SUMMER TRAINING
PROJECT REPORT
To study the coverage, range selling and marketing
affectivity of PARLE STORES
INTRODUCTION
A long time ago , when the British ruled India, a small
factory was set up in the suburbs of Mumbai city, to
manufacture sweets and toffees. The year was 1929 and
the market was dominated by famous international
brands that were imported freely. Despite the odds and
unequal competition, this company called Parle
products, survived and succeeded, by adhering to high
quality and improvising from time to time.
A decade later in 1939, Parle
products began manufacturing biscuits, in addition to
sweets and toffees. 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.
ABOUT PARLE :-
Many of the Parle products - biscuits or 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
the remotest villages of India, the company has
definitely come a very long way since its inception.
Confectioneries, are market dears in their category
and have won acclaim at the Monde Selection, since
1997. With a 40 % share of the total biscuit market and
a 15 % share of the total confectionary market in India,
Parle has grown to become a multi - million dollar
company. While to consumers it's a beacon of faith and
trust, competitors look upon Parle as an example of
marketing brilliance.
History :
In 1929 a small company by the name of Parle
products emerged in British dominated India. The intent
was to
spread joy and cheer to children and adults alike, all
over the country with its sweets and candies.
The company knew that it wouldn't be an easy task, but
they decided to take the brave step. A small factory
was set up in the suburbs of Mumbai, to manufacture
sweets and toffees.
Apart from the factories in
Mumbai and Bangalore Parle also has factories
in Bangalore Parle also has factories in
Bahadurgarh in Haryana and Neemrana in
Rajasthan, which are the largest biscuit and
confectionary plants in the country.
Additionally, Parle products
also has 7 manufacturing units and 51
manufacturing units on contract.
Objective :
•To build successful channel relationships ( vendor to
partner )
•To assess the critical success factors when selling
through distributors
•To outline terms and conditions for establishing
partnerships
•To integrate sales and marketing objectives
•To create and understand a channel plan
•To ensure that products has availability, visibility and
freshness
Parle products :
Know a little more about all the delicious Parle
products. From yummy biscuits to lipsmacking
sweetmeats, the Parle products range is a genuine treat
for every snack lover. The biscuits alone have such
variety, catering to diverse palettes, there's something for
everyone. And the tantalizing array of sweetmeats is
just the cherry on top.
Biscuits :
Parle - G Parle Marie
Krackjack Mayfair Cookies
Krackjack Crispy Creams
Monaco
Creams
Hide and Seek
Hide and Seek Milano
Digestive Marie
Confectioneries :
Melody
Mango Bite
Kaccha Mango Bite
Poppines
Kismi Toffee
Kismi Gold
Orange Candy
X Hale
Steps undertaken in carrying out the
project :-
•Listening out the distributors of PARLE.
•Listening out all the allotted routes of distributors in the
market and surveyed the planned routes along with
salesman & supervisor.
•Recording of information collected on each route
visited.
Research Methodology
•Data source Data - Primary & Secondary
•Research Approach - Survey Method
Data Collection Technique :
•Sampling Unit - Retail Outlets of
Lucknow
•Sampling Size - 270
•Sampling - Random Sampling
Sampling Plan :
•Data Collection Instrument - Survey Questionnaire
•Sampling Method - Non - Probability
Analysis Of The Report
•10% of the storages have no coverage, of which 63%
are c - class of stores and 37% are b- class of stores.
•10.75% of the stores are A - Class, 54.4% are B - Class,
while 34.8% are C - Class.
•71.5 % are General stores, 12.6% are Bakery, 10.7% are
Cafeteria, 1.85 % each are Pan-bhandars and traders,
while 1.5 % are superstores.
•5.9 % of the stores have no visibility, 36.3 % have shelf
visibility, 21.9 % have visibility other than shelf, while
35.9% excel in every kind of visibility.
•Store owner ranked PARLE SERVICE on various
criteria, on a rating scale of 10. The mean
being 5.73, median being 5.62 while mode being
6.
•BRITANIA available at 78.52%, SUNFEAST at
71.5%. PRIYAGOLD at 67.04%, ANMOL at 29.3%,
LOCAL , at 11.85% of the PARLE stores.
Suggestions
•The company should take effective and immediate
steps against Non availability of stock and carriage
problem for rural market.
•An awareness campaign about the company, its logo
must be taken up.
•A separate Rural Query team must be created which
will the problems and request of the serviced outlets.
•Proper Supervision of salesman is required on several
routes.
Findings
The findings of " Retail Survey " of PARLE Biscuits
Ltd. can be listed down in conjunction with the data
analysis presented above. The Rural Survey has been
conducted by taking into consideration other competitors
like ITC Ltd & Britannia. The Distribution of PARLE is
effective and efficient.
The functioning and responses from the respondents
were authentic leading to a better view of the retail
scenario.
The findings are listed below :
Carrriage Problem :
Inability of the D. S to carry the required Stock to meet
the Demand of the Retail Market.
He can't carry full stock on his personal transport
that's why every time he is unable to satisfy the outlets
which in turn result into a negative impact on the sales
of the PARLE especially on recently launched FMCG
products.
Non Availability of Stock :
•Most of the time agencies are empty of stock mainly
Glucose Biscuits. Since demand is more in the retail
market but they are unable to meet the demand of the
market.
•Parle focus less on the Merchandising in the Rural
market as compare to the other fmcg companies.
•Parle glucose Biscuits are better in Quality and
tastes as compare to Sunfeast glucose biscuits. Parle
has created its value in the rural market and giving tuff
competition to the every other glucose but its non
availability hindering the success of the Parle glucose in
the rural market.
Conclusion
Strength, Weakness, Opportunites and Threat are the
four tools for a individual or group or organization to
grow, improve and polish it's skills. SWOT analysis for
the Rural Survey of PARLE Biscuits Ltd has been
highlighted below which covers all the criticality of the
project:
Strength :
•PARLE effective growth strategy and strong distribution
channel due to effective distribution model to reach
interior of the Rural market.
•A systematic, planned and quick action taken up which
will lead to quick reactions by the company ultimately
providing a competitive edge to PARLE.
•A dedicated Intellect, Marketing and Distribution team
enhances the sales of the biscuits and other fmcg
products. Moreover, PARLE has monopoly in the market
for its fruits drink FROOTI.
•PARLE association with the rural and retail market
making the fmcg products in reach of the common man.
Weakness :
•The data collected cannot be considered as 100%
accurate but it is only an estimated figures gathered by
the outlets in the rural market.
•The analysis so done cannot be regarded as the final
as change is the constant thing which happens .
Opportunities :
•A huge rural and retail untapped market.
•Brand image of PARLE products and it is the time to
increase to product line by introducing other fmcg
products.
Threats :
•Throat cut competition with ITC and BRITANIA and
other Local products in Retail market with respect to
sales margin.
•Non availability of stock for Rural and Retail market.
•Carriage problem hinders the distribution, specifically
in Rural market.
