swing it hard and the ball
disappears in the crowd. It‘s a six!!! Felt the
joy? This is how you would feel after each bite
of Parle‘s FullToss. What adds more
excitement in any tale are its twists, hence its
shape is powered packed with masaledar
Karare twists. Just open a
pack of this lip smacking –scrumptious snack and add some spice in your day to day
moments. It‘s perfect for every occasion and each craving.
Available in exciting flavours - Masala Munch, Masala Kachori, Jhalmuri Kolkata Bhel,
Green Mango Chatni, Tangy Pickle, and now you can try the new Tomato flavour.

39
Sales & Financial Performance

40
 Parle Agro‘s online sales grow 300% in a month, beverage segment expected
to lead revenue. In a conversation with BestMediaInfo.com, Nadia Chauhan, JMD and
CMO, Parle Agro, talks about the growth strategy of the company and how lockdown and
the Covid 19 pandemic have thrown all projections out of the window
Though e-commerce has always been a part of Parle Agro‘s sales channels, it
did not offer significant growth opportunities for the company until now. In a conversation
with BestMediaInfo.com, Nadia Chauhan, JMD and CMO, Parle Agro, said the company
has seen its e-commerce sales jumping by 300%.
―Online retail has emerged as the next best and effective mode of business.
Our online sales through e-commerce grew by 300% compared to the same last month. It
has definitely provided business agility.‖

Financial performance of parle

BALANCE SHEET OF MAR MAR MAR MAR MAR

PARLE INDUSTRIES (in Rs.
20 19 18 17 16
Cr.)

12 12 12 12 12
months months months months months

EQUITIES AND LIABILITIES

SHAREHOLDER'S FUNDS

Equity Share Capital 14.00 14.00 14.00 14.00 14.00

TOTAL SHARE CAPITAL 14.00 14.00 14.00 14.00 14.00

Reserves and Surplus 6.76 6.71 5.76 5.75 5.71

41
 6.76 6.71 5.76 5.75 5.71
TOTAL RESERVES AND
SURPLUS

TOTAL SHAREHOLDERS 20.76 20.71 19.76 19.75 19.71

FUNDS

NON-CURRENT
LIABILITIES

Long Term Borrowings 0.00 0.00 0.00 0.00 0.00

Deferred Tax Liabilities [Net] 0.08 0.00 0.00 0.00 0.00

Other Long Term Liabilities 0.03 0.03 0.00 0.00 0.00

Long Term Provisions 0.00 0.00 0.00 0.00 0.00

TOTAL NON-CURRENT 0.10 0.03 0.00 0.00 0.00

LIABILITIES

CURRENT LIABILITIES

42
Short Term Borrowings 0.00 3.00 0.00 0.00 0.00

Trade Payables 2.46 0.94 0.07 0.00 0.04

Other Current Liabilities 4.67 0.75 0.06 0.09 0.00

Short Term Provisions 0.00 0.00 0.00 0.00 0.03

TOTAL CURRENT 7.13 4.69 0.13 0.09 0.07

LIABILITIES

TOTAL CAPITAL AND 28.00 25.43 19.89 19.85 19.78

LIABILITIES

ASSETS

NON-CURRENT ASSETS

Tangible Assets 3.46 2.81 2.53 0.03 0.05

Intangible Assets 0.00 0.00 0.00 0.00 0.00

Capital Work-In-Progress 0.00 0.00 0.00 0.00 0.00

Other Assets 0.00 0.00 0.00 0.00 0.00

FIXED ASSETS 3.46 2.81 2.53 0.03 0.05

43
Non-Current Investments 0.00 0.00 0.00 0.00 0.00

Deferred Tax Assets [Net] 0.00 0.02 0.03 0.04 0.04

Long Term Loans And Advances 0.03 0.03 0.00 0.00 17.23

Other Non-Current Assets 0.00 0.00 0.00 0.65 0.65

TOTAL NON-CURRENT 3.49 2.86 2.56 0.72 17.97

ASSETS

CURRENT ASSETS

Current Investments 0.00 0.00 0.00 0.00 0.00

Inventories 18.18 17.97 17.23 17.23 0.00

Trade Receivables 2.51 2.51 0.07 0.05 0.06

Cash And Cash Equivalents 0.67 0.02 0.02 0.26 0.23

Short Term Loans And Advances 0.00 0.00 0.00 0.00 1.52

44
OtherCurrentAssets 3.14 2.05 0.01 1.58 0.00

TOTAL CURRENT ASSETS 24.50 22.56 17.33 19.13 1.81

TOTAL ASSETS 28.00 25.43 19.89 19.85 19.78

OTHER ADDITIONAL
INFORMATION

CONTINGENT LIABILITIES,
COMMITMENTS

Contingent Liabilities 0.00 0.00 0.00 0.00 0.00

CIF VALUE OF IMPORTS

Raw Materials 0.00 0.00 0.00 0.00 0.00

Stores, Spares And Loose Tools 0.00 0.00 0.00 0.00 0.00

Trade/Other Goods 0.00 0.00 0.00 0.00 0.00

Capital Goods 0.00 0.00 0.00 0.00 0.00

EXPENDITURE IN FOREIGN

EXCHANGE

45
Expenditure In Foreign Currency 0.00 0.00 0.00 0.00 0.00

REMITTANCES IN FOREIGN
CURRENCIES FOR
DIVIDENDS

Dividend Remittance In Foreign -- -- -- -- --

Currency

EARNINGS IN FOREIGN
EXCHANGE

FOB Value Of Goods -- -- -- -- --

Other Earnings -- -- -- -- --

BONUS DETAILS

Bonus Equity Share Capital -- 10.50 10.50 10.50 10.50

NON-CURRENT
INVESTMENTS

Non-Current Investments Quoted -- -- -- -- --

46
Market Value

Non-Current Investments -- -- -- -- --
Unquoted Book Value

CURRENT INVESTMENTS

Current Investments Quoted -- -- -- -- --

Market Value

Current Investments Unquoted -- -- -- -- --

Book Value

47
SWOT Analysis

48
SWOT analysis is the procedure by which a firm can identify its internal Strengths (S),
Weaknesses (W), Opportunities (O) and Threats (T).

Strength , Weakness , Opportunity , and Threat are the four tools for a individual or
group or organisation to grow , improve and polish it‘s skill. Parle Product Ltd. Has been
highlighted below which covers all the criticality of the project :

49
Strengths:

 Parle Brand
 Diversified Product range
 Extensive distribution network
 Low and mid price range
 Catering to mass
 Better understanding of consumer psyche

Weakness:

 Dependence on retailers & grocery Stores for displaying diversified Parle

Products on shelf, induce impulsive buy

Opportunities:

 Estimated annual growth of 20%

 Low per capita consumption
 Changing consumer preference
 Increasing demand for sugar free
 Diet biscuit

Threats:

 Hike in cost of production due to hike in raw material cost.

 Increase distribution cost.
 Local bakery product.
 Entry of various new entrant

50
 PART - III: RESEARCH
WORK

51
OBJECTIVE

52
To study marketing strategy of parle in detail.

To understand the concept of marketing clearly by means of Parle biscuit

demand analysis.
To find out the marketing strategy used by the Parle.

53
Theory & Models related with Problem/
Marketing Mix

54
MARKETING MIX OF PARLE PRODUCTS
Marketing professionals and specialist use many tactics to attract and retain their customers.
These activities comprise of different concepts, the most important one being the marketing
mix. There are two concepts for marketing mix: 4P and 7P. It is essential to balance the 4Ps
or the 7Ps of the marketing mix. 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.
The 7Ps of the marketing mix can be discussed as:

Product - It must provide value to a customer but does not have to be tangible at the same
time. Basically, it involves introducing new products or improvising the existing products.
Price - Pricing must be competitive and must entail profit. The pricing strategy can
comprise discounts, offers and the like.
Place - It refers to the place where the customers can buy the product and how the product
reaches out to that place. This is done through different channels, like Internet, wholesalers
and retailers.
Promotion - It includes the various ways of communicating to the customers of what the
company has to offer. It is about communicating about the benefits of using a particular
product or service rather than just talking about its features. 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.
People - People refer to the customers, employees, management and everybody else
involved in it. It is essential for everyone to realize that the reputation of the brand that you
are involved with is in the people‘s hands.
Process - 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

55
customers, if they are provided in time, if the customers are informed in hand about the
services and many such things.
Physical (evidence) - It refers to the experience of using a product or service. When a
service goes out to the customer, it is essential that you help him see what he is buying or
not. For example- brochures, pamphlets etc serve this purpose.

56
PROCESS LAYOUT OF PARLE PRODUCTS LTD.

PARLE G is made at parle products ltd. at vile parle. First of all the parle products buys
RAW MATERIAL from the various suppliers and stored into the store room. This raw
material is then sent to laboratory for testing and after testing only it is used for
manufacturing. The raw material consist of Wheat flour, Sugar, Partially hydrogenated
edible vegetable oils, Invert syrup, Leavening agents (503 Baking powder) Milk, solids Salt
Emulsifiers (E 322 or E 471 or E 481) and Dough conditioners (E 223).
Such a mixture of raw material is taken and mixed into STEPHAN MIXTURE, which is
high power mixture machine. Specially made for mixture of dough, from which the mixture
is passed to molder called ROTARY MOULDER. Through that molder approximately
10,000 come out in a minute. Molder had 260 cups fitted in it which gives shape to the
biscuits and an impression embossed on it of parle-g.
From rotary molder the dough is passed through a 260 feet long OVEN which is
approximately 340* c. In oven there are three stages to be followed –
 Removal of moisture.

 Building the structure of biscuits.

 Colorings of biscuits take place.

57
From oven the hot biscuits are placed on the COOLING CONVYOR, which is 260 feet long
and the biscuits continues to run on it for 5 to 7 minutes so that the biscuits become cool and
all the moisture that biscuits contain gets evaporated. And because of the above reason the
factory has ―S FLOW LAYOUT‖ in the factory.
The conveyor continues to move to COUNTING UNIT where biscuits are counted and seen
that it is going on properly or not. The conveyor continues till the biscuits reach the
STALKING TABLE at which the biscuits are packed in very orderly manner.
From cooling conveyor sum biscuits are diverted through AUTO FEEDING MACHINE to
another stalking machine where packing is done. From stalking table the biscuits are moved
on conveyor to MULTI PACK WRAPPING MACHINE were 16 biscuits are packed into a
regular PARLE G wrapper so that the weight of 16 biscuits comes up to 100 grams.
Then 24 packets of PARLE G biscuits are packed into a POLY BAG. And after packing it
into poly bag it is sent to SEALING MACHINE where it is sealed, Then it is sent to
CORRUGATE BOX SECTION in which 6 poly bags are placed and then the boxes are kept
on conveyor and sent to DISPATCH SECTION from where the biscuits are sent to various
places in India and all over the world.
All Parle products are manufactured under the most hygienic conditions. Great care is
exercised in the selection & quality control of raw materials, packaging materials & rigid
quality standards are ensured at every stage of the manufacturing process. Every batch of
biscuits & confectioneries are thoroughly checked by expert staff, using the most modern
equipment.

INVENTORY

The inventory of the company that is the raw material is of a week. They store such
inventory in store room and then are sent for testing in laboratory and after testing it is sent
for production.

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SHIFTS

There is nearly 10,000 employees working in the company and are working in three
shifts.35,000 tons of biscuits are manufactured in a day of one particular product, and there
are such nine product manufactured in the factory.

WASTAGES

There are two type of wastage in factory. First is the waste materials fallen on ground. Such
waste material is of 1% which is marginal and acceptable which goes into total waste.
Second types of waste are the biscuit collected in tray of the multi-pack wrapping machine,
since these biscuit are broken they are not packed and sold to the customer but collected in
other tray and sold as broken pieces and sold for less price for cattle feeding.

LOOSE BISCUIT

On the stalking table one to two rows of baked biscuits are kept aside for selling it as loose
biscuits. They are normally assumed to be damaged biscuits but they are not damaged or
broken but company keep such loose packets of biscuits to sell it to the local people for
marginal rate of 33 Rs / kg.

FOLLWING ARE THE MACHINERY USED IN MANUFACTURING

STEPHEN MIXER
The Stephan TK Mixer is an ideal component to fully automatically feed the down- stream
make- up equipment for biscuits, bread, rolls, buns, cake, sweet goods, cookies and crackers.

ROTARY MOULD

 structure in corrosion-proof; anodized aluminium and Aisi 304 stainless steel

 satin stainless steel paneling

 swivel wheels and support feet

 trays loader with automatic chain feed

59
  feeder roller anodized aluminum

 1.00 kW speed validator

COOLING CONVEYOR

The biscuit coming from stripping conveyor is directed on to the cooling conveyor to
transfer the heat in the biscuit to atmospheric air as it is passing on it. The total travel of the
cooling conveyor is 1.5 times the oven length. As per need specifications it need the travel
of 150 ft.

LAMINATOR

Laminators are generally used for production of all kinds of hard biscuits, crackers and
cocktail snacks. With laminator it is possible to create a puffy pastry-like structure,
which is of decisive importance for the quality level and consequently for the sales success.
Laminating of Dough band improves the weight/volume ratio considerably.

60
BISCUIT BAKING OVEN

The oven body consists of steel steam tight tunnel with equally divided zones of the
radiators. Stainless steel expansion joints are provided between these zones in order to
eliminate the expansion of the oven section. The inspection doors are provided for
inspection of the baking goods during the process.

Baking System:

The baking in the heating chamber takes place by radiators located under and above the wire
mesh band which distribute heat for uniform baking. The recirculation heating gases of these
radiators can be controlled for each zone separately. The closed recirculation system is
having slight vacuum so that combustion gases cannot enter into the baking chamber. The
ventilating fan is for circulation of the heating gases through the recirculation system and
thermostatically controlled burners provide the set temperature of the heating gases.

ROTARY CUTTER

The single head rotary cutter prints fine design on a continuously fed dough sheet and also
cuts out the individual dough piece. The unit powered by 1.5KW helical geared motor and
speed controlled by AC frequency controller. Drive is given to cutting roller only to
accommodate different sizes of dies in this machine.

COUNTING UNIT

The counting unit counts and see that the biscuit making process is going fine or not,
i.e. as per the program set in the machine, program is set as per the grams required.
Generally 16 biscuits are taken by the counting unit so that it leads to 100 grams.
MULTIPACK WRAPPING MACHINE

This machine helps in wrapping the biscuits on the particular wrapper fixed on the roller of
the machine. The wrapper is feed into the machine and the sealing of the wrapper is done
by four heater roller, which is fitted on the machine. This heater

61
roller heat up the plastic and seals the packet. And at the same time the jaw cutter cut the
packet on the cutting edge marked i.e. as per the grams of the packet which is feed in the
automatic machine (100 – 120, 120 – 150, 150 -170, 170 - 190). The packets coming out
from the wrapping machine in a minute is programmed in computer and can be changed as
per the need.

POLY BAGS

Poly bags contain 24 packets of PARLE G biscuits in one poly bag. There are 4 workers
employed on this section who take care of the work by putting 24 packets of biscuits in the
bag and forwarding it to sealing machine section.

SEALING MACHINE

The sealing machine has heater rod for sealing the poly bag in which 24 packet of biscuit are
placed, and it have a conveyer belt on other side so that when the poly bag passes through
the heater and get sealed then it is passed to the tapping machine.

TAPPING MACHINE

Six such poly bags are placed in one such corrugated box and the box is passed through the
tapping machine where are tapped and then sent through a long diversion conveyer belt.
This belt helps to transfer the box to the dispatch section directly. 36 boxes are arranged on
pallet in the dispatch section, from where they are transferred to the various dealers all over
the India and worldwide.

Brand

The Parle Biscuit brands, such as, Parle-G, Monaco and Krack jack 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, this reputation has been built, by
constantly innovating and catering to new tastes. This can be seen by the success of new
brands, such as, Hide & Seek and Hide & Seek , Milano.

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Product Strategy

Parle follows both line extension and brand extension for its products .For a product like
Parle-G it followed line extension with the introduction of Parle-G milk Shakti and Parle-G
magix which has 2 flavors- choco and cashew. Initially Parle used to produce only
confectionaries. Parle followed brand extension with the introduction of products in the
biscuits and snacks category.
In this way, by concentrating on consumer tastes and preferences and emphasizing Research
& Development, the Parle brand grows from strength to strength.

Product Life Cycle

Parle as a company has reached the maturity stage in its products life cycle; since products
such as parle-G, parle Monaco, parle Krack jack which form a major part of parle products‘
sales have captured most of India‘s market. But for its premium biscuits parle hide and seek
and parle hide and seek Milano the products are in the growth and introduction stages
respectively.
Parle hide and seek was introduced in 1998 with flavors such as mint, orange and chocolate.
But it did not really succeed in capturing the consumer‘s attention. So after a few years it
was re launched with just one flavor i.e. chocolate flavor with new

63
packaging. After the re-launch it has started gaining attention of its potential buyers and
hence 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‘s good-day choco nuts.

Packaging and Labeling

Packaging: The time spent by a customer for picking up a product from a retail outlet is a
few seconds; therefore a package should appeal to a customer within such a small interval of
time. In this, both packaging & labeling play an important role in attracting customers both
visually & psychologically.

Packaging:

 For PARLE G: PARLE G was initially recognized by its iconic white and yellow
stripped wax paper wrapper with the baby face on it. Many competitors have tried to
sell their lower quality products by copying the packaging, trying to sell their
biscuits as Parel-G; Parle-G etc. Due to increasing competition PARLE G now uses
plastic wrappers for its packaging. Parle- G comes in 8 different sizes: 25gms,
44gms,93.5 gms, 231gms, 340.5gms, 462gms, 577.5gms and a 1kg pack just for
Rs.30 which is not usually offered by other brands.
 Parle Hide & Seek: It initially came out with 3 variants: Mint, Orange & Chocolate
which wasn‘t accepted by the masses. However, the production of Mint & orange
flavors was stopped. Chocolate is the only flavor that is running successfully since it
is India‘s first chocolate chip biscuit. . Hide & seek biscuit's current packaging has
been modified along with lower prices & better affordability rates. Thus there is a
change in size of the product which is prevalent in the ads. One of the
advertisements shows movie actor, Hrithik Roshan walking with a pack of hide&
seek biscuits in the back pocket of his jeans emphasizing on the small size of the
product.
 Parle hide & seek Milano: This product of Parle has a flashy purple coloured
packing which attracts customers with the whole look of Italian chocolate chip
cookies.

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Labeling:

Consumers are becoming increasingly health conscious. So it is essential to display the

contents of every product. Every packet of PARLE G, Parle hide & seek, Parle hide& seek
Milano has information about the ingredients used, nutrition facts, mailing& emailing
addresses asking for feedback, phone number, packaging date etc. All this along with the
brand name and directions are printed in Hindi too.

PRICING MIX

The Parle marketing philosophy emphasizes catering to the masses. It constantly endeavors
at designing products that provide nutrition & fun to the common man. Most Parle offerings
are in the low & mid-range price segments. This is based on its cultivated understanding of
the Indian consumer psyche. The value-for-money positioning helps generate large sales
volumes for the products.
PARLE G has adopted the Market Penetration strategy i.e. low price along with capturing of
a large market Also they focus on low prices and provide good quality products at the same
time, which means it uses the value pricing method. This benefits PARLE G by having a
competitive edge in terms of large market share which is around 40%: both rural and urban
presently.
For setting the price of Parle hide & seek biscuit, a survey was taken in the urban &semi-
urban markets; on the basis of which hide & seek was introduced. It was found that the
potential consumers were ready to pay a premium price for an innovative product like
chocolate chip biscuits. Thus, Parle adopted market skimming where the product is high
priced and also of high quality. It includes the cost of chocolates, packaging & other
processing cost. All these show customer status, which is also one of the reasons for parle
hide & seek‘s high price.
A separate example for explaining the pricing strategy of Parle is its product Parle Creams
For this product Parle uses going rate method only as a reference rate. In this

65
case, Parle Creams were introduced after Britannia‘s Cream Treats with similar variants but
at Rs.5 per packet of biscuit and not Rs.10 like that of Britannia‘s cream treats.

PLACE MIX

The extensive distribution network, built over the years, is a major strength for Parle
Products. Parle biscuits & sweets are available to consumers, even in the most remote places
and in the smallest of villages with a population of just 500.

Distribution Channel levels:

Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or indirectly.
A two hundred strong dedicated field force services these wholesalers &retailers.
Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution
network. So it is seen that Parle has 1 level, 2 level & 3 level distribution channels levels.
Level 1- Availability to all departmental stores.

Level 2- Since it‘s an FMCG product this channel exists for customers scattered throughout
the country.
Level 3 - Mass consumption & suitable for national & international coverage. For e.g.
Parle‘s international operations consist of serving markets in the Middle East, Africa, South
America, Sri Lanka, Australia and North America for which the 3 level distribution channel
exists.
Parle has a multi-channel marketing system since it uses more than two marketing channels
to reach all its customer segments.

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PROMOTION MIX

The marketing mix tools used by Parle are Sales promotion, Advertising, and Public
relations.

Sales Promotion

Parle uses the Sales force promotion tool for all its employees. Every year it holds day fairs
at branded venues where games and fun events are organised for the employees of Parle and
their families; where Parle products are give away prizes.

Advertising

Parle-G started being advertised in the 80's. It was advertised mainly through press ads. The
communication spoke about the basic benefits of energy and nutrition. In1989, 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
bigger by the minute. Be it the packs sold, are as covered or the number of consumers. It
became a part of the daily lives of many Indians. It wasn't a biscuit any more. It had become
an icon. The next level of communication associated the brand with the positive values of
life like honesty, sharing and caring.
The year 2002 went down as a special year in Parle-G's advertising history. A year that saw
the birth of G-Man a new ambassador for Parle-G. Not just a hero but also a super-hero that
saves the entire world, especially children from all the 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 -Animation. 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 the retail outlets.
Another campaign that was launched by Parle for Parle-G was - ‘G‘ maane‘GENIUS‘‘. For
this a series of ads were shown in which a little kid eats PARLE G and tricks the wise and
experienced people.

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Just a few months back a reminder TV commercial was launched for Parle-G where the
product is being called ‗hindustan ki takat‘ . Most of the Parle-G TV commercials tell us
that brand awareness is being done by capturing consumer emotion.
Heavy promotion plays a major role in creating brand awareness. Such is the case of Parle
hide & seek biscuit‘s television advertisements. The ads of parle hide and seek are
portraying actor Hrithik Roshan. This tells us that the product is being promoted by celebrity
endorsement to increase awareness of this product and help capture the consumers‘
attention.

Public Relations

Parle has done the following for enhancing public relations:

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. 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 amajor
consumer. A national level promo - `Parle-G Mera Sapna Sach Hoga' was run for a period of
6 months. The promo was all about fulfilling the dreams of children. There were over 5 lakh
responses and of that, over 300 dreams were fulfilled. Dreams that were fulfilled ranged
from trips to Disneyland at Paris &Singapore; meeting their favorite film star Hrithik
Roshan; free ride on a chartered plane; 20 scholarships worth Rs 50,000; a special cricket
coaching camp with the Australian cricketer - Ricky Ponting; etc.

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CONSUMER BEHAVIOUR

For Parle-G:

In India it is a habit to have biscuits along with chai or tea - PARLE G is referred to as
"biskut" in rural areas - thus when asked for biskut to a shopkeeper it simply means Parle-G
biscuit in rural areas. Understanding consumer behavior is tough. The study of consumer
behaviour includes the knowledge about the consumer, his buying motives & buying habits.
Keeping all this in mind, the factors influencing the buying behaviour of consumers are:
Parle-G being a consumable product is not influenced by factors like cultural factors. As
shown above, social factors are further sub divided into 3 parts namely reference groups,
family & social role & status.

Reference Group

People, especially kids are always influenced by the people around them. They are
influenced by friends, relatives, family members specially elder siblings, etc. so if they see
anyone around them having parle-G biscuit, they too want to eat it.

Family

In his case also, if it‘s a usual habit of the family members to have pale-G with tea or coffee,
the kids in the growing stage or any new member joining the family for tea will form a
similar habit or the later will be offered the same biscuit.

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PERSONAL FACTORS

The factors whose intensity differs from person to person are together termed as personal
factors. They are as follows: -
AGE - Parle-g is consumed maximum by the kids in the age group of 5-10 years i.e. the
growing age group. Kids, who have formed the habit of having Parle-G in their early stages
of life, continue this practice even after growing up. They continue their consumption of
Parle-G even after they grow up.
OCCUPATION - The buying behaviour of the consumer is influenced also by the
occupation he or she belongs to. In case of Parle-G, the purpose for buying the product
varies from a person with a high post in a M.N.C. to a poor 68abourer. For the executive
employee, he may or may not buy the product. He may buy a more expensive or an imported
biscuit brand because he can afford it. Also he may buy it only to be one of the many snacks
available to him. On the other hand, a poor a bourer would buy a packet of Parle-G simply
to satisfy his hunger. For him, it is not matter of choice or luxury, but a necessity because
it‘s the easiest & the cheapest he can get.
INCOME - Income of a person decides its core expenditure segment. If a laborer earns a
fixed amount & if a biscuit like parle-g which for sure ensures high level glucose content &
immediate energy regained, he would defiantly opt to buy a parle biscuit packet & not
spend even that minimal amount of Rs.4 on anything else. But since Parle-G is a low-
priced, value for money product a person‘s income does not really play a role in influencing
the purchase of the product. Consumers of all income groups do buy the product.

PSYCHOLOGICAL FACTORS

Motivation - For Parle-G the main & the basic motivation which pulls consumers towards
buying it is simply hunger. This is what pulls the consumers towards the

70
purchase of Parle-G. Also, since biscuits are perceived as snacks, when a consumer is
drinking tea he or she is motivated to buy Parle-G at that time.

Perception- consumers believe Parle-G to be a good quality product which is cheap too.
They also perceive it to be a great snack with tea
For Parle hide & seek:

SOCIAL FACTORS

Reference groups- parle hide & seek is targeted at the youth. So for this product consumers
are influenced by their friends and siblings.
Status- Parle hide & seek is a high priced product. So consumers in the higher income
groups would prefer to buy the product over other brands since it would be a matter of
higher status.

MAJOR COMPETITORS OF PARLE PRODUCTS LTD

The major competitors of parle products is Britannia, Sunfeast, Priya Gold, cadbury, and
others local brand.

Britannia

The company was established in 1892, with an investment of Rs.295. Initially, biscuits were
manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the
Gupta brothers mainly Nalin Chandra Gupta, a renowned attorney, and operated under the
name of "V.S. Brothers." In 1918, C.H. Holmes, an English businessman in Kolkata, was
taken on as a partner and The Britannia Biscuit Company Limited (BBCo) was launched.
The Mumbai factory was set up in 1924 and Peek Freans UK, acquired a controlling interest
in BBCo. Biscuits were in big demand during World War II, which gave a boost to the
company‘s sales. The company name finally was changed to the current "Britannia
Industries Limited" in

71
1979. In 1982 the American company Nabisco Brands, Inc. became a major foreign
shareholder.

Biscuits

The company's factories have an annual capacity of 433,000 tonnes. The brand names of
biscuits include VitaMarieGold, Tiger, Nutrichoice Junior,Good day, 50 50, Treat, Pure
Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice, Little Hearts and many
more.Tiger, the mass market brand, realised $150.75 million in sales including exports to
countries including the U.S. and Australia, or 20% of Britannia revenues in 2006.
In a separate dispute from the shareholder matters, the company alleged in 2006 that Danone
had violated its intellectual property rights in the Tiger brand by registering and using Tiger
in several countries without its consent. Britannia claimed the company found out that
Danone had launched the Tiger brand in Indonesia in 1998, and later in Malaysia,
Singapore, Pakistan and Egypt, when it attempted to register the Tiger trademark in some
of these countries in 2004. Whilst it was initially reported in December 2006 that
agreement had been reached, it was reported in September 2007 that a solution remained
elusiv. In the meantime since Danone's biscuit business has been taken over by Kraft, the
Tiger brand of biscuits in Malaysia was renamed Kraft Tiger Biscuits in September 2008.
Britannia initiated legal action against Danone in Singapore in September 2007. The dispute
was resolved in 2009 with Britannia securing rights to the Tiger brand worldwide, and
Danone paying Rs220 million to utilise the brand.

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 ITC

In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose,
Marie and Cream Biscuits. Sunfeast's brand essence connotes happiness, contentment,
satisfaction and pleasure. In a span of 9 years, Sunfeast has well- established presence in
almost all categories of biscuits and is also a key player in the pasta and instant noodles
segments.
Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at the premium
end. High quality married with exciting innovations has helped drive this category. Dark
Fantasy Choco Fills has wowed the Indian consumer with its innovative centre-filled format
and high- quality packaging.
In addition, the launch of the Dream Cream range of biscuits in two exciting and innovative
dual cream formats further reinforces ITCs commitment to continuously delight the
consumer.

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 Priya Gold

Surya Food & Agro Ltd. was incorporated in November 1992 and commenced its
commercial operations of manufacturing & selling of biscuits under brand
―Priyagold‖ in October 1993. Over a period, we have established strong manufacturing
capabilities and have invested substantially in developing consumer preference for our
products. trademarks / brands ―Haq Se Maango‖ & ―Priyagold‖ have emerged as one of
the most powerful brands in the FMCG sector. They are committed to invest in brands,
manufacturing capabilities, deliverables and distribution strength.
They have three plants located in Greater Noida, Lucknow & Surat. & also outsource some
of our requirements to another plant located in Hyderabad. capacities have reached 1,50,000
MT p.a., which along with strong brand building and distribution capabilities have enabled
us to command a sizable market share in the biscuit market despite competition from well-
established players in the industry.
After establishing foothold in biscuit industry, they continued to adopt strategy to identify
and commercialize profitable growth opportunities by leveraging established brand and
distribution network. Following this strategy, they diversified into manufacturing of ―fruit
juices‖ through wholly owned subsidiary ―Surya Fresh Foods Ltd.‖ in January 2006. The
manufacturing facility is located at Greater Noida, U.P. We have consciously invested in
creating markets for fruit juices and have established brands such as ―Fresh Gold‖ &
―Treat‖.
strategy of strengthening the brands especially the umbrella brand ―Priyagold‖ has resulted
in creating immense brand recall value. They are continuing with our effort of strengthening
the brand with a scientific approach, which will result in growth of customer base, price
premium, consumer loyalty which is expected to result in increased earning and ultimately
enhancing enterprise value of company.

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POSITIONING STRATEGY OF PARLE

The relevance and importance of conventional marketing, especially in the fast moving
consumer goods category, has slid down to give way for more aggressive market savvy
solutions that can revolutionise the way products sell these days.
While dealer productivity and market penetration are still important in the overall marketing
activity, the brand has to evolve and revolve in a different orbit "" it has to reposition itself if
it really wants to make a difference in the highly competitive market.
Positioning a product firmly in the consumer's mindset has been one of the major marketing
challenges that has enamoured many a marketing guru.
As organisations are re-engineering themselves to be more productive, products also need to
reposition themselves if they want to stay ahead in the marketing war game.
Consequent to the changing parameters, both tangible and intangible, if the products do not
respond and reorient themselves to the new environment, they run the risk of becoming
obscure.
The point here is that however much financial wizardry an organisation might deploy,
however much R&D they get into, however much technology they enjoy, unless brand
building takes the front seat with clear-cut strategies that predispose the product behaviour,
the chances of creating a winner is quite remote.
The name of the marketing game is therefore repositioning your brand and thereby, the
competition. When the stakes are high and when you are not able to take the competition
head- on, the only way to survive and build on an equity is through repositioning.
The success of Shaktiman from Parle-G again has tremendous scope in retailing,
merchandising and event marketing. May be this was a deliberate strategy from Parle to
reposition its biscuits with a shakti(power) aura against the much hyped biscuit brands.
Parle-G eventually might use the Shaktiman umbrella strategy to replicate the

75
success for its other brands in these markets. Small wonder then, that Parle-G, with its mass
market appeal and distribution in over 4.25 lakh retail outlets, is today the number one
biscuit brand in the world.

PARLE AGRO

Parle Agro is an Indian private limited company that owns several popular brands including
Frooti, Appy, LMN, Hippo and Bailley.Several Parle soda brands including Citra, Thums
Up, Limca, Gold Spot and Maaza were sold to Coca Cola in 1993 for a reported $40
million. At the time of sale, the Parle brands together had a 60% market share in the
industry. The brand was strong in South India. Citra was phased out by 2000 to make way
for Coke's international brand, Sprite.
Parle Agro commenced operations in 1984. It started with beverages, and later diversified
into bottled water (1993), plastic packaging (1996) and confectionary (2007). Frooti, the
first product rolled out of Parle Agro in 1985, became the largest selling mango drink in
India.The original PARLE Group was amicably segregated into three non-competing
businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro diversified
into the confectionary business, thus becoming a competitor to Parle Products. In February
2008, Parle Products sued Parle Agro for using the brand Parle for competing confectionary
products. Later, Parle Agro launched its confectionery products under a new design which
did not include the Parle brand name. In 2009, the Bombay High Court ruled that Parle Agro
can sell its confectionery brands under the brand name "Parle" or "Parle Confi" on condition
that it clearly specifies that its products belong to a separate company, which has no
relationship with Parle Products.
PARLE AGRO is a trusted name in the Indian beverage industry and has been refreshing
India since more than two decades with leading brands like Frooti, Apply Classic, Apply
Fizz, Bailley, Saint Juice, LMN & recently launched Grappo Fizz. Parle Agro Pvt., Ltd.
manufactures, distributes, sells, and exports fruit drinks in India and internationally. The
company offers fruit and milk drinks, packaged water, and apple and mango drinks in
polyethylene terepthalate (PET) bottles and containers,

76
and tetra packs. The company also operates a health and fitness studio for woman. The
company distributes its products through franchisees. Parle Agro Pvt., Ltd. Was founded in
1985 and is based in Mumbai, India.
Parle Agro has been a trusted name in the beverage industry providing wholesome and
healthy agro-based drink brands. It has successfully launched some of India's leading
beverages like Frooti, Appy etc.

FUNCTIONAL AREA :-

Administration, Market, Purchasing, Production and Quality Department.

SIZE OF THE ORGANIZATION :-

MANPOWER :- PARLE Group has a manpower strength of over 2500 employees,

including over 400 professionals.
TURNOVER :- The PARLE Group turnover is over 950 crore in 200.

MARKETING STRATEGY OF FROOTI

For those who have seen it

carefully, the new brand campaign
for Frooti reveals a subtle shift. It
shows the newly signed brand
ambassador Shahrukh Khan
glugging the mango drink from a
PET bottle, rather than a tetra
pack, which is no longer as
respected as it
used to be and which also made Frooti most instantly identifiable when it was launched for
the first time.

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The Rs 1500 crore brand is ready to move to its next phase of growth, in a world filled with
competitors like Coca-Cola's Maaza and PepsiCo's Slice on the one hand and carbonated
beverages on the other. For instance getting on board one of the most recognised faces is
being touted as the game changer for the 27-year old homegrown brand considering it has
never resorted to getting a celebrity endorser before.
Feels marketing consultant Harish Bijoor, "Frooti's big strength is the fact that it has been
around for donkey's years. It has become generic to the category altogether." This is a
strength and a weakness as well, in his view, which the brand has to manage swiftly and
carefully.
Nadia Chauhan Kurup, MD and CMO, Parle Agro agrees that the biggest challenge has been
to get the magic back for a brand as old as Frooti. It's trying to combat some part of that
challenge by getting the recognised face of Shahrukh Khan onboard. Frooti seems to be the
last in the race to join the celeb-band wagon: the other players in the mango beverage space
already have their ambassadors: Maaza features the pranks of Imran Khan and Parineeti
Chopra while Slice has Katrina Kaif 's sensuous Aam Sutra moves.
The recent commercial shows a bunch of kids in a football field watching Shahrukh Khan
gulping Frooti. He looks around when he is done and what he sees is a bunch of young
adults whose longing for Frooti apparently has them lapse into a childlike state of wonder.
He simply asks them 'what?' which snaps their reverie.
Shares Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, "One of the key
tasks in the brief was to capture the feel of relishing a bottle of Frooti and up the appetite
quotient for the beverage." Even as the initial thoughts read more like 'oh no not again',
Kurup wanted to create drool value purely through human emotions, reactions and
expressions. Prakash Varma of Nirvana Films has directed the film. The team was very clear
on how to use the celeb power of Khan without letting the brand get ambushed.

78
Shares Nadia Chauhan Kurup, "The campaign is breaking not just the category clutter or the
advertising clutter, but it is even breaking the celebrity endorsement clutter." It is not often
that SRK has been used in such a way where the only dialogue he gets to mouth is 'what?'"
she says. When asked if he charged any lesser because he was made to talk less, she grins
and shares how she wishes that it worked like that in which case "we would have just kept
him silent." According to Satbir Singh, managing partner & chief creative officer, Havas
Worldwide, "The usually talkative SRK quietly polishing off a bottle of Frooti makes it
stick. Most agency and marketing teams would have him mouth a hundred words in praise
of the brand."
Studies have shown that culturally, kids and women prefer mango drinks just as the
7
core audience for cola/ caffeine drinks (Mountain Dew, Red Bull etc) is men. Alpana
Parida, president, DY Works feels that this campaign reaches out to all ages and appeals to
the child in men, to kids themselves and certainly the mothers who are both shoppers and
consumers.
It lifts the humble Frooti from a kiddie realm and will probably do more for the brand than
all its past campaigns put together. According to Jitender Dabas, head of strategic planning,
McCann Worldgroup, "A mango drink is about the pleasure of consuming mango and with
this campaign Frooti seems to be coming back to its core." But is this the new positioning or
just a commercial, is what he would like to know.

79
Along with the brand film, the marketing plan includes outdoors, BTL, mall activation,
visibility at retail outlets (POP) and strong digital presence. Interestingly the first leg of this
campaign was launched on the social media and as per Kurup in less than a week, its total
timeline deliveries amounted to 52 million. It managed to garner over 8 million twitter
handles and a whopping count of 80,000 tweets. Frooti's YouTube channel views increased
by 2.5 million and subscribers increased by 600%.

Even as the brand spends 40% more on it's marketing this year compared to the last, it will
have to quickly address one of its bi8ggest weak spots — its relatively feeble presence in
the returnable glass bottle (RGB) space. The returnable glass bottle is at the top in the
pecking order of the caste system of packaging of soft drinks followed by the PET bottle and
then the tetra pack at the bottom-rung, shares Bijoor.

This has been a pain-point that the brand is trying to tackle on a war-footing. Agrees and
shares Nadia Chauhan Kurup, "Currently there are only four manufacturing plants for RGB
which would eventually go up to 20 plants. The bottle form is one of the highest penetrated
packing formats and there is a huge market for it." The glass bottle format has been launched
in a phased way in some markets and would be increased soon as manufacturing capacity
increases.

80
RESEARCH METHODOLOGY

81
 “Research methodology” is the specific procedures or techniques used to identify, select,
process, and analyze information about a topic. In a research paper, the methodology section
allows the reader to critically evaluate a study‘s overall validity and reliability. The
methodology section answers two main questions: How was the data collected or generated?
How was it analyzed?
―Marketing Research‖ is a key to evaluation of successful marketing strategy and
programmes‖. It is an important tool to study buyer behavior, changes in consumer life style
and consumption patterns brand loyalty and analysis the competitors products positioning
M.R. is also useful to help create and enhance equity.

Research Design:

The research design refers to the overall strategy that you choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will
effectively address the research problem; it constitutes the blueprint for the collection,
measurement, and analysis of data. Note that your research problem determines the type of
design you can use, not the other way around!
The essentials of action research design follow a characteristic cycle whereby initially an
exploratory stance is adopted, where an understanding of a problem is developed and plans
are made for some form of interventionary strategy. Then the intervention is carried out (the
action in Action Research) during which time, pertinent observations are collected in various
forms. The new interventional strategies are carried out, and the cyclic process repeats,
continuing until a sufficient understanding of (or implement able solution for) the problem
is achieved. The protocol is iterative or cyclical in nature and is intended to foster deeper
understanding of a given situation, starting with conceptualizing and particularizing the
problem and moving through several interventions and evaluations.

82
TYPES OF RESEARCH EXPLORATORY
RESEARCH :
Exploratory research is done to know why & how certain phenomenon occurs, how
consumer evaluate quality, tangible features, replacement policy warranty.

DESCRIPTIVE RESEARCH :

Descriptive research is carried out to describe a market characteristics ex. To

understand the consumer buyer behavior.

CAUSATIVE :

Causative research is done to establish cause and effect relationship. ex. The
influence of income and life style on purchase decision.

I have done exploratory research during my summer internship project at Parle

company.

Sources of Data Collection:

There are two sources of data collection.

Primary sources: The data are collected directly from the universe by conducting
interviews, etc. these are the original sources from which the researcher directly gathers data
which are not previously referred.
Secondary sources: The data are collected from the secondary sources such as magazines,
journals, etc. These sources consist of already variable data in the form of statements, and
reports, which may include sensory reports, financial statements of the company, reports of
governments departments, etc.

83
Sampling Plan:

It includes all the information about universe, sample size, sample unit, sampling method,
sampling procedure, and contact method, sampling frame, data processing and place of
information.

 Sampling Method: Convenience Sampling

 Sample Size: 100

 Sampling Area: Modinagar

Data Collection Method:

There are several methods of data collection. In this primary data and secondary data both
has been used as method.
The primary sources of data collection are done through –

 Observation
 Interviewing
 Questionnaire

Observation is a mode of primary data collection through which we directly get the data
from a universe and based on that data one can carry on the research.
Interviewing is another mode of direct data collection, which provides complete
information about the universe.
Questionnaire is the method of data collection, which is very much popular, particularly in
big cities.
Data collection is an elaborate process in which the researches makes a planned research for
all relevant data. Data is the foundation of all market research 100. Data are facts may
be obtained from several sources. The sample size of this method is Data can be classified
as:

84
  PRIMARY DATA
 SECONDARY DATA

PRIMARY DATA - It is gathered for the first time by the researchers. If the secondary
data is found to be inadequate or unavailable, the researcher goes for primary data.

COLLECTION OF PRIMARY DATA

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

accomplish the job, the researcher adopted the two-way strategy to collect the primary data.
Secondly to complete the job in a more genuine way, retailer survey was conducted
sample of 100 rational retailers were taken and they were supplied with a structured
non-disguised questionnaire. The idea was to seek out the market position of Parle G
biscuit.
The data collected was to collected from different wholesale & retail outlets of biscuit
namely
 Shop
 Confectioners
 Kirana and general stores.
 Consumers

SECONDARY DATA

Secondary data is the data borrowed from secondary sources by the researcher. Secondary
data can be internal or external i.e., internal records of the company or information available
from library and other statistical organization. In a market Research Project Field Work
Has a very vital role to play. As a matter of fact, it‘s the back bone of any Market
Research Project Field work basically consists

85
of collection of primary data, In this project, researcher had to undergo a lot of Field
Work.
For the purpose researcher has visit various cinema halls , public attractive places, colleges
& school canteens etc. The whole area which was to be surveyed was divided into different
segments randomly. Simultaneously survey of both retailers and consumers was carried out.
The researcher worked in the field for a span of one & half months. Later on whole
data which was collected from field was well scrutinized & tabulated for analysis. Its
interpretation has been provided in most easy to understand manner with the help of
suitable diagram & charts.
Data Collection Tool: Convenience Sampling

Data Analysis Tools:

1.) Size of products

2.) Packing Cartons (No. of Carton required)
3.) MRP per/unit
4.) Landing cost per/unit
5.) Bar Graph

86
DATA ANALYSIS AND
INTERPRETATION

87
 For Retailer

1. What are the brands of biscuit can you recall in your shop?

5
0

4
5

4
0

3
5

3
0

Parle ITC Priya Gold

Interpretation:

Parle 45%

ITC 35%

Priya Gold 20%

In this survey 45% consumer recall parle biscuit and 35 % for ITC and 20 % for Priya Gold

88
 2. What is frequency of Parle biscuit you take from the distributer?

60

50

40

30

20

10

0
once ia a week twice in a week thrice in a week

Interpretation:

Once in a week 40 Twice

in a week 50 Thrice in a
week 10
In this survey frequency of consumer take thrice in a week.

89
 3. What is the quality of Parle biscuit you think?

80

70

60

50

40

30

20

10

0
Very Good Good Average

Interpretation:

In this survey the most of the consumer think about quality is very good.

90
 4. What attribute do PARLE G belonged?

60

50

40

30

20

10

0 Taste Glucose Cheap

Interpretation:

As per this survey the Glucose attribute is most suitable for PARLE G.

91
 5. Which age group mostly prefer Parle biscuit?

70

60

50

40

30

20

10

0
above 45 year 12-30 year 4-10 year

Interpretation:

As per this survey there are all age groups preferred Parle biscuit. Such as above 45 year
65% , 12-30 year20% and 4-10 year 15%.

92
 6. Have you any complaint about biscuit?

100

90

80

70

60

50

40

30

20

10

0
YES NO

Interpretation:

Yes 8%

No 92%

In this survey 92% of the consumer says they have no any complaint and 8 %
consumer have complaint relating with pricing , quantitiy of biscuits.

93
 For Customer

Que 1:- Are you a customer of Parle?

YES NO

75 25

NO

YES

0 10 20 30 40 50 60 70 80

Interpretation:

By the Bar graph we can analysis that 75% of the people in the society are the
customer of Parle.

94
Que2:- Do you like the price of the products of Parle?

YES NO

60 40

NO

YES

0 10 20 30 40 50 60 70

Interpretation:

By the Bar graph we can analysis that 60% of the customers of Parle are satisfied by the
price of the products.

95
Que3:- How do you feel about the advertisement of parle‟s?

EFFECTIVE INEFFECTIVE

80 20

Ineffective

Effective

0 10 20 30 40 50 60 70 80 90

Interpretation:

By the feedback of the customers of Parle they are satisfied with the advertisement and
the promotional activities.

96
Que4:- Do you think a snacks of Parle delivers the value of money?

YES NO

70 30

NO

YES

0 10 20 30 40 50 60 70 80

Interpretation:

70% of the customers of parle are satisfied that product of Parle delivers the value of money,
but 30% of the customers are not satisfied by the product quality as compared to price.

97
Que5:- Are the products of Parle easily available in the market?

YES NO

90 10

NO

YES

0 10 20 30 40 50 60 70 80 90 100

Interpretation:

By the data we can analysis that the products of Parle are easily available in the
market.

98
Que6:- What do you feel about the taste of the products of Parle?

EXCELLENT GOOD SATISFACTORY

60 30 10

SATISFACTORY

GOOD

EXCELLENT

0 10 20 30 40 50 60 70

Interpretation:

By the response of the customers of Parle 30% of them rate the taste as Good, 60% of the
customers rate the product as excellent and only 20% of them rate the product as
satisfactory.

99
Que7:- Do you feel the products placed in the market to be qualitative enough?

YES NO

80 20

NO

YES

0 10 20 30 40 50 60 70 80 90

Interpretation:

By the Bar graph we make it out that around 80% of the customers feel that the
quality offered by Parle is good.

100
Que8:- Have you ever come through any promotional offers by Parle?

YES NO

25 25

NO

YES

0 10 20 30 40 50 60

101
DATA FINDINGS

102
 In this survey 45% consumer recall parle biscuit and 35 % for ITC and 20 % for
Priya Gold.
 In this survey frequency of consumer take thrice in a week.
 In this survey the most of the consumer found about quality is very good.
 As per this survey the Glucose attribute is most suitable for PARLE G.
 As per this survey there are all age groups preferred Parle biscuit. Such as above 45
year 65%, 12-30 year20% and 4-10 year 15%.
 In this survey 92% of the consumer says they have no any complaint and 8 %
consumer have complaint relating with pricing, quantitiy of biscuits.
 By the Bar graph we can analysis that 75% of the people in the society are the
customer of Parle.
 By the Bar graph we can analysis that 60% of the customers of Parle are satisfied by
the price of the products.
 By the feedback of the customers of Parle they are satisfied with the advertisement
and the promotional activities.
 70% of the customers of parle are satisfied that product of Parle delivers the value
of money, but 30% of the customers are not satisfied by the product quality as
compared to price.
 By the data we can analysis that the products of Parle are easily available in the
market.
 By the response of the customers of Parle 30% of them rate the taste as Good, 60%
of the customers rate the product as excellent and only 20% of them rate the product
as satisfactory.
 By the Bar graph we make it out that around 80% of the customers feel that the
quality offered by Parle is good.

103
LIMITATIONS

104
 We considered at Indore region only because of limited time duration.
 Due to this, our sample size is only 100, which is not very large.
 Less use of internet.
 Respondent may give biased answer due to some lack of information about other
brands.
 Finding of the study are based on the assumption that the respondents have given
correct information.
 All the respondents could not fill their questionnaire on their own due
problem of time and lack of positive behaviour.
 The actual information was not disclosed.

105
SUGGESTIONS

106
 Company should start a program for the loyal retailers and wholesalers to reduce their
complaints by providing timely supply and replacement. This will help in increasing
their sales.
 Salesmen should be properly dressed and should have good communication skills to
effectively promote the new products recently launched, by making sure that the
product reaches each and every retailer and also increase the visibility of the products
by arranging the product clearly on the shelf or rack and show its prominence.
 To increase the number of stock keeping units {SKU} available in the retailers store.
Each salesman should stress the retailers to keep the maximum SKUs and to maintain
these SKUs throughout. With this, the replacement of the damaged and expired biscuits
should be prompt and without any hassles, so that retailer can be saved from the loss of
the expired and damaged goods.
 Company should adopt innovative packaging techniques, as they have their own
packaging unit as consumers are highly attracted towards new packaging.
 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.

107
CONCLUSION

108
 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.
 Even in today‘s times when multinationals are beefing up their operations and trying
to change the dynamics of the market, Parle ‘s hide & seek and sticks numerous
unoposition is unchallenged. Parle wafers is going from strength to strength. Trust,
relevance, affordability are its hallmarks, which have withstood pressures from the
hyper-competitive marketplace.
 The Parle confectionery brands, such as, Melody, Poppins, Mangobite enjoy a strong
imagery and appeal amongst consumers across the world. . This can be seen from the
success of its new brands such as pickles etc.
 Parle Products Pvt Ltd., is now lagging in services to retailers because of improper
supply and distribution in some areas and competitors taking advantage of these
points.

109
BIBLIOGRAPHY

110
 Principal and practices if personnel management of C.B. Memoria.

 Human resource and personal management – Aswathappa K.

 Robbins P. Stephens, Organizational Behavior, Prentice Hall, 7th

Edition, Chapter 16, pages 636-641.
 Koontz Harold & Weihrich Heinz, Essentials of Management, Mc
Graw Hill, 5th Edition, Chapter 11, pages 217-245.
 Decenzo A. David & Robbins P. Stephen, Personnel/HR Management,
Prentice Hall, 3rd Edition, Chapters 6,7 & 8, pages 117- 209.
Journals

 Ravi Kiran – House Journal of parle group

Websites:

Google search: (www.google.com)

wikipedia search: (www.wikipedia.com)

Parle Website:-www.parleproducts.com

111
ANNEXURE

112
QUESTIONNAIRE

For Retailers

NAME:-…………………………………………..............................................
AGE:-…………….
GENDER:-………………………………………….
Email.ID:-………………………………………….............................................

1. What are the brands of biscuit can you recall in your shop?
a) Parle b) ITC c) Priya gold

2. What is frequency of Parle biscuit you take from the distributer?

a) Once in a week b) Twice in a week c) Thrice in a week

3. What is the quality of Parle biscuit you think?

a) Very good b) Good c) Average

4. What attribute do PARLE G belonged?

a) Taste b) Glucose c) Cheap

5. What attribute do PARLE G belonged?

a) Above 45 years b) 12-30 years c) 4-10 years

6. What attribute do PARLE G belonged?

a) Yes b) No

113
 For Consumers

NAME:-…………………………………………..............................................
AGE:-…………….
GENDER:-………………………………………….
Email.ID:-………………………………………….............................................

1.) Are you a customer of Parle?

a) Yes b) No

2.) Do you like the price of the products of Parle?

a) Yes b) No

3.) How do you feel about the advertisement of parle‘s?

a) Effective b) Ineffective

4.) Do you think a snacks of Parle delivers the value of money?

a) Yes b) No

5.) Are the snacks of Parle easily available in the market?

a) Yes b) No

6.) What do you feel about the taste of the snacks of parle?

a) Excellent b) Good c) Satisfactory

7.) Do you feel the products placed in the market to be qualitative enough?

a) Yes b) No

8.) Have you ever come through any promotional offers Parle? If so please share you
experience?
…………………………………………………………………………………………..

114