A PROJECT REPORT

ON
“A STUDY OF MARKETING STRATEGIES AND BRAND
LOYALITY OF PARLE INDIA”
SUBMITTED IN THE PARTIAL FULFILLMENT
FOR THE REQUIREMENT OF DEGREE OF
Bachelor of Business Administration
(Under MDU, Rohtak)
PT. NEKI RAM SHARMA GOVERNMENT COLLEGE

Under the guidance of Submitted by:

Dr. Chetna RITU

Assistant Professor Roll no. 1211271010016
Bachelor of Business B.B.A 3rd year
Administration University roll no.
 Acknowledgement
The completion of the Project report will be incomplete without mentioning a few names.
I take this opportunity to acknowledge the efforts of many individuals who helped me to
complete this summer training report.

I want to express my heartfelt gratitude to “DR. CHETNA” for giving me the opportunity to
do my project report on MARKETING STRATEGIES AND BRAND LOYALITY OF PARLE INDIA. The
supervision and support that she gave truly helped the progression and smoothness of
the project report.

SIGNATURE RITU
 Declaration

I, Ritu, roll no. 12112710016, BBA Final year of Pt. Neki Ram Sharma Govt. college,
Rohtak here by declare that the report entitled " MARKETING STRATEGIES AND BRAND
LOYALITY OF PARLE INDIA” is an original work and the same has not been submitted by any
other institute for the award of any other degree.

I assert that the statement made, and conclusion drawn are an outcome of my research
work. I further declare that to the best of my knowledge and belief.

RITU
 CONTENT

Executive summary, 5,
Introduction of company 6 to 34
Review of literature 36 to 39
Research Methodology 41 to 42
Data analysis & 44 to 48
interpretation
Conclusion & Limitation 50 to 51
Annexure & Questionnaire 53 to 55
 PREFACE

Practical work experience is an integral part of individual learning. An individual who is

learning managerial concepts has to undergo this practical experience for being a future
executive.

Bachelor of Business Administration is a two-year programme that inserts management

knowledge in an individual to make that individual completely professional for which
practical experience is must.

Parle, (A biscuits, sweets Company) is a one of the largest company in India. My Institute
offered me a project on Marketing strategy and brand loyalty of Parle in food sector.

I have also gained confidence to interact with different persons working at reputed
position, in preparing the project report. I have tried my level best effort to make it reliable,
compact, and accurate organization.
INTRODUCTION:
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 come a very long
way since its inception.

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 confectionaries on contract.

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.

The Care is taken at every step to ensure the best product of long-lasting freshness. Every
batch of Biscuits, Confectionaries & Snacks are thoroughly checked by expert staff using
the most modern equipment. This ensures consistent and perfect quality across the
nation and abroad.

ABOUT THE COMPANY:

A long time ago, when the British ruled India, a small factory was set up by Mohanlal Daval
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 Krack Jack).

Parle Argo, led by Prakash Chauhan and his daughters Shauna, 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 Argo for using the brand Parle for competing confectionary products.
Later, Parle Argo 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 Argo can
sell its confectionery brands under the brand name "Parle" or "Parle Confit" on condition
that it clearly specifies that its products belong to a separate company, which has no
relationship with Parle Products.
 BOARD OF DIRECTORS
NAME OF MEMBERS DESIGNATION

Vijay K Chauhan Chairman & Managing

director
Sharad P Chauhan Managing director

Raj K Chauhan Managing director

Ajay V Chauhan Executive director

Anup S Chauhan Executive director

PRODUCTS
BUSCUITS SWEETS SNACKS
Parle-G Londonderry Parle wafers

Monaco Melody Namkeen

Golden Arcs Mango bite Fulltoss

Parle Marie Kaccha Mango Bite Munchies

Hide & seek Chox Cheeslings

Hide & Seek Fab Poppins

Hide & Seek Bourbon Mazelo

Festo 2 in 1

Happy Happy 2 in 1 Eclairs

Milano Kismi

NImkin Kismi Toffee Bar

 Coconut Fruit Drops

20-20 cookies

Jam In

Gold star

Kreams

Top

Magix

Coconut

BUSCUITS:
Product of Parle:

Every nation dream 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 I instant source of nourishment. Little wonder that it's the largest
selling biscuit brand in the world.
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.

MONACO
Life namkeen banaiye!

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.
HIDE & 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, khate hi dil aa jaye!

HIDE & SEEK BOURBONE:

The name itself suggests everything. 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
loe at first bite.
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 "Buttery Taste & Buttery Dreams".
 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 the magical world of Londonderry.

LONDONDERRY:

Melody:
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 'Melody itni
chocolaty kyon Hai?

Melody:
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.

Kaccha Mango Bite:

Kismi:

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.

Kismi:
SNAKS:

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

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!

SIXER:
THE MARKETING STRENGTH OF PARLE:
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.

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.

The Parle marketing philosophy emphasizes catering to the masses. They

constantly endeavour 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 their understanding of the Indian consumer psyche. The value-
for-money positioning helps generate large sales volumes for the products.

However, Parle Products also manufactures a variety of premium products for the
up-market, urban consumers. And in this way, caters a range of products to a
variety of consumers.

SWOT ANALYSIS:

SWOT analysis is the firm should identify its internal Strengths (S) and
Weaknesses (W) and examine external Opportunities (O) and Threats (T).
 Strength, Weakness, Opportunity, and Threat are the four tools for an individual or
group or organisation to grow, improve and polish its skill. Parle Product Ltd. Has
been highlighted below which covers all the criticality of the project:

Strengths of parle brand:

Parle Brand,

Diversified product range,

Extensive distribution network

Low and mid-price range

Catering to mass,

Better understanding of consumer psyche

Weakness of Parle:

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 etc.

Threats: Hike in cost of production due to hike in raw material cost.

Increase distribution cost.

Local bakery product.

Entry of various new entrant.

4P’s of marketing mix:

The term marketing mix refers to unique blend of Product, Place, Promotion &
Pricing strategies designed to produce mutually satisfying exchanges with a target
market. Marketers must make many decisions in developing a marketing mix that
will satisfy their target customers. However, all the variables that make up the
marketing mix can be reduced to four basic categories.

4.1 PRODUCT MIX

PRODUCT LEVELS:

• Core benefit- the core benefit of biscuits is to satisfy hunger of the consumer.

Basic product- in the second level, the basic product is biscuits.

Expected product- the consumers expect the product to have a good taste and

give nutrition.

Augmented product - parle biscuits increase a person's energy levels. This is not
always expected by the consumers and hence exceeds customer's expectations.
 Potential product- in the future parle could come up with different products such as
a snack which could be a combo of chocolate and biscuit.

Classification of products:

➤ Based on tangibility- Parle biscuits are tangible, i.e. one can see and touch them.

➤ Based on functional life- Parle biscuits are consumables since biscuits form apart
of food and have a short life.

➤ Based on price and quality most of Parle biscuits such as Parle-G, Monaco, Krack
jack are mass products but a few Parle biscuits such as Parle hide and seek, and
Milano are premium or prestige products.

➤ Based on utility- Parle biscuits are convenience goods. They are staples since they
are bought by consumers regularly. Also, they are partly impulse products.

Consistency:

The product consistency generally depends on 3 parameters.

1) Production

2) Distribution

3) Consumer end-user

The production process of every parle biscuit follows some basic ingredients like
wheat flour, vegetable oil, inverted syrups, skimmed milk powder, etc. then
depending upon the product, extra ingredients are added for e.g. in Monaco there
might be an extra amount of salt put in to give it that prominent salt taste, to hide
& seek, chocolate chips are added. Etc.
 The basic end use of all parle products remains the same eating it's implied to
satisfy hunger. Products like parle-g may also be consumed for the intake of high
glucose levels for immediate strength & energy.

RAW MATERIAL USED:

• 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)
• Dough conditioners (E 223) and contains added flavours.

PROCESS LAYOUT OF PARLE PRODUCTS LTD.: -

PARLE G is made at parle products ltd. at vile parle. First, the parle products buys
RAW MATERIAL from the various suppliers and stored into the storeroom. This raw
material is then sent to laboratory for testing and after testing only it is used for
manufacturing. The raw material consists 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.
Morder 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 -

1. Removal of moisture.

2. Building the structure of biscuits.

3. Colourings of biscuits take place.

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 where
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.

FOLLWING ARE THE MACHINERY USED IN MANUFACTURING

STEPHEN MIXER

The Stephan TK Mixer is an ideal component to feed the down-stream make-up

equipment fully automatically for biscuits, bread, rolls, buns, cake, sweet goods,
cookies, and crackers.

ROTARY MOULD

• structure in corrosion-proof; anodized aluminoxane Aisi 304 stainless steel.

• satin stainless-steel panelling.
• swivel wheels and support feet.
• trays loader with automatic chain feed
• feeder roller anodizedaluminum
• kW speed validator

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 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.

SEALING MACHINE:

The sealing machine has heater rod for sealing the poly bag in which 24 packets 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.

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.
 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 GRAPH OF PARLE:

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 flavour i.e. chocolate flavour with new
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 must fight for its stand in
the market since it faces competition from Britannia's good day choco nuts.

Packaging and Labelling:

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 & labelling 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-Jee 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.

Labelling: 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.
 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.

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. In 1989,
Parle-G released its Dadaji commercial, which went on to become one of the most
popular commercials for Parle-G. The commercial was run for a period of 6 years. Parle-
G grew 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
anymore. 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 Parla-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.

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 a major
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 favourite 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.

CONSUMER BEHAVIOUR:

For Parle-G:

D 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 behaviour 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.
 1) 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.

2) 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.

MAJOR COMPETITORS OF PARLE PRODUCTS LTD.

The major competitors of parle products are Britaniya, Sunfeast, Priya Gold, cadburry,
and others local brand.

I. Britaniya:

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

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 elusive. 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.

2. 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.
3. 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" & "Priya gold" 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.
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 chance 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 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 que biscuit brand in the world.
 CHAPTER 2

REVIEW OF LITERATURE
1. Research conducted by Cuthbertson & Bridson (2006) highlights the specific
marketing strategies employed by retailers to increase customer loyalty. The
research presents the internet as a potential medium of driving loyalty in the
consumers.
2. Fiorito & Laforge (1984) on the other hand have conducted research on smaller
retailers and what kind of marketing strategies they have employed to stay
competitive in the retail industry. The two types of marketing strategies which
are highlighted in the research as being commonly used by small retailers
pertain to integrated marketing strategy and differential marketing.
3. The focus of the companies in the retail industry is to effectively market and
differentiate themselves while providing the customers with what they demand.
“The mission now is ruthless efficiency, eliminating the losers and refocusing
budgets on genuinely profitable activities” (Parsons, 1992).
4. A study conducted by McMaster (1987), highlighted the importance of market
strategies pertaining to branding which aid the retail business to initiate growth
and positioning for itself in the market. Another significant research study
which contributes to the knowledge available for the retail industry pertains to
the different operations of the retailers in terms of the services they provide to
niche markets.
5. Marketing strategy is a construct that lies at the conceptual heart of the
field of strategic marketing and is central to the practice of marketing.
It is also the area within which many of the most pressing current
challenges identified by marketers and CMOs arise. We develop a new
conceptualization of the domain and sub-domains of marketing
strategy and use this lens to assess the current state of marketing
strategy research by examining the papers in the six most influential
marketing journals over the period 1999 through 2017. We uncover
important challenges to marketing strategy research—not least the
increasingly limited number and focus of studies, and the declining use
of both theory and primary research designs. However, we also uncover
numerous opportunities for developing important and highly relevant
new marketing strategy knowledge—the number and importance of
 unanswered marketing strategy questions and opportunities to impact
practice has arguably never been greater. To guide such research, we
develop a new research agenda that provides opportunities for
researchers to develop new theory, establish clear relevance, and
contribute to improving practice.
6. This study therefore undertakes a comprehensive review of the strategic
marketing literature since 1999, with three specific objectives: (a) to develop a
framework through which to assess the current state of research conducted
within marketing strategy; (b) to illuminate and illustrate the “state of knowledge”
in core sub-domains of marketing strategy development and execution; and (c),
to develop a research agenda identifying aspects of marketing strategy that
require greater.
7. First, we show that marketing strategy research published in the major journals
over the past nineteen years (1999-2017) has primarily focused on either
marketing tactics or marketing-related inputs (resources and capabilities) to
marketing strategy and their performance outcomes (both directly and under
different external and internal environmental conditions), with relatively little
research in the core domain of marketing strategy. If our understanding of
marketing strategy before 1999 was complete—and no significant changes had
occurred since that time—this may not be a significant problem. However, clearly
neither of these conditions is true. The relative lack of attention to marketing
strategy during this period should be viewed as a particularly significant gap in
marketing knowledge since marketing strategy is the central construct in the field
of strategic marketing and in practice marketers spend most of their time engaged
in marketing strategy-related activities.
8. Second, we develop a new conceptualization of marketing strategy, identifying
four key sub-domains (i.e., content-formulation, content-implementation,
process-formulation, processimplementation). This provides a new framework
that can be used to assess the state of the field, identify critical knowledge gaps,
and direct future research. In this study, we use it as a lens with which to assess
and calibrate which marketing strategy sub-domains—and issues within each
 domain—have received attention. For example, we show that while marketing
strategy implementation appears to be an area of relatively strong research
coverage, most studies in this sub-domain are marketing-mix models examining
linkages between one or more marketing program elements and performance
outcomes while controlling for the remaining elements of a brand or firm’s
marketing program. Conversely, we find that very few marketing strategy studies
have focused on the processes by which marketing strategy is developed.
9. Third, building on such insights we identify a new research agenda for future
marketing 5 strategy research. Synthesizing existing knowledge within a domain of
inquiry and identifying research gaps is an important stage of cumulative
knowledge development in any field (e.g., Palmatier, Houston & Hulland 2018).
10. In line with this, the marketing literature broadly indicates that a firm’s marketing
efforts impact its marketplace and economic performance through the
formulation and implementation of specific patterns of resource deployments
designed to achieve marketing objectives in a target market (e.g., Katsikas et al.
2016; Morgan 2012).
11. This formulation-implementation dichotomy perspective suggests that goal-
setting and marketing strategy development systems are used as future-oriented
decision-making frameworks to define desired goals and identify and select
marketing strategy options that may enable these goals to be accomplished,
followed by a period of enactment in which firms seek to operationalize the
intended marketing strategy decisions to achieve the desired goals (e.g., Morgan
et al. 2012; Noble & Mokwa 1999; Piercy 1998).
12. From this perspective, marketing strategy formulation involves managers making
explicit “what” decisions regarding goals and the broad means by which they are
to be accomplished in terms of target market selection, required value offerings
and desired positioning, timing, etc. (e.g., Kerin et al. 1990; Slater & Olson 2001).
13. A second “dichotomy” evidenced widely in the strategic management
literature (e.g. Farajoun 2002; Mintzberg & Lampel 1999; Van de Ven 1992), and to
a lesser extent in the marketing literature (e.g., Frankwick et al. 1994; Menon et al.
1999; Walker & Ruekert 1987), is 7 between strategy content and strategy process.
From this perspective, marketing strategy content concerns the specific strategic
decisions (e.g., what, and how many segments to target, what the firm’s value
proposition needs to be to achieve required sales) and integrated tactical
marketing program decisions (e.g., the required sales-force incentive plan,
channel selection and merchandizing platform design, marketing communication
media selection, etc.) made. Conversely, strategy process concerns the
organizational mechanisms leading to these marketing strategy decisions (e.g.,
situation assessment, goal setting, top-down vs. bottom-up strategic planning
process, planning comprehensiveness, etc.) and those used to make and realize
decisions regarding how they are enacted (e.g., marketing mix planning,
budgeting, internal communication, organization re-design, performance
monitoring and control systems, etc.).
 CHAPTER 3

RESEARCH METHODLOGY
RESEARCH METHODOLOGY:

DATA COLLECTION METHOD: -

Data collection is an elaborate process in which the researches makes planned

research for all relevant data. Data is the foundation of all market research. Data
are facts may be obtained from several sources. Data can be classified as:

• PRIMARY DATA
• SECONDARY DATA

1. 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 20 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 be collected from different wholesale & retail outlets of
biscuit namely:

➤ Shops

➤ Confectioners, Venka

➤ Kirana and general stores.

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 backbone of any Market Research Project Field work basically consists 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, 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.
 CHAPTER 4

DATA ANALYSIS & INTERPRETATION

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

brand image
10

0
Parle ITC Priya gold Britaniya

Series 1

In this chart 8% consumer recall parle biscuit and 7% for ITC and 5% for Priya gold
and 6% Britaniya.

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

frequency take from distributer

9

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

Series 1

In this survey frequency of consumer of Parle biscuit take thrice in a week.

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

Parle quality
100
90
80
70
60
50
40
30
20
10
0
Good Very good OK

Series 1

In this graph you can see that 90% says that quality of Parle biscuit is good, 70%
says that parle biscuit is very good quality and 60% says that parle biscuit has ok
quality.

Q.4 what attribute do Parle G belonged?

Parle attribute
10

0
Taste Glucose Cheap

Series 1

As per this survey the glucose attribute is most suitable for Parle G.
Q.5 Which age group mostly prefer Parle biscuit?

Age relation to Parle

9
8
7
6
5
4
3
2
1
0
Young working class Experience working childrens
class

Series 1

As per this survey there are all groups preferred Parle biscuit.

Q.6 Have you any complaints about Parle G biscuit?

Complaints about parle

90

80

70

60

50

40

30

20

10

0
Yes No

Series 1

In this graph you can see that only 20% people have complained about Parle and
rest 80% are satisfied with Parle.
Q.7 Does Parle need any change in their product quality?

product quality
70

60

50

40

30

20

10

0
Yes No

Series 1

In this you can see that 40% says that Parle need change in their product quality
and 60% says they don’t need any change in their product quality.

Q.8 Do you think that Parle products are Economical?

Chart Title
80

70

60

50

40

30

20

10

0
Yes No

Series 1

In this you can see that 70% people think that parle products are Economical and
30% think that parle products are not economical.
Q.9 How would you rate Parle products overall?

Chart Title
60

50

40

30

20

10

0
Excllent Good Bad Moderate

Series 1

In this you can see that 50% people rate excellent to Parle products, 35% rate good,

5% rate bad and 10% rate moderate to Parle products.

 CHAPTER 5
CONCLUSION & LIMITATION
I want to conclude my project by saying that marketing strategy is 4ps such as
product, promotion, price, and place. These are all important aspects of
marketing strategy. Without these aspects marketing is not possible. Marketing
strategy is all about marketing a product. In these marketing mix sellers, retailers,
buyers, and wholesalers play an important role. There is lot of scope in marketing
strategy. Parle company had made huge profit by marketing their products in India
and in foreign countries.

It was concluded that Parle is the first preference of both the customers and
retailers (Organized and unorganized both) because of its price and brand image.

The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide
and Seek enjoy a strong imagery and appeal amongst consumers across the
world. Which has resulted into Parle-G being the "world’s largest selling biscuit".

The Parle name symbolizes quality, health, and great taste. Constantly innovating
and catering to new tastes PARLE-G has built its reputation.

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 Parle Company should take into consideration the opportunities and
threats as discussed above. This will help the company to maintain its brand
image for long time.

Parle Agro is a leading Indian Food and Beverage Company, the only Indian
transnational giant with the past experience of having successfully launched
leading soft drinks like Frooti, Appy, and Bailley'. Toady its brand portfolio consists
of No.1 brands like frooti along with Appy, and Bailley.
LIMITATION OF THE SYUDY -

Though I have put in my all efforts in an attempt to penetrate deep into the field of
Parle marketing strategy and have received invaluable help from my project guide
and all other people working in the organization. Yet I would like to list some of my
limitations under which the studies were conducted: -

Time was one of the major constraints that I have got very minimum time period
for preparing the project report.

Even though the attitude of the Respondents was very good, but some
respondents are found helpless and even sometimes they try to ignore certain
questions.

Respondents took no interest for fill up the questionnaire and they give not
accurate response.
 CHAPTER 6

QUESTIONAIRE & BIBLOGRAPHY:

BIBLOGRAPHY: -

BOOKS:

o Icarus deception by Seth Godin.

o How Brand Become Icons by Douglas B. Holt
o The Undoing Project by Michale Lewis

QUESTIONAIRE

Dear sir/madam,

I'm Mr. Sahil, student of Pt. Neki Ram Govt. College, ROHTAK Studying
B.B.A(III) and presently doing a project on "Marketing strategy and brand loyalty
of Parle products". I request you to kindly fill the questionnaire below and
assume you that the data generated shall be kept confidential. I would be
obliged if you co-operate with me in filling the questionnaire.

1. Have you heard about Parle products?

Yes
No

2. Do you use Parle products?

Yes
No
3. Do you like Parle products? If yes, then which product do u like?
Biscuits
Snacks
Chocolate
Soft drink

4. Which Parle biscuit do you buy in particular?

Parle G
Milano
Hide & seek
Crack jack

5. Which products do you buy frequently?

Marie
Milano
TOP
Hide & Seek

6. Are you brand loyal to the Parle products?

Yes
No

7. Would you continue to buy Parle products if its Price Rise Up 10%?
Yes
No

8. Are you satisfied with the products of Parle?

Taste
Price
Quality
Packaging
9. Would you recommend others in buying Parle products?
Yes
No

10. How would you rate Parle products overall?

Excellent
Good
Bad
Moderate

11. Are Parle products available in market?

Yes
No