PROJECT REPORT

ON

brand 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 Submitted by

Mr.Ashish kumar jha 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 Student

Signature of Faculty Guide

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
PAGE NO.
S.NO CONTENTS

1. Executive Summary 6

2. 7
Statement of the Problem

3. 7
Objectives of the Study
Introduction of Sector and Industry 8
4.

Project methodology 11
5.

14
6. Limitations of Study

7. Introduction of organization 17

32
8. Analysis

9. SWOT Analysis 40

10. Findings 42

11. Recommendations and Suggestions 43

12. Conclusion 45

13. Appendix 46

Bibliography 58

5
EXECUTIVE SUMMARY

The researcher undertake his project in a unit of WAFER manufacturing

industry in India, viz. – PARLE, Rudrapur. The Project title is Comparative analysis
of LAYS,BINGO,KURKURE and Parle.
The main task assigned to the researcher is to find and evaluate the market
analysis of Parle,lays and bingo and to calculate the respective market ratios which
will prove helpful in the market analysis.
The Summary of the project work is as follows in chronological sequence-
The report is concerned with the introduction to industry and also concerned
introduction to the company.
The Project profile comprises of project title, significance, methodology,
scope and limitation of the study.
In facts and findings where researcher has presented all the collected
information.
The research includes the analysis and interpretations of the collected data and
the SWOT analysis.
In the end the research contains conclusion made by the researcher.

6
Statement of the Problem
New product launching in Parle wafers and check responses in the market in compare
to other competitors (BINGO, LAYS, KURKURE, HALDIRAM&DIAMOND).

Objectives of the Study

1. To find out Parle Coverage in various areas of Noida.

2. To check the Brand availability of the company products at different stores.

3. To compare the Brand with its competitive Brands like ITC‘s Bingo, PEPSI‘s
Lays, haldiram in terms of coverage, number of brands available and monthly
sales.

4. To analyze that which type of sticks and chips are most preferred and
demand by the customer. It was done by asking storekeepers as well as
customer.
5. To analyze the availability of new flavor‘s response in Parle wafers launched
in the market.

6. To compare the organized retail stores with unorganized retail stores in terms
of brand availability.

Reference Period

This study is conducted for the period of 60 days starting from 28th of March 2011 to
30th of May 2011

7
 INTRODUCTION

SECTOR
Fast moving consumer goods (FMCG), are products that are sold quickly at
relatively low cost, have a quick turnover and get replaced within a year. Though the
absolute profit made on FMCG products is relatively small, they generally sell in
large quantities, so the cumulative profit on such products can be large. Examples of
FMCG generally include a wide range of frequently purchased consumer products
such as biscuits, toiletries , soaps, cosmetics, teeth cleaning products, shaving
products and detergent, as well as non durables such as glassware, light bulbs,
batteries, paper products and plastic goods. FMCG also includes pharmaceuticals,
consumer electronics, packaged food products and drinks, although these are often
categorized separately. Some of the best known examples of Fast Moving Consumer
Goods companies include Clorox, Colgate-Palmolive, General Mills, H.J. Heinz,
Reckitt Benckiser, Sara Lee, Nestle, Unilever, Proctor and Gamble, Coca Cola,
Carlsberg, Kimberly-Clark, Kraft, Pe

psi,
Warburton‘s, Wilkinson and Mars.

8
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. Being a sector led
by domestic growth, it is least likely to be affected by the financial meltdown. The
FMCG industry is set to grow 20-30 per cent in 2009-10, up from 10-20 per cent in
2008-09. The growth would be driven by the launch of new products and increasing
rural consumption. A well –established distribution network, intense competition
between the organized and unorganized segments characterizes the sector.
The introduction of goods and services tax (GST) in Union Budget 2010 by April 1,
2011, may help FMCG companies save on distribution costs, remove multiple taxes
and bring down prices in the long run.
Though the hike in minimum alternate tax from 10% to 15% would adversely
hit companies with factories in excise-free zones, they rule out increasing consumer
prices.

Retail sector: Retail became a buzz word in India before recession; in fact the word
'booming' was found only attached to this sector. But as recession took
Its toll, 99% of sectors went for a toss including retail. The market has just started
picking up and India is reclaiming to regain its position in the retail segment.
In a recent report, 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, in spite of government regulations that prevent
100 per cent foreign ownership of retail stores.
For most of the retailers like Pantaloon, Vishal, Cantabil and Priknit, retail still
continues to buzz everywhere in India with many foreign brands coming in, whether
it's the largest US retailer Wal Mart which opened its first store, last month, in Punjab,
in a joint-venture with Bharti Enterprises, Or Tesco and Carrefour which are also
planning joint venture stores.

Even as corporates are expecting the new Congress-led United Progressive Alliance
Government at the Centre to open up fully FDI in retail sector, a Parliamentary
Committee has argued for a total ban on even the domestic heavyweight corporates
from entering retail trade in grocery, fruits and vegetables.

9
Also, there is expectation the forthcoming Union Budget may spell out a policy
position. Retail giant Ikea holding back its plans to enter India is being bandied about
as a setback for the country. There is also talk that investments and flow of technical
knowhow could be hampered if the sector is not opened up to overseas.investors.

But over all if we see, the issue to be debated shouldn't be whether FDI in organized
retail is desirable, but what its impact would be on small retailers in the unorganized
sector, and whether we have policies to protect the vulnerable sections.

It was meant to revolutionize the way we shopped, spent, consumed and lived. With
its ‗Retail Revolution‘, 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. And the Indian blue chip
companies started to go the retailing way — Bharti, Reliance, Tata, Mahindra, Aditya
Birla Group and RPG — all were making the retail foray. As the sector grew at the
rate of 30-40% per annum over the last decade, India became the preferred destination
for global brands and retail chains to cash in. But with the Q3 growth for FY2008-09
at 10-12% as against 35% of the previous year accompanied with closures of Indian
retailers, pulling out from certain cities and the Subhiksha saga unfolding, the dismal
story of revolution is now unraveling.

Organised Retail Sector: It was meant to revolutionize the way we shopped, spent,
consumed and lived. With its ‗Retail Revolution‘, 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.
And the Indian blue chip companies started to go the retailing way — Bharti,
Reliance, Tata, Mahindra, Aditya Birla Group and RPG — all were making the retail
foray. As the sector grew at the rate of 30-40% per annum over the last decade, India
became the preferred destination for global brands and retail chains to cash in. But
with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year
accompanied with closures of Indian retailers, pulling out from certain cities and the
Subhiksha saga unfolding, the dismal story of revolution is now unraveling.

10
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.

11
Research Type:

EXPLORATORY RESEARCH

EXPLANTION: The study was conducted by Parle Products Pvt. 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.. Thus it is an
exploratory type of research.

Sample Design

A sample design is a definite plan for obtaining a sample for a given population. It
refers to a techniques or procedure adopted in selecting items for the sample.

Sampling:
Further, the design that has been adopted for the study of the given topic is
CONVENIENT SAMPLING.

EXPLANATION: During the course of the study we visited a no. of stores that were
scattered all over Noida (source list mentioned below). Apart from this we had no
written record of the number and names of the stores in the city. It was very difficult
to tabulate a record of all the retailers and wholesalers present in the city and then
carry out our study, in the short span of time that was allotted. As a result we had to
select the retailers according to our convenience. We went to the areas and surveyed
all shops that could possibly be approached.

The following is the sample design that has been adopted for the study.

1. Population:- 450(Noida)
2. Sampling Unit:- Areas of Noida

12
 3. Source list:-

Unorganized retail stores (Areas):

a. Richa store
b. Raju kirana store
c. Sheshnath store
d. Shree shyam store
e. Jindal store
f. Balaji store
g. Bansal store

Organized retail stores:

a. Food king
b. Big shop
c. Daily shop
d. Vaishnav store
4. Sample size:- A total of 410 unorganized retail stores with 40 organized retail
stores .

Tools and techniques for Data Collection

Tools and techniques for:

1. Primary Data:- 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.

13
 2. Secondary Data:- Secondary data was collected from books, articles, Internet
and previous research papers that had been conducted by the company
representatives and officials.

Tools and techniques of Analysis

Simple statistical tools and techniques like average, ratios, pie charts, tables and
graphs in addition to hypothesis testing (z-test, for difference between
proportions) & factor analysis method are used to analyze the data.

Limitations of the Study

1) The study was conducted in 60 days that is not enough for such a vast topic.

2) It was difficult for the storekeepers to pinpoint the sales of a particular brand
in both organized and unorganized retail stores.

3) No proper data was available about the stores in the city.

4) There were not a big number of organized retail stores in Noida to carry out
the research more efficiently.

5) As the nature of research was exploratory so it was difficult to cover each and
every retailer.

6) Many retailers don‘t express their original perception and views because of
biasness.

14
 INDUSTRY:

Presenting Parle's Wafers. Made with the choicest of handpicked potatoes, it's lip-
smackingly delicious, delightfully crunchy and comes in four exciting flavours -
Tangy Tomato, Cream and Onion, Classic Salted and Masala Masti. 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.

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, the lip smacking- scrumptious snack, perfect for any occasion
and craving. Be it a longing for the tangy taste or your palate is itching for something

15
spicy, we‘ve got it all. Just take a bite of Green Mango Chutney, and enjoy the brain
numbing tangy taste of raw mango. Or, endlessly munch into Masala Munch, to dive
into the spice heaven. Or just, treat yourself to the crackling taste of Jhalmuri Kolkata
Bhel. No matter what tickles your taste buds, we have put our money where our
mouth is, we bet that your tongue will come asking for more!...

After all the real magic is in here!

Indian Biscuit Industry: According to Indian Biscuit Manufacturers' Association

(IBMA), after stagnating growth of about 14 per cent in 2006-07, 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, Indian Biscuit Manufacturers Association. ). Therefore, Indian
biscuit industry has demanded a reduction in value added tax to four per cent from the
current level of 12.4 per cent on biscuit, so that the growth rate can go up to 20 per
cent.

The Rs 8,000-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, produces nearly
19.5 lakh tonnes annually and the states, however, have imposed the VAT at 12.5 per
cent, which is very high.

16
 PARLE is a biscuit manufacturing unit of Uttaranchal in Rudrapur . The introduction
of PARLE can be bifurcated into following parts.
1.1.1 Brief history
1.1.2 Quality of products.
1.1.3 Core values.
1.1.4 Awards.
1.1.5 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, someone who is
stylish and wants to flaunt himself. The campaign consisting 3 TVCs is
conceptualized by Grey India.

Launched during the ongoing IPL season, the films target to bring out the relation
between cricket and superstition with the use of Parle Wafer.

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. It
was seen that the brand was liked mainly by people (esp. housewives), who only look

17
for more quantity at a lesser price and had no connection with the youth. Parle
Products for this particular reason replaced ‗Musst Chips‘ with ‗Parle Wafers‘
bringing a younger appeal to it.

Working on the brief, 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. Another challenge is that IPL is a crowded place to advertise, so the
communication should stand out in the crowd to grab the consumer‘s attention.
Cricket is a religion in India and when it comes to religion, superstitions are bound to
be present. It‘s not a domain of spectators but players too follow certain superstitions
to make their team win.

Sport personalities like Sachin Tendulkar, Steve Waugh, and Phil Simmons etc. are
well known in the cricketing world for their superstitions along with Amitabh
Bachchan and some other well known faces. Since today‘s youth follows these trend
setters, Parle took this insight and coined the line “Parle Wafers khaaneka – match
jeetaneka, aapka kya hai funda” for the launch of Parle Wafers.
In the three TVC‘s – Stretch, Slap and Head, 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. He has a Parle Wafer and then stretches,
as soon as he stretches a four is hit, 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.

18
QUALITY OF PRODUCTS

Hygiene is the precursor to every process at Parle. From husking the wheat and
melting the sugar to delivering the final products to the supermarkets and store
shelves nationwide, care is taken at every step to ensure the best product of long-
lasting freshness. Every batch of chips and sticks are thoroughly checked by expert
staff, using the most modern equipment hence ensuring the same 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 factory in Mumbai was the first to be
set up, followed soon by the one in Bangalore, Karnataka. Parle Products also has 14

19
manufacturing units for biscuits and 5 manufacturing units for confectioneries, snacks
on contract.

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, Parle appeals to both health conscious
mothers and fun loving kids. The value-for-money positioning allows people from all
classes and age groups to enjoy Parle products to the fullest.

AWARDS
Parle products have been shining with the gelds and silvers consistently at the Monde
Selection ever since they were first entered in 1971. 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.

WHOLE COMPANY BRANDS:

 PARLE – G
 CREAM BISCUITS:-
 KRACKJACK
 MONACO
 ORANGE
 MARIE CHOICE
 BOURBON
 HIDE SEEK
 CHOCOLATE
 FUN CENTER
 ELAICHI
 CHEESLINGS
 PINEAPPLE

20
  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. With products
designed keeping both health and taste in mind, Parle appeals to both health conscious
mothers and fun loving kids. The great tradition of taste and nutrition is consistent in
every pack on the store shelves, even today. The value-for-money positioning allows
people from all classes and age groups to enjoy Parle products to the fullest.

Biscuit goodies: Confectionary:

Parle-G GolGappa
Krackjack Classic Mint
Monaco Lite Mint
Monaco Funion Kismi
Kreams Orange Candy
Hide and Seek Mango Bite
Hide and Seek Milano Melody
Poppins
Eclairs- 50 p
Bourbon Melody Softe- 1Rs.
Kismi Bar
Parle Marie Chox
Kacha Mango
Milk Shakti Mazelo
Imli Bite
Kismi Gold
Parle 20-20 Cookies Munch on snacks:
Nimkin Parle‘s and fulltoss

21
HUMAN RESOURCES:

>PEOPLE PERSPECTIVE IS IMPORTANT

>EMPLOYEE ORIENTED
>CONTINUOUSLY MOTIVATE
>TRAIN & DEVELOP THE WORKFORCE

EMPLOYEE PROFILE:

TOTAL NO. OF WORKERS - 763

STAFF MEMBERS - 46

Parle products pvt ltd. Mumbai promotes the company, which is holding
company of the Parle biscuits pvt ltd. The directors of M/s Parle products pvt
limited are:

BOARD OF DIRECTORS:

MR. ATUL K. SHAH

MR. R.S. NEVATIA
MR. BRAJESH K.TRIPATHI
MR. S.N.VERMA

AUDITORS:

DELLOIT HARSHSKIN & SONS

BANKER:

UTI
PUNJAB NATIONAL BANK

22
CBOP
MOTHER UNIT:
PARLE PRODUCTS PVT. LTD.
NORTH LEVEL CROSSING
VILLE PARLE (EAST)
MUMBAI

CORPORATE OFFICE:
NIRLON HOUSE
A.B.ROAD
MUMBAI.

MOTHER UNITS: -

Mumbai, Nasik, Banglore, khaboli, Bahadurgarh (Haryana), Bhuj (Gujarat),

Neemrana (rajasthan), sitarganj, pantnagar.

23
 MARKETING MIX 7PS
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.
CREAM & ONION
17 GM 5 4.46

CLASSIC SALT 17 GM 5 4.46

TANGI TOMATO 17 GM 5 4.46

MASALA MASTY 17 GM 5 4.46

CREAM & ONION 36 GM 10 8.92

CLASSIC SALT 36 GM 10 8.92

TANGI TOMATO 36 GM 10 8.92

MASALA MASTY 36 GM 10 8.92

CREAM & ONION 84 GM 20 17.85
CLASSIC SALT 84 GM 20 17.85
TANGI TOMATO 84 GM 20 17.85
MASALA MASTY 84 GM 20 17.85

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.

24
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
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.

25
26
27
DIRECT COMPETITORS:

COMPANY PACK MRP % MARGIN SCHEME (HWAY)

HALDIRAM 19 GM 5 15 10
40 GM 10 15 12
36 GM 15 100
LAYS 14 GM 5 11 11
30 GM 10 11 11
36 GM 15
BINGOO 36 GM 10
50 GM 5

28
THE CUSTOMER CONFIDENCE:

The Parle name conjures op fond memories across the length and breath of the
country. After all, since 1929, the people of India have been growing up on Parle
biscuits and sweets.

Today, the Parle brands have found there way into the hearts and homes of people all
over India and abroad. Parle biscuits and confectioneries continue to spread happiness
and joy among people of all ages. The consumer is the focus of all activities at Parle.
Maximizing value to consumer and forging enduring customer relationships are the
core endeavors at Parle.

Our efforts are driven towards maximizing customer satisfaction and this is in synergy
with our quality pledge. "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. To facilitate the above we will strive
to continuously train our employees and provide them an open and participative
environment."

29
MISSION STATEMENT:

> Grow then higher then market growth rate, while maintaining leadership in the
industry.

> Have access to customized information globally.

> Aim to zero defect products, there are exceeding customer‘s expectations.

> Develop process flexibility and innovation to get significant portion of turnover
from new products.

> Expand distribution network in neighboring countries, presence in other countries.

> Impart training, motivation and respect to all employees and associates.

30
Parle Social Responsibility:

Parle Products with its wide platter of offering of biscuits and wafers like Parle-G,
Krackjack, masala kachcha,masala masti,tangi tomato, and many others since 1929 is
also actively engaged to change & uplift the social face of India. 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.

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. Every year, Parle organises Saraswati Vandana in
the state of West Bengal during the festival of Saraswati Puja, inviting schools from
all across the state to participate. The event is one of much fanfare and celebration,
keeping alive the culture and traditions of ages. Our involvement in cultural activities
has seen the inception of Golu Galata in Tamil Nadu, held during Navratri. Its gives a
platform to all the members of a household to showcase their creativity and being
judged by immanent personalities. Thousands of families participate and celebrate the
occasion on a grand scale.

These events give us a chance to interact with children on a one-to-one basis, and
promote our belief of fun and health for the whole family

31
 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, krack-jack, Monaco, hide and seek etc.), confectionaries
(mangobite, melody, poppins) and snacks (Musst bites),wafers(parle‘s,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. It has a very open work culture. The atmosphere is so comfortable and relaxed
that helps in increasing productivity and efficiency. It lunches and outstation team-
building exercises that augment inter-personal relations and mutual understanding.

Parle has found its way into the Indian hearts and home. It spreads happiness and joy
among the people of all ages.

As one comes to visit their plant, they welcome them whole-heartedly and cooperate
with them in the best way they can. They are the strict followers of Japanese culture.

32
1.1Visibility of PARLE Wafers:

For WAFERS:

Table 1.3.1
BRAND (CHIPS&STICKS) No. of shops Total % VISIBLE
CREAM & ONION
450 350 77.77

CLASSIC SALT
450 250 55.56

TANGI TOMATO
450 300 66.67
450 350 77.77
MASALA MASTY
450 230 51.11
MASALA KACHCHA
450 300 66.67
MASALA MUNCH
450 210 46.67
JHAL MURI
450 200 44.44
GREEN CHATANI

450
400
CREAM & ONION

350
CLASSIC SALT

300
TANGI TOMATO

250
MASALA MASTY

200 MASALA KACHCHA

150 MASALA MUNCH

100 JHAL MURI

50 GREEN CHATANI

0
No. of shops Total % VISIBLE

Chart 1.3.1

33
Interpretation:-
Brands such as , masala masti , masala kachcha, tangi tomato, masala munch,
are visible in almost all stores (90-100 %) but brands such as jhal muri,pickles
green chatni were not available in many stores.

34
1.2 Coverage with respect to competitors

Table 1.5.1
Brand Direct Indirect No Coverage
PARLE 300 100 50
LAYS 400 50 0
KURKURE 370 60 20

PARLE

300

250

200

150 PARLE

100

50

0
Direct Indirect No Coverage

Chart 1.5.1

35
 LAYS

400
350
300
250
200 LAYS
150
100
50
0
Direct Indirect No Coverage

Chart 1.5.2

36
 KURKURE

350
300
250
200
KURKURE
150
100
50
0
Direct Indirect No Coverage

Chart 1.5.3

37
 1200

1000

800 KURKURE

600 LAYS
PARLE
400

200

0
Direct Indirect No Coverage

Chart 1.5.4

Interpretation:

Among the competitors only Parle covers most of the outlets (66.67%) directly,
rest covers approx. 22.22 % of outlets indirectly. Also LAYS covers most of
the outlets (88.89%) directly, rest covers approx. 11.11 % of outlets indirectly
& KURKURE covers most of the outlets (82.22%) directly, rest covers approx.
13.33 % of outlets indirectly. This is a good trength of Parle company as a new
product launching in wafers

38
1.3 Brand availability with respect to competitors

Table 1.6.1
BRAND No. of Brands
Nil 1 to 3 3 to 5 5 to 10
PARLE 30 250 100 70
LAYS 0 300 100 50
KURKURE 30 300 100 50

900
800
700
600
500 KURKURE
400 LAYS
300 PARLE
200
100
0
Nil 1 to 3 3 to 5 5 to 10
No. of Brands

Chart 1.6.2

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
 SWOT ANALYSIS OF PARLE PRODUCTS

STRENGTH WEAKNESS
1. Low price as compared to 1. Breakage of wafers while
competitors delivering to retailers
2. Sizeable market share in the 2. No proper replacement system
country. for broken packages to retailers
3. Offers variety of products under 3. Improper and irregular supply.
its brand. 4. Less share in Premium snacks
4. Different sizes of packets are market.
available. 5. Dependent on more only on
5. An experienced team of sales chips
and marketing executives. 6. Poor packaging in pack of
6. Deep and effective coverage sticks.
7. Largest distribution system. 7. Lack of schemes for retailers
and distributors.

40
 OPPORTUNITY THREAT
1. Rising demand for innovative 1. Highly advertised brands such
packaging in packaged foods. as LAYS and BINGO.
2. Retaining loyal retailers or 2. Ever increasing competition
wholesalers. from multinationals and local
3. Improving supply system for companies.
established brands. 3. Increase in sale of cheap local
4. Huge scope for some Parle bakery products.
products in medical shops. 4. Emerging substitutes like ,
5. Information revolution brought snacks and toast.
about by the television. 5. Margin war among the major
6. Good scope for snacks and Brands
namkeens, if properly promoted by
Parle.

41
FINDINGS

After close study of the present market situation prevailing in the areas assigned
the researchers, following are the observations.

1. Availability of all the products is not uniform in all the towns. For instance,
the supply is not meeting the demand in particular areas or shops.
2. Aalu chat and tangi pickle, newly launched products, have very less
availability.
3. Breakage problem in the tangi tomato, masalal munch is leading to the
decline in sales in this category.
4. Schemes, Discounts, offers, coupons etc. are not reaching to the retailers
and customers whereas Lays and Bingo and haldiram on the other hand are
doing that.
5. Retailers and even wholesalers are not satisfied with the supply system of
Parle.
6. It was found that Parle (especially Parle-chips) is most favored brand and is
sold most.
7. Very little range of Parle snacks were visible in organized retail outlets.
8. Masala kachcha are not accepted by the general masses due to its
dissatisfying taste.
9. Lack of marketing efforts for the promotion of new products like pickles,
10. Hadrian and diamond is emerging as major Competitor in the organized
retail outlets

42
 RECOMMENDATIONS & SUGGESTIONS

1. 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.
2. The packaging of Parle chips and sticks ( Rs.3 and Rs.30 as a price in
packs) must be improved for its sales. We should attract customer by
reasonable price and by good trade lead offer.
3. 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.
4. 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.

43
5. Company should adopt innovative packaging techniques, as they have their
own packaging unit as consumers are highly attracted towards new
packaging.
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.

44
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 chips and sticks numerous
unoposition is unchallenged. Its competitors have roped in superstars like King
Khan and Sachin Tendulkar, but 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 wafers brands, such as, masala kachcha, masala munch, tangi pickle,
tangi tomato and 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, Aalu chat 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.

45
QUESTIONNAIRE
NAME:- …………………………………………..............................................
AGE:- …………….
GENDER:- ………………………………………….
Email.ID:- ………………………………………….............................................

Que 1:- 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:- How do you feel about the advertisement of parle‘s?

a) Effective b) Ineffective

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

a) Yes b) No

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

a) Yes b) No

Que6:- What product do you prefer of Parle wafers?

a) chips b) sticks

Que7:- What do you feel about the taste of the snacks of parle?
a) Excellent b) Good c) Satisfactory

46
Que8:- Do you feel the products placed in the market to be qualitative enough?
a) Yes b) No

Que9:- Have you ever come through any promotional offers Parle? If so please share
you experience?

………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
…………………………………………..

47
Que 1:- Are you a customer of Parle?
YES NO
38 12

Analysis:-

By the Pie chart we can analysis that most of the people in the society are the customer of
Parle.

48
Que2:- Do you like the price of the products of Parle?
YES NO
36 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
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.

50
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.

51
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, but some of the customers are not satisfied by the product quality as compared to
price.

52
Que6:- 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.

53
Que7:- 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, 30% of
the customers rate the product as excellent and only 20% of them rate the product as
satisfactory.

54
Que8:- 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.

55
Que9:- Have you ever come through any promotional offers by Parle?
YES NO
25 25

YES
NO

56
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, they think the products are
easily available in the market.

 The customers of Parle are satisfied by the price of the products.

 The demands for chips are much more as compared with the sticks offered by
Parle.

 People are not fully satisfied by the taste of the sticks produced by Parle.

 The customers of Parle agree that Parle fulfill the promises of delivering good
quality of product.

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BIBLIOGRAPHY

I. Websites:

Google search: (www.google.com)

wikipedia search: (www.wikipedia.com)

www.parleproducts.com

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