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“MARKETING STRATEGY OF PARLE-G”
Summer Training Project Report
Submitted to
Gautam Buddh Technical University, Lucknow
In partial fulfillment of the requirements of the degree of
Master of Business Administration
Prepared by Training Supervisor:
Jitendra Chauhan Ashish Khandelwal
M.B.A 3rd Semester (Marketing Manager)
Roll No. 1104070026 PARLE-G
2012-13
Department of Business Administration
Technical Education & Research Institute
Post-Graduate College, Ghazipur-233001 (U.P)
Certificate
This is to certify that Jitendra Chauhan, pursuing MBA 3rd Semester
from this institute, has prepared the summer training project report
entitled “MARKETING STRATEGY OF PARLE-G” in partial
fulfillment of the requirements of the degree of Master of Business
Administration from Gautam Buddh Technical University, Lucknow, for
the session 2012-2013.
This report is based on summer training project undertaken by
Jitendra Chauhan at PARLE-G PVT LTD at VARANASI under the
supervision of Ashish Khandelwal during the period 10th June to10th
august and fulfills the requirements of regulations relating to the nature
and standard of MBA course of Gautam Buddh. Technical University.
I recommend that this project report may be sent for evaluation.
Rahul Anand Singh
Head, Dept. of Business Administration
DECLARATION
I Jitendra Chauhan, hereby declare that this summer training project
report entitled “MARKETING STRATEGY OF PARLE-G” has been
prepared by me on the basis of summer training done at working capital
solution Varanasi during the period of 10th June to10th august under
the supervision of Ashish Khandelwal (Marketing Manager)
This summer training project report is my bona fide work and has not
been submitted in any university or Institute for the award of any degree
or diploma prior to the under mentioned date. I bear the entire
responsibility of submission of this project report.
Jitendra Chauhan
M.B.A. 3rd Semester
Department of Business Administration
Technical Education & Research Institute
P.G. College, Ghazipur
INDEX OF CONTENTSPage No
PREFACEACKONWLEDGEMENT.
CHAPTER -1Introduction to the organizationBrief History
CHAPTER-2MICRO RESEARCH PROBLEMOBJECTIVESSCOPEIMPORTANCE
CHAPTER-3RESEACH METHODOLOGY
CHAPTER-4DATA ANALYSIS & INTERPRETATION
CHAPTER-5FINDINGS AND RECOMMENDATIONS
CHAPTER-6CONCLUSION AND LIMITATION
BIBLIOGRAPHYANNEXURE
PRAFCE
Summer Training in any organization is an attempt to provide the student a practical
Input and Exposure to the Real world situation in which he has to work in future. My
training in PARLE G was an attempt in this regard. The project work provided to me
was a survey titled based on E.D.S.-Every Dealer Survey it was to find out the Effect
of Merchandising and Route Assessment on Productivity/Sales, Availability of
product, MKT. Condition, Demand & supply of product, Distribution Channel, Cooler
display, warm display, across various outlets under 7 distributors in VARANASI City.
The Extract of the work is presented in this report under various headings as,
Introduction, Company’s Profile, Project Introduction, Methodology, Data analysis,
Suggestions and Conclusions.
This report provides me a chance to study and analyses the practical aspects of the
topic (Merchandising and Route Productivity). It enhanced my knowledge in the field
of marketing. This project also gave me the chance to improve logical thinking and
interacting patterns. While working on the project, we came to know about the latest
marketing strategies and trends prevailing in the market. The way of selling and
distribution network of PARLE G was different.
After deciding the topic I went to field and took survey in the market and customers
this project report has been divided into six chapters the
First chapter starts with an introduction describing Industry profile, company profile
& the history of Family PARLE G Pvt. Ltd
The second chapter describes the objective, company problem, importance & scope of
study.
In chapter three I focused the research methodology.
In chapter four I discussed detail regarding survey analysis means data analysis and
Interpretations.
In chapter five explain finding and recommendation.
Chapter six consists of conclusion and limitation of the study. And lastly consist
bibliography and An Annexure of the project report.
Acknowledgment
This project report bears the imprint of many people who were either directly or
indirectly involved in the successful completion of this project work. I wish to accord
my sincere gratitude to PARLE G Ltd., VARANASI for accepting me as Summer
Trainee in their esteemed organization. I expressed my sincere indebtedness to Mr.
Ashish Khandelwal, Marketing Manager of PARLE for his able guidance & active
association & constructive suggestions, which immensely helped in the preparation of
this project at all stages.
I am thankful to Mr. Sandeep Sharma, Training and Placement Officer who has
given me ample guidance in preparation of this project. I express my sincere gratitude
to my project guide Mr. Rahul Anand Singh (HOD) & Dr.Neetu Singh (Placement
In charge). And I am extremely grateful to Miss. Chandan singh (assistan profeesor)
whose insight & experience helped me in the preparation of my summer training
report. I am thankful to my parents who have provided facility and environment to
me in preparing summer training report. I am also thankful to my God who has given
me inner strength. I would like to thank my director Prof. D.N. Singh (Technical
education and research institute Ghazipur), for their kind help in providing guidance in
time, without which my project would have not been successful.
I would also like to thank all the persons directly or indirectly without the help of
whom this project would not have been possible.
Vinod chauhan
ROLL NO. - 0804070407 MBA 3rd Semester
TERI P.G. COLLEGE , GHAZIPUR.
CHAPTER 1
INTRODUCTION
INTRODUCTION
BISCUIT INDUSTRY IN INDIA
Biscuit industry in India in the organized sector produces around 60% of the total
production, the balance 40% being contributed by the unorganized bakeries. The
industry consists of two large scale manufacturers, around 50 medium scale brands
and small scale units ranging up to 2500 units in the country, as at 2000-01. The
unorganized sector is estimated to have approximately 30,000 small & tiny bakeries
across the country.
The annual turnover of the organized sector of the biscuit manufacturers (as at 2007-
08) is Rs. 4,350 crores.
In terms of volume biscuit production by the organized segment in 2007-08 is
estimated at 1.30 million tonnes. The major Brands of biscuits are - Britannia, Parle
Bakeman, Parle G, Elite, Cremica, Dukes, Anupam, Craze, Nezone, besides various
regional/State brands.
Biscuit industry which was till then reserved in the SSI (Small Scale Industry) Sector,
was unreserved in 1997-98, in accordance with the Govt Policy, based on the
recommendations of the Abid Hussain Committee.
The annual production of biscuit in the organized sector, continues to be
predominantly in the small and medium sale sector before and after de-
reservation. The annual production was around 7.4 Lakh tonnes in 1997-98 In the
next five years, biscuit production witnessed an annual growth of 10% to 12%, up
to 1999-00.
The annual Growth showed a decline of 3.5% in 2000-01, mainly due to 100%
hike in Central Excise Duty (from 9% to 16%). Production in the year 2001-02
increased very marginally by 2.75% where in 2002-03 the growth is around 3%.
The Union Budget for 2005-06 granted 50% reduction in the rate of Excise Duty
on Biscuit i.e. from 16% to 8%. The Federation's estimate for the current year
indicates a growth of approximately 8% to 9%.
However the average utilization of installed capacity by biscuit manufacturers in
the country has been a dismal 60% over the last decade up to 2006-07.
Though dereservation resulted in a few MNCs, i.e. Sara Lee, Kellogs SmithKline
Beecham, Heinz etc entering the biscuit industry in India, most of them, with the
exception of SmithKline Beecham (Horlicks Biscuits), have ceased production in
the country.
On the other hand, import of biscuits, specially in the high price segment has
started from 2000-01, but however, the quantum of imports has not so far
increased alarmingly and has remained at around 3.75% of the consumption of
biscuits in the country in the year 2001-02. However, recent imports from china
industries cheaper verities of biscuit, needs to be examined with cautions,
especially in the context of the price as the low margin based domestic industry,
which is operating at 60 % of the total installed capital. Exports of biscuits from
India has been to the extent of 5.5% of the total production. Export are expected
to grow only in the year 2006-07 and beyond.
Biscuit is a hygienically packaged nutritious snack food available at very
competitive prices, volumes and different tastes. According to the
NCAER(National Council Of Applied Economic Research) Study, biscuit is
predominantly consumed by people from the lower strata of society, particularly
children in both rural and urban areas with an average monthly income of
Rs. 750.00.
Biscuit can he broadly categorized into the following segments:
(Based on productions of 2007-08)
Glucose
Marie
Cream
Crackers
INDUSTRY PROFILE
The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus'
(meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in
Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of
their low water content, were ideal food to store.
As people started to explore the globe, biscuits became the ideal travelling food
since they stayed fresh for long periods. The seafaring age, thus, witnessed the
boom of biscuits when these were sealed in airtight containers to last for months
at a time. Hard track biscuits (earliest version of the biscotti and present-day
crackers) were part of the staple diet of English and American sailors for many
centuries. In fact, the countries which led this seafaring charge, such as those in
Western Europe, are the ones where biscuits are most popular even today. Biscotti
is said to have been a favourite of Christopher Columbus who discovered
America!
Making good biscuits is quite an art, and history bears testimony to that. During
the 17th and 18th Centuries in Europe, baking was a carefully controlled
profession, managed through a series of 'guilds' or professional associations. To
become a baker, one had to complete years of apprenticeship - working through
the ranks of apprentice, journeyman, and finally master baker. Not only this, the
amount and quality of biscuits baked were also carefully monitored.
The English, Scotch and Dutch immigrants originally brought the first cookies to
the United States and they were called teacakes. They were often flavoured with
nothing more than the finest butter, sometimes with the addition of a few drops of
rose water. Cookies in America were also called by such names as "jumbles",
"plunkets" and "cry babies".
As technology improved during the Industrial Revolution in the 19th century, the price
of sugar and flour dropped. Chemical leavening agents, such as baking soda, became
available and a profusion of cookie recipes occurred. This led to the development of
manufactured cookies.
Interestingly, as time has passed and despite more varieties becoming available, the
essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which
contains less protein than the flour used to bake bread) sugar, and fats, such as butter
and oil. Today, though they are known by different names the world over, people
agree on one thing - nothing beats the biscuit!
Some interesting facts on the origin of other forms of biscuits:
The recipe for oval shaped cookies (that are also known as boudoir biscuits, sponge
biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900
years and dates back to the house of Savoy in the 11th century France. Peter the Great
of Russia seems to have enjoyed an oval-shaped cookie called "lady fingers" when
visiting Louis XV of France.
The macaroon - a small round cookie with crisp crust and a soft interior - seems to
have originated in an Italian monastery in 1892 during the French Revolution.
SPRING-UHR-LEE, have been traditional Christmas cookies in Austria and Bavaria
for centuries. They are made from a simple egg, flour and sugar dough and are usually
rectangular in shape. These cookies are made with a leavening agent called
ammonium carbonate and baking ammonia.
The inspiration for fortune cookies dates back to the 15th and 17th Centuries, when
Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their
defence against Mongolian invaders.
NutriChoice SugarOut
Sounds like yesterday when people commented that healthy foods meant
"compromising on the taste." NutriChoice SugarOut is the most novel product range to
have been introduced in the market. The product is not just sweet but tastes great, and
yet contains no added sugar.
Central Excise Duty on Biscuits
In the Union Budget 2007-08, the Finance Minister who had imposed a 100% increase
in the rate of Excise Duty on biscuit from 8% as a part of the rationalisation of
CENVAT and introduction of single rate of Duty did not offer any concesison on the
Budget for 2001-02. On the other hand the 50% exemption to small packs was
withdrawn. During these years and in 2006, the Federation submitted strong
representations to the Union Finance
Minister seeking relief in the Excise Duty on biscuits, giving biscuit special treatment
that it deserves on account of the exceptional nature and sensitivity to price increase.
The Federation submitted its Pre- Budget Memorandum for 2009 demanding at least
50% Excise Relief.
It is a matter of great satisfaction that the Govt. has, after 3 years, acceded to our
demand and grated reduction in Excise Duty (from 16% to 18%) in the Union Budget
for 2007-2008.
COMPANY PROFILE
A long time ago, when the British ruled India, a small factory was set up in the
suburbs of 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 1959, 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.
How Parle fought to make biscuits affordable to all.
Biscuits were very much a luxury food in India, when Parle began production in 1959.
Apart from Glucose and Monaco biscuits, Parle did offer a wide variety of brands.
However, during the Second World War, all domestic biscuit production was diverted
to assist the Indian soldiers in India and the Far East. Apart from this, the shortage of
wheat in those days, made Parle decide to concentrate on the more popular brands, so
that people could enjoy the price benefits.
Thankfully today, there's no dearth of ingredients and the demand for more premium
brands is on the rise. That's why, we now have a wide range of biscuits and
mouthwatering confectionaries to offer.
The strength of the Parle Brand
Over the years, Parle has grown to become a multi-million US Dollar company. Many
of the Parle products - biscuits or confectionaries, are market leaders in their category
and have won acclaim at the Monde Selection, since 1971.
Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the
total confectionary market, in India. The Parle Biscuit brands, such as, Parle-G,
Monaco and Krackjack and confectionery brands, such as, Melody, Poppins,
Mangobite and Kismi, 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, we know that 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, or the single twist wrapping of Mango bite.
In this way, by concentrating on consumer tastes and preferences and emphasizing
Research & Development, the Parle brand grows from strength to strength.
The Quality Commitment
Parle Products has one factory at Mumbai that manufactures biscuits &
confectioneries while another factory at Bahadurgarh, in Haryana manufactures
biscuits. Apart from this, Parle has manufacturing facilities at Neemrana, in Rajasthan
and at Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana are the
largest such manufacturing facilites in India. Parle Products also has 14 manufacturing
units for biscuits & 5 manufacturing units for confectioneries, on contract.
All these factories are located at strategic locations, so as to ensure a constant output
& easy distribution. Each factory has state-of-the-art machinery with automatic
printing & packaging facilities.
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.
The Marketing Strength
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. We 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 our
cultivated 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.
The Customer Confidence
The Parle name conjures up fond memories across the length and breadth of the
country. After all, since 1959, the people of India have been growing up on Parle
biscuits & sweets.
Today, the Parle brands have found their way into the hearts and homes of people all
over India & abroad. Parle Biscuits and confectioneries, continue to spread happiness
& joy among people of all ages.
The consumer is the focus of all activities at Parle. Maximizing value to consumers
and forging enduring customer relationships are the core endeavours at Parle.
Awards - Monde Selection
Year Products Rank
1959 (Brussels)Cheeslings
Monaco
Gold
Gold
1962 (Geneva) Gluco Silver
1973 (Paris)
Monaco
Gluco
Cheeslings
Gold
Silver
Silver
1974 (Bruxelles)
Cheeslings
Monaco
Gluco
Silver
Gold
Silver
1975 (Amsterdam)
Cheeslings
Monaco
Gluco
Monaco
Gold
Gold
Silver
Trophy Of The International High Quality
1976 (Britain-London)
Monaco
Cheeslings
Gluco
Krackjack
Gold
Gold
Silver
Silver
1977 (Luxembourg)
Monaco
Cheeslings
Krackjack
Gluco
Gold
Gold
Gold
Silver
1978 (Geneva)
Gluco
Monaco
Cheeslings
Krackjack
Gold
Gold
Gold
Gold
1979 (Paris)
Krackjack
Monaco
Cheeslings
Gluco
Gold
Gold
Gold
Silver
1980 (Vienne)
Krackjack
Cheeslings
Monaco
Gluco
Gold
Gold
Gold
Silver
1981 (Amsterdam)
Cheeslings
Monaco
Gluco
Krackjack
Palmes(Gold)
Gold
Gold
Gold
1982 (London) Cheeslings Gold
Monaco
Krackjack
Gluco
Gold
Gold
Gold
1983 (Rome)
Cheeslings
Monaco
Krackjack
Gluco
Gold
Gold
Gold
Silver
1984 (Madrid)
Gluco
Monaco
Krackjack
Cheeslings
Gold
Gold
Gold
Palmes(Gold)
1985 (Lisbon-Portugal)
Gluco
Monaco
Mini Cheeslings
Recipe 57
Krackjack
Gold
Gold
Gold
Gold
Silver
1986 (Geneva) Gluco
Monaco
Mini Cheeslings
Recipe 57
Krackjack
Gold
Gold
Gold
Gold
Silver
Marylong Silver
1987 (Bruxelles)
Gluco
Krackjack
Monaco
Mini Cheeslings
Marylong
Gold
Gold
Gold
Gold
Gold
1988 (Athens)
Monaco
Cheeslings
Marylong
Gluco
Krackjack
Gold
Gold
Gold
Silver
Bronze
1989 (Luxembourg)
Gluco
Krackjack
Monaco
Marylong
Cheeslings
Melody
Fudgy
Gold
Gold
Gold with Palm leaves
Silver
Gold
Gold
Gold
1990 (Luxembourg) Cheeslings
Rol-A-Cola
Krackjack
Grand Gold
Twist wrap Gold
Gold
Monaco
Gluco
Poppins
Melody
Gold
Silver
Silver
Bronze
1991 (Barcelona)
Melody
Kismi Toffee Bar
Mango Bite
Rol-A-Cola
Gluco
Krackjack
Monaco
Cheeslings
Silver
Bronze
Gold
Gold
Gold
Silver
Gold
Gold
1993 (Amsterdam)
Gluco
Krackjack
Monaco
Cheeslings
Nimkin
Gold
Gold
Gold
Gold
Gold
1996 (Brussels)
Gluco
Krackjack
Monaco
Cheeslings
Gold
Gold
Gold
Gold
1998 (Paris)
Gluco
Monaco
Krackjack
Supermilk
Cheeslings
Gold
Gold
Gold
Silver
Grand Gold
1999 (Roma-Italy)
Gluco
Monaco
Krackjack
Supermilk
Cheeslings
Silver
Grand Gold
Gold
Gold
Gold
2000 (Lisboa)
Gluco
Monaco
Krackjack
Supermilk
Cheeslings
Bronze
Grand Gold
Gold
Gold
Gold
2002 (Brussels)
Gluco
Monaco
Krackjack
Supermilk
Cheeslings
Gold
Gold
Gold
Grand Gold
Gold
2004 (Brussels) Gluco Gold
Monaco
Krackjack
Cheeslings
Sixer
Jeffs
Gold
Gold
Gold
Gold
Silver
2006 (Brussels)
Gluco
Krackjack
Monaco
Sixer
Jeffs
Cheeslings
Gold
Gold
Gold
Gold
Gold
Gold
2007 (Brussels)
Parle-G
Krackjack
Monaco
Hide & Seek
Gold
Gold
Gold & International High Quality Trophy
Silver
2008 (Brussels)
Parle-G
Krackjack
Monaco
Hide & Seek
Marie Choice
Gold
Gold
Gold
Silver
Gold
The major products offered by Parle-G industries are the following:
1. Brand Name:
2. Good Day and Marie from Parle Gare stable and are the most established brand
in biscuit segment being equated for biscuits for long time. Now the brand has
taken a dent though among the present generation with competitors coming up
with more powerful advertising campaigns and offering more variety.
3. Styling & Packaging: Parle Gofferings have the innovative designs and
packaging as compared to what is offered by the competitors. As it's a variety
seeking product the styling and packaging helps in getting more customers.
4. Quality: Parle Gname is associated with quality. The offerings from Parle
Gare of best quality when it comes to taste and hygiene. Under it's mission
statement "eat healthy think better"
Product mix
Parle-G
There are always some kids who seem smarter than the rest. Ever wonder how they
got to be that way? If you had to think real hard for the answer, then probably you've
never eaten Parle-G. Parle-G is the new generation's official power supply. Providing
kids with the vital vitamins and minerals necessary for all round mental and physical
development.
Apart from being the world's largest selling biscuit, Parle - G is the winner of 8 Gold
and 11 Silver awards at the Monde Selection Awards – the global standard
for quality in Food category.
Parle-G Magix
What is the power of taste? Can it get government officers to get your papers through
faster? Probably! Can it help you make friends and influence people? It's worth a shot!
Can it land you a lead role in a blockbuster movie, even if you can't act?
Fact is, people will do anything for a taste of Parle-G Magix. But the real question is,
will you be willing to share your packet of Parle-G Magix to find out exactly how
much power you can exert? With two delicious tastes - Choco & Cashew, Parle-G
Magix has put great power in your hands. Go ahead & wield them wisely.
Parle-G Milk Shakti
What have you heard about Parle-G Milk Shakti? Think hard. Ok, now eat a biscuit.
Got it? Yes, you're absolutely right. It aids mental stimulation. And energises the
body too. Now try and memorise this - it is the only milk biscuit with the goodness of
honey.Should be unforgettable, once you bite into one of these power-packed biscuits.
Krackjack
A little sweet - A little salty… That's what makes Krackjack very, very delicious!
This delightful biscuit is acclaimed in India and across the world for its
controversial sweet and salty taste. Krackjack has won 11 Gold, 3 Silver and 1 Bronze
award at the 'Monde Selection'. You can enjoy Krackjack any time plain or with a
host of beverages like tea, coffee or milkshakes.
Monaco Zabardast Zeera
To add some spice to life, have the exciting variant of Monaco - The Zabardast
Zeera Flavour. The same light salted biscuits that lift your spirits now comes
delicately seasoned with Zeera. Relish this unique taste at all times of the day.
Marie Choice
More and more people are now discovering the pleasures of a cup of hot steaming tea.
Or so it seems. In reality they are actually using (misusing) tea as a ready excuse to
indulge in another packet of Parle Marie Choice. Whatever the reason, Parle Marie
Choice has fast become a preferred teatime accompaniment. Find out for yourself over
a cup of tea. After all , chai toh hai bahana.
Hide & Seek
Let your taste buds indulge in the sinful pleasure of a delightful game. Seek out the
chocolate chips that aren't really hidden. And relish a delectable experience called
Hide-&-seek - tasty itna, ki dil aajayee.
As you crunch into it, these chips melt in your mouth. Try as you might, you
just can't hide from the sheer delight of munching a mouthful
Fun Centre
There might have been times when you were unsatisfied with the amount of cream in
the middle of cream biscuits. With Parle Fun Centre, you'll have no such problems.
A delicious biscuit filled with cream till the edges, ensuring that it has the highest
cream content in its category. Available in a variety of mouthwatering, lip-smacking
flavours like chocolate, butterscotch, strawberry+y and milk cream, these irresistible
cream biscuits whet your appetite for more, and also make for a perfect dessert
NutriChoice SugarOut
This is because NutriChoice SugarOut is sweetened with "Sucralose," derived from
sugar, which provides the same sweetness as any other biscuit, without the added
calories of sugar.
This range is available in 3 delicious variants namely Litetime, Chocolate cream, and
Orange cream, targeted towards all health sensitive people. It is also relevant for
consumers with sugar related ailments.
We are sure that you will be pleasantly delighted with its great taste and equally
surprised to know that it has no added sugar.
Don't be taken for a ride when you read "Sugar Free" label on many biscuit packs
marketed in India or abroad. Even with 100% no-added sugar, wheat-cereals in
biscuits have their own natural sugar content. Parle Ghas chosen to represent these
biscuits with "No Added Sugar" claim, as there is no added sugar in the processing of
NutriChoice SugarOut.
Nutri Choice Digestive Biscuit
Nothing can be more difficult than making small efforts in our daily life towards
healthy and active living. 24/7 we are engrossed in our busy schedules; skipping
meals, missing walks, along with inadequate sleep and frequently eating-out, all take a
heavy toll on our health.
At least with the new and improved NutriChoice Digestive Biscuit, we have one less
thing to worry about. Made with 50% whole-wheat and packed with added fibre (10%
of our daily dietary needs), these delightfully tasty biscuits are amongst your healthiest
bites of the day.
In your next visit to a shop just look out for its Golden-green international carton pack.
Try one and you'll know that you've made one smart choice - NutriChoice.
Treat Fruit Rollz
So go on and treat yourself to the lip-smacking snack!
New Parle-G Milk Bikis
Milk Bikis, the favorite growth partner of Kids, now brings greater value and delight
to all with its new product and pack design. Recently re-launched in its existing
Southern & Eastern markets, and extended across India, the new Milk Bikis is all set
to add excitement and appeal to ‘nutritious’ food. Whoever said that ‘good food’
needs to look ‘dull and boring’, will just have to take a look at Milk Bikis.
With a unique and attractive honeycomb design and an enhanced product experience,
the new biscuit prompts the ‘Kid’s will love it’ reaction amongst mothers. The milk
goodness in the recipe is now enhanced with SMART NUTRIENTS – 4 vital
vitamins, iron and iodine, proven to aid mental and physical development in growing
kids. The premium packaging, besides appealing to kids, also ensures that the biscuits
remain fresh and crisp.
So, whether its breakfast time or snack time at school, rest assured that kids will look
forward to munching these crunchy, milky biscuits which even helps in their
development. And yes, adults won’t be far behind in reaching out for a pack!
Parle-G 50-50 Pepper Chakkar
The launch of the latest 50-50 variant left everybody guessing "What it is?" From TV
ads, radio, outdoor and in-store display materials to events, a website and SMS and
email blasts, traditional and new media were blended synergistically to create
excitement and curiosity about the unique taste of the biscuit. The tangy and
distinctive pepper flavoured biscuit, that's thin and crispy and more like a snack,
caught the imagination of a younger audience craving something to nibble on. The 50-
50 Pepper Chakkar launch is truly a case of leveraging the marketing mix to best
advantage.
Parle-G profits up 125 % in Q2; growth momentum continues
Mumbai, October 23rd, 2007: Parle-G Industries Ltd. (PARLE G ), one of India’s
leading food Companies, reported sales of Rs. 6,588 MM for the quarter ended 30th
September 2008, reflecting 20% growth over the corresponding quarter last year. Net
Profit for the quarter at Rs. 485 MM was more than double for the corresponding
quarter last year of Rs 212 MM.
For the half year ended 30th September 07, revenue grew 19.6% to Rs. 12,356 MM,
while net profit at Rs 846 MM was 64.6% higher than last year.
Commenting on the performance, Ms. Vinita Bali, Managing Director, said,
“We continue to build on the growth momentum of last year. We have added 340
basis points to our margin through higher price realization as well as innovation. The
increase in profit has been achieved despite the continuing and unprecedented increase
in prices of key commodities like flour, oils & dairy products.”
During the quarter, the Company launched ‘Treat Choco Gelo’, an extension of the
Treat franchise with ‘double masti’ of chocolate & caramel and also introduced a
range of premium indulgence cookies under ‘Pure Magic’ brand. Investment in
Advertising and Sales Promotion has been increased by 50% to fuel the innovation led
growth.
MEASURES UNDERTAKEN BY GOVERNMENT
The Food Processing Industry have been experiencing the adverse affect of
multiplicity of various Acts/ Rules and Regulations for food standards under the
Prevention of Food Adulteration Act Standards of Weights & Measures Act, Food
Products Order, the Meat Products Order, the Bureau of Indian Standards & MMPO
(Milk & Milk Product Order), etc. affected the Food & Food Processing Sectors. They
need to be modernized & converged.
As a consequence of various representations of industry, the Govt. of India has
decided to set up a Group of Ministers (GOM) to propose legislation and other
changes for preparing a Modem Integrated Food Law and related regulations. The
Ministry of State for Food Processing Industries is the Nodal Ministry to coordinate
the Parle G l.
Our federation submitted its recommendations and suggested to placed before the
Group of Ministers, covering the broad frame work required for the food legislation as
well as specific issues such as:
The main objectives of the new Integrated Food Laws & its structure
Methodology of development of Standards
Provisions of Labelling
Acceptance of a basic list of additives
Matters relating to GMP(Good Manufacturing Practice), GHP(Gud Health Plan)
Issues related to Codex
Procedure for sampling& launching of Prosecutin
Grading of violations according to the nature of discrepancy.
Recent Changes / Amendments
Prevention of Food Adulteration Rules The Ministry of Health & Family Welfare,
Govt. of India vide its Notification No. GSR 908 (E) Dt. 20.12.2008 has provided for
printing of statutory symbol on all products containing vegetarian ingredients. The
notification came into effect from 20 June 2008. As members may be aware the Govt.
has earlier amended PFA Rules vide notification No. 245(E) Dt.4.4.2001 provided for
statutory printing of the symbols of food packages containing non vegetarian
ingredients. This notification has already come into effect from 4 October 2008.
Our Federation along with apex organizations such as CII(Confederation Of Indian
Industry) & CIFTI (Confederation Of Indian Food Trade & Industry)have represented
to Hon'ble Union Minister for Health and Family Welfare seeking extension of a
minimum period of 6 months for implementation of the notification, particularly on
account of hardships in printing vegetarian symbol in advertisements. A delegation
from the industry met the Secretary, Ministry of Health and Family Welfare and
apprised him of the hardships faced by industry. Further follow up is in hand.
Prevention of Food Adulteration Act / Rules
Members reported various instances where the PFA authorities in the States are
adopting penal action, even in cases of very minor offences / errors under the PFA
Rules. FBMI (Federation Of Biscuit Manufacturer Of India) suggested that such minor
errors etc should be compounded, avoiding prosecution, harassment and resultant
losses to biscuit units. This issue has also been referred to CII (Confederation Of
Indian Industry) & CIFTI (Confederation Of Indian Food Trade & Industry) for
further follow up.
Introduction of HACCP/GMP/GHP
The Govt. of India (Ministry of Health), has formulated proposals to introduce the
concepts of Hazard Analysis Control Convention Procedures (HACCP), Good
Manufacturing Practices (GMP) and Good Hygienic Practices (GHP), as a step
towards eventual adoption in the various states in accordance with the International
Codex Alumnus, in the context of trade terms and regulatory, measures under the
WTO regime.
After discussions with FBMI and other organizations, the Dept of Health constituted
Sectoral Groups on various categories of food processing industries. The Sectoral
Group on Bakery Products consisted of FBMI ((Hazard Analysis Critical Control
Point) Federation Of Biscuit Manufacturer Of India), as Convener and FBMI and SIB
as members. After detailed deliberations, the Federation submitted our comments and
suggestions, highlighting the hardships that the biscuit units would face in the event of
statutory enforcement of HACCP/GMP/GHP.
The Federation suggested that the concepts of HACCP etc should be made voluntary
in the first two/three years, keeping in view the ground realities in the bakery sector
and due to the fact that the implementation of HACCP/GMP/GHP may be beyond he
financial and technical capabilqities of majority of the biscuit manufacturers and
compulsory introduction of these regulations would adversely impact the via Parle G
ity and may lead to closure of a large number of bakeries in the country. FBMI, after
detailed deliberations by the Executive Committee, suggested to the Govt. of India
that, in the first instance projects for imparting training to the Managers/Executives
and workforce in the bakery industries should be organized so as to create awareness
and knowledge on these complex regulatory aspects and educate the personnel in the
industry on various aspects of HACCP etc.
Unified Food Laws – Need for
As members are aware, the food processing industries, including Biscuit / Bakery
segment, are subjected to and administered by a large number of statues i.e. PFA Act /
Rules, Weights & Measures Act, Packaged Commodities Rules, MMPO(Milk & Milk
Product Orders) under Essential Commodities’ Act / Rules, Agmark, BIS etc. There
are much multiplicity of implementing / enforcing Agencies / Departments for watch
one of these Acts and Rules, both at Central and State levels. Unfortunately, many a
time there are instances of overlapping and even contradictions between such
Agencies / Departments. PFA Act / Rules are recipe based, and focus on prosecution /
penal action, even for minor / technical errors etc. which are also different in the
States.
Similarly, in the Standards of Weight & Measures Act and PC Rules, there have been
plethoras of amendment, and proposals for more restrictions on the food processing
industries including Biscuit and this has resulted in unavoidable hindrances in the
development and growth of the industries.
It is in this context that our Federation in close coordination with CIFTI, CII, FICCI,
PHDCCI urged he Government to evolve a single Integrated Food Law, encompassing
the existing legislation’s mentioned above, with main focus on development and
promotion of the Food Processing, Agro Based industries in the country, paving way
for creation of large employment generation, consumption of varied types of safe food
products of good quality, at reasonable prices benefiting consumers particularly those
in the lower and middle segments of the society. Exports and better capacity
utilization also need to be encouraged in the proposed Integrated law, which would
also result in higher productivity and better revenue for the Central and State
Governments.
As a result of such concerted efforts and presentations by organizations of industry,
including AIMBA the Government constituted the Justice Venkatachalam Committee
to review the entire gamut of the existing Food Laws and to recommend the ways ad
means and basis for unifying these Acts / Rules and regulations into an Integrated
Food Law (Act). After due consideration of all aspects and by inviting suggestions
from Govt., Industry and Commerce as well as consumers and other important
sections of the community at large, the Committee submitted its report containing
detailed suggestions / recommendations on the imperative need for integrating the
existing mul
Accordingly, the Govt. formed a Group of Ministers with the Ministry of Food
Processing Industries as the nodal point and this comprehensive exercise has resulted
in the Draft Food Parle G l 2002 presented to the Group of Ministers. The said Draft
Food Parle G l 2002 has been formulated to “provide for the production, manufacture,
processing and sale of safe and suitable food systematic and scientific development of
food industry, introducing new technologies, imparting new inputs of market
dynamics, and to create an enabling environment for innovation and value additions,
ensuring high degree of objectivity and transparency and to provide for the
establishment of a Food Development an Regulatory Authority of India an the Council
for Food Standards and for matters connected therewith or incidental thereto.
MARKETING STRATEGY FOR PARLE G
Cost leadership:
It is a cost leader in its industry except in cheese and glucose biscuits where it lags
behind Parle respectively. The company has undertaken modernization program
in order to improve productivity. To focus resources, rationalization of brands and
packs has been undertaken and the existing brands have been clustered into more
HIGH
MARKET GROWTHRATE
LOW RELATIVE MARKET SHARE HIGH
cost efficient portfolio through a process of brand concentration.
Economies of scale:
Parle G is adding capacity at regular intervals depending upon the economic
environment it has the advantage of being able to source raw materials and even
packaging at cheap rates because of large scale of operations.
Parle G is a star BCG as shown below:
The BCG growth-share matrix shows that Parle G is a STAR BCG, being a
market leader in a high growth market
* PARLE G
SUPPLIER’S FORCE(Very large number less of bargaining power
PARLE G PARLE BAKEMAN’SREGIONAL
BUYER’S FORCES (more quality suppliers, so conscious and price sensitive
SUBSTITUTE’S FORCES
Household snacks Bakery biscuits Fast food
FIVE FORCE MODEL FOR PARLE G
COMPETITOR’S FORCE
(Major MNCs likely to diversify and get into related business of
Parle G
PARLE G SUPPLY CHAIN
Supply chain Describes a longer channel stretching from Raw materials to
components to final Products that are carried to final Buyers.
Parle G Supply Chain include Authorized wholesaler, Superstockists, RPDs,
UPDs and Retailers. The Raw Materials are converted into finished goods in the
Production Units or Factories. From factories the finished goods are then sent to
the Regional Depots or the Mother Depots. From here the stock reaches the
Warehouse for distribution to the Authorized Wholesaler. From Warehouse or
Depots the Stock either reaches the Superstockists or the Authorized Wholesalers.
From Superstockists the stock goes to either UPDs (Universal Printer Driver) or
RPDs (Radiation Protection dosimetry) from where it finally reaches to the
markets of Rural India. The Authorized Wholesaler buy goods from Company
and from them the Stock goes to the Retailers. Retailers sell Company Products to
the End Consumers.
The Sale of the Stock from Depots to Authorized Wholesaler constitutes Primary
Sale while the Sale of the Stock from Authorized Wholesaler to Wholesaler
constitute Secondary Sale.
Different rural markets have different set of Superstockists (SS) which further
have RPD’s (Rural preferred Dealers) and UPD’s (Urban preferred Dealers) under
them. These UPD’s are the dealers of very small regions only which are
considered rural only and are not completely urban.
Sales Promotion
Sales promotion, a key ingredient in marketing campaigns, consists of a diverse
collection of incentive tools, mostly short term, designed to stimulate quicker or
greater purchase of particular products or services by consumers or the trade."
In marketing, sales promotion is one of the four aspects of promotion. (The other
three parts of the promotional mix are advertising, personal selling, and
publicity/public relations.) Sales promotions are non-personal promotional efforts
that are designed to have an immediate impact on sales. Sales promotion is media
and non-media marketing communications employed for a pre-determined,
limited time to increase consumer demand, stimulate market demand or improve
product availability. Examples include:
· coupons
· discounts and sales
· contests
· point of purchase displays
· rebates
· free samples (in the case of food items)
· gifts and incentive items
· free travel, such as free flights Sales promotions can be directed at either the
customer, sales staff, or distribution channel members (such as retailers). Sales
promotions targeted at the consumer are called consumer sales promotions.
Sales promotions targeted at retailers and wholesale are called trade sales
promotions.
Purpose of sales promotion.
Sales-promotion tools vary in their specific objectives. A free sample stimulates
consumer trial, whereas a free management-advisory service aims at cementing a
long-term relationship with a retailer.
Sellers use incentive type promotions is to attract new triers, to reward loyal
customers, and to increase the repurchase rates of occasional users. Sales
promotions often attract brand switchers, who are primarily looking for low price,
good value, or premi-urns. Sales promotions are unlikely to turn them into loyal
users. Sales promotions used in markets of high brand similarity produce a high
sales response in the short run but tittle permanent gain in market share. In
markets of high brand dissimilarity, sales promotions can alter market shares
permanently.
MAJOR CONSUMER PROMOTIONAL TOOLS
Samples : Offer of a free amount of a product or service delivered door to
door, sent in the mail, picked up in a store, attached to another product, or
featured in an advertising offer.
Coupons : Certificates entitling the bearer to a stated saving on the
purchase of a specific product: mailed, enclosed in other products or
attached to them, or inserted in magazine and newspaper ads.
Cash Refund Offers (rebates): Provide a price reduction after purchase
rather than at the retail shop: consumer sends a specified "proof of
purchase" to the manufacturer who "refunds* part of the purchase price by
mail.
To promote products to consumer, company devises some scheme like discount on
MRP, giving freebies with product etc.
How Consumer promotional offer products differ from normal product without offer ?
The product is marketed under some scheme.
The packaging is different from normal product.
The freebies procurement & logistics planning is additional activity.
The production centers may be different from regular production centers.
The distribution strategy may be different from regular one.
Parle G Industries Ltd. Planned to launch six promotional offers in the month of May
and June 2008.
Complexities involved were promotional offers limited to some region of our country
and rest of country was on normal product.The promotional offers were limited to
Uttar Pradesh and Rajasthan.
To deliver right SKU (Stock Keeping Unit) & Gift item to right place in right
time.
To achieve internal customer satisfaction level to 95%.
And to increase the consumer base for newly launched product.
Marketing Department decides to run promotional offers on brands with following
objectives.
To penetrate market with greater share of business.
To leverage Parle-G brand by having association with some other known
brand.
To counterattack competitor’s strategy.
The consumer promotional offers are based on the principle of elasticity of demand.
Following consumer promotional offers were conceptualized for May and June 2006.
PROMOTION IN RURAL MARKET
MERA RPD MAHAN CONTEST
Mera RPD (Radiation Protection Dosimetry) Mahan contest was a dealer
incentive contest which was designed for the dealers of the Rural market. This
contest was designed to motivate the RPDs (Radiation Protection Dosimetry) and
UPDs (Urban preferred Dealers) to reach their Sales target of 35,000 and 50,000
respectively. This contest was held in the month of May and June.
The details of this contest are as follows:
Period May- Jun'06
Scope RPDs (Radiation Protection Dosimetry) in all SURE Territories
Criteria Sales target achievement for the incentive period
Targets for the period to be set by the SO/ ASM in
consultation with the RSM Minimum swing of 40% in
May and June'06 MA sales over Jan-Mar'06 MA sales
To qualify the RPD must have minimum current sales
of Rs.30000 PM or the Target sales should be a
minimum of Rs.30000 PM.
Mechanics
1 Top RPD to be selected as the "Mera RPD (Radiation Protection Dosimetry)
Mahaan" per RPD PSM PJP.
This RPD to get a gift article worth Rs. 3000/- (Nokia MoParle G e Phone
Proposed
All other RPDs to get a gift article worth Rs. 500/- or cash if preferred
The Company takes a lot of time in handling the UCA (Supply Chain Company)
claims of the authorized wholesalers; this !eads to demotivation
Warehousing norms are not followed, which accounts for high breakage
The semi-sweet category accounts for the maximum turnover in the mass market-
the Tiger Anytime being a member of this category is perceived as a tow quality
product; this may liquidate Parle G 's brand equity in the mass market
Parle G has positioned it's Tiger range on health and taste, but my findings show
that health consciousness in the mass market is low, which means that the brand is
under-positioned, since the market doesn't consider "health1 as an important benefit in
biscuits
Parle G 's strength is in mid, premium mid super-premium category; this market is
approaching a saturation point
Parle G 's mass market is not segmented properly; Parle G cannot afford to go all
out in the mass market, the best strategy would be to concentrate on these segments
of the mass market, which will account for volume sales and require minimum
investment
Performance-based incentive to motivate the sates staff is not existing in the
Company
Yearly incentives don't motivate the dealers of mass market brands
Mass market is growing with established preference for biscuits
Growing middle class in India can provide more opportunities for Parle G 's pillar
brands
Credit given to dealers will help Parle G in expanding the width of reach, by
which the company will have a volume advantage
Taste plays an important role in mass market which can take care of price
sensitivity to some extent
There is low differentiation in the mass market brands
There is a fairly good market for a high count salty cracker variety and a cream
cracker variety in the mass market
De-reservation of the biscuit industry may attract foreign players who initially
will try to attack the premium segment, which is already established for Parle G
A characteristic feature of premium market consumer is that this segment is not
brand loyal; therefore there is a chance of the consumers to shift to other brands in the
near/distant future
Too much concentration in the mass market may affect the companies market in
this established segment
Mass-market venture may account for this cannibalization
A large number of competitors each having respective bold in different markets of
the company's pillar brands will account for high contribution/orrir
CHAPTER 2
RESERCH PROBLEM
OBJECTIVE
SCOPE
IMPORTANCE
PROBLEMS / CHALLENGES
SWOT ANALYSIS
STRENGTHS
Brand recognition.
Brand standardized products.
Capable of surviving in long run.
Products are familiar to consumer.
Good efforts for Research & Development facilities.
Nation-wide presence.
PARLE G product line includes Special Bread, Milk Rusk, Top Bun, Super
Soft Bread, Sandwich, Total Health Bread, Rich Bread, Milk Bread, Milk Bun
and Fruit Bread
Is it advertising, Quality, Trust, Pricing, and Availability, Packing or
combination of one or more factors
WEAKNESSES
No advertisements on the radio.
Poor replacement policy of PARLE G bread products.
Opportunities
There is no monopoly outlet of biscuit
PARLE G must give the discount on its product at mass purchase.
Threat
Due to company policies and easy avail of finance the competition can become tougher
in coming years.
Aggressive advertising and promotional efforts of competitors are making a shift in the
market share of the company.
OBJECTIVE OF THE STUDY
PRIME OBJECTIVE
To find out the competitive activity and merchandising through retailer of PARLE G
BUISCUIT in varanasi .
OTHER OBJECTIVE
To find out the consumer preference according to retailer view.
To find out the satisfaction levels towards service provide by PARLE G.
To find out the major competitor of PARLE G BISCUIT.
To study the marketing mix of PARLE G
To study the distribution channel of PARLE G.
SCOPE OF THE STUDY
FMCG Sector is a growing sector in India at high pace. Biscuit manufacturing
industries has lot of scope in the Indian economy. Company manufactures according to
the consumer’s interest. There is a high competition in biscuit manufacturing industries
such as Parle-G, Sunfeast, Priya gold, etc. consumer prefers to take that product which
not only satisfy him but also his colleagues, family, natives. This study helps in
determining right choice for them.
The researcher will also help in improving marketing sales promotion and new
strategy of the company. Useful for researcher for future research for gating insight
about the topic.
.
IMPORTANCE
The purpose of this study is to obtain information about the company which help to
identification of the problem and to determine the issue dimension and magnitude to
enumerate and evaluate the alternative solution to select the right course of action to
follow the purpose of the study also to provide information to facilitate the
identification of an opportunity or problem situation are encountered.
CHAPTER 3
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
RESEARCH
Research is a common language refers to a search of knowledge. Research is scientific
& systematic search for pertinent information on a specific topic, infect research is an
art of scientific investigation.
METHODOLOGY
Research Methodology is a scientific way to solve research problem. It may be
understood as a science of studying how research is doing scientifically. In it we study
various steps that are generally adopted by researchers in studying their research
problem. It is necessary for researchers to know not only know research method
techniques but also technology.
The scope of Research Methodology is wider than that of research methods.
The research problem consists of series of closely related activities. At times, the first
step determines the native of the last step to be undertaken. Why a research has been
defined, what data has been collected and what a particular methods have been
adopted and a host of similar other questions are usually answered when we talk of
research methodology concerning a research problem or study. The project is a study
where focus is on the following points:
RESEARCH DESIGN
A research design is defined, as the specification of methods and
procedures for acquiring the Information needed. It is a plant or organizing framework
for doing the study and collecting the data. Designing a research plan requires
decisions all the data sources, research approaches, Research instruments, sampling
plan and contact methods.
Research design is mainly of following types: -
1. Exploratory research.
2. Descriptive studies
EXPLORATORY RESEARCH
The major purposes of exploratory studies are the identification of
problems, the more precise Formulation of problems and the formulations of new
alternative courses of action. The design of exploratory studies is characterized by a
great amount of flexibility and ad-hoc veracity.
DESCRIPTIVE STUDIES
Descriptive research in contrast to exploratory research is marked by the prior
formulation of specific research Questions. The investigator already knows a
substantial amount about the research problem. Perhaps as a Result of an exploratory
study, before the project is initiated. Descriptive research is also characterized by a
Preplanned and structured de
DATA COLLECTION METHOD:
Types of data
Primary Dada Secondary Data
The information required for our project was collect mainly from the primary
sources and even from secondary sources. The primary source consists of the data
analyzed From questionnaire and interaction with the user at that time only.
And internet is used as secondary source. Here in this project the methods used by
researcher for collecting information regarding the plans are
Primary Method
Secondary Method
PRIMARY METHOD:
1) It is the direct respondents to customers of collecting information. Primary data
are generated in an investigation according to the needs of the problem in
hand. Here I collected the information from distributing questionnaire to the
people. and can be collected through a number of method which can be
classified as follow
• Personal interview of sample.
• Telephonic interview.
• E- Mails.
• Observations.
• Questionnaires
• Interviews
SECONDARY METHOD:
This is the method, which is collected through some other external sources. Secondary
data can be defined as the data collected by some one else for purposes other than
solving the problem. In this method I have collected the information from -.
Internet.
Books and Journals.
Company reports.
Census department.
Research work of others.
Operational Setup-
The success of any survey is depends upon resources, quality and timing and
integrity of the surveyor who compiles the primary data. So it is a very important task
is to manage all the available resources which make impact on the quality of survey.
Approach-
sThe approach behind a surveyor the project varies with the purpose of the
survey. Under this report, "quantitative" approach is used which is concerned with the
objective assessment of the availability and display that is clearly visible and can be
easily quantified. No subjective assessment is involved in this report.
Area of survey-
For performing any survey a sample is selected from the population. All the
consumers are chosen from different location of Barilley City.
Planning:
For a successful compilation and best result within a limited time the planning
was must. In this way the first step was to design an appropriate data form we can say
it questionnaire that covers all the mandatory areas of information that is to be
analyzed. The data form which I was used to collect data was designed by my
immediate supervisor.
Schedule:
To achieve the desired goal it was necessary to make schedule of tasks which
were handed over to us. So keeping in view the original objective, the content of the
schedule was prepared. Then I and my group members collected data from the desired
field. Since the data form distribution and collection was an official work so it was a
time taking process. In the meantime it was our work to keep in touch with our fields.
Sampling Design :
Design is the plan, structure & strategy of investigation conceived so as to
attain answer to questions' to survey and to control the variances. According to this
project's / survey's purpose the analytical, interpretive/objective design was chosen.
Data Collection Method:
The two sources for data collection are documentary or secondary and field or
primary is used. Because I have to collect the information, which is fickle in nature,
the availability and display of the product changes even each and every day, therefore
questionnaire is selected as the survey instrument. The forms used for the survey were
close-ended questionnaire consisting of various items.
I have covered Barilley City & took data of different areas it was great to
visit company like "Coca-Cola", season like "Summer" and product like "Cold
Drink", combining all the factors together make the sample design for the project very
important for the real extract from the market. According to my judgment and to cover
all the major areas the sample was selected. The sample size was 100 consumers.
Statistical Tools:
Representation of statistical data by diagram, graphs, charts or pictures is more
effective than tabular representation being easily intelligible to a layman, indeed
diagrams is most essential whenever it is required to convey any statistical information
to the general public.
The more important types of diagram which are use in statistical work are:-
1. Bar Diagram :
Mode of diagrammatic representation of data is the bar diagram. In this method
bar of equal width are taken for the different items of the series. The length of the bar
represents value of the variables concerned.
2. Pie Chart :
It is a circle whose area is divided proportionately among the different
components by straight lines drawn from the center to the circumference of the circle.
When statistical data are given for a number of categories and we are interested in the
comparison of various categories or between a part of the whole, such a diagram is
very helpful in effectively displaying the data.
Sample Size : 100
Type of Sampling : Random Sampling.
CHAPER 4
DATA ANALYSIS
&
INTERPRATATION
DATA PRESENTATION AND ANALYSIS
The Sale of 6 SKUs (Stock Keeping Unit) in 4 Regions namely Western UP, Eastern
UP, Central UP and Rajasthan was analyzed for a Period of three months from April
to June. In April, there were no Promotions on these SKUs (Stock Keeping Unit)
while in the Month of May and June these SKUs were offered with Promotions. The
total Sale of these SKUs (Stock Keeping Unit) without Promotion i.e. in the month of
April was compared with the total Sale of these SKUs with Promotions in the month
of May and June. The total Percentage increase in Sales from April to May and then
subsequently from May to June was analyzed. The Effect of these Promotions on the
total Sales was calculated.
These promotions are launched especially for the rural marketsand therefore their
effectiveness is to be tested in the rural market only. These has been introduced to
increase the sale of these biscuits in rural market.
The RPD’s and the UPD’s of each and every Superstockist was tracked. It was tracked
that whether the RPD’s have meet their sales target of 35,000 and UPD’s of 50,000 or
not. If they have not met their targets by when are they going to meet their targets and
what is the reason they have not yet met their sales target.
Thereafter the monthly reports of April, May and June were compared and the
Percentage increase in Sale was calculated.
For all the three months the Overall Sale as well as the RPD and UPD Sale was
Calculated for all the four Regions. In Addition to this the the total Percentage of
Stock reaching the Rural market and the Urban market was also calculated. At each
and every step the Percentage increase in Sale of euery region was calculated.
SALES ANALYSIS OF CONSUMER PROMOTION
TOTAL SALES (in Ttonnes)
MATERIAL APRIL MAY JUNE
50:50 150G 10 13 44
TIGER KESAR KULFI 100G 1 3 4
TIGER ROSE MILK 100G 2 3 7
TIGER ORANGE CREAM 100G 10 15 22
TIGER ELAICHI CREAM 100G 1 1 7
TIMEPASS CLASSIC S.150G 1 3 5
91340 50:50 150G 91344 TIGER KESAR KULFI
100G
91345 TIGER ROSE MILK 100G
91346 TIGER OR-ANGE CREAM 100G
91347 TIGER ELAICHI CREAM
100G
91350 TIMEPASS CLASSIC S.150G
0
10
20
30
40
50
10
1 2
10
1 0.8
13
3 3
15
1 3
44
47
22
6.9 5.3
WESTERN UP
APRIL
MAY
JUNE
TO
TA
L S
AL
E(i
n T
on
ne
s)
Analytical Interpretations:
It is clearly depicted from the above Graph that there has been a tremendous
increase in total Sales of all the SKUs (Stock Keeping Unit) from April to June
due to the Promotional Schemes offered with these SKUs during this Period. The
maximum swing in the total Sale was observed for 50:50 150gm which is about
44 tones in June as compared to only 10 tones in April. Also in this region, there
has been a noticeable increase in the total Sale of the Tiger Orange Cream 100
gm. The sale was increased from 10 tonnes in April to 22 tonnes in June. The
Percentage increase in the total Sale of this SKU (Stock Keeping Unit) from April
to June was 120%.
The Total Sale of all the rest of the SKUs (Stock Keeping Unit) has also increased
Marginally during this time Period.
2.
TOTAL SALES (in Tonnes)
MATERIAL APRIL MAY JUNE
50:50 150G 35 56 109
TIGER KESAR KULFI 100G 1 1 7
TIGER ROSE MILK 100G 1 0 6
TIGER ORANGE CREAM 100G 61 62 70
TIGER ELAICHI CREAM 100G 2 4 8
TIMEPASS CLASSIC S.150G 3 7 27
Analytical Interpretations:
It is clearly seen from the bar Diagram that in this region, the maximum
Percentage increase in total Sales was for 50:50 150gm and Timepass Classics
150gm. There has been a tremendous increase (212% for 50:50 150gm and 800%
for Timepass Classics 150 gm)in sale for these SKUs (Stock Keeping Unit) due to
promotional Schemes offered with these SKUs (Stock Keeping Unit).
There has been a Marginal increase in the Sale of rest of the SKUs (Stock
Keeping Unit).
3.
TOTAL SALES (in Tonnes)
MATERIAL APRIL MAY JUNE
50:50 150G 8 12 88
TIGER KESAR KULFI 100G 6 8 6
TIGER ROSE MILK 100G 4 5 6
TIGER ORANGE CREAM 100G 13 14 18
TIGER ELAICHI CREAM 100G 3 4 9
TIMEPASS CLASSIC S.150G 3 4 27
CENTRAL UP
8 6 4
13
3 3
128 5 4 4
88
6 6
18
9
27
14
0
10
20
30
40
50
60
70
80
90
100
91340 50:50 150G 91344 TIGERKESAR KULFI
100G
91345 TIGERROSE MILK
100G
91346 TIGERORANGE
CREAM 100G
91347 TIGERELAICHI
CREAM 100G
91350 TIMEPASS
CLASSIC S.150G
TO
TA
L S
AL
ES
(in
To
nn
es
)
APRIL
MAY
JUNE
Analytical Interpretations:
In this region also, the Maximum increase in Percentage total Sales was Observed
for 50:50 150 gm and Timepass Classics 150 gm. The Percentage increase in
Total Sales of 50:50 150 gm from April to June due to Promotions was 1000%
and for Timepass Classics 150 gm was 800%.
An unusual trend in increase in sale was Observed in case of Tiger Kesar Kulfi
100 gm. There has been a increase in sale of this SKU (Stock Keeping Unit) from
April to May but there has been a Drop in the Sale from May to June. This is
because of the non availability of this SKU (Stock Keeping Unit) in this Region
4.
.
MATERIAL APRIL MAY JUNE
50:50 150G 36 41 70
TIGER KESAR KULFI 100G 8 10 11
TIGER ROSE MILK 100G 7 7 13
TIGER ORANGE CREAM 100G 16 13 32
TIGER ELAICHI CREAM 100G 6 7 4
TOTAL SALES (in Tonnes)
TIMEPASS CLASSIC S.150G 2 13 19
.
5. TO SALE OF BISCUIT IN EASERN UP
EASTERN UP
50
60
0
57
42.1
32.3
50
40
0
43
57.9
67.7
0
10
20
30
40
50
60
70
80
91340 50:50 91344 TIGERKESARKULFI
91345 TIGER ROSE
MILK
91346 TIGER
ORANGE
91347 TIGER
ELAICHI
91350 TIMEPASSCLASSIC
PE
RC
EN
TA
GE
%Rural Sale
% Urban
Analytical Interpretations:
The affect of promotion is clearly seen in the Eastern UP. The target rural sale
according to superstockists contribution should be 61%. Only TIGER KESER
KULFI and TIGER ORANGE are close to the target whose Rural Sales
Percentage are 60% and 57% respectively. For all the rest of the SKUs (Stock
Keeping Unit) the Percentage Rural Sale is very less than the targeted in this
month.
The SKU named TIGER ROSE MILK does not show any sale neither Rural nor
Urban in this region. This is due to non availaParle G ity of this SKU (Stock
Keeping Unit) in this region during the month of May.
6. TO SALE OF BISCUIT IN CENTRAL UP
Aterial
%Rural
Sale
% Urban
Sale
50:50 6.7 93.3
TIGER KESAR KULFI 18.5 81.5
TIGER ROSE MILK 5.4 94.6
TIGER ORANGE 28.7 71.3
TIGER ELAICHI 16.3 83.7
TIMEPASS CLASSIC 20 80
CENTRAL UP
6.718.5
5.4
28.7
16.3 20
93.381.5
94.6
71.3
83.7 80
0102030405060708090
100
91340 50:50 91344 TIGERKESARKULFI
91345 TIGER
ROSE MILK
91346 TIGER
ORANGE
91347 TIGER
ELAICHI
91350 TIMEPASSCLASSIC
PE
RC
EN
TA
GE
%Rural Sale
% Urban
Analytical Interpretations:
The target rural percentage sale should be at least 34% according to
Superstockists contribution in this area. TIGER ROSE MILK has done the least
sale among all the SKUs(Stock Keeping Unit) . There should be slight increase in
sales of TIGER ORANGE i.e. up to 5% so as to reach the targeted rural sale
Percentage. None of the SKUs (Stock Keeping Unit) has reached the targeted
Sales Percentage in the month of May.
7.
PERCENTAGE RURAL AND URBAN SALE SKU (Stock
Keeping Unit) WISE IN MONTH JUNE
Material
%Rural
Sale
%
Urban
Sale
50:50 10 90
TIGER KESAR KULFI 10 90
TIGER ROSE MILK 6 94
TIGER ORANGE 12 88
TIGER ELAICHI 17 83
TIMEPASS CLASSIC 45 55
WESTERN UP
10 10 6 12 17
45
90 90 94 88 83
55
0
20
40
60
80
100
91340 50:50
91344 TIGERKESARKULFI
91345 TIGER
ROSE MILK
91346 TIGER
ORANGE
91347 TIGER
ELAICHI
91350 TIMEPASSCLASSIC
PE
RC
EN
TA
GE
%Rural Sale
% Urban
Analytical Interpretations:
The target rural percentage sale should be atleast 16.8% according to
Superstockists contribution in this area.Only TIMEPASS is doing
exceptionally good but rest SKUs (Stock Keeping Unit) i.e. 50:50 (12.3%) and
TIGER Cream(Aggregate 14.6%) are less than the target percentage.
:
Material %Rural %
Sale
Urban
Sale
50:50 47 53
TIGER KESAR KULFI 60 40
TIGER ROSE MILK 71 29
TIGER ORANGE 60 40
TIGER ELAICHI 50 50
TIMEPASS CLASSIC 46 54
50:50
TIGER
KESAR KULFI
TIGER
ROSE M
ILK
TIGER
ORANGE
TIGER
ELAICHI
TIM
EPASS
CLASS
IC 0
20
40
60
80
100
120
% Urban Sale%Rural Sale
QUESTIONNAIRE ANALYSIS
1. Write down the first brand name that comes in your mind regarding biscuits?
According to retailers survey,customer like changes and in need to taste new
consumable products. If he/she is a consumer of parle-g biscuits than not for all the
time he will stick to that. If company manufactures according to consumers interest
then he will definitely be satisfied. Various variants of Parle-G such as krackjack ,
Krack Jack crispy cream ,Monaco ,Hide & Seek ,Digestive Marie , etc
50:50
TIGER
KESAR KULFI
TIGER
ROSE M
ILK
TIGER
ORANGE
TIGER
ELAICHI
TIM
EPASS
CLASS
IC 0
20
40
60
80
100
120
% Urban Sale%Rural Sale
2. What others brands of biscuits can you recall?
Response Percentage
Parle-G 40
sunfeast 15
Cremica 8
Elite 5
Nezone 5
Dukes 2
Britannia 20
Craze 5
Data analysis
From the above table researcher found that out of 100 respondents, 40% respondent
PARLE G, 15 % respondent sunfeast,8% Cremica ,5% Elite ,5% Nezone,2%
Dukes,20% Britannia and 5% respondents Craze.
Interpretation:
Researcher found that maximum respondent prefer PARLE G because its quality &
brand image are best.
Parle-G
sunfea
st
Cremica Eli
te
Nezone
Dukes
Britan
niaCraz
e0
5
10
15
20
25
30
35
40
Percentage
Percentage
3. What is the frequency of biscuits you take?
Response Percentage
Once in a week 20
Twicw in a week 15
Thrice in a week 25
Any others 40
Once in a week
Twicw in a week
Thrice in a week
Any others0
5
10
15
20
25
30
35
40
Percentage
Percentage
Data analysis
From the frequency of biscuits you take above table researcher found that out of
100 respondents, 20% respondent Once in a week, 15 % respondent Twicw in a
week,25% Thrice in a week, and40 % respondents Any others.
Interpretation:
Researcher found that maximum respondent prefers biscuits take Twicw in a week,
because it is useful for everyone .
Once in a week
Twicw in a week
Thrice in a week
Any others0
5
10
15
20
25
30
35
40
Percentage
Percentage
Frequency of biscuits that consumer’s take is Thrice-A-Day.
1. What brand do you have on occasions?
Response Percentage
Parle-G 40
Sun Feast 10
Priyagold 20
Britannia 30
Parle-G Sun Feast Priyagold Britannia0
5
10
15
20
25
30
35
40
Percentage
Percentage
Data analysis
From the brand do you have on occasions above table researcher found that out of
100 respondents, 40% respondent PARLE G, 10 % respondent sunfeast,20%
Priyagold ,30% Britannia
Interpretation:
Researcher found that maximum respondent prefers PARLE G because its quality &
brand image are best.
Parle-G Sun Feast Priyagold Britannia0
5
10
15
20
25
30
35
40
Percentage
Percentage
4. Which biscuits gets you best freshness?
Response Percentage
Parle-G 35
Sun Feast 15
Priyagold 25
Britannia 25
35%
15%25%
25%
PercentageParle-G Sun Feast Priyagold Britannia
Data analysis
From the biscuits gets you best freshness above table researcher found that out
of 100 respondents, 40% respondent PARLE G, 15 % respondent sunfeast,25%
Priyagold ,25% Britannia
Interpretation:
Researcher found that maximum respondent prefers PARLE G because its quality &
brand image are best.
35%
15%25%
25%
PercentageParle-G Sun Feast Priyagold Britannia
5. Have you any complain about the biscuits?
Particular Percentage
Dirty wrappers 20
Wrappers Non 15
Availability 10
Bad quality 15
Others 40
Dirty wrappers
Wrappers Non
Availability Bad quality Others0
5
10
15
20
25
30
35
40
Percentage
Percentage
Data analysis
From the you any complain about the biscuits above table researcher found that
out of 100 respondents, 20% respondent Dirty wrappers, 15 % respondent Wrappers
Non,10% Availability ,15% Bad quality& 40% Others
Interpretation:
Researcher found that maximum respondent complain Dirty wrappers about the
biscuits because is use the bad quality paper
Dirty wrappers
Wrappers Non
Availability Bad quality Others0
5
10
15
20
25
30
35
40
Percentage
Percentage
6. Which brand do you prefer mostly in price ?
Response Percentage
Parle-G 38
Sun Feast 22
Priyagold 18
Britannia 22
Parle-G Sun Feast Priyagold Britannia0
5
10
15
20
25
30
35
40
Percentage
Percentage
Data analysis
From the change your mind for others brand, if the brand is not available
in shop above table researcher found that out of 100 respondents, 55% respondent
Yes, 45% respondent no.
Interpretation:
Researcher found that maximum respondent prefers PARLE G because its price is less
as compression with other .
Parle-G Sun Feast Priyagold Britannia0
5
10
15
20
25
30
35
40
Percentage
Percentage
7. Can you change your mind for others brand, if the brand is not
available in shop
Particular Percentage
Yes 55
No 45
Yes No 0
10
20
30
40
50
60
Percentage
Percentage
Data analysis
From the change your mind for others brand, if the brand is not available
in shop above table researcher found that out of 100 respondents, 55% respondent
Yes, 45% respondent no.
Interpretation
Definitely consumers mind are flexible, If Britannia is not available to
particular retailer customer would like to taste something new and accordingly
he can shift his taste to like parle-g biscuits.
CHAPTER 5
FINDING
&
RECOMMENDATIONS
FINDING
Sales Promotional Offers helps the company to increase the over sales of the
product under promotion because consumers tend to buy in ample amount due to
small duration of the promotion and feel value for their money.
Researcher found that out of 100 respondents, 40% respondent PARLE G, 15
% respondent sunfeast,8% Cremica ,5% Elite ,5% Nezone,2% Dukes,20%
Britannia and 5% respondents Craze.
From the frequency of biscuits you take above table researcher found that
out of 100 respondents, 20% respondent Once in a week, 15 % respondent
Twicw in a week,25% Thrice in a week, and40 % respondents Any others.
From the brand do you have on occasions above table researcher found that
out of 100 respondents, 40% respondent PARLE G, 10 % respondent
sunfeast,20% Priyagold ,30% Britannia
From the biscuits gets you best freshness above table researcher found that
out of 100 respondents, 40% respondent PARLE G, 15 % respondent
sunfeast,25% Priyagold ,25% Britannia
From the you any complain about the biscuits above table researcher found
that out of 100 respondents, 20% respondent Dirty wrappers, 15 % respondent
Wrappers Non,10% Availability ,15% Bad quality& 40% Others
From the change your mind for others brand, if the brand is not available
in shop above table researcher found that out of 100 respondents, 55%
respondent Yes, 45% respondent no.
From the change your mind for others brand, if the brand is not available
in shop above table researcher found that out of 100 respondents, 55%
respondent Yes, 45% respondent no.
Recommendations
As already discussed above, there are certain issues and flaws associated with
Sales Promotion, so in order to implement it effectively and efficiently we would
like to suggest certain recommendations to the company:
Production department should make efforts to make available all of the product
varieties in the depot norm wise. So that each and every variety should be
available according to the generated order so as to meet the stock out problem.
I recommend strong coordination between production and the sales department.
So that a proper production forecast for each variety can be maintained by the
production department.
Proper allocation of the stock from the depot according to the Superstockists
contribution so that neither there is excess stock in one region nor stock outs in
other.
I also recommend to increase average number of lines so that all the SKUs (Stock
Keeping Unit) are available in the market.
Apart from setting overall target for all the SKUs (Stock Keeping Unit), there
should also be individual SKU wise target so that RPDs and UPDs are able to
make sales of unfamiliar products also.
To increase the sales margin the price value of the main brand should be relatively
higher i.e. around thrice of the Freebie for example instead of Rs10 pack of 50:50
150G Freebie Pepper Checker should be given with Rs15 pack of 50:50.
There should be a system from where different distributors can see the stock
position of company and as well of other distributors. It will help the distributor in
a way that if some distributors who wants the same.
Contests like MERA RPD MAHAAN should be held every quarter.
CHAPTER 6
CONCLUSION
&
LIMITATAION
CONCLUSION
That maximum respondent prefers PARLE G because its quality & brand image are
best.
That maximum respondent prefers biscuits take Twicw in a week, because it is
useful for everyone .
That maximum respondent prefers PARLE G because its quality & brand image are
best.
That maximum respondent prefers PARLE G because its quality & brand image are
best.
That maximum respondent complain Dirty wrappers about the biscuits because
is use the bad quality paper
That maximum respondent prefers PARLE G because its price is less as compression
with other .
Definitely consumers mind are flexible, If Britannia is not available to
particular retailer customer would like to taste something new and
accordingly he can shift his taste to like parle-g biscuits.
Learnings through Trade Promotions:
To persuade the RPDs and UPDs to carry the brand because they are more
concentrated in making sales of the given company product so as to get
maximum incentives.
To persuade the RPDs and UPDs to carry more units than the normal
amount as they have to reach the target sale under Mera RPD Mahaan Scheme.
To induce RPDs and UPDs to promote the brand by featuring, display, and
price reductions so as to attract more consumers.
To stimulate RPDs and UPDs and their sales clerks to push the product than
competitors products otherwise they wont be able to reach their sales target.
Also Attract more RPDs and UPDs to take participate in the contest because
of the incentives.
LIMITATION
LIMITATION
Every work has its own limitations. Limitations are the extent to which process should
not exceed. Limitations of this project are as under:
In FMCG (Family Bread) product comparison is very difficult.
It is very difficult to make the people understand the Significant of conducting
survey.
Lack of knowledge of area has also affected the research.
Due to shortage of monitory resources the project report does not reach to its
perfection.
Market Competitors can fluctuate for much minor reason.
Sometimes people don't give the clear answer during thesurvey.
BIBLIOGRAPHY
Bibliography
Effective Planning in Marketing and Development Leslie Rae
World Class Marketing Kaye Thorne
Marketing in Practice Blackwell
Human Resource Management C.B.Gupta
Human Resource Management T.N.Chabra
Human Capital Journal
WEBSITE
www.parleg.com
www.biscuit.com
www.bitania.com
www.scribed.com
www.slideshare.com
ANNEXURE
a. Questionnaire
1. Write down the first brand name that comes in your mind regarding biscuits?
……………………………………….
2.What others brands of biscuits can you recall?
a) ………………….. e)
……………………
b) ………………….. f).
……………………
c) ………………….. g).
…………………….
d) ………………….. h)
…………………….
3.What is the frequency of biscuits you take?
(Tick you prefer).
e) ………Once in a week b) ………Twice in a week
f) ………Thrice in a week d) ……….Any others
4.What brand do you have on occasions?
(Tick you prefer).
a) ………Parle G b) ………Parle
c) ………Sun feast d) ………Parle G
5.Which biscuits gets you best freshness?
(Tick your choice).
g) ………Mari Gold c) ………….. 50-50
h) ……….Good Day d) …………… Krack Jack
6.Have you any complain about the biscuits?
(Just tick).
i) ……. Price to highd)…Non-availaParle G ity near by
j) ……. Dirty Rappers e) ………Shortage
k) ……. Bad quality f) ………Others reason
7.Which brand do you prefer mostly?
(Just tick).
a) ………Parle G b) ………Parle
c) ………Sun feast d) ………Parle G
8.Can you change your mind for others brand, if the brand is not
available in shop
which you prefer? (Just tick choice).
a) …….Yes
b) …….No
Classification Data
1. Name: - ………………………………………………………
2. Sex:- ……………Male ……………Female
3. Age: - ………………..
4. Occupation: - ………………………….
5. Income Group:-
…………5,000-10,000 ………….10,000-15,000
………..15,000-20,000. …………Above 20,000