PROJECT REPORT ON

brand positioning of PARLE WAFFER

Submitted in Partial Fulfillment of the Requirement of PGDM Program of

INSTITUTE OF MANAGEMENT STUDIES A UGC Recognized Institute A-8B, Plot C, Sector-62, Noida IMS, NOIDA During the year 2010-12

Project Guide Mr.Ashish kumar jha

Submitted by Abhishek katiyar

DECLARATION

ABHISHEK KATIYAR Roll no. PGD10005 student of PGDM 1year of INSTITUTE OF MANAGEMENT STUDIES, Noida hereby declare that I have completed my summer training in Marketing on the project titled NEW PRODUCT LAUNCHING IN PARLE WAFERS is my original work and the same has not been submitted for the award of any other diploma or degree.

Countersigned Signature of Faculty Guide

Signature of Student

PREFACE
Work experience in an in-dispensable of every professional course. As we all know that without the practical experience or knowledge the theoretical knowledge has become worthless. So the practical training in any organization is must for each and every individual who is undergoing management course. Without the practical exposure one can not consider himself as a qualified capable manager. PARLE (A unit of biscuit and chips production industry) Entering in the organization is like stepping into altogether a new world. At first very thing seems strange and unheard but as the time passes, one understands the concept and working the organization and there by develop the professional relationship. The main motto of this training is just to modify the theory so as to apply it to given practical solution. This report is the crux of the whole project-work experience. It is an attempt to elucidate the more importance aspect of research that is concerned to project and a detailed analysis of each facts and findings with comments and explanatory notes. The chief aim of this project-report is to given a clear and systematic picture of whole research that was conducted for the accomplishment of project work. I sincerely believe that there is no better place to learn this practical site of management than the industry itself.So far as the limits of my space would allow, therefore I have tried to suggest the best alternative to eliminate deficiencies in the existing system.

Mr. ABHISHEK KATIYAR

ACKNOWLEDGEMENT

First of all I am thankful to the PARLE WAFFERS Pvt Ltd., NOIDA where I able to prepare this project report. I express great sense of gratitude to Mr. ASHISH CHAUHAN,SALES OFFICER, PARLE who give me the opportunity to work with his prestigious his valuable guidance, integrated support And perceptive criticism helped me to conceptualize this research work his guidance is precious and unforgettable experience which will help me in my future. I Special thanks to Mr. NAYAN MISHRA , sales officer for pay his kind support, guidance and cooperation for the successful completion of this study. His academic excellence, immense interest, scholarly suggestions and affable temperament have been the source of inspiration and motivation which helped me to complete this research work. I want to offer my sincere thanks to all the staff members of PARLE .I also indebted to the respondents for their valuable support and kind cooperation for the purpose of study. I express my great sense of gratitude to my caring family for their encouragement and moral support made, as and when required to complete this study.

MR.ABHISHEK KATIYAR

TABLE OF CONTENTS
S.NO CONTENTS 1. 2. 3. 4. 5. 6. 7. 8. 9. Executive Summary Statement of the Problem Objectives of the Study Introduction of Sector and Industry Project methodology Limitations of Study Introduction of organization Analysis SWOT Analysis 40 42 43 45 46 58 PAGE NO.

6 7 7 8 11 14 17 32

10. Findings 11. Recommendations and Suggestions 12. Conclusion 13. Appendix Bibliography

EXECUTIVE SUMMARY

The researcher undertake his project in a unit of WAFER manufacturing industry in India, viz. PARLE, Rudrapur. The Project title is Comparative analysis of LAYS,BINGO,KURKURE and Parle. The main task assigned to the researcher is to find and evaluate the market analysis of Parle,lays and bingo and to calculate the respective market ratios which will prove helpful in the market analysis. The Summary of the project work is as follows in chronological sequenceThe report is concerned with the introduction to industry and also concerned introduction to the company. The Project profile comprises of project title, significance, methodology, scope and limitation of the study. In facts and findings where researcher has presented all the collected information. The research includes the analysis and interpretations of the collected data and the SWOT analysis. In the end the research contains conclusion made by the researcher.

Statement of the Problem

New product launching in Parle wafers and check responses in the market in compare to other competitors (BINGO, LAYS, KURKURE, HALDIRAM&DIAMOND).

Objectives of the Study

1. To find out Parle Coverage in various areas of Noida.

2. To check the Brand availability of the company products at different stores. 3. To compare the Brand with its competitive Brands like ITCs Bingo, PEPSIs Lays, haldiram in terms of coverage, number of brands available and monthly sales.

4. To analyze that which type of sticks and chips 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 flavors response in Parle wafers 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 60 days starting from 28th of March 2011 to 30th of May 2011 7

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 biscuits, toiletries , soaps, 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, Pe

psi, Warburtons, Wilkinson and Mars.

Scope of the sector: The Rs 110000-crore Indian FMCG sector is expected to maintain its double-digit growth for the quarter ended March 2010. 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. The introduction of goods and services tax (GST) in Union Budget 2010 by April 1, 2011, may help FMCG companies save on distribution costs, remove multiple taxes and bring down prices in the long run. 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 Indias $ 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 Indias $ 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.

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PROJECT METHODOLOGY:

Understand and study the plans and prepare a questionnaire

Use quantitative and exploratory research for data

Analyze the collected data for detecting the gaps,deficiencies & areas of improvement

Develop recommendations based on the findings.

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Research Type:
EXPLORATORY RESEARCH

EXPLANTION: The study was conducted by Parle Products Pvt. Ltd in 12-13areas of Noida 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 Noida (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:- 450(Noida) 2. Sampling Unit:- Areas of Noida 12

3. Source list:Unorganized retail stores (Areas): a. Richa store b. Raju kirana store c. Sheshnath store d. Shree shyam store e. Jindal store f. Balaji store g. Bansal store

Organized retail stores:

a. Food king b. Big shop c. Daily shop d. Vaishnav store 4. Sample size:- A total of 410 unorganized retail stores with 40 organized retail stores .

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.

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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 60 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) There were not a big number of organized retail stores in Noida to carry out the research more efficiently.

5) As the nature of research was exploratory so it was difficult to cover each and every retailer. 6) Many retailers dont express their original perception and views because of biasness.

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INDUSTRY:
Presenting Parle's Wafers. Made with the choicest of handpicked potatoes, it's lipsmackingly delicious, delightfully crunchy and comes in four exciting flavours Tangy Tomato, Cream and Onion, Classic Salted and Masala Masti. Grab one. Or grabem all. Whenever you want, wherever you please. We're sure you'll enjoy it from the very first chip till the very last.

5 and 10 and 20

Hello spicy people! Your search for the snack with real magical taste ends here! Parle brings to you Full toss, the lip smacking- scrumptious snack, perfect for any occasion and craving. Be it a longing for the tangy taste or your palate is itching for something 15

spicy, weve got it all. Just take a bite of Green Mango Chutney, and enjoy the brain numbing tangy taste of raw mango. Or, endlessly munch into Masala Munch, to dive into the spice heaven. Or just, treat yourself to the crackling taste of Jhalmuri Kolkata Bhel. No matter what tickles your taste buds, we have put our money where our mouth is, we bet that your tongue will come asking for more!...

After

all

the

real

magic

is

in

here!

Indian Biscuit Industry: According to Indian Biscuit Manufacturers' Association (IBMA), after stagnating growth of about 14 per cent in 2006-07, biscuit industry grew by 17 per cent in 2007-08 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.

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PARLE is a biscuit manufacturing unit of Uttaranchal in Rudrapur . The introduction of PARLE can be bifurcated into following parts. 1.1.1 1.1.2 1.1.3 1.1.4 1.1.5 Brief history Quality of products. Core values. Awards. Annual production

HISTORICAL BACKGROUND:
Indias leading confectionary brand Parle has recently launched a campaign to reposition its Parle Wafers to connect it with the youth of today, someone who is stylish and wants to flaunt himself. The campaign consisting 3 TVCs is conceptualized by Grey India. Launched during the ongoing IPL season, the films target to bring out the relation between cricket and superstition with the use of Parle Wafer. Parle Wafers initially launched as Musst Chips April08 in Maharashtra which then extended nationally in a phased manner saw dwindling sales due to many factors. It was seen that the brand was liked mainly by people (esp. housewives), who only look 17

for more quantity at a lesser price and had no connection with the youth. Parle Products for this particular reason replaced Musst Chips with Parle Wafers bringing a younger appeal to it. Working on the brief, the major challenge in front of the agency was to create clutter breaking communication for the consumers and register the new brand identity in their minds. Another challenge is that IPL is a crowded place to advertise, so the communication should stand out in the crowd to grab the consumers attention. Cricket is a religion in India and when it comes to religion, superstitions are bound to be present. Its not a domain of spectators but players too follow certain superstitions to make their team win.

Sport personalities like Sachin Tendulkar, Steve Waugh, and Phil Simmons etc. are well known in the cricketing world for their superstitions along with Amitabh Bachchan and some other well known faces. Since todays youth follows these trend setters, Parle took this insight and coined the line Parle Wafers khaaneka match jeetaneka, aapka kya hai funda for the launch of Parle Wafers. In the three TVCs Stretch, Slap and Head, Parle has tried to bring out this superstitious phenomenon related to cricket fansThe TVC Stretch shows a guy watching the game and eating Parle Wafers. He has a Parle Wafer and then stretches, as soon as he stretches a four is hit, which gets him all excited and superstitious so every time before a bowl is bowled he quickly eats a wafer and goes back to his stretching.

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QUALITY OF PRODUCTS
Hygiene is the precursor to every process at Parle. From husking the wheat and melting the sugar to delivering the final products to the supermarkets and store shelves nationwide, care is taken at every step to ensure the best product of longlasting freshness. Every batch of chips and sticks are thoroughly checked by expert staff, using the most modern equipment hence ensuring the same perfect quality across the nation and abroad. Concentrating on consumer tastes and preferences, the Parle brand has grown from strength to strength ever since its inception. The factory in Mumbai was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle Products also has 14

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manufacturing units for biscuits and 5 manufacturing units for confectioneries, snacks on contract.

CORE VALUE
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 value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest.

AWARDS
Parle products have been shining with the gelds and silvers consistently at the Monde Selection ever since they were first entered in 1971. Monde Selection is an international institute for assessing the quality of foods and is currently the oldest and most representative organization in the field of selecting quality foods worldwide.

WHOLE COMPANY BRANDS: PARLE G CREAM BISCUITS: KRACKJACK MONACO ORANGE MARIE CHOICE BOURBON HIDE SEEK CHOCOLATE FUN CENTER ELAICHI CHEESLINGS PINEAPPLE 20

 SIXER MANGO PARLES FULLTOSS

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: Parle-G Krackjack Monaco Monaco Funion Kreams Hide and Seek Hide and Seek Milano Confectionary: GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs- 50 p Melody Softe- 1Rs. Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold Munch on snacks: Parles and fulltoss

Bourbon Parle Marie Milk Shakti

Parle 20-20 Cookies Nimkin

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HUMAN RESOURCES:
>PEOPLE PERSPECTIVE IS IMPORTANT >EMPLOYEE ORIENTED >CONTINUOUSLY MOTIVATE >TRAIN & DEVELOP THE WORKFORCE

EMPLOYEE PROFILE:
TOTAL NO. OF WORKERS 763

STAFF MEMBERS -

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Parle products pvt ltd. Mumbai promotes the company, which is holding company of the Parle biscuits pvt ltd. The directors of M/s Parle products pvt limited are:

BOARD OF DIRECTORS:
MR. ATUL K. SHAH MR. R.S. NEVATIA MR. BRAJESH K.TRIPATHI MR. S.N.VERMA

AUDITORS:
DELLOIT HARSHSKIN & SONS

BANKER:
UTI PUNJAB NATIONAL BANK 22

CBOP

MOTHER UNIT:
PARLE PRODUCTS PVT. LTD. NORTH LEVEL CROSSING VILLE PARLE (EAST) MUMBAI

CORPORATE OFFICE:
NIRLON HOUSE A.B.ROAD MUMBAI.

MOTHER UNITS: Mumbai, Nasik, Banglore, khaboli, Bahadurgarh (Haryana), Bhuj (Gujarat), Neemrana (rajasthan), sitarganj, pantnagar.

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MARKETING MIX 7PS

Marketing professionals and specialist use many tactics to attract and retain their customers. These activities comprise of different concepts, the most important one being the marketing mix. There are two concepts for marketing mix: 4P and 7P. It is essential to balance the 4Ps or the 7Ps of the marketing mix. The concept of 4Ps has been long used for the product industry while the latter has emerged as a successful proposition for the services industry.

The 7Ps of the marketing mix can be discussed as:

Product - It must provide value to a customer but does not have to be tangible at the same time. Basically, it involves introducing new products or improvising the existing products.
CREAM & ONION 17 GM CLASSIC SALT TANGI TOMATO MASALA MASTY CREAM & ONION CLASSIC SALT TANGI TOMATO MASALA MASTY CREAM & ONION CLASSIC SALT TANGI TOMATO MASALA MASTY 17 GM 17 GM 17 GM 36 GM 36 GM 36 GM 36 GM 84 GM 84 GM 84 GM 84 GM 5 5 5 5 10 10 10 10 20 20 20 20 4.46 4.46 4.46 4.46 8.92 8.92 8.92 8.92 17.85 17.85 17.85 17.85

Price - Pricing must be competitive and must entail profit. The pricing strategy can comprise discounts, offers and the like. Place - It refers to the place where the customers can buy the product and how the product reaches out to that place. This is done through different channels, like Internet, wholesalers and retailers. 24

Promotion - It includes the various ways of communicating to the customers of what the company has to offer. It is about communicating about the benefits of using a particular product or service rather than just talking about its features. The company has not yet started using much of its advertising budget of Rs 5-10 crore for each brand and will launch above-the-line advertising campaigns shortly. People - People refer to the customers, employees, management and everybody else involved in it. It is essential for everyone to realize that the reputation of the brand that you are involved with is in the people's hands. Process - It refers to the methods and process of providing a service and is hence essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things. Physical (evidence) - It refers to the experience of using a product or service. When a service goes out to the customer, it is essential that you help him see what he is buying or not. For example- brochures, pamphlets etc serve this purpose.

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26

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DIRECT COMPETITORS:
COMPANY HALDIRAM PACK 19 GM 40 GM 36 GM 14 GM 30 GM 36 GM 36 GM 50 GM MRP 5 10 15 5 10 15 10 5 % MARGIN 15 15 100 11 11 SCHEME (HWAY) 10 12 11 11

LAYS

BINGOO

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THE CUSTOMER CONFIDENCE:

The Parle name conjures op fond memories across the length and breath of the country. After all, since 1929, the people of India have been growing up on Parle biscuits and sweets.

Today, the Parle brands have found there way into the hearts and homes of people all over India and abroad. Parle biscuits and confectioneries continue to spread happiness and joy among people of all ages. The consumer is the focus of all activities at Parle. Maximizing value to consumer and forging enduring customer relationships are the core endeavors at Parle.

Our efforts are driven towards maximizing customer satisfaction and this is in synergy with our quality pledge. "Parle Products Limited will strive to provide consistently nutritious and 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 provide them an open and participative environment."

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MISSION STATEMENT:
> Grow then higher then market growth rate, while maintaining leadership in the industry.

> Have access to customized information globally. > Aim to zero defect products, there are exceeding customers expectations.

> Develop process flexibility and innovation to get significant portion of turnover from new products.

> Expand distribution network in neighboring countries, presence in other countries.

> Impart training, motivation and respect to all employees and associates.

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Parle Social Responsibility:

Parle Products with its wide platter of offering of biscuits and wafers like Parle-G, Krackjack, masala kachcha,masala masti,tangi tomato, and many others since 1929 is also actively engaged to change & uplift the social face of India. As a part of Corporate Social Responsibility Policy Parle is keenly involved in the overall development of younger generation with focused endeavor to built New Face of India and spread happiness & joy all over. Parle Centre of Excellence as an institution is dedicated to enrich the lives of people through conducting various cultural programs across all region to facilitate the all round development of the children. Every year, Parle organises Saraswati Vandana in the state of West Bengal during the festival of Saraswati Puja, inviting schools from all across the state to participate. The event is one of much fanfare and celebration, keeping alive the culture and traditions of ages. Our involvement in cultural activities has seen the inception of Golu Galata in Tamil Nadu, held during Navratri. Its gives a platform to all the members of a household to showcase their creativity and being judged by immanent personalities. Thousands of families participate and celebrate the occasion on a grand scale. These events give us a chance to interact with children on a one-to-one basis, and promote our belief of fun and health for the whole family

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ANALYSIS
After visiting the PARLE factory as industrial visit the researchers analyzed that the best selling branded biscuit and wafers 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),wafers(parles,fulltoss) 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 teambuilding 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.

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1.1Visibility of PARLE Wafers:

For WAFERS: Table 1.3.1 BRAND (CHIPS&STICKS) No. of shops
CREAM & ONION

Total 350 250 300 350 230 300 210 200

% VISIBLE 77.77 55.56 66.67 77.77 51.11 66.67 46.67 44.44

450 450 450 450 450 450 450 450

CLASSIC SALT TANGI TOMATO MASALA MASTY MASALA KACHCHA MASALA MUNCH JHAL MURI GREEN CHATANI

450 400
CREAM & ONION

350 300 250 200 150

CLASSIC SALT

TANGI TOMATO

MASALA MASTY

MASALA KACHCHA

MASALA MUNCH

100
50 0 No. of shops Total % VISIBLE
Chart 1.3.1
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JHAL MURI

GREEN CHATANI

Interpretation:Brands such as , masala masti , masala kachcha, tangi tomato, masala munch, are visible in almost all stores (90-100 %) but brands such as jhal muri,pickles green chatni were not available in many stores.

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1.2 Coverage with respect to competitors Table 1.5.1 Brand PARLE LAYS KURKURE Direct 300 400 370 Indirect 100 50 60 No Coverage 50 0 20

PARLE
300 250 200 150 100 50 0 Direct Indirect No Coverage PARLE

Chart 1.5.1

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LAYS
400 350 300 250 200 150 100 50 0 Direct Indirect No Coverage LAYS

Chart 1.5.2

36

KURKURE
350 300 250 200 150 100 50 0 Direct Indirect No Coverage KURKURE

Chart 1.5.3

37

1200 1000 800 600 400 200 0 Direct Indirect No Coverage KURKURE LAYS PARLE

Chart 1.5.4

Interpretation: Among the competitors only Parle covers most of the outlets (66.67%) directly, rest covers approx. 22.22 % of outlets indirectly. Also LAYS covers most of the outlets (88.89%) directly, rest covers approx. 11.11 % of outlets indirectly & KURKURE covers most of the outlets (82.22%) directly, rest covers approx. 13.33 % of outlets indirectly. This is a good trength of Parle company as a new product launching in wafers
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1.3 Brand availability with respect to competitors Table 1.6.1 BRAND PARLE LAYS KURKURE Nil 30 0 30 No. of Brands 1 to 3 3 to 5 250 100 300 100 300 100 5 to 10 70 50 50

900 800 700 600 500 400 300 200 100 0 Nil 1 to 3 3 to 5 5 to 10 No. of Brands KURKURE LAYS PARLE

Chart 1.6.2

Interpretation:PARLE in addition to a big share of direct coverage also has of outlets where 11 to 15 brands are present as compared to competitors viz Lays & Bingo .

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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 wafers while delivering to retailers 2. No proper replacement system for broken packages to retailers 3. Improper and irregular supply. 4. Less share in Premium snacks market. 5. Dependent on more only on chips 6. Poor packaging in pack of sticks. 7. Lack of schemes for retailers and distributors.

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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 properly promoted by Parle.

THREAT
1. Highly advertised brands such as LAYS and BINGO. 2. Ever increasing competition from multinationals and local companies. 3. Increase in sale of cheap local bakery products. 4. Emerging substitutes like , snacks and toast. 5. Margin war among the major Brands

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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. Aalu chat and tangi pickle, newly launched products, have very less availability. 3. Breakage problem in the tangi tomato, masalal munch 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 Lays and Bingo and haldiram 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-chips) is most favored brand and is sold most. 7. Very little range of Parle snacks were visible in organized retail outlets. 8. Masala kachcha are not accepted by the general masses due to its dissatisfying taste. 9. Lack of marketing efforts for the promotion of new products like pickles, 10. Hadrian and diamond is emerging as major Competitor in the organized retail outlets

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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 chips and sticks ( Rs.3 and Rs.30 as a price in packs) must be improved for its sales. We should attract customer by reasonable price and by good trade lead offer. 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.

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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.

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It was concluded that Parle is the good preference of both the customers and retailers (Organized and unorganized both) because of its price and brand image. Even in todays times when multinationals are beefing up their operations and trying to change the dynamics of the market, Parle s chips and sticks numerous unoposition is unchallenged. Its competitors have roped in superstars like King Khan and Sachin Tendulkar, but Parle wafers is going from strength to strength. Trust, relevance, affordability are its hallmarks, which have withstood pressures from the hyper-competitive marketplace.

The Parle wafers brands, such as, masala kachcha, masala munch, tangi pickle, tangi tomato and confectionery brands, such as, Melody, Poppins, Mangobite enjoy a strong imagery and appeal amongst consumers across the world. . This can be seen from the success of its new brands such as pickles, Aalu chat 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.

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QUESTIONNAIRE
NAME:- .............................................. AGE:- . GENDER:- . Email.ID:- ............................................. Que 1:- Are you a customer of Parle? a) Yes b) No Que2:- Do you like the price of the products of Parle? a) Yes b) No

Que3:- How do you feel about the advertisement of parles? a) Effective b) Ineffective Que4:- Do you think a snacks of Parle delivers the value of money? a) Yes b) No Que5:- Are the snacks of Parle easily available in the market? a) Yes b) No

Que6:- What product do you prefer of Parle wafers? a) chips b) sticks

Que7:- What do you feel about the taste of the snacks of parle? a) Excellent b) Good c) Satisfactory

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Que8:- Do you feel the products placed in the market to be qualitative enough? a) Yes b) No Que9:- Have you ever come through any promotional offers Parle? If so please share you experience? ..

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Que 1:- Are you a customer of Parle? YES 38

NO 12

Analysis:By the Pie chart we can analysis that most of the people in the society are the customer of Parle.

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Que2:- Do you like the price of the products of Parle? YES 36

NO 14

YES NO

Analysis:By the pie chart we can analysis that most of the customers of Parle are satisfied by the price of the products.

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Que3:- How do you feel about the advertisement of parles? EFFECTIVE INEFFECTIVE 35 15

YES NO

Analysis:By the feedback of the customers of Parle they are satisfied with the advertisement and the promotional activities.

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Que4:- How do you feel about the advertisement of Parle? EFFECTIVE INEFFECTIVE 35 15

YES NO

Analysis:By the feedback of the customers of Parle they are satisfied with the advertisement and the promotional activities.

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Que5:- Do you think products of Parle delivers the value of money? YES NO 36 14

YES NO

Analysis:Most of the customers of parle are satisfied that product of Parle delivers thr value of money, but some of the customers are not satisfied by the product quality as compared to price.

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Que6:- Are the products of Parle easily available in the market? YES NO 38 12

YES NO

Analysis:By the data we can analysis that the products of Parle are easily available in the market.

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Que7:- What do you feel about the taste of the products of Parle? EXCELLENT GOOD SATISFACTORY 26 14 10

EXCELLENT GOOG SATISFACTORY

Analysis:By the response of the customers of Parle most of them rate the taste as Good, 30% of the customers rate the product as excellent and only 20% of them rate the product as satisfactory.

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Que8:- Do you feel the products placed in the market to be qualitative enough? YES NO 36 14

YES NO

Analysis:By the pie chart we make it out that around 80% of the customers feel that the quality offered by Parle is good.

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Que9:- Have you ever come through any promotional offers by Parle? YES NO 25 25

YES NO

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ANALYSIS
By my analysis I found out that there are more than 40% people in the society who are using the product of Parle. People are satisfied by the availability of the product, they think the products are easily available in the market. The customers of Parle are satisfied by the price of the products.

The demands for chips are much more as compared with the sticks offered by Parle. People are not fully satisfied by the taste of the sticks produced by Parle. The customers of Parle agree that Parle fulfill the promises of delivering good quality of product.

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BIBLIOGRAPHY I. Websites: Google search: (www.google.com) wikipedia search: (www.wikipedia.com) www.parleproducts.com

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