LITERATURE REVIEW

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 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:

HIGH
* PARLE
G
MARKET GROWTH
RATE

LOW RELATIVE MARKET

SHARE HIGH

The BCG growth-share matrix shows that Parle G is a STAR BCG, being a
market leader in a high growth market
 FIVE FORCE MODEL FOR PARLE G

COMPETITORS FORCE
(Major MNCs likely to diversify
and get into related business of
Parle G

PARLE G
SUPPLIERS FORCE PARLE BUYERS FORCES
(Very large number less BAKEMANS (more quality suppliers,
of bargaining power REGIONAL
so conscious and price
sensitive

SUBSTITUTES FORCES

Household snacks
Bakery biscuits
Fast food
 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 or RPDs 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 RPDs (Rural preferred Dealers) and UPDs (Urban preferred Dealers)
under them. These UPDs 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 availaParle G ity. 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

Sales Promotion Strategies

There are three types of sales promotion strategies: Push, Pull, or a
combination of the two.
A push strategy involves convincing trade intermediary channel members to
"push" the product through the distribution channels to the ultimate consumer
via promotions and personal selling efforts. The company promotes the product
through a reseller who in turn promotes it to yet another reseller or the final
consumer. Trade-promotion objectives are to persuade retailers or wholesalers
to carry a brand, give a brand shelf space, promote a brand in advertising,
and/or push a brand to final consumers. Typical tactics employed in push
strategy are: allowances, buy-back guarantees, free trials, contests, specialty
advertising items, discounts, displays, and premiums.

A pull strategy attempts to get consumers to "pull" the product from the
manufacturer through the marketing channel. The company focuses its
marketing communications efforts on consumers in the hope that it stimulates
interest and demand for the product at the end-user level. This strategy is often
employed if distributors are reluctant to carry a product because it gets as many
consumers as possible to go to retail outlets and request the product, thus
pulling it through the channel. Consumer-promotion objectives are to entice
consumers to try a new product, lure customers away from competitors
products, get consumers to "load up" on a mature product, hold & reward loyal
customers, and build consumer relationships. Typical tactics employed in pull
strategy are: samples, coupons, cash refunds and rebates, premiums,
advertising specialties, loyalty programs/patronage rewards, contests,
sweepstakes, games, and point-of-purchase (POP) displays.

Sales Promotion Strategies used by Parle G

The role of promotions for PARLE G is especially important in this highly
fragmented and competitive market. Today, the company prides itself on
communication that is innovative, yet constantly able to strike a chord in the
consumers hearts and minds. Parle G s promotion have virtually redefined
consumer expectations from this category.
To reach out to the consumers, PARLE G has been using both PUSH and
PULL STRATEGIES i.e. implementing Trade Promotions using Push Strategy
and COMSUMER PROMOTIONAL OFFERS using Pull Strategy. This
shows they are using combination of two.
In Push Strategies company is promoting their products through retailers to the
consumers by providing various kinds of incentives to them.
In Pull Strategies they are attracting more and more number of consumers or
pulling large number of consumers by giving gifts and incentive items to
them.
In this Sale Promotion, PARLE G has successfully implemented both its
PULL as well as PUSH strategies. Through these Promotion they have
increased their total Sales thereby increasing their consumer base and also they
have increased their total number of UPDs and RPDs .
So to implement the above two Promotional strategies they have employed two
schemes i.e. six Promotional offers for consumers and a Sales contest called
MERA RPD MAHAAN for both UPDs and RPDs in the months of May and
June in regions of Uttar Pradesh and Rajasthan. In this way company is getting
the benefits of both the schemes. Basically company have used the stratagies to
enhance the sale of newly launched products.
Past Promotions in Parle G
To reach out to the Indian consumer, Parle G has successfully leveraged India's two
prime passions - cricket and movies. Parle G addressed these platforms in a manner
true to its unique innovative style. It capitalized on every Indian's dream to watch a
cricket World Cup match and created the 'Parle G Khao, World Cup Jao' contest in
1999. It based itself on instant gratification. The entire consumer needed to do was
buy packs of Parle G biscuits, scratch a lucky card and win an all-expenses paid trip
to England to watch a World Cup match. This promotion was so successful that it set
a trend that has got every company scrambling for tickets to take their consumers for
the World Cup. This promotion was repeated successfully in 2012/13 with the
destination of choice being South Africa. Taking the success further was the
promotion of 'Parle G Khao, Cricketer Ban Jao' that was fuelled by the need of every
Indian to be a part of the passion called cricket. Parle G followed it up with another
unique promotion, a vehicle that dealt with India's other passion - movies. A
promotion called 'Parle G Lagaan Match' that revolved around a movie called Lagaan
was based on a cricket match. This promotion gave the consumer a chance to interact
with the film stars and also get to play cricket with them. The match had over 40,000
spectators and made the headlines of leading newspapers and news channels. Parle G
promotions have proved to the marketing world that promotions per se need not be
only tactical but could also be strategic - used as a tool to further brand equity.
 COMPANY PROFILE

A long time ago, when the British ruled India, a small factory was set up in the
suburbs of Mumbai city, to manufacture sweets and toffees. The year was 1929
and the market was dominated by famous international brands that were imported
freely. Despite the odds and unequal competition, this company called Parle
Products, survived and succeeded, by adhering to high quality and improvising
from time to time.
A decade later, in 1939, Parle Products began manufacturing biscuits, in addition
to sweets and toffees. 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
1939. 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. Every batch of biscuits & confectioneries are thoroughly checked by
expert staff, using the most modern equipment.
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 1929, 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.
Our efforts are driven towards maximising customer satisfaction and this is in
synergy with our quality pledge. "Parle Products Limited will strive to provide
consistently nutritious & quality food products to meet consumers' satisfaction by
using quality materials and by adopting appropriate processes. To facilitate the
above we will strive to continuously train our employees and to provide them an
open and participative environment."

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 and
milk cream, these irresistible cream biscuits whet your appetite for more, and
also make for a perfect dessert.
 RESEARCH OBJECTIVE, METHODOLOGY & LIMITATIONS-

OBJECTIVES:

To find out the consumer preference according to retailer view.

To study the future prospects of Parle G.

To find out the satisfaction levels towards service provide by Parle G.

To find out the major competitor of Parle G Biscuit.

Marketing strategy of Parle G Biscuit

The objective of the study was to know the Competitive Analysis of the
respondents in biscuit of different brands in comparison to Parle G.

Scope of the Study

Define research as a scientific and systematic search for pertaining information of

specific topic. It is the pursuit of truth with the help of studies, observation,
comparison and experimentation. Research in common parlance refers to research
for knowledge. One can also

The following are the seven step of a research:

1. Specifying research objective.

2. Preparing a list of the needed information.

3. Designing the data-collecting project.

4. Selecting a sample type.

5. Determining sample size.

6. Organizing and carrying out of the field work.

7. Analyzing the collective data and reporting the findings.

These steps are not a contrived sequence of independent steps; they consist of a
number of interrelated activities.

To take an example, one must have a good understanding of the research

objectives. Now we discuss the seven steps in details.
 METHODOLOGY
Significance of the Industry
Questionnaire design / formation
Questionnaire: - A questionnaire consists of a set of questions presented to
respondent for their answers. It can be Closed Ended or Open Ended
Open Ended: - Allows respondents to answer in their own words & are
difficult to Interpret and Tabulate.
Close Ended: - Pre-specify all the possible answers & are easy to Interpret
and Tabulate.
ii Significance for the Researcher
 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 50 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.
Research Design
i Probability / Non- probability
The sampling design for this study was non- probability sampling. Under this
design, the method of sampling used was quota sampling. In quota sampling,
interviewers are simply given quotas to be filled from different stratas, with some
restrictions on how they are to be filled.
ii Exploratory/ descriptive/ experimental Research etc.
The adopted research methodology is based upon the collected primary data
through which the most recent and accurate piece of first hand information could
be collected. Secondary data is used to support primary data wherever needed.
Sampling Methodology
i Sampling unit
The Company has a total strength of 96 officers and 403 workers. In order to
take a reasonable sample size and not to disturb the functioning of the
organisation, a sample size of 20% of the total strength of the Company has
been taken in order to arrive at the present practices of marketing in the
Company.
Accordingly, 20 officers and 40 workers have been selected at random from
all the departments of the organization and feedback forms (questionnaire)
 have been obtained. The data has been analyzed in order to arrive at present
marketing practices in the organization.
ii Sampling Technique
It is very difficult to collect information from every member of a population
.As time and costs are the major limitation that the researcher faces.
iii Sampling Area
Where the survey should be carried out?
I have covered entire residential area of Delhi city for the survey
iv Sampling Size
The sample size consisted of 20 corporate clients and 40 in-house
consultants of New Era Consultancy

Limitation

Researcher encounters many possible sources of error when designing the data
collection project. Some of these include: using a poor or inappropriate research
design not using experimental designs where possible; using a large scale study
instead of a small scale study, or visa-versa; using poor experimental designs,
and still others.
To minimize the possible sources of error associated with designing data
collection project, the following 5 issues must be given attention first.
1) The following are the limitations of the study:

2) The sample size was small and hence the results can have a degree of
variation.
3) The response of the employees in giving information was lukewarm.
4) Organizations resistance to share the internal information.
5) The response obtained was very low due to time constrains on the part
of concerned personnel heads of the companies.

REPORT OF DATA COLLECTION FINDINGS & ANALYSIS

The Sale of 6 SKUs 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 while in the Month of May and
June these SKUs were offered with Promotions. The total Sale of these SKUs
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 RPDs and the UPDs of each and every Superstockist was tracked. It was
tracked that whether the RPDs have meet their sales target of 35,000 and
UPDs 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.
The Analysis and Finding of this Projects are as follows:
SALES ANALYSIS OF CONSUMER PROMOTION
TOTAL SALES (in
Ttonnes)
APRI MA JUN
MATERIAL L Y E
91340 50:50 150G 10 13 44
91344 TIGER KESAR KULFI 100G 1 3 4
91345 TIGER ROSE MILK 100G 2 3 7
91346 TIGER ORANGE CREAM 100G 10 15 22
91347 TIGER ELAICHI CREAM 100G 1 1 7
91350 TIMEPASS CLASSIC S.150G 1 3 5
WESTERN UP
TOTAL SALE(in Tonnes)

50 44
45
40
35 APRIL
30
25 22 MAY
20 13 15
15 10 10 JUNE
7 7
10 4 2 3 3 5
5 1 3 1 1 1
0 91340 50:50 150G 91344 TIGER KESAR 91345 TIGER ROSE 91346 TIGER 91347 TIGER ELAICHI 91350 TIMEPASS
KULFI 100G MILK 100G ORANGE CREAM 100G CREAM 100G CLASSIC S.150G

It is clearly depicted from the above Graph that there has been a tremendous
increase in total Sales of all the SKUs 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 tonnes in June as compared to only 10 tonnes 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 from
April to June was 120%.
The Total Sale of all the rest of the SKUs has also increased Marginally during
this time Period.

TOTAL SALES (in

Tonnes)
APRI MA JUN
MATERIAL L Y E
91340 50:50 150G 35 56 109
91344 TIGER KESAR KULFI 100G 1 1 7
91345 TIGER ROSE MILK 100G 1 0 6
91346 TIGER ORANGE CREAM 100G 61 62 70
91347 TIGER ELAICHI CREAM 100G 2 4 8
91350 TIMEPASS CLASSIC S.150G 3 7 27
 EASTERN UP

120 109
TOTAL SALES(in Tonnes)

100

80 70 APRIL
6162
56 MAY
60
35 JUNE
40 27
20 7 8
11 1 0
6 2 4 37
0
91340 50:50 91344 TIGER 91345 TIGER 91346 TIGER 91347 TIGER 91350
150G KESAR KULFI ROSE M ILK ORANGE ELAICHI TIM EPASS
100G 100G CREAM 100G CREAM 100G CLASSIC
S.150G

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 due to promotional
Schemes offered with these SKUs.
There has been a Marginal increase in the Sale of rest of the SKUs.
TOTAL SALES (in Tonnes)
APRI MA JUN
MATERIAL L Y E
91340 50:50 150G 8 12 88
91344 TIGER KESAR KULFI 100G 6 8 6
91345 TIGER ROSE MILK 100G 4 5 6
91346 TIGER ORANGE CREAM
100G 13 14 18
91347 TIGER ELAICHI CREAM
100G 3 4 9
91350 TIMEPASS CLASSIC S.150G 3 4 27

CENTRAL UP

100
TOTAL SALES(in Tonnes)

88
90
80 APRIL
70 MAY
60
JUNE
50
40
27
30
18
20 12 13 14
8 6 8 6 4 5 6 4
9
4
10 3 3
0
91340 50:50 150G 91344 TIGER 91345 TIGER 91346 TIGER 91347 TIGER 91350
KESAR KULFI ROSE MILK ORANGE ELAICHI TIMEPASS
100G 100G CREAM 100G CREAM 100G CLASSIC S.150G

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 from April to May but
there has
TOTAL SALES (in been a
Tonnes) Drop in
the Sale from May to June. This is because of the non availaParle G ity of this
SKU in this Region.

APRI MA JUN
MATERIAL L Y E
91340 50:50 150G 36 41 70
91344 TIGER KESAR KULFI 100G 8 10 11
91345 TIGER ROSE MILK 100G 7 7 13
91346 TIGER ORANGE CREAM
100G 16 13 32
91347 TIGER ELAICHI CREAM
100G 6 7 4
91350 TIMEPASS CLASSIC S.150G 2 13 19
 RAJASTHAN

80
TOTAL SALE(in Tonnes)
70
70
60
50 APRIL
41
40 36 MAY
32
30 JUNE
19
20 16
11 13 13 13
8 10 7 7 6 7 4
10 2
0
91340 50:50 91344 TIGER 91345 TIGER 91346 TIGER 91347 TIGER 91350
150G KESA R KULFI ROSE M ILK ORA NGE ELA ICHI TIM EP A SS
100G 100G CREA M 100G CREA M 100G CLA SSIC
S.150G

As it can be seen in the above chart sale of 50:50 due to promotion shoot up
like anything in month of June that is a increase of around 89%. Also other
SKUs like TIGER ORANGE and TIGER ELAICHI showed a decreasing trend
due to unavaiParle G ity of stock of the given product. Hence it is concluded
that there is a marginal growth in the sales in this region.
 PERCENTAGE RURAL AND URBAN SALE
%
%Rural Urban
Month Sale Sale
APRIL 7 93
MAY 10 90
JUNE 13 87

Western UP

100 93
90
90 87

80
70
Percentage

60
%Rural Sale
50
% Urban Sale
40
30
20 13
10
10 7

0
APRIL MAY JUNE

This graph clearly depicts that there has been a constant increase in the
Percentage Rural Sale from April to May and subsequently from May to June.
This promotion has helped PARLE G to expand its Consumer base in Rural
Market. Although the percentage increase of Sales in Rural Markets was very
less but this is due to the fact that the markets in this region were very small
and also the Rural Percentage Contribution is very less as compared to Urban
contribution.
 %
%Rural Urban
Month Sale Sale
APRIL 48 52
MAY 50 50
JUNE 51 49

Eastern UP

53

52
52

51
51
Percentage

50 50
50 %Rural Sale
49
49 % Urban Sale

48
48

47

46
APRIL MAY JUNE

In this region also the Percentage Rural Sale has increased from April to June.
There has been an increase of about 3% in Rural Sale from April to June. In the
month of May the Rural and Urban Sales were equal with each being 50%.
And in the Month of June more Sales were made in the Rural market as
compared to Urban Markets. Due to this promotion there has been increase in
the Rural Sale. This is the only Region in which Rural Sales has Exceed the
Urban Sales in the month of June.
 %
%Rural Urban
Month Sale Sale
APRIL 24 76
MAY 17 83
JUNE 15 75

Central UP

90 83
80 76 75
70
60
Percentage

50 %Rural Sale
40 % Urban Sale

30 24
20 17 15
10
0
APRIL MAY JUNE

In Central UP these Promotions were not able to increase the Percentage Rural
Sale. In all the three months, the Percentage Urban Sales was more than the
Percentage Rural Sale. The Percentage Rural Sale has Constantly declined
from April to June. Although the total sale of these SKUs in this region has
increased but due to allocation Problem more sale was made in the Urban
Markets.
 %
%Rural Urban
Month Sale Sale
APRIL 30 70
MAY 41 59
JUNE 42 58

Rajasthan

80
70
70
59 58
60
Percentage

50 41 42
%Rural Sale
40
30 % Urban Sale
30
20
10
0
APRIL MAY JUNE

It is clearly depicted from the graph above that from April to June there has
been an increase in the Percentage Rural Sale. The Percentage rural Sale has
increased by about 12% from April to June. This promotion has successfully
increased the Rural Sales in this Region for all the SKUs.
Percentage Rural Sale and Urban Sale Sku Wise In Month May
%
%Rural Urban
Material Sale Sale
91340 50:50 0.70 99.30
91344 TIGER KESAR
KULFI 13.7 86.30
91345 TIGER ROSE MILK 12.5 87.50
91346 TIGER ORANGE 20.1 79.90
91347 TIGER ELAICHI 0 100.00
91350 TIMEPASS
CLASSIC 0 100.00
WESTERN UP

120
99.3 100 100
100 86.3 87.5
79.9
PERCENTAGE

80 %Rural Sale
60 % Urban

40
20.1
20 13.7 12.5
0.7 0 0
0
91340 50:50 91344 TIGER 91345 TIGER 91346 TIGER 91347 TIGER 91350
KESAR KULFI ROSE MILK ORANGE ELAICHI TIMEPASS
CLASSIC

In the given region the main aim of promotion is to reach the sale upto 16.8%
as per Superstockists contribution in this area. Some of the SKUs like TIGER
ROSE and TIGER KESAR KULFI have tried to and SKU TIGER ORANGE
have been able to reach above the target level.And there has beeen an increase
in the percentage rural sale in the month may as compared to April,
Also there is hardly any sale in rest of the SKUs in the first month of
promotion. The total sale as per Target happened in Urban markets only,
despite the fact that these promotion were designed to capture rural market.
 %
%Rural Urban
Material Sale Sale
91340 50:50 50 50
91344 TIGER KESAR
KULFI 60 40
91345 TIGER ROSE MILK 0 0
91346 TIGER ORANGE 57 43
91347 TIGER ELAICHI 42.1 57.9
91350 TIMEPASS
CLASSIC 32.3 67.7

EASTERN UP

80
67.7
70 60 57 57.9
PERCENTAGE

60 50 50
50 40 43 42.1
%Rural Sale
40 32.3
% Urban
30
20
10 0 0
0
91340 50:50 91344 91345 91346 91347 91350
TIGER TIGER ROSE TIGER TIGER TIM EPASS
KESAR M ILK ORANGE ELAICHI CLASSIC
KULFI

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 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 in
this region during the month of May.
 DATA ANALYSIS AND INTERPRETATION

%
%Rural Urban
Material Sale Sale
91340 50:50 6.7 93.3
91344 TIGER KESAR
KULFI 18.5 81.5
91345 TIGER ROSE MILK 5.4 94.6
91346 TIGER ORANGE 28.7 71.3
91347 TIGER ELAICHI 16.3 83.7
91350 TIMEPASS
CLASSIC 20 80

CENTRAL UP

100 93.3 94.6

90 81.5 83.7 80
80 71.3
PERCENTAGE

70
60 %Rural Sale
50
40 % Urban
28.7
30 18.5 20
16.3
20 6.7
10 5.4
0
91340 50:50 91344 91345 91346 91347 91350
TIGER TIGER TIGER TIGER TIM EPASS
KESAR ROSE M ILK ORANGE ELAICHI CLASSIC
KULFI

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. 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 has reached the targeted Sales Percentage in the
month of May.
 %
%Rural Urban
Material Sale Sale
91340 50:50 38.3 61.7
91344 TIGER KESAR
KULFI 50 50
91345 TIGER ROSE MILK 50 50
91346 TIGER ORANGE 40 60
91347 TIGER ELAICHI 28.3 71.7
91350 TIMEPASS
CLASSIC 43.6 56.4

RAJASTHAN

80 71.7
70 61.7 60
56.4
PERCENTAGE

60 50 50 50 50
50 43.6
38.3 40 %Rural Sale
40
28.3 % Urban
30
20
10
0
91340 50:50 91344 91345 91346 91347 91350
TIGER TIGER ROSE TIGER TIGER TIM EPASS
KESAR M ILK ORANGE ELAICHI CLASSIC
KULFI

The target rural percentage sale should be at least 48% according to

Superstockists contribution in this area. TIGER KESAR KULFI and TIGER
ROSE MILK has reached their target Rural Sale Percentage. Rest all the SKUs
are below the target sale Percentage. TIGER ORANGE and TIMEPASS
CLASSIC are close to the targeted Sale and need slightly more efforts to reach
to the targeted Percentage in the next month.
PERCENTAGE RURAL AND URBAN SALE SKU WISE IN MONTH
JUNE
%
%Rural Urban
Material Sale Sale
91340 50:50 10 90
91344 TIGER KESAR
KULFI 10 90
91345 TIGER ROSE MILK 6 94
91346 TIGER ORANGE 12 88
91347 TIGER ELAICHI 17 83
91350 TIMEPASS
CLASSIC 45 55

WESTERN UP

100 90 90 94
88
83
PERCENTAGE

80
55
60 45 %Rural Sale
40 % Urban
17
20 10 10 12
6
0
91340 91344 91345 91346 91347 91350
50:50 TIGER TIGER TIGER TIGER TIM EPASS
KESAR ROSE M ILK ORANGE ELAICHI CLASSIC
KULFI

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 i.e. 50:50 (12.3%) and TIGER
Cream(Aggregate 14.6%) are less than the target percentage.

%
%Rural Urban
Material Sale Sale
91340 50:50 47 53
91344 TIGER KESAR
KULFI 60 40
91345 TIGER ROSE MILK 71 29
91346 TIGER ORANGE 60 40
91347 TIGER ELAICHI 50 50
91350 TIMEPASS
CLASSIC 46 54

EASTERN UP

80 71
70 60 60
PERCENTAGE

60 53 54
47 5050 46
50 40 40 %Rural Sale
40 29
30 % Urban
20
10
0
91340 91344 91345 91346 91347 91350
50:50 TIGER TIGER TIGER TIGER TIM EPASS
KESAR ROSE M ILK ORANGE ELAICHI CLASSIC
KULFI

The target rural percentage sale should be atleast 61% according to

Superstockists contribution in this area. SKUs 50:50 and TIMEPASS have
not reached the target level and TIGER CREAM overall rural sale percentage
is 60% which has reached its required level.
SALES ANALYSIS OF MERA RPD MAHAAN CONTEST
NUMBER OF
MONTH
S RPDs UPDs
April 47 57
May 52 57
June 66 69
WESTERN UP

80
66 69
70
57 57
60 52
NUMBER

47
50 RPDs
40
30 UPDs

20
10
0
April May June

In this region the total no both RPDs (Regional preferred Dealers) and UPDs
(Urban Preferred Dealers) has increased from May to June. The increase in the
no. of RPDs was more prominent as compared to the increase in no. UPDs.
The no. of RPDs has increased by 22 from April to June which clearly indicate
more hold of PARLE G in the Rural market. Also 12 UPDs has increased in
this region from April to June.
 NUMBER OF
MONTH
S RPDs UPDs
April 261 64
May 287 64
June 303 66

Eastern UP

350
303
300 287
261
250
NUMBER

200 RPDs

150 UPDs

100
64 64 66
50

0
April May June

It is clearly depicted from the above graph that for this region the no. of RPDs
is much greater than the total no. of UPDs in all the three months since this
area has a large Percentage of Rural market. There has been a tremendous
increase in the no. of RPDs from April to June. A total of 42 RPDs has
increased for this region during this period. The no. of UPDs was almost
constant for all these three months.
PERCENTAGE RPDS ABOVE Rs. 35,000

MONTH
S % RPDs above 35000
April 62
May 35
June 43.9

WESTERN UP

70
62
60

50 43.9
PERCENTAGE

April
40 35
May
30 June

20

10

0
April May June
In
Western UP the Percentage RPDs above 35,000 has decreased from April to
May and then there was a slight increase in their Percentage from May to June.
The Percentage RPDs above 35000 has decreased from April to May due to
non availaParle G ity of stock in the rural areas of this region. Also due to
allocation problem maximum stock was dispatched in the urban market due to
which RPDs above 35000 has decreased from April to May. From May to June
the percentage has increased since the RPDs has made their best efforts to
reach their sale target of 35000 also during this time period the problem of
allocation was not that prominent.

% RPDs
above
MONTHS 35000
April 42
May 43
June 44.6

EASTERN UP

45 44.6
44.5
44
PERCENTAGE

43.5
43 April
43
May
42.5
42 June
42
41.5
41
40.5
April May June

It is clearly depicted from the above graph that the Percentage RPDs above
35000 has increased from 42% in April to 44.6% in June. In this region there
was no allocation as well as stock Problems due to which more no. of RPDs
were able to meet their Sale target of 35000.In the month of June 44.6% of the
total RPDs has met their Sales target.
MONTHS % RPDs above 35000
April 8
May 10
June 18.4

CENTRAL UP

20
18.4
18
16
14
PERCENTAGE

12 April
10
10 May
8
8 June

6
4
2
0
April May June

In this region the Percentage of RPDs which has reached their Sales target in
the month of June was only 10% which is very less. Most of the RPDs were
not able to reach their Sale target of 35000 due to non availaParle G ity of
stock in the Rural areas of this region. Also the Rural markets in this region are
very small and therefore could not easily cater the sale of 35000.
 MONTHS % RPDs above 35000
April 14
May 31
June 31

RAJASTHAN

35
31 31
30

25
PERCENTAGE

April
20
May
15 14
June
10

0
April May June

In this region, in the month of May and June only 30% of the total RPDs were
able to meet their Sale target of 35000. As compared to April the Percentage of
RPDS in the month of May and June has increased by 17%. Very less no of
RPDs were able to meet their sales target due to non availaParle G ity of stock
in most of the rural areas in Rajasthan.

SWOT ANALYSIS

Strengths
High brand equity; consumers and dealers of mass market brand regards
 Parle G as a Company, which delivers quality products
Parle G possesses an extensive and powerful distribution system
Parle G possesses a dedicated and highly experienced sales staff
Strong base in monitoring and controlling the market
Distributors of Parle G are dedicated, experienced and have a strong hold
over the market
Weaknesses
The Company takes a lot of time in handling the UCA 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
Opportunities
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
Threats
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/Orrin

CONCLUSIONS & IMPLICATIONS

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.
But through these promotional schemes company earns less margin.
It also helps in widening their consumer base i.e. it attracts new triers.
It creates the brand awareness among the consumers about the newly
launched product like Tiger cream.
Products which are less popular among the consumers like Pepper Checker
are also get Promoted.
It helps to increase the repurchase rate of the occasional buyers
Since the promotions were designed for rural market and rural market
contributes to 70% of the total market hence attracting more consumers. And
turn them to loyal users
It enhances brand image
Since attractive promotion attracts consumers hence retailers push products
under promotion rather than competitors products of same kind.
Sales promotion also attracts brand switchers who are primarily looking for
low price good value of premiums.
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.
Problems
Stock out:
It was observed that most of the Promotional SKUs were out of stock at
most of the depots during the Promotional Period which has effected the
total sales of these SKUs in these four regions tremendously.
Non availaParle G ity of Freebies:
It was observed that sometime during the Promotional Period the Freebies
which has to be given with the main Product were not available. Due to their
unavailaParle G ity the Promotion for that Particular SKU was not carried
for that Period of Promotion.
Allocation Problem:
The allocation was the most prominent problem during this Promotion. The
stocks were not allocated in the Rural and Urban markets according to their
Percentage area contribution. In some areas the stock was supplied more
which was not in accordance with the Percentage area contribution of that
region while in some very less stock was supplied as compared to their
Percentage area contribution. Due to this most of the time major part of the
stock was dispatched in the Urban markets which has seriously affected the
Rural sales.
Dispatch Problem:
There was no proper schedule for dispatching & receiving of orders
generated. Generally the Stocks are Dispatched late by about a week from
 the depots due to which the stock reaches late to the wholesalers and during
that week the wholesalers face the problem of non availaParle G ity and are
left with very less or no stock to sell.
Poor sale promotion skills:
According to observations, sale was not promoted skillfully in most of the
Regions. The retailers in these regions have not taken appropriate efforts so
as to promote the promotional products skillfully.

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 are
available in the market.
Apart from setting overall target for all the SKUs, 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.
 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
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ANNEXURE
Questionnaire

Write down the first brand name that comes in your mind regarding biscuits?
.

1. What others brands of biscuits can you recall?

a) .. e)
b) .. f).

c) .. g).
.
d) .. h)
.
2. What is the frequency of biscuits you take?
(Tick you prefer).
a) Once in a week b) Twice in a week
b) Thrice in a week d) .Any others
3. What brand do you have on occasions?
(Tick you prefer).
a) Parle G b) Parle
c) Sun feast d) Parle G

4. Which biscuits gets you best freshness?

(Tick your choice).
a) Mari Gold c) .. 50-50
b) .Good Day d) Krack Jack
 5. Have you any complain about the biscuits?
(Just tick).
a) . Price to high d)Non-availaParle G ity near by
b) . Dirty Rappers e) Shortage
c) . Bad quality f) Others reason
6. Which brand do you prefer mostly?
(Just tick).
a) Parle G b) Parle
c) Sun feast d) Parle G
7. 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
8. Choose your most popular brand of biscuits for each of the following
criteria?
(Just tick).
Parle G Parle Parle G Sun Feast
Criteria
Somethin
g Special
Strong
After
Taste
Really
Refreshi
ng
Relaxing
Distincti
ve Flavor
Any
Other

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

Thanking you