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Advaitha: PARLE PROJECT - “Brand representation of Parle Products in unorganized r

etail stores (i) as compared to competitors (ITC, Britannia & Priyagold). (ii) a
s compared to organized retail stores”(iii)Analysisi of consumer behviour,
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Monday, June 21, 2010PARLE PROJECT - “Brand representation of Parle Products in

unorganized retail stores (i) as compared to competitors (ITC, Britannia &
Priyagold). (ii) as compared to organized retail stores”(iii)Analysisi of
consumer behviour,
DECLARATION

We, hereby declare that this project entitled “Brand representation of Parle
Products in unorganized retail stores (i) as compared to competitors (ITC,
Britannia & Priyagold). (ii) as compared to organized retail
stores”(iii)Analysisi of consumer behviour, is a bonafide record of work done by
us during the course of summer internship and that it has not previously formed
the basis for the award to us, for any degree/diploma associate ship, fellowship
or other similar title, any other institute/society.
ACKNOWLEDGEMENT

A successful completion of job is based upon the chain of factors combining

together to make an integral outcome. The cooperation of the factors mixed with
sincere effort can lead to best performance. Our project is also no exception to
this. So it becomes necessary to mention this before we start writing the study
report.
We take this opportunity to express our deep sense of gratitude to all those who
have contributed significantly by sharing their knowledge and experience in the
completion of this project work.
We would like to place on record, our sincere gratitude to Mr. Manoj Dogra (Area
Sales Manager, Parle Products Pvt. Ltd) for giving us support, guidance &
opportunity to do our summer internship with Parle Products Pvt. Ltd.
Last but not the least, our wholehearted thanks goes to the retailers and
wholesalers and consumers with whom we interacted and all those people who
indirectly or directly helped us.

TABLE OF CONTENTS
S.NO CONTENTS
1. Executive Summary
2. Statement of the Problem
3. Objectives of the Study
4. Limitations of Study
5. Introduction of Sector and Industry
6. Introduction of organization
7. Analysis on unorganized retail outlets
8. Analysis of organized retail outlets
9. Analysis on Consumer Behaviour
10. SWOT Analysis
11. Findings
12. Recommendations and Suggestions
13. Conclusion
14. Appendix
15. Bibliography
Executive Summary
The report is an earnest endeavor made to understand the present market scenario
in biscuits captured by the Parle and the other competitor brands viz.,
Britannia, Priyagold, ITC.
The researchers were required to see the coverage by Parle Products Pvt. Ltd.,
and bring out the potential and loyal retailers so that the company could
maintain the market leadership in the existing business scenario in the biscuits
and the confectionaries.
During the course of study the researchers visited around 70 unorganized retail
stores and 30 organized retail stores and analyzed all major brands of biscuits
available as well as studied the brands, which are most preferred among the
retailers.
The study encompasses the penetration of the existing Parle products (biscuits
and confectionaries) and the market potential for the new products like Golden
Arch, Nimkin, Monaco Funion, Melody softee, Mazelo and Imli Bite.
Their motive was to study the working of the distributors in Bangalore market.
They have mentioned the problems and the loop holes in the Parle’s distribution
system and the promotional tools, which they have found during the course of the
study and recommended various corrective measures for it.
Their study also comprises the comparative analysis between organized and
unorganized retail stores in terms of brand availability with the help of
hypothesis testing.
They also studied the behaviour of consumers about their preferences for
biscuits, candies and their overall buying behaviour with the help of
questionnaire.

Statement of the Problem

To analyze the brands of Parle Products in unorganized retail stores:
1. As compared to competitors (ITC, Britannia & Priyagold).
2. As compared to organized retail stores.
Objectives of the Study
1. To find out Parle Coverage in various areas of Bangalore.
2. To check the Brand availability of the company products at different stores.
3. To compare the Brand with its competitive Brands like ITC, Britannia,
Priyagold in terms of coverage, number of brands available and monthly sales.
4. To analyze that which type of biscuits and candies are most preferred and
demand by the customer. It was done by asking storekeepers as well as customer.
5. To analyze the availability of new Parle products launched in the market.
6. To compare the organized retail stores with unorganized retail stores in
terms of brand availability.

Reference Period
This study is conducted for the period of 45 days starting from 15th of JUNE
2009 to 30th of JULY 2009.

PROJECT METHODOLGY

Research Type:
EXPLORATORY RESEARCH
EXPLANATION: The study was conducted by Parle Products Pvt. Ltd in 4-5 areas of
Bangalore mentioned below (source list) for the first time regarding market
review and comparative analysis between unorganized and organized retail
stores.. Thus it is an exploratory type of research.
Sample Design
A sample design is a definite plan for obtaining a sample for a given
population. It refers to a techniques or procedure adopted in selecting items
for the sample.
Sampling:
Further, the design that has been adopted for the study of the given topic is
CONVENIENT SAMPLING.
EXPLANATION: During the course of the study we visited a no. of stores that were
scattered all over Bangalore (source list mentioned below). Apart from this we
had no written record of the number and names of the stores in the city. It was
very difficult to tabulate a record of all the retailers and wholesalers present
in the city and then carry out our study, in the short span of time that was
allotted. As a result we had to select the retailers according to our
convenience. We went to the areas and surveyed all shops that could possibly be
approached.

The following is the sample design that has been adopted for the study.
1. Population:- Finite(Bangalore)
2. Sampling Unit:- Areas of Bangalore
3. Source list:-
Unorganized retail stores (Areas):
a. Mansarover
b. Vaishali Nagar
c. Chitrakoot
d. Sodala (Ajmer Road, Hatwara road, Ram Nagar)
e. Raja park
f. Adarsh Nagar
g. Janta colony
h. Sethi colony
i. Bapu Nagar
Organized retail stores:
a. Spencer`s Retail
b. Reliance Retail (Reliance Fresh)
c. Aditya Birla (More)
d. Vishal Mega Mart
4. Sample size:- A total of 70 unorganized retail stores with 30 organized
retail stores and 100 consumers.

Tools and techniques for Data Collection

Tools and techniques for:
1. Primary Data:- The researchers collected primary data during the course of
research period with the help of the questionnaire that was designed for the
storekeepers as well as consumers to collect the information that was required
to carry out the research.
2. Secondary Data:- Secondary data was collected from books, articles, Internet
and previous research papers that had been conducted by the company
representatives and officials.
Tools and techniques of Analysis
Simple statistical tools and techniques like average, ratios, pie charts, tables
and graphs in addition to hypothesis testing (z-test, for difference between
proportions) & factor analysis method are used to analyze the data.

Limitations of the Study

1) The study was conducted in 45 days that is not enough for such a vast topic.
2) It was difficult for the storekeepers to pinpoint the sales of a particular
brand in both organized and unorganized retail stores.
3) No proper data was available about the stores in the city.
4) As the nature of research was exploratory so it was difficult to cover each
and every retailer.
5) Many retailers don’t express their original perception and views because of
biasness.
INTRODUCTION
SECTOR
Fast moving consumer goods (FMCG), are products that are sold quickly at
relatively low cost, have a quick turnover and get replaced within a year.
Though the absolute profit made on FMCG products is relatively small, they
generally sell in large quantities, so the cumulative profit on such products
can be large. Examples of FMCG generally include a wide range of frequently
purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning
products, shaving products and detergent, as well as non durables such as
glassware, light bulbs, batteries, paper products and plastic goods. FMCG also
includes pharmaceuticals, consumer electronics, packaged food products and
drinks, although these are often categorized separately. Some of the best known
examples of Fast Moving Consumer Goods companies include Clorox,
Colgate-Palmolive, General Mills, H.J. Heinz, Reckitt Benckiser, Sara Lee,
Nestle, Unilever, Proctor and Gamble, Coca Cola, Carlsberg, Kimberly-Clark,
Kraft, Pepsi, Warburton’s, Wilkinson and Mars.
Scope of the sector: The Rs 86,000-crore Indian FMCG sector is expected to
maintain its double-digit growth for the quarter ended March 31, 2009. Being a
sector led by domestic growth, it is least likely to be affected by the
financial meltdown. The FMCG industry is set to grow 20-30 per cent in 2009-10,
up from 10-20 per cent in 2008-09. The growth would be driven by the launch of
new products and increasing rural consumption. A well –established distribution
network, intense competition between the organized and unorganized segments
characterizes the sector.
Though the hike in minimum alternate tax from 10% to 15% would adversely hit
companies with factories in excise-free zones, they rule out increasing consumer
prices.

Retail sector: Retail became a buzz word in India before recession; in fact the
word booming was found only attached to this sector. But as recession took
its toll, 99% of sectors went for a toss including retail. The market has just
started picking up and India is reclaiming to regain its position in the retail
segment.
In a recent report, the authors of AT Kearney s 2009 global retail development
index said that India s largely unmodernised retail sector remained attractive
to both domestic and international retailers, in spite of government regulations
that prevent 100 per cent foreign ownership of retail stores.
For most of the retailers like Pantaloon, Vishal, Cantabil and Priknit, retail
still continues to buzz everywhere in India with many foreign brands coming in,
whether it s the largest US retailer Wal Mart which opened its first store, last
month, in Punjab, in a joint-venture with Bharti Enterprises, Or Tesco and
Carrefour which are also planning joint venture stores.
Even as corporates are expecting the new Congress-led United Progressive
Alliance Government at the Centre to open up fully FDI in retail sector, a
Parliamentary Committee has argued for a total ban on even the domestic
heavyweight corporates from entering retail trade in grocery, fruits and
vegetables.
Also, there is expectation the forthcoming Union Budget may spell out a policy
position. Retail giant Ikea holding back its plans to enter India is being
bandied about as a setback for the country. There is also talk that investments
and flow of technical knowhow could be hampered if the sector is not opened up
to overseas.investors.
But over all if we see, the issue to be debated shouldn t be whether FDI in
organized retail is desirable, but what its impact would be on small retailers
in the unorganized sector, and whether we have policies to protect the
vulnerable sections.
It was meant to revolutionize the way we shopped, spent, consumed and lived.
With its ‘Retail Revolution’, India was making an indelible mark on the global
retail map. The billion plus consumers and steady economic development were
fuelling the growth of India’s $ 25 billion organized retail market. And the
Indian blue chip companies started to go the retailing way — Bharti, Reliance,
Tata, Mahindra, Aditya Birla Group and RPG — all were making the retail foray.
As the sector grew at the rate of 30-40% per annum over the last decade, India
became the preferred destination for global brands and retail chains to cash in.
But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous
year accompanied with closures of Indian retailers, pulling out from certain
cities and the Subhiksha saga unfolding, the dismal story of revolution is now
unraveling.
Organised Retail Sector: It was meant to revolutionize the way we shopped,
spent, consumed and lived. With its ‘Retail Revolution’, India was making an
indelible mark on the global retail map. The billion plus consumers and steady
economic development were fuelling the growth of India’s $ 25 billion organized
retail market. And the Indian blue chip companies started to go the retailing
way — Bharti, Reliance, Tata, Mahindra, Aditya Birla Group and RPG — all were
making the retail foray. As the sector grew at the rate of 30-40% per annum over
the last decade, India became the preferred destination for global brands and
retail chains to cash in. But with the Q3 growth for FY2008-09 at 10-12% as
against 35% of the previous year accompanied with closures of Indian retailers,
pulling out from certain cities and the Subhiksha saga unfolding, the dismal
story of revolution is now unraveling.

INDUSTRY
Indian Biscuit Industry: According to Indian Biscuit Manufacturers Association
(IBMA), after stagnating growth of about 14 per cent in 2007-08, biscuit
industry grew by 17 per cent in 2008-09 due to excise duty exemption on biscuits
with MRP up to Rs 100 per kg, Indian Biscuit Manufacturers Association. ).
Therefore, Indian biscuit industry has demanded a reduction in value added tax
to four per cent from the current level of 12.4 per cent on biscuit, so that the
growth rate can go up to 20 per cent.
The Rs 8,000-crore industry hopes that the biscuit segment will have over 20 per
cent annual growth in the next five years if VAT is reduced to four per cent
India, world s third largest biscuit producer after the US and China, produces
nearly 19.5 lakh tonnes annually and the states, however, have imposed the VAT
at 12.5 per cent, which is very high.
According to IBMA, organised sector produces around 55% and the balance 45%
being contributed by the unorganised bakeries. In terms of volume biscuit
production by the organised segment in 2007-08 is estimated at 1.47 million
tonnes. Per capita consumption of biscuits in the country is only 1.8 kg, as
compared to 2.5-5.5 kg in the South Eastern countries, and in Europe and US,
respectively.
In India per capita consumption of biscuits is estimated at a low 1.9 kg,
reflecting the huge potential for growth of the industry. Over 900 million
Indians buy and eat biscuits with varying frequency in any year.
The penetration of branded product in this segment is quite significant, and is
valued at Rs 2,500-3,000 crore. None of the other wheat-based segments is as
developed as the biscuits industry. The biscuit segment has developed with large
markets of mass consumption covering over 90% of the overall potential market.
The unorganised sector accounts for over 50% of the market. The market has been
growing at a CAGR of 6-7% pa.
Biscuit is a hygienically packaged nutritious snack food available at very
competitive prices, volumes and different tastes. According to the NCAER 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.
Bread and biscuits are the major part of the bakery industry. Biscuits stands at
a higher value and production level than bread.
India Biscuits Industry came into limelight and started gaining a sound status
in the bakery industry in the later part of 20th century when the urbanized
society called for readymade food products at a tenable cost. Biscuits were
assumed as sick-man s diet in earlier days. Now, it has become one of the most
loved fast food product for every age group. Biscuits are easy to carry, tasty
to eat, cholesterol free and reasonable at cost. States that have the larger
intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and
Uttar Pradesh. Maharashtra and West Bengal, the most industrially developed
states, hold the maximum amount of consumption of biscuits. Even, the rural
sector consumes around 55 percent of the biscuits in the bakery products.
The annual production of biscuit in the organized sector continues to be
predominantly in the small and medium scale sector before and after
de-reservation.
Confectionary Industry
Production area
Besides the industrial areas in leading metropolis the bakery product &
confectionery are carried on small- scale basis also at household level.
Whereas, the confectionery industry has developed remarkably with the
international brand mingling with the domestic market toffees, chocolates etc.
produced at large scale in important industrial regions of the country.
Growth promotional activities
In 1977- 78 Government reserved the confectionery bread and biscuit
manufacturing for small scale and restricted entry of large producers. During
the last 2 decades, small and unorganized players shared the growth in the
industry. Currently, there are an estimated 2 million bakeries across the
country engaged in production of bread, biscuits and other products The Indian
confectionery market is segmented into sugar-boiled confectionery, chocolates,
mints and chewing gums. Sugar-boiled confectionery, consisting of hard boiled
candy, toffees and other sugar-based candies, is the largest of the segments and
valued at around Rs 2,000 crore.
The confectionery industry has a current capacity of 85, 000 tonnes, the market
is growing at the rate of 10-15% per annum. The estimated annual production of
bakery products in India is in excess of 3 million tonnes, of which bread
accounts for nearly 50% and biscuits 37% in volume terms in the organized
sector. The bakery sector in India is one of largest segments of the food
processing industries; annual turnover in value terms is approximately $ 900
million.
Types
Chocolates, hard-boiled sweets, chewing gum and other products are a major
growth area. The bakery industry includes basic baked products like breads,
biscuits, cakes, pastries, rusks, buns, rolls etc.
The Confectionery Industry in India was a closely held business potential for
several decades in the past predominantly driven by cost factors and limited
market and consumer perceptions. Confectionery product being an impulse
generated demand exercise was more dependent on trade push and intermittent
consumer pull thereby resulting in very narrow spectrum of brand activity. The
retail and market penetrations even today continue to be in the rural and semi
urban and urban markets where bulk of the sales activity takes place through B
and C class outlets. Confectionery being a child-oriented product, it is largely
sold by individual counts at the retail trade level. The potential child
consumer for this category of products in the past was largely influenced by the
relevant socio-economic factors and media explosions.
Organization
Parle Products Pvt. Ltd.: A cream colored yellow stripped paper with a cute baby
photo containing 10-12 biscuits with the company’s name printed with in Red.
Times changed, variety of biscuits did come and go but nothing has changed with
these biscuits. Yes, the size of their packing has definitely changed but for
the consumer good as these are money saver packs.
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 and sweets.
Initially a small company 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.
For around 75 years, Parle have been manufacturing quality biscuits and
confectionary products. Over the years Parle has grown to become a multimillion
dollar company with many of the products as market leaders in their category.
The recent introduction of Hide & Seek chocolate chip biscuits is a product of
innovation and caters to a new taste, being India’s first ever chocolate chip
biscuits.
Apart from the factories in Mumbai and Bangalore Parle also has factories in
Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit
and confectionery plants in the country. Additionally, Parle Products also has 7
manufacturing units and 51 manufacturing units on contract.
All these factories are located at strategic locations, so as to ensure a
constant output and easy distribution.
Brands
An in-depth understanding of the Indian consumer psyche has helped Parle evolve
a marketing philosophy that reflects the needs of the Indian masses. With
products designed keeping both health and taste in mind, Parle appeals to both
health conscious mothers and fun loving kids. The great tradition of taste and
nutrition is consistent in every pack on the store shelves, even today. The
value-for-money positioning allows people from all classes and age groups to
enjoy Parle products to the fullest.
Biscuit goodies: Confectionary:
Parle-G GolGappa
Krackjack Classic Mint
Monaco Lite Mint
Monaco Funion Kismi
Kreams Orange Candy
Hide and Seek Mango Bite
Hide and Seek Milano Melody
Poppins
Eclairs- 50 p
Bourbon Melody Softe- 1Rs.
Kismi Bar
Parle Marie Chox
Kacha Mango
Milk Shakti Mazelo
Imli Bite
Kismi Gold
Parle 20-20 Cookies Munch on snacks:
Nimkin Musst Bites

Parle biscuits: Parle biscuits are linked with factors of power and wisdom
providing nutrition and strength. Parle biscuits are indeed much more than a
tea- time snack, they are considered by many to be an important part of their
daily food. Parle can treat you with a basket of biscuits which are not only
satisfying but are also of good and reliable quality. Parle biscuits cater to
all tastes from kids to senior citizens. They have found their way into the
Indian hearts and homes.
Parle G
For over 65 years, Parle G has been a part of the lives of every Indian. From
the snow capped mountains in the north to the sultry towns in the south, from
frenetic cities to laid back villages, Parle G has nourished strengthened and
delighted millions. Filled with the goodness of milk and wheat, Parle G is not
just a treat for the taste buds, but a source of strength for both body and
mind. Tear over a packet of Parle G to experience what has nourished Generations
of Indians since last sixty five years, making it truly Hindustan Ki Taakat.
Pack Sizes available: 16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G, 825G
Krackjack
The original sweet and salty biscuit is one of the most loved biscuits in the
country.
It’s not just a biscuit, it’s the taste of relationships captured in a biscuit.
A little sweet and a little salty crafted in such a delicate and delicious
balance, you can never get enough of it. Have it anytime you like with anything
you like. Pack Sizes available: 75G, 170G, 240G
Monaco
Share the company of great taste anytime, anywhere with Monaco. A light crispy
biscuit sprinkled with salt, Monaco adds a namkeen twist to life’s ordinary
moments. Pack Sizes available: 75 G, 120 G, 240 G
Hide and Seek
The ingredients that go into making this prized cookie are a well-guarded
secret. What is is the effect it has on those who eat it. A cookie with a
reputation for romance. Indulge in the sinful taste of Milano and everything
that follows it. Pack Sizes available: 25 G, 62 G, 100 G, and 200 G
Hide and Seek Milano
The ingredients that go into making this prized cookie are a well-guarded
secret. What is is the effect it has on those who eat it. A cookie with a
reputation for romance. Indulge in the sinful taste of Milano and everything
that follows it. Pack Sizes available: 65 G, 135 G
Kreams
Orange: Tickle your senses with Parle Orange Kream – The tangy orange cream
between two scrumptious biscuits makes for a real treat.
Age no bar! Pack Sizes available: 80 G, 90 G, 160 G, and 180 G
Parle Confectionaries: Right from candies to toffees, the sweet n treat
category of the Parle product range is a genuine treat for every snack lover.
This category can satisfy one s taste and at the same time create a desire for
more. These confectioneries are a sheer delight to the taste buds and have a
universal appeal. Parle Biscuits and confectioneries, continue to spread
happiness & joy among people of all ages.
Melody
Caramel meets chocolate to yield an outcome nothing less than delectable. Parle
Melody comes with an irresistible layer of caramel on the outside and a
delightful chocolate filling within. Pop it in your mouth and relish the unique
experience. It won’t be too long before you find yourself asking the age old
question ‘Melody itni chocolaty kyon hai?
Mango Bite
Need a quick escape from everything ordinary? Just pop a Mango Bite and dive
into a tropical mango paradise. Sit back, roll it around and enjoy one wave
after another of juicy mango treats that go on and on and on.

Orange Candy
Feel like eating an orange but don’t want to be bothered with peeling one? How
about just unwrapping one then? Parle Orange Candy. This little candy is a
mouthful when it comes to the tangy, juicy taste of real oranges. A bite-sized
orange in a wrapper.
Kachcha Mango Bite
The glider got copied and became a jet plane. Western hits got copied and became
Anu Malik songs. The typewriter got copied and became a keyboard. Similarly, we
have managed to copy the tangy flavour of raw mangoes in a candy which is a
little sour, a little sweet and certainly a little mischievous. We call it
Kaccha Mango Bite. It truly is a ‘kacche aam ka copy’.

Kismi Toffee
It’s everything that the Kismi Toffee Bar is, only smaller. Wrapped in the
distinct flavour of elaichi (cardamom) this toffee is sure to send your sweet
tooth on a joyride.
Golgappa
Mention Golgappa to lovers of roadside snacks and watch them get excited. Just
the very memory of the sweet tangy taste of Golgappa is enough to make the taste
buds tingle, the mouth water and the senses to party. Now imagine if you can
have the Golgappa whenever and wherever you want it, even as you are reading
this, for example. It is possible with Parle Golgappa. It captures the same
magic of the popular street side Golgappa in a Goli or a hard boiled candy, if
you prefer. So pop in a Golgappa and treat your senses to a fun filled trip,
whenever and wherever.

Parle Snacks: Salty, crunchy, chatpata and crispy caters to the bunch of Parle
snacks. Parle snacks are a complete delight to the taste buds and can create the
desire for more and more. These snacks will not only satisfy your tummy but will
also sustain a feel in your mouth to associate you with the bond of Parle.
Musst Bites
Cheesy fluffy baked snacks that are so irresistible that you don’t want to share
them. Available in mouthwatering Garden Spices, sweet and sour Tangy Tomato,
tantalizing Chatpata Chat and heavenly garden spices, you are going to have a
hard time deciding which one you want for yourself.
MAJOR BISCUIT PRODUCERS’S IN KARNATAKA
1) PARLE PRODUCTS PRIVATE LIMITED.
2) ITC SUNFEAST LIMITED
3) BRITANNIA
4) SURYA FOOD AND AGRO LIMITED (PRIYAGOLD).
PARLE PRODUCTS PRIVATE LIMITED

Many of the Parle products - biscuits or confectioneries, are market leaders in

their category and have won acclaim at the Monde Selection, since 1971. With a
40% share of the total biscuit market and a 15% share of the total confectionary
market in India, Parle has grown to become a multi-million dollar company. While
to consumers it s a beacon of faith and trust, competitors look upon Parle as an
example of marketing brilliance. Parle G, a premium glucose biscuit is the
world’s largest selling biscuit.
A factory of these glucose biscuits is situated in Neemrana is producing 7000
metric tonnes every month. A list of premium quality biscuits and
confectioneries is produced and distributed across nations.
ITC LIMITED

ITC is one of India s foremost private sector companies with a market

capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75
billion. ITC has a diversified presence in Cigarettes, Hotels, Paperboards &
Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery,
Information Technology, Branded Apparel, Personal Care, Stationery, Safety
Matches and other FMCG products. ITC s diversified status originates from its
corporate strategy aimed at creating multiple drivers of growth anchored on its
time-tested core competencies: unmatched distribution reach, superior
brand-building capabilities, effective supply chain management.

BRITANNIA
By 1910, with the advent of electricity, Britannia mechanized its operations,
and in 1921, it became the first company east of the Suez Canal to use imported
gas ovens. Britannia s business was flourishing. But, more importantly,
Britannia was acquiring a reputation for quality and value. As time moved on,
the biscuit market continued to grow… and Britannia grew along with it. In 1975,
the Britannia Biscuit Company took over the distribution of biscuits from
Parry s who till now distributed Britannia biscuits in India. In the subsequent
public issue of 1978, Indian shareholding crossed 60%, firmly establishing the
Indian ness of the firm. The following year, Britannia Biscuit Company was
re-christened Britannia Industries Limited (BIL). Four years later in 1983, it
crossed the Rs. 100 crores revenue mark.

SURYA FOOD AND AGRO LIMITED

The wondrous magical journey of the company Surya Food & Agro Ltd. began in Oct.
1993 & since then The Researchers have been one of the leading manufacturers of
biscuits in northern India. Our brand “PRIYAGOLD” has been a perennial household
favorite since then. On a profound level spread in to western as well as
southern India, the inevitable cycle of distribution network has helped us to
spread into western India as well. Our obsession is to make the finest quality
biscuits available to the consumers & our constant endeavor is to provide our
consumers, a palate to look forward to a taste & flavor that is uniquely
“PRIYAGOLD”.
.ANALYSIS
After visiting the PARLE factory as industrial visit the researchers analyzed
that the best selling branded biscuit company offers its customers with large
variety of biscuits (parle-g, krack-jack, Monaco, hide and seek etc.),
confectionaries (mangobite, melody, poppins) and snacks (Musst bites)
It aims “TO SERVE PEOPLE AND NATION”
The privately owned self financed company provides motivation and confidence to
its staff and other related members by providing various facilities and
organizing certain events. It has a very open work culture. The atmosphere is so
comfortable and relaxed that helps in increasing productivity and efficiency. It
lunches and outstation team-building exercises that augment inter-personal
relations and mutual understanding.
Parle has found its way into the Indian hearts and home. It spreads happiness
and joy among the people of all ages.
As one comes to visit their plant, they welcome them whole-heartedly and
cooperate with them in the best way they can. They are the strict followers of
Japanese culture.
1. Analysis of unorganized retail outlets
1.1 Coverage of the company
Table 1.1.1
BRAND Direct Indirect No Coverage
PARLE 63 07 0

Chart 1.1.1

Interpretation:
Parle covers all the retail outlets under study and 90% were under direct
coverage i.e salesman of Parle distributor (of that area) visits weekly on these
stores. Rest 10% outlets source the Parle products either from wholesaler or any
other retail outlet.

1.2 Categorization of retail outlets based on PARLE sales

Table 1.2.1
CATEGORY NO. OF OUTLETS % SHARE
CATEGORY A (No Coverage) 0 0.0
CATEGORY B (1-5000) 230 56.1
CATEGORY C (5001-10000) 99 24.1
CATEGORY D (10001-15000) 33 8.0
CATEGORY E (15001-20000) 18 4.4
CATEGORY F (>20000) 30 7.3
Chart 1.2.1

Interpretation:-
The above pie chart shows the classification of retail outlets present in areas
under study. The categorization is made on the basis of monthly sales of Parle
products by the retailers and the whole sellers. It has been divided into 6
categories mentioned above.
There are no “A” category outlets as Parle covers all the Retail outlets under
study whereas category “B” has highest share of 56% with 230 outlets and most of
total retail outlets fall under Category “B” & Category “C” (80%) visited by the
Researchers here.
It can be seen that only 7% outlets fall under category “E” i.e greater than
20000 Rs
1.3 Visibility of PARLE products
For Biscuits:
Table 1.3.1
BRAND (Biscuits) No. of shops Total % VISIBLE
Parle-G 70 70 100.0
Krackjack 63 70 90.0
Monaco 63 70 90.0
Monaco Funion 75 70 18.3
Hide&Seek 255 70 62.2
Milano 85 70 20.7
Orange Kream 330 70 80.5
Mango Kream 388 70 94.6
Elachi Kream 393 70 95.9
Pineapple 381 70 92.9
Chocolate Kream 377 70 92.0
Golden Arch 35 70 8.5
Nimkin 101 70 24.6
Marie 198 70 48.3
Milk Shakti 185 70 45.1
Bourbon 210 70 51.2
20-20 Butter 340 70 82.9
20-20 Cashew 332 70 81.0

Chart 1.3.1

Interpretation:-
Brands such as Parle G, Krackjack, Monaco, Orange Kream, Mango Kream, Pineapple
Kream, Chocolate Kream, Elaichi Kream are visible in almost all stores (90-100
%) but brands such as Monaco Funion, Golden Arch & Nimkin were not available in
many stores.

For Confectionary:

Table 1.3.2
BRANDS (Confectionary) No. of shops Total % VISIBLE
GolGappa 258 410 62.9
Classic Mint 136 410 33.2
Lite Mint 108 410 26.3
Kismi 222 410 54.1
Orange Candy 300 410 73.2
Mango Bite 337 410 82.2
Melody 352 410 85.9
Poppins 222 410 54.1
Eclairs- 50 p 168 410 41.0
Melody Softe- 1Rs. 146 410 35.6
Kismi Bar 165 410 40.2
Chox 155 410 37.8
Kacha Mango 177 410 43.2
Mazelo 160 410 39.0
Imli Bite 97 410 23.7
Kismi Gold 45 410 11.0
Musst Bite 43 410 10.5
Chart 1.3.2
Interpretation:-
The brands such as Orange Candy, Mango Bite & Melody have good availability but
Kismi Gold and Musst Bite are rarely available .

1.4 New Products Visibility

Table 1.4.1
BRANDS (Confectionary) Available Not Available Total % VISIBLE
Nimkin 101 309 70 24.6
Golden Arch 35 375 70 8.5
Melody Softe- 1Rs. 146 264 70 35.6
Mazelo 160 250 70 39.0
Imli Bite 97 313 70 23.7

Chart 1.4.1

Interpretation:
The newly introduced biscuit brand Golden Acrh was available in only 8.5 %
retail outlets which is a very low figure. And Nimkin was present in only 25 %
outlets.
It appears that demand for their confectionary brands is increasing as they were
present in considerable amount.

1.5 Coverage with respect to competitors

Table 1.5.1
BRAND Direct Indirect No Coverage
PARLE 367 43 0
ITC 308 21 81
BRITANIA 305 27 78
PRIYAGOLD 281 26 103
Chart 1.5.1

Chart 1.5.2
Chart 1.5.3

Chart 1.5.4

Chart 1.5.5

Interpretation:
Among the competitors only Parle covers most of the outlets (90%) directly, rest
covers approx. 70-75 % of outlets directly. Also ITC, Britannia & Priyagold has
no presence in approx. 20-25 % outlets but Parle full coverage. This is the
strength of Parle company.

1.6 Brand availability with respect to competitors

Table 1.6.1
BRAND No. of Brands
Nil 1 to 5 6 to 10 11 to 15
PARLE 0 20 88 302
ITC 81 227 85 17
BRITANIA 78 193 99 40
PRIYAGOLD 103 112 144 51

Chart 1.6.1
Chart 1.6.2

Chart 1.6.3

Chart 1.6.4

Chart 1.6.5

Interpretation:-
Parle in addition to a big share of direct coverage also has74% of outlets where
11 to 15 brands are present as compared to competitors viz ITC, Britannia &
Priyagold having 4%, 10% & 13% respectively. Priyagold although has less
coverage (75%) than competitors but where present were in good variety i.e 35%
outlets has 6 to 10 brands compared to Parle (21%), ITC (21%), and Britannia
(24%).

1.7 Sales comparison with competitors

Table 1.7.1
Category No. of outlets (Parle) Parle %
No. of outlets (Brit) Britannia % share
%share
A (No Coverage) 0 0.0 81 19.8 78 19.0
B (1-5000) 230 56.1 194 47.3 179 43.7
SHARE No. of outlets (ITC) ITC % share
No. of outlets (Priyagold) Priyagold
103 25.1
225 54.9
C (5001-10000) 99 24.1 85 20.7 91 22.2 29 7.1
D (10001-15000) 33 8.0 31 7.6 23 5.6 39 9.5
E (15001-20000) 18 4.4 13 3.2 21 5.1 9 2.2
F (>20000) 30 7.3 6 1.5 18 4.4 5 1.2

Chart 1.7.1

Interpretation:-
It can be seen that in most of the outlets (56%) Parle sales come under category
“B” as compared to other categories. Compared to competitors the company tops
Category “B”. Company share in Category is also far higher than that of
competitors. So, every company has sales of 1-5000Rs in 50 % outlets

1.8 Ranking of Biscuits

Table 1.8.1
Rank Glucose Cream Cookies Salty Sweet and salty Marie
1 307 60 5 9 3 26
2 71 289 4 25 1 20
3 17 56 1 157 18 161
4 14 2 0 119 97 178
5 1 0 41 88 256 24
6 0 3 359 12 35 1

Chart 1.8.1

Interpretation:
Rank one is dominated by Glucose biscuits, Rank two by Cream biscuits, rank
three by Marie and Salty biscuits both, rank four by Marie Biscuits but there is
a close match between salty and sweet and salty, rank five by Sweet and Salty
Biscuits and rank six by Cookies. So, lease demand is of cookies in unorganized
retail stores.

2. Analysis on organized retail outlets

2.1 Parle Sales in Organized Retail
Table 2.1.1
Category Sales No. of outlets (Parle)
No coverage 0 0
A 1-15000 1
B 15001-30000 10
C 30001-44999 11
D >=45000 8

Chart 2.1.1

Interpretation:-
It can be seen that 35% of outlets have Parle sales between 30,000Rs and 45,000
Rs which is a very good indication. And 27 % outlets have Parle sales above
45,000 Rs

2.2 Parle Sales with respect to competitors in organized retail outlets

Table 2.2.1
Category Sales No. of outlets (Parle) No. of outlets (ITC) No. of outlets (Brit)
No. of outlets (Priyagold)
No coverage 0 0 4 0 5
A 1-15000 1 5 2 5
B 15001-30000 10 20 5 18
C 30001-45000 11 5 14 2
D >45000 8 4 9 0
Chart 2.2.1

Interpretation:
In organized retail outlets Britannia beats Parle in Category “C” (30001-45000).
And this is because Parle products are cheaper as compared to Britannia and so
sales is high.
2.3 Parle Visibility in organized retail outlets
Table 2.3.1
BRAND (Biscuits) No. of shops Total % VISIBLE
Parle-G 30 30 100.0
Krackjack 30 30 100.0
Monaco 30 30 100.0
Monaco Funion 19 30 63.3
Hide&Seek 24 30 80.0
Milano 11 30 36.7
Orange Kream 23 30 76.7
Mango Kream 29 30 96.7
Elachi Kream 29 30 96.7
Pineapple 27 30 90.0
Chocolate Kream 25 30 83.3
Golden Arch 10 30 33.3
Nimkin 17 30 56.7
Marie 30 30 100.0
Milk Shakti 24 30 80.0
Bourbon 26 30 86.7
20-20 Butter 28 30 93.3
20-20 Cashew 28 30 93.3

For Biscuits:
Chart 2.3.1

Interpretation:
Parle-G, Krackjack, Marie, Monaco have 100% visibility. Among the cream
biscuits, Mango and elaichi were available in most outlets (97%). Parle 20-20
brands were also visible 93% of the outlets. Golden Arch and Milano were present
in very less number of outlets (37% and 33% respectively).
For Confectionary:
Table 2.3.2
BRANDS (Confectionary) No. of shops Total % VISIBLE
GolGappa 23 30 76.7
Classic Mint 15 30 50.0
Lite Mint 13 30 43.3
Kismi 19 30 63.3
Orange Candy 23 30 76.7
Mango Bite 23 30 76.7
Melody 29 30 96.7
Poppins 22 30 73.3
Eclairs- 50 p 21 30 70.0
Melody Softe- 1Rs. 17 30 56.7
Kismi Bar 17 30 56.7
Chox 12 30 40.0
Kacha Mango 22 30 73.3
Mazelo 10 30 33.3
Imli Bite 7 30 23.3
Kismi Gold 8 30 26.7
Musst Bite 8 30 26.7
Chart 2.3.2

Interpretation:
Melody tops (97%) among the confectionary brands in visibility factor. Hard
boiled candies such as Golgappa, Orange candy, Mango Bite, Poppins, Kaccha Mango
and éclairs have good visibility (Approx. 73-77%). But Melody softee, Kismi Bar
have 57%

visibility. Mazelo, Imli Bite, Kismi Gold have very low visibility.
Parle s snack product Musst Bite is also having very low visibility of 27%.

3. Analysis on Consumer Behaviour

3.1Type of biscuits preferred
Table 3.1.1
Biscuit Preferred No. of consumers(out of 100)
Glucose 38
Salty 08
Sweet and Salty 15
Kreams 25
Cookies 14
Chart 3.1.1

Interpretation:-
The above graph shows the types of biscuits preferred by the consumers. Glucose
is most preferred (38) by the consumers followed by kreams (25). Whereas Salty
(8) holds the last position

4.1 Type of confectionary preferred

Table 3.2.1
Candies No. of consumers
Hard boiled candy 34
Eclairs 27
Mint 9
Bubble gum 12
Bars 18
Chart 3.2.1

Interpretation:-
The above graph shows the types of candies preferred by the consumers. Hard
boiled candies like golgappa, kacha aam got the highest position followed by
éclairs and then bars. Mint got the least preference.
4.2 Preference between organized and unorganized retail stores to buy biscuits
and confectionary
Table 3.3.1
Type of Store Sales
Unorganized retail (Kirana) stores 76
Org. retail stores 24

Chart 3.3.1

Interpretation:-
The above pie chart shows the place from where people prefer to buy biscuits and
confectionary.
The study shows that 76% of people prefer to buy them from general kirana stores
whereas 24% people prefer to buy from organized retail stores like spencers, Big
bazaar or Reliance fresh.

4.3 Preference for the biscuit company

Table 3.4.1
Company No. of consumers
Parle 48
Britannia 27
Priyagold 7
Itc 18
Chart 3.4.1

Interpretation:-
The above pie chart shows the preference of consumers for biscuit company. The
result shows that PARLE got the highest position followed by BRITANNIA and then
ITC. PRIYAGOLD got the least preference by the consumers.

4.4 Preference to factors (Taste, Price & Brand image)

Table 3.5.1
Chart 3.5.1
Rank Taste Price Brand Image
Rank1 96 2 2
Rank2 4 39 57
Rank3 0 59 41

4.5 Preference according to taste

Table 3.6.1
Rank Parle Britannia Itc Priyagold
rank1 41 33 17 9
rank2 33 39 19 9
rank3 21 16 28 35
rank4 5 12 36 47
Chart 3.6.1

INTERPRETATION:- The scores of rank1 are multiplied by 1 , the scores of rank2

by 2 and so on. And the sum of all the ranks for the given companies is summed
up to get the total scores.
As Parle has got the minimum total, therefore it can be infer that consumers
prefer Parle most when it comes to taste followed by Britannia and then ITC.
Priyagold is least preferred by the consumers.

4.6 Preference according to price

Table 3.7.1
Rank Parle Britannia ITC Priyagold
rank1 42 16 11 31
rank2 29 20 15 36
rank3 17 33 27 23
rank4 12 31 47 10
Chart 3.7.1

INTERPRETATION:- Here Parle is the prime choice of consumers when price is given
preference followed by Priyagold and then Britannia. ITC is least preferred by
consumers in the case of price.

4.7 Preference according to brand image

Table 3.8.1
Rank Parle Britannia Itc Priyagold
rank1 28 39 19 14
rank2 32 36 21 11
rank3 23 19 31 27
rank4 17 6 29 48
Chart 3.8.1
INTERPRETATION:- As Britannia has got the minimum total, therefore it is
preferred most by the consumers followed by Parle and then ITC. Priyagold is
least preferred by the consumers in case of brand image.

SWOT ANALYSIS OF PARLE PRODUCTS

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

OPPORTUNITY
1. Rising demand for innovative packaging in packaged foods.
2. Retaining loyal retailers or wholesalers.
3. Improving supply system for established brands.
4. Huge scope for some Parle products in medical shops.
5. Information revolution brought about by the television.
6. Good scope for snacks and namkeens, if launched and properly promoted by
Parle.
THREAT
1. Highly advertised brands such as Britannia.
2. Ever increasing competition from multinationals and local companies.
3. Increase in sale of cheap local bakery products.
4. Emerging substitutes like wafers, snacks and toast.
5. Margin war among the major
Brands
FINDINGS
After close study of the present market situation prevailing in the areas
assigned the researchers, following are the observations.
1. Availability of all the products is not uniform in all the towns. For
instance, the supply is not meeting the demand in particular areas or shops.
2. Golden Arch and Nimkin, newly launched products, have very less availability.
3. Breakage problem in the Family packs of glucose biscuits is leading to the
decline in sales in this category.
4. Schemes, Discounts, offers, coupons etc. are not reaching to the retailers
and customers whereas Priyagold and ITC on the other hand are doing that.
5. Retailers and even wholesalers are not satisfied with the supply system of
Parle.
6. It was found that Parle (especially Parle- glucose) is most favored brand and
is sold most. Parle biscuits are the retailers and consumers prime choice.
7. Very little range of Parle biscuits were visible in organized retail outlets.
8. Musst bites is not accepted by the general masses due to its dissatisfying
taste.
9. Lack of marketing efforts for the promotion of new products like Golden Arch,
Nimkin.
10. Britania is emerging as major Competitor in the organized retail outlets.
RECOMMENDATIONS & SUGGESTIONS
1. Company should start a program for the loyal retailers and wholesalers to
reduce their complaints by providing timely supply and replacement. This will
help in increasing their sales.
2. The packaging of Parle Glucose biscuits (1/2 and 1 kilogram packs) must be
improved for its better sales. The company should come up with double packaging
as people refuse to buy family pack biscuits with loose packaging.
3. Salesmen should be properly dressed and should have good communication skills
to effectively promote the new products recently launched, by making sure that
the product reaches each and every retailer and also increase the visibility of
the products by arranging the product clearly on the shelf or rack and show its
prominence.
4. To increase the number of stock keeping units {SKU} available in the
retailers store. Each salesman should stress the retailers to keep the maximum
SKUs and to maintain these SKUs throughout. With this, the replacement of the
damaged and expired biscuits should be prompt and without any hassles, so that
retailer can be saved from the loss of the expired and damaged goods.
5. Company should adopt innovative packaging techniques, as they have their own
packaging unit as consumers are highly attracted towards new packaging.
6. The company should take proper measures that the schemes and offers are not
gulped by the middlemen ,and that it benefits the retailers and customers.
After conducting the survey on 70 unorganized retailers, 30 organized retailers
and 100 customers, the researchers found that there is a bigger market for
biscuits and hard boiled candy in unorganized retail stores if proper supply of
goods without breakage is there.
It was also concluded that Parle is the first preference of both the customers
and retailers (Organized and unorganized both) because of its price and brand
image.
Brand Parle G dominates the volume-dominated biscuit market. Even in today’s
times when multinationals are beefing up their operations and trying to change
the dynamics of the market, Parle G’s numero uno position is unchallenged. Its
competitors have roped in superstars like King Khan and Sachin Tendulkar, but
Parle G has only gone from strength to strength. Brand Parle G is iconic and has
evolved over the years. Trust, relevance, affordability are its hallmarks, which
have withstood pressures from the hyper-competitive marketplace.
The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice,
Hide & Seek and confectionery brands, such as, Melody, Poppins, Mangobite enjoy
a strong imagery and appeal amongst consumers across the world. Which has
resulted into Parle-G being the “world’s largest selling biscuit".
The Parle name symbolizes quality, health and great taste. Constantly innovating
and catering to new tastes PARLE-G has built its reputation. This can be seen
from the success of its new brands such as Mazelo, Imli Bite etc.
Parle Products Pvt Ltd., is now lagging in services to retailers because of
improper supply and distribution in some areas and competitors taking advantage
of these points.
Locality :
Name of Outlet :
Address :
Contact No. :
Parle Detail :
Frequency : Weekly / Fortnightly
Brand Representation : YOUR OWN INNOVATION
Y / N Y / N
Parle-G GolGappa
Krackjack Classic Mint
Monaco Lite Mint
Monaco Funion Kismi
Hide&Seek Orange Candy
Milano Mango Bite
Orange Kream Round /Rectangle Melody
Mango Kream Round /Rectangle Poppins
Elachi Kream Round /Rectangle Eclairs- 50 p
Pineapple Round /Rectangle Melody Softe- 1Rs.
Chocolate Kream Round /Rectangle Kismi Bar
Golden Arch Chox
Nimkin Kacha Mango
Marie Mazelo
Milk Shakti Imli Bite
Bourbon Kismi Gold
20-20 Butter Musst Bite
20-20 Cashew Parler Sales
Competitor Information:
Direct Covrage : ITC: Britania : PriyaGold:
Frequency : ITC: Britania PriyaGold:
No. of Brand available ITC: Britania PriyaGold:
Sales per Month : ITC: Britania PriyaGold::
Which Category of Biscuits Sales More ( Give Ranking )
Glucose Cream Cookies Salty Sweet & Salty Marie
Retailer Survey:
Consumer Survey:
NAME:-
AGE:-
PHONE NO.:-
1) How many members are there in your family?
Ans-
2) Who initiates the shopping of groceries in your family?
a) Male members b) Female member c)children/teenager
Ans.
3) From where do you prefer to buy biscuits?
a) Kirana store
b) Organized retail market (Like Reliance fresh, spencers, Big Baazar, etc.)
Ans. (If answer is b please mention the name of retail chain)
5)Which biscuits do you prefer?
a)glucose b)salty c)sweet and salty d)Creams e)cookies
Ans.
6)What type of confectionary do you like the most?
a)hard boiled candy b)eclairs c)mint d)bubble gum e)bars
Ans.
8)Which brand do you prefer most?
a)PARLE b)BRITANNIA c)PRIYAGOLD d)ITC Sunfeast e) Other
Ans.
10)Rank the factors in order of preference when buying a biscuit??
Taste Price Brand image

11)Rank the following out of 5 in respect to the given factors

FACTORS PARLE ITC BRITANNIA PRIYAGOLD
Taste
Price
Brand image

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