Sie sind auf Seite 1von 65

Market Analysis of Parle Biscuits

Market Analysis of Parle Biscuits

PROJECT REPORT ON MARKET ANLYSIS OF PARLE BISCUITS

SUBMITTED BY

Prasad S Yadav

Rajeev Gandhi College of Management Studies (RGCMS)

Market Analysis of Parle Biscuits

Acknowledgement
Apart from the efforts of me, the success of this project depends largely on the encouragement and guidelines of many others. I take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of this project. I would like to show my greatest appreciation to Prof. Shilpa Kulkarni,Prof.Gaurishankar.Prof.Seema Agarwal. I cant say thank you enough for their tremendous support and help. I feel motivated and encouraged every time I attend their meeting. Without his encouragement and guidance this project would not have materialized. The guidance and support received from all the team members including my parents, who contributed and are contributing to this project, was vital for the success of the project. I am grateful for their constant support and help.

Prasad S Yadav

Market Analysis of Parle Biscuits

DECLARATION

Market Analysis of Parle Biscuits

PREFACE
It gives me immense pleasure to present this topic Market study on Parle Biscuits to the University of Mumbai for completion of degree of Bachelor of Management Studies (B.M.S). This project covers all the matter in a precise and in convincing manner while making this project, I have also referred the books of university of Mumbai. I Thanks Prof.Shilpa Kulkarni and other teacher, Prof. Gauri Shankar , Prof.Seema Agarwal for the personnel attention to this project. I am very much grateful to my mother, father and as well as my friends who helps me throughout the project and inspired me behind this project.

Market Analysis of Parle Biscuits

TABLE OF CONTENT

Sr. No. (1) (2) (3) (4) (5) (6) (7) 8)

Topics TITLE PAGE TABLE OF CONTENT PROFILE OF THE COMPANY COMPANY HISTORY PRODUCT PROFILE SCOPE OF THE STUDY METHODOLOGY QUESTIONNAIRE ANALYSIS

Pg no. 1-5 6 7-9 10-16 17-35 36-42 43-46 47-57

9) 10)

FINDING,SUGGESTION & CONCLUSION ANNEXURE

58-61 62-64

Market Analysis of Parle Biscuits

PROFILE OF PARLE COMPANY

Market Analysis of Parle Biscuits

COMPANY PROFILE
We, Parle Products Pvt. Ltd. are a US $ 450 million conglomerate started in India in 1929. We are in the business of manufacturing and marketing biscuits and confectionaries. We have State-of-the-art machinery with automatic printing and packaging facilities. Our biscuit baking oven is the largest of its type in Asia. Over the decades the efforts of our Research & Development wing have made the repertoire of our products grow manifold. In biscuits we have Glucose, Milk, sweet and salted, cream, Digestive, cumin seed and cheese categories. In confectionery, we have a range of toffees and hard-boiled candies available in chocolate, mint, cola, and tropical fruit flavors. Some of these are double layered toffees and center filled candies packed in rolls or pillow packs, or have single or double twist wrapping. Almost all of our products are market leaders in their category and as recognition of their quality, have won Gold, Silver and Bronze Monde Selection medals since 1971. Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India.

Market Analysis of Parle Biscuits

Legal Status: Company Size: Year Established: No Direct Workers: No Workers: Indirect

Corporation Small (P 1M - 10M) 1929 1700 0

Year Started Export: 1982

Market Analysis of Parle Biscuits

Company History

Introduction
10

Market Analysis of Parle Biscuits

A long time ago, when the British ruled India, a small factory was set up in the suburbs of of Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time. A decade later, in 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.

11

Market Analysis of Parle Biscuits

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.

12

Market Analysis of Parle Biscuits

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.

13

Market Analysis of Parle Biscuits

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.

14

Market Analysis of Parle Biscuits

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.

15

Market Analysis of Parle Biscuits

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."

16

Market Analysis of Parle Biscuits

PRODUCT PROFILE

17

Market Analysis of Parle Biscuits

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.

Ingredients :
Wheat Flour, Sugar, Edible Vegetable Oils, Invert Syrup, Skimmed Milk Powder, Salt, Leavening Agents, Permitted Emulsifier, Flavours and Dough Conditioners.

18

Market Analysis of Parle Biscuits

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.

Ingredients :
Wheat flour, Sugar, Edible vegetable oils, Invert syrup, Milk products, Salt, Honey, Leavening agents, Permitted Emulsifier, Calcium & Iron salts, Dough conditioners and Vitamins. Contains added flavours.

Parle-G Magix

19

Market Analysis of Parle Biscuits

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. Ingredients :
PARLE-G MAGIX CHOCO

Wheat flour, Sugar,Edible vegetable oils, Cocoa Solids, Milk products, Invert syrup, Salt, Leavening agents, Permitted emulsifier, Calcium & Iron salts, Vitamins and Dough conditioner. Contains Permitted Natural Colour and Added Flavours. Best before 6 months from packaging.
PARLE-G MAGIX CASHEW

Wheat flour, Sugar,Edible vegetable oils, Cashew Bits, Milk products, Invert syrup, Salt, Leavening agents, Permitted emulsifier, Calcium & Iron salts, Vitamins and Dough conditioner. Contains Added Flavours. Best before 6 months from packaging.

HIDE &SEEK
20

Market Analysis of Parle Biscuits

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.

Ingredients :
Wheat Flour, Sugar, Edible Vegetable Oils, Invert Syrup, Skimmed Milk Powder, Salt, Leavening Agents, Lactic Acid, Permitted Emulsifier, Flavours and Dough Conditioners.

KRACK -JACK
21

Market Analysis of Parle Biscuits

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.

Ingredients :
Wheat Flour, Sugar, Edible Vegetable Oils, Invert Syrup, Skimmed Milk Powder, Salt, Leavening Agents, Lactic Acid, Permitted Emulsifier, Flavours and Dough Conditioners.

Monaco
22

Market Analysis of Parle Biscuits

Trains running late? Lost a bet? Didn't win the lottery? Do not get tensed. Sure, on the highway of life there might be the odd puncture or two. Tension Kyon leneka? Monaco Khaneka! You see, these biscuits are so light and crispy, they lift your spirits. And puts you just in the right frame to battle the odd irritants life throws up. And you can also top Monaco with your own imagination.You must try it somemetime. The great light taste of Monaco goes well with just about anything, making it just the right party-time snack.

Ingredients :

Wheat Flour, Edible Vegetable Oils, Sugar, Salt, Invert Syrup, Leavening Agents, Lactic Acid, Permitted Emulsifier, Flavours and Dough Conditioners.

Nimkin
23

Market Analysis of Parle Biscuits

If you thought being square was boring then you probably havent tried Parle Nimkin. A thin and crispy cracker with a rich golden texture, it simply melts in your mouth. An irresistible salty treat, it offers a unique and pleasurable taste that proves a great snack for any occasion. One of the finest savoury crackers available, you can be sure, once tasted it is never forgotten.

Marie Choice
24

Market Analysis of Parle Biscuits

More and more people are now discovering the pleasures of a cup of ot 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.

Ingredients Wheat flour, Sugar, Edible vegetable Oils, Invert syrup, Leavening agents, Milk products, Salt, Permitted emulsifier & Dough conditioners. Contains permitted natural colour and added flavours. Best before 6 months from packaging.

Fun Centre
There might have been times when you were unsatisfied with the

25

Market Analysis of Parle Biscuits

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.

Ingredients:
Wheat Flour, Sugar, Edible Vegetable Oils, Invert Syrup, Skimmed Milk Powder, Salt, Leavening Agents, Lactic Acid, Permitted Emulsifier, Flavours and Dough Conditioners.

Jeffs

26

Market Analysis of Parle Biscuits

A rectangular shaped, salted biscuit, flavoured withcumin seed (Zeera) for that delicious, crunchy taste.The high-count of cumin seed makes Jeffs a more scrumptious savoury - an absolute must , for munching just about anytime.

Ingredients :
Wheat Flour, Edible Vegetable Oils, Spices, Salt, Sugar, Invert Syrup, Leavening Agents, Lactic Acid, Permitted Emulsifier, Flavours and Dough Conditioners.

Sixer
This six-sided, salted delight is one hard-to-resist savoury. Whatever the occasion, Sixer makes for a great salty snack. Be it a picnic, a party, or just any snack time, Sixer gives you that crunchy, munchy, delicious, salty taste that leaves you wanting more!

27

Market Analysis of Parle Biscuits

Ingredients:
Wheat Flour, Edible Vegetable Oils, Sugar, Salt, Invert Syrup Leavening Agents, Permitted Emulsifier, Flavours and Dough Conditioners.

Digestive

Marie

Digestive Marie
Digestive Marie will change the way you enjoy your daily dipping and sipping routine. Making it more enjoyable and much healthier. With 5 times more fibre than the regular Marie, you can actually see the fibre in the biscuits. And with lower fat and calories than other so-called digestive biscuits, Digestive Marie helps you stay Active-Lite all day. That's why we have a saying that goes like Yahi Marie, Sahi Marie".

28

Market Analysis of Parle Biscuits

NGREDIENTS Wheat flour, Sugar, Edible Vegetable Oils,

Ingredients :
Wheat flour, Sugar, Edible Vegetable Oils, Invert Syrup Wheat Bran, Psyllium husk, Leavening Agents, Salt, Milk solids, Permitted Emulsifier and Dough Conditioners. Invert Syrup Wheat Bran, Psyllium husk,
Leavening Agents, Salt, Milk solids, Permitted Emulsifier and Dough Conditioners.

PARLE CREAM Orange We promise to tickle your senses.Parle Orange will elevate your expectations from an orange for ever.The tangy orange cream trapped between two rectangular biscuits is the perfect snack for any occasion. Age being no bar. Mango Who needs summer for mangoes.At Parle we give you the very best of it to anytime.So go on and enjoy the Parle Mango cream biscuit all year round.As we said,who needs summer.
29

Market Analysis of Parle Biscuits

Pineapple A treat to all pineapple lovers.The Parle Pineapple flavoured cream biscuits are the perfect tropical treat for all those who appreciate the sweet and sour taste of the pineapple. Elaichi Enriched with the goodness of elachi,this cream biscuit will indulge your taste buds.The natural tasting cream will ensure you a treat you won't forget.

30

Market Analysis of Parle Biscuits

31

Market Analysis of Parle Biscuits

Parle G Evaluation Parle G Worlds largest selling Biscuit

Parle-G has been a strong household name across India. The great taste, high nutrition, and the international quality, makes Parle-G a winner. No wonder, it's the undisputed eader in the biscuit category for decades. Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast, for others it is a complete wholesome meal. For some it's the best accompaniment for chai, while for some it's a way of getting charged whenever they are low on energy. Because of this, Parle-G is the world's largest selling brand of biscuits Launched in the year 1939, it was one of the first brands of Parle Products. It was called Parle Gluco Biscuits mainly to cue that it was a glucose biscuit. It was manufactured at the Mumbai factory, Vile Parle and sold in units of half and quarter pound packs. The incredible demand led Parle to introduce the brand in special branded packs and in larger festive tin packs. By the year 1949, Parle Gluco biscuits were available not just in Mumbai but also across the state. It was also sold in parts of North India. By the early 50s, over 150 tonnes of biscuits were produced in the Mumbai
32

Market Analysis of Parle Biscuits

factory. Looking at the success of Parle-G, a lot of other me-too brands were introduced in the market. And these brands had names that were similar to Parle Gluco Biscuits so that if not by anything else, the consumer would err in picking the brand. This forced Parle to change the name from Parle Gluco Biscuits to Parle-G.Originally packed in the wax paper pack, today it is available in a contemporary, premium BOPP pack with attractive side fins. The new airtight pack helps to keep the biscuits fresh and tastier for a longer period. Parle-G was the only biscuit brand that was always in short supply. It was heading towards becoming an all-time great brand of biscuit. Parle-G started being advertised in the 80's.It was advertised mainly through press ads. The communication spoke about the basic benefits of energy and nutrition. In 1989, Parle-G grew bigger by the minute. Be it the packs sold, the areas covered or the number of consumers. It became a part of the daily lives of many Indians. It wasn't a biscuit any more. It had become an icon. The next level of communication associated the brand with the positive values of life like honesty, sharing and caring. In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero, Shaktimaan that went on to become a huge success. The personality of the superhero matched the overall superb benefits of the brand. Parle extended this association with Shaktimaan and gave away a lot of merchandise of Shaktimaan, which was supported by POS and press communication. The children just could not get enough of ParleG and Shaktiman In the year 2002, it was decided to bring the brand closer to the child who is a major consumer. A national level promo
33

Market Analysis of Parle Biscuits

`Parle-G Mera Sapna Sach Hoga' was run for a period of 6 months. The promo was all about fulfilling the dreams of children. There were over 5 lakh responses and of that, over 300 dreams were fulfilled. Dreams that were fulfilled ranged from trips to Disneyland at Paris & Singapore; meeting their favorite film star Hrithik Roshan; free ride on a chartered plane; 20 scholarships worth Rs 50,000; a special cricket coaching amp with the Australian cricketer - Ricky Ponting; etc.The year 2002 will go down as a special year in Parle-G's advertising history. A year that saw the birth of G-Man - a new ambassador for Parle-G. Not just a hero but also a super-hero that saves the entire world, especially children from all the evil forces. A campaign that is not just new to the audiences but one that involves a completely new way of execution that is loved by children all over the world Animation. A TV commercial that showed G-Man saving the children from the evil force called Terrolene launched this campaign. It was also supported by print medium through posters and streamers put up at the retail outlets. G-Man, a new uperhero of Parle-G has the potential of making it big. And will be supported by a campaign that will see many a new creative in the future so as to keep the children excited and generate pride in being a consumer of Parle-G. To make the brand much more interesting and exciting with children, it was decided to launch a premium version of Parle-G called Parle-G Magix in the year 2002. Parle-G Magix is available in two exciting tastes Choco and Cashew. The year 2002 also witnessed the launch

34

Market Analysis of Parle Biscuits

of Parle-G Milk Shakti, which has the nourishing combination of milk and honey, especially launched for the southern market. Parle-G continues to climb the stairs of success. Take a look at the global market where it is being exported. First came the Middle East then USA followed by Africa and then Australia. An Indian brand, that'sexported to almost all parts of the world. After all that's what you would expect from the Parle-G World's Largest Selling Biscuit.

35

Market Analysis of Parle Biscuits

SCOPE OF THE STUDY

36

Market Analysis of Parle Biscuits

PARLE PRODUCT

Parle G

Marie Choice

Monaco

Krack Jack

Hide & Seek

Fun Centre

Nimkin

Parle G Magix

Parle G Milk Shakti

Parle Creame

Digestive Marie

37

Market Analysis of Parle Biscuits

4 PS OF MARKETING

Price 4 Ps of Marketin gg

Product

Place

Promotion

38

Market Analysis of Parle Biscuits

Parle -G Brands

PROD UCT Hide & seek Marie Choice

Monaco

PRICE
Being having the lowest price this product have a the largest market share as compare other product in its categories This product has price variants so it can be affordable to the consumers. For eg. Rs.4 Rs.15 This product also has price variants. For eg. Rs.6 Rs.10 Rs.15 This product available in different favors like Monaco , Monaco Jeera but the cost of the product same and its available in family pack also i.e. Rs.6 Rs.20 Rs.20

PLACE
They are distribute the product by the wholesaler ,dealer , retailer. The free transportation facility available for the retailer by the dealer .The company provide a warehousing facility for the dealers.

39

Market Analysis of Parle Biscuits

PROMOTION
They are using the recall advertising to remind the Parle product . Because they are already maintain the brand image of the Parle Company. They are making customer satisfied through the pricing and by maintaining quality.

40

Market Analysis of Parle Biscuits

Biscuits : Major Players & Market Share

41

Market Analysis of Parle Biscuits

Objectives of Project
To analyses the market situation of Parle. To study the market analyses of Parle To suggest various measures for improving performance

To access/ evaluate the performance Parle company

42

Market Analysis of Parle Biscuits

METHODOLOGY

43

Market Analysis of Parle Biscuits

Research Methodology
Defining of Research Objectives:
Research methodology is a systematic approach of identifying the problems, collecting information, analyzing it & providing alternative solutions. It is the tools used to measure characteristics of the market to obtain information needs for forecasting & to evaluate new products ideas positioning of the current product & assist the management in better decision making .In a competitive market it is as necessary as to communicate the companys product to the target market & to explore the new markets. For this, companies have to analyse current scenario, the existing players & study them & their products.

Research Design:
A Research design is a formal way of investigation. It is specification of methods & procedures for acquiring the information needed. It includes the methods & procedures for gathering data. Here, the research design was structured questionnaires which would give all detail information & satisfy the objectives of the project.

44

Market Analysis of Parle Biscuits

Data Collection: The data collection was done from various sources which include: 1. Primary Data Collection
(a) (b) The primary data was collected through Structured Questionnaire. Interview or feedback of the shopkeepers.

2. Secondary Data Collection


The secondary data was collected from internal, market research books, through internet, directory, company brochures & leaflets.

Designing the Questionnaires:


The questionnaire used in this project contains various sections providing the information of the market, consumer behaviour, existing users & the potential market for the various products. The questions were open ended as well as close ended which gave the accurate information.

Sampling Unit: Sampling unit here was the area of Thane. Sampling Size: The sampling size surveyed were shopkeepers. Collection of Information:
It was the hectic task of collecting the information as the end user had to

45

Market Analysis of Parle Biscuits

explain all the details of the survey & then non-availability as particular time was time consuming. The information/questionnaires were filled by the researcher due to language problems & limited time during interview/survey.

Analyzing the Information:


The data collected is tabulated; analyzed & graphical representation is carried out.

Presenting the Findings and Recommendations:


The findings are present according to the survey & analysis & suitable recommendation are given.

Conclusion: Conclusion was extracted & put down by the


researcher in clear & precise manner.

46

Market Analysis of Parle Biscuits

Questionnaire Analysis

47

Market Analysis of Parle Biscuits

The first question related about the availability of the product Almost all products of Parle is keeping in store the products are: 1) Parle G Gluco 2) Magix 3) Krackjack 4) Kreams 5) Monaco 6) Marie choice 7) Hide & Seek & many more

48

Market Analysis of Parle Biscuits

35 30 25 20 15 10 5 0 Fame Popularity Price Quality Dont Know

Large Demand of Parle Product


The next question about the product satisfying the needs of customers though they were not using more advertising, promotional activities Fame Popularity 35% Sample Size : 20 Analysis: The Parle Products have more demand i.e.35% . It maintains quality of product i.e.30% as well as reasonable price of product i.e.30%. Price 30% Quality 30% Dont know 5%

49

Market Analysis of Parle Biscuits

The next question on the strategy behind keeping constant price of the Parle product Sample Size : 20 They were keeping the price how or constant but they have decrease the quantity of weight Fear of loosing market of they increase the price of products

50

Market Analysis of Parle Biscuits

The next question on Parle products get sold by the customers

100 80 60 40 20 0 In a Day In a Week In a Month

Sample Size : 20 Analysis : The next question on sale of Parle Biscuits: In a day - 20% of stock get sold In a week- 70%of stocks get sold In a month- 100%of stocks get sold

51

Market Analysis of Parle Biscuits

70 60 50 40 30 20 10 0 Yes No Can't Say

The next question that Parle product will able to maintain their performance in future: Sample Size: 20 Performance Yes Of No Parle Cant Say Biscuits In Future Analysis: Competition is increasing Future cannot be expected They might loose market, might do well or better Their services are not good or satisfactory Not doing more advertising, promotion activities Not getting profit margin to the shopkeepers 35% 65% 10%

52

Market Analysis of Parle Biscuits

The next question is about the services they would like to increase in Parle products or services Sample Size :20 Followings are the comments: Do the uniform & regular supply of the products. Try to satisfy the demands. Made the quick response to the shopkeepers/customers complaints or queries. They should increase in service facilities. Must do something so that shop keeper will get profit margin. Should provide some discounts / offers. These are some of the important factors that should be increased in Parle product & as well as services.

53

Market Analysis of Parle Biscuits

60 50 40 30 20 10 0 Quality service Overall

Comment about the Parle Product according by the shopkeeper : Quality 60% Service 10% Overall 30%

Sample size:20 Analysis: The quality of product is good i.e.60%. The overall like quality or service of parle product is satisfactory i.e.30%. The service of Parle product is ok i.e.10%.

54

Market Analysis of Parle Biscuits

90 80 70 60 50 40 30 20 10 0 No Yes

The next question on the satisfied with the profit margin on Parle Product: Yes No Sample Size :20 Analysis: The shopkeeper are not satisfied with the profit margin of Parle.Here from above data it can be estimated that only 10% of the shopkeepers are OK with the profit margin and remaining 90% of the respondent were not satisfied with the profit margin of the product. 10% 90%

55

Market Analysis of Parle Biscuits

100 90 80 70 60 50 40 30 20 10 0

Yes

No

The next question on the quality of product : Yes No Sample Size :20 Analysis: on the above data shown it can be estimated that almost everyone are satisfied with the quality of the product i.e. 95%. And remaining 5% are not. The reason behind this is that these people are satisfied with the quality of other companys product. 95% 5%

56

Market Analysis of Parle Biscuits

80 70 60 50 40 30 20 10 0 High low

The next question is related to the Parle Demand. Sample size 20 Table showing the demand of Parle Product: Variables No of respondent High 18 Low 2 % value 80% 20%

Analysis: According to above stastical view, most of the people i.e. 80% of people get more demand due to demand on Parle products few were i.e. 20% are less demand of Parle products.

57

Market Analysis of Parle Biscuits

FINDINGS RECOMMENDATIONS / SUGGESTIONS CONCLUSION.

58

Market Analysis of Parle Biscuits

Findings
The opinion of respondents are they provide good quality product.

The opinion from dealers they are create goo brand image . The opinion of the respondents are they have to improve the delivery of services. It has been found that they have to reduce the leade time . They were maintaining the stability in the prices because they had fear of loosing market of they fluctuates the prices

59

Market Analysis of Parle Biscuits

Recommendation
They should introduced more product

They also should change their product line other than biscuit to any other product just like they have introduced Appy fizz. They also should change their product line other than biscuit to any other product just like they have introduced Appy fizz. They successful till now but need to do something otherwise they had the fear of loosing market.
Shopkeeper is not satisfied with the profit margin they were

getting on the product .The maximum sale of Parle product is due to Parle Gluco biscuit has covered the maximum population of India. Still it is the market leader in the market

60

Market Analysis of Parle Biscuits

CONCLUSION
They have maintain good image in market. They are having more demand for the parle products .
They should have to use attractive promotional activities to skim

the existing products. They should have to provide proper services to the wholesaler, retailer They have to introduce the new products and flavours in the product line.

61

Market Analysis of Parle Biscuits

ANNEXURE

62

Market Analysis of Parle Biscuits

Questionnaire

Which are the products available of Parle ? What is the key that the product satisfying the needs of customers though they were not using more advertisement, promotional activities, etc.? What is the strategy behind keeping constant price of the Parle Product ? Here many Parle products get sold by the customers ? Does you think that Parle Product will able to maintain their performance in future ? What you want to increase in Parle Product / services ? Comment about the Parle Product according to you . Are you satisfied with the quality of products ? What do you think about the demand of the Parle Product ?

63

Market Analysis of Parle Biscuits

BIBLIOGRAPHY
From Internet: www.google.com www.yahoosearch.com www.parleproducts.com From Faculty : Prof. Guari Shankar Prof. Seema Agarwal Prof. Shilpa Kulkarni Prof. Tushar Padval From Books: BMS Series Marketing Management (Philip Kotker) Marketing Management (S.A.Sherlekar)

64

Market Analysis of Parle Biscuits

65