PROJECT REPORT

ON

COMPARATIVE STUDY OF DIFFERENT BRANDS IN INDIAN GLUCOSE

BISCUIT CATEGORY WITH SPECIAL REFERENCE TO PARLE-G

TOWARDS THE FULFILLMENT FOR THE POSTGRADUATE DEGREE IN

MASTER OF MANAGEMENT STUDIES {MMS}

AS PER

UNIVERSITY OF MUMBAI

SUBMITTED BY

VIJAY R. TAMBE

ROLL NO - 147

{MARKETING}

BATCH 2012-2014

UNDER THE GUIDENCE OF

DR. AMIT AGGRAWAL

KOHINOOR BUSINESS SCHOOL,

KURLA, MUMBAI.

I
 DECLARATION

I Hereby declare that the project entitled COMPARATIVE STUDY OF DIFFERENT

BRANDS IN INDIAN GLUCOSE BISCUIT CATEGORY WITH SPECIAL

REFERENCE TO PARLE-G is my work submitted in partial fulfillment of the

requirement for Degree of MASTER OF MANAGEMENT STUDIES (MMS),

UNIVERSITY OF MUMBAI from KOHINOOR BUSINESS SCHOOL KURLA,

MUMBAI.

I further declare that the information presented in this project is true and original to the

best of my knowledge.

Date: Signature:

Place: Mumbai Student name: VIJAY RAMCHANDRA TAMBE

II
 CERTIFICATE

I, DR. AMIT AGGRAWAL, hereby certify that the project title COMPARATIVE

STUDY OF DIFFERENT BRANDS IN INDIAN GLUCOSE BISCUIT CATEGORY

WITH SPECIAL REFERENCE TO PARLE-G is successfully completed by

VIJAY R. TAMBE during the academic year 2012-14, in partial fulfillment of the

Masters Degree In Management Studies, under the UNIVERSITY OF

MUMBAI, through KOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI-400070.

Date: Signature Of Project Guide

Place: Mumbai ( PROF. DR. AMIT AGGRAWAL)

III
 ACKNOWLEDGEMENT

I would like to express my gratitude to Project Guide Dr. Amit Aggrawal Sir, for his

co-operation and extended support during the project. He is giving necessary inputs

which are required to carry out the project efficiently.

My guide was very helpful during the project and the

project would not have been completed on time without the support of our

library and computer lab staff.

IV
 TABLE OF CONTENTS

SR. TOPICS PAGE

NO. NO.

1. EXECUTIVE SUMMARY VI

2. CHAPTER 1- BISCUIT INDUSTRY OVERVIEW 01

2.1 INTRODUCTION OF COMPANY 08

2.2 PROJECT OVERVIEW 17

2.3 INTRODUCTION OF THE TOPIC 18

3 RESEARCH OBJECTIVE & SCOPE OF THE STUDY 19

4 RESEARCH METHODOLOGY 20

5 LIMITATIONS 21

6 CHAPTER 2- MAIN CHAPTER 22

7 CHAPTER 3- FINDINGS FROM THE PROJECT 34

7.1 SWOT ANALYSIS OF PARLE-G 38

8 CHAPTER 4 - CONCLUSION 39

8.1 RECOMMENDATIONS AND OBSERVATIONS 40

9 REFERENCES : BIBLIOGRAPHY & WEBLIOGRAPHY 41

V
 EXECUTIVE SUMMARY

Parle Products Pvt. Ltd. engages in the manufacture and marketing of biscuits and

confectionaries. It offers glucose, milk, sweet and salted cream, wafer crme, cumin seed,

and cheese biscuits; chocolate, mint, cola, and tropical fruit flavored toffees and candies; and

snacks. The company offers its products in India, the Middle East, Africa, South East Asia,

the United States, the United Kingdom, Canada, Australia, and New Zealand. Parle Products

Pvt. Ltd. was founded in 1929 and is based in Mumbai, India.

Launched in the year 1939, Parle-G was one of the first brands of Parle Products. It was

called Parle Glucose Biscuits mainly to cue that it was a glucose 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 leader 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. Because of this, Parle-G is the world's largest selling brand of

biscuit.

As far as Indian glucose biscuit market is concerned there is major players like Parle-G, Tiger

and Sunfeast. The main intension behind launching Parle-G in 1939 was not just a business

decision but also a responsibility to sell affordable biscuits to Indians (during British rule) at

a time the market was flooded with costly imports. Even after 70 years the company stick to

their policy that makes the Parle-G different from the others.

The main objective is to do Comparative study of different brands in Indian glucose biscuit

category and also study the distribution and marketing strategy of Parle-G glucose biscuit

VI
and its major competitors and to analyze the strong and weak points of competitors product

and compare it with Parle-G glucose biscuit and to find out the performance of Parle-G

biscuit and its other products is also some sub objective of the study.

The topic COMPARATIVE STUDY OF DIFFERENT BRANDS IN INDIAN GLUCOSE

BISCUIT CATEGORY WITH SPECIAL REFERENCE TO PARLE-G deals with the

comparative study within the glucose biscuit brands and also consumers preferences, likes to

the brands. The data which is collected from various secondary sources like books, websites,

articles etc., states that, the Parle-Gs performance is extremely well in all department of the

marketing. Parle-G has been a strong household name across India. The great taste, high

nutrition, and the international quality, makes Parle-G a winner good. It has been found that

the Parles product Parle-G still leading in the Indian market. And the Parle-G holds currently

more than 70% market share in the Indian glucose biscuit segment whereas the Tiger and

Sunfeast are nowhere near to the Parle-G.

So it is recommended, for the Parle company to keep this momentum.

VII
 CHAPTER 1

THE BISCUIT INDUSRTY IN INDIA - CURRENT SCENARIO ( OVERVIEW)

Biscuit industry in India in the organized sector produces around 60% of the total production,

the balance 40% being contributed by the unorganized bakeries. The industry consists of two

large scale manufacturers, around 50 medium scale brands and small scale units ranging up to

2500 units in the country, as at 2000-01. The unorganized sector is estimated to have

approximately 30,000 small & tiny bakeries across the country.

The annual turnover of the organized sector of the biscuit manufacturers (as at 2001-02) is

Rs. 4,350 crores. As on 2013-14 it is Rs. 21,000 crore with the glucose segment according for

30% of it. The major Brands of biscuits are Parle-G, Britannia, Sunfeast, Priya

Gold,Elite,Cremica, Dukes, Anupam, Horlicks, Craze, Nezone, besides various regional/State

brands.

The annual production of biscuit in the organized sector, continues to be predominantly in the

small and medium sale sector before and after de-reservation. The annual production was

around 7.4 Lakh tonnes in 1997-98 In the next five years, biscuit production witnessed an

annual growth of 10% to 12%, up to 1999-00.

The annual Growth showed a decline of 3.5% in 2000-01, mainly due to 100% hike in

Central Excise Duty (from 9% to 16%). Production in the year 2001-02 increased very

marginally by 2.75% where in 2002-03 the growth is around 3%.The Union Budget for 2003-

04 granted 50% reduction in the rate of Excise Duty on Biscuit i.e. from 16% to 8%. The

Federation's estimate for the current year indicates a growth of approximately 8% to

1
9%.However the average utilization of installed capacity by biscuit manufacturers in the

country has been a dismal 60% over the last decade up to 2001-02.

Though dereservation resulted in a few MNCs, i.e. Sara Lee, Kellogs SmithKline Beecham,

Heinz etc entering the biscuit industry in India, most of them, with the exception of

SmithKline Beecham (Horlicks Biscuits), have ceased production in the country.

On the other hand, import of biscuits, specially in the high price segment has started from

1998-99, but however, the quantum of imports has not so far increased alarmingly and has

remained at around 3.75% of the consumption of biscuits in the country in the year 2001-02.

However, recent imports from china industries cheaper verities of biscuit, needs to be

examined with cautions, especially in the context of the price as the low margin based

domestic industry, which is operating at 60 % of the total installed capital. Exports of biscuits

from India has been to the extent of 5.5% of the total production. Export are expected to grow

only in the year 2003-04 and beyond.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.

750.00. Biscuit can he broadly categorized into the following segments:

Glucose-44%, Marie-13%, Cream-10%, Crackers-13%, Milk-12%, Others- 8%.

In recognition of industry's obligations towards the community, being a part of it, biscuit

manufacturers supply biscuits to the social welfare agencies in all States for the benefit of

school children, senior citizens and other needy sections of the society.

2
As regards the consumption pattern is concerned. surveys and estimates by industry from

time to time indicate the average consumption scenario in the four Zones have been more or

less close to each other, as below:

NorthernStates:28%, SouthernStates:24%, WesternStates:25%, Eastern States: 23%.

Though India is considered as the third largest producer of Biscuits after USA and China, the

per capita consumption of biscuits in our country is only 2.1 Kg., compared to more than 10

kg in the USA, UK and West European countries and above 4.25 kg in south east Asian

countries, Le. Singapore, Hong Kong, Thailand, Indonesia etc. China has a per capita

consumption of 1.90 kg, while in the case of Japan it is estimated at 7.5 kg.

In view of the meager per capita consumption even as penetration of biscuits manufactured

by the organized sector, into rural areas in India, has been very good during the last 10 years,

as also in the metro and other cities, small towns etc. However, in spite of this, the industry

has not been able to utilize about half of their installed capacities.

Biscuit is a comparatively low margin food product in the PMCG (Packaged Mass

Consumption Goods) sector. The commodity is also price sensitive, as a consequence of

which, even when the Excise Duty was doubled on biscuits in 2000-01 biscuit manufacturers,

including the major brands, were not able hike MRPs to the extent of the steep increase in the

Duty. Taxation, both Central Excise Duty as also State Sales Tax, other miscellaneous levies

i.e. turnover tax, local area tax, purchase tax, octroi etc, has been a major deterrent in the

growth of the biscuit industry. Besides lack of technology up gradation in manufacturing,

packaging etc has also been a factor affecting our industry, along with inadequate financial

credit & support particularly for the medium & small scale biscuit units.

3
On the other hand, the Government of India has identified food processing industries as a

priority area to be encouraged for growth and development and created the Ministry of Food

Processing Industries (which was till then a Dept in the Ministry of Agriculture), headed by

an Ministry of State with Independent charge.

The Food Processing Ministry has been rendering yeomen service to the industry, of which

biscuit manufacturing is an important part. The Ministry, with the objective of enabling food

processing Industries to undertake technology up gradation diversification. Expansion as also

to set up new units has formulated scheme of Grants and Financial Assistance.

Other areas of concern to industries of food products like Biscuits include multiplicity of food

laws and their enforcing agencies in the Central and State Governments with overlapping

functions & implementation. The Draft Unfiled Food Bill 2002 has been prepared and now

awaits approval by the Cabinet and the Parliament, which will fulfill an important need of the

industry and pave way for accelerated development and growth. Biscuit manufacturing as

well as other bakery products like Bread etc are agro based industries, with the major inputs -

wheat flour/atta sugar, milk vanaspati/vegetable oil etc all being agriculture produces.

Industries such as Biscuit are also languishing as they are not able to achieve their potentials

for higher production, in the absence of the concrete food Processing Industry Policy. The

Food Processing Industry Policy, which has been evolved as a result of various workshops,

deliberations and representations by a large cross section of food processing industries, is yet

to be finalized. It is hoped that the Ministry of Food Processing Industries, GOI would initiate

action for implementation of the Policy expeditiously.

4
 INDIAN BISCUIT INDUSTRY MARKET SHARE

Top players in Indian biscuit industry in India-

The Indian biscuit industry in India is dominated by some of the top players and the names of
these top players are given below:

Parle
Britannia
ITC Ltd.

Some of the details regarding these top GLUCOSE BISCUIT manufacturers in India are
given below:

PARLE:-

Parle Products is an Indian private limited company. It owns the famous biscuit brand Parle-

5
G. As of 2012, it had a 35% dominant share of the Indian biscuit market. Parle Products

Company was founded in 1929 in British India. It was owned by the Chauhan family of Vile

Parle, Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when India became

independent, the company launched an ad campaign, showcasing its Gluco biscuits as an

Indian alternative to the British biscuits. The Parle brand became well known in India

following the success of products such as the Parle-G biscuits and the Thums Up soft drink.

The original Parle company was split into three separate companies, owned by the different

factions of the original Chauhan family:

Parle Products, led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G,

Melody, Mango Bite, Poppins, Kismi toffee bar, Monaco and KrackJack)

Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner

of the brands such as Frooti and Appy)

Parle Bisleri, led by Ramesh Chauhan

Apart from the original factory in Mumbai, Parle has manufacturing facilities

at Neemrana (Rajasthan), Bangalore (Karnataka), Kutch (Gujarat), Khopoli (Maharashtra)

and Bahadurgarh (Haryana). It also has several manufacturing units on contract. Some of the

Parle Biscuit product- Parle-G, Monaco, Krackjack, Bourbon,20-20, Parle Marie.

BRITANNIA:-

Britannia Industries Limited is an Indian food products corporation based in Kolkata, India. It

sells its Britannia and Tiger brands of biscuit throughout India. The companies principle

activity is the manufacture and sale of biscuits, bread, rusk, cakes and dairy products. The

company was established in 1982, with an investment of Rs.295. Initially, biscuit were

6
manufactured in a small house in Central Kolkata. Later, the enterprise was acquired by the

Gupta brothers mainly Nalin Chandra Gupta, a renowned attorney, and operated under the

name of V.S. Brothers. In 1918, C.H. Holmes, an English businessmen in Kolkata, was

taken on as a partner and the Britannia Biscuit Company Limited was launched. The

company name finally was changed to the Current Britannia Industries Limited in1979.

At present, 90% of Britannias annual revenue of Rs. 22 billion comes from biscuit. Britannia

is one of Indias 100 Most trusted brands listed in The Brand Trust Report. Some of its

product are- Tiger, Marie-gold, Good day, 50-50, Cookies.

ITC LTD:-

ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata, West Bengal. It

diversified into various business which includes FMCG. ITC claims that it is the only

company in the world of comparable dimensions to be Carbon Positive, Water Positive and

solid waste recycling positive. ITC Limited completed 100 years on 24 August, 2010. ITC

was formed on 24 August, 1910 under the name of Imperial Tobacco Company of India

Limited. Later the name was changed to India Tobacco Company Limited in 1970 and then to

ITC Limited in 1974. Finally, the company changed its name to ITC Limited on September

2001. ITC is Indias largest seller of branded foods with sales of over Rs. 4600 crore in 2012-

13. It is present in 4 categories in foods business: Staples, snack foods, Ready to eat foods

and confectionery. Its major food brands are Kitchens of India; Aashirvaad, Mint-o, Sunfeast

biscuits, Candyman, Bingo! Chips, Yippee! and Sunfeast Pasta. Some of its product are-

Sunfeast glucose biscuit,dark fantacy, delicious, dream cream, marie light.

7
 INTRODUCTION OF COMPANY

In 1929 a small company by the name of Parle Products emerged in India, while under

British rule. A small factory was set up in the suburbs of Mumbai, to manufacture sweets and

toffees. A decade later it was upgraded to manufacture biscuits as well. Since then, the Parle

name has grown in all directions, won international fame and has been selling its products all

over India and abroad. Apart from the factories in Mumbai and Bangalore, Parle also has

factories in Bahadurgarh in Haryana, Ahmadabad in Gujarat and Neemrana in Rajasthan,

which are the largest biscuit and confectionery plants in the country. Additionally, Parle

Products also has 9 manufacturing units and 53 manufacturing units on contract. It is also

having a special taste which cannot be made by others.

The intent was to spread joy and cheer to children and adults alike, all over the country with

its sweets and candies. Since then, for almost 80 years, Parle Products has been Indias

largest manufacturer of biscuits and confectionery. Makers of the worlds largest selling

biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality,

nutrition and great taste. 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 its a beacon of faith and trust, competitors look upon Parle as

an example of marketing brilliance. Hygiene is the precursor to every process at Parle. Using

the most modern equipment, ensuring the same perfect quality across the nation and abroad;

we deliver the best product of long-lasting freshness. With products designed keeping both

health and taste in mind, Parle appeals to both health conscious mothers and fun loving kids.

8
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. Parle products have been shining with the gold 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.

Parle has more than 50 manufacturing units and equal number of distribution points spread all

over India and abroad.

ACHIVEMENT

Parle Products Pvt. Ltd. engages in the manufacture and marketing of biscuits and

confectionaries. It offers glucose, milk, sweet and salted cream, wafer crme, cumin seed,

and cheese biscuits; chocolate, mint, cola, and tropical fruit flavored toffees and candies; and

snacks. The company offers its products in India, the Middle East, Africa, South East Asia,

the United States, the United Kingdom, Canada, Australia, and New Zealand. Parle Products

Pvt. Ltd. was founded in 1929 and is based in Mumbai, India.

9
 PARLE KEY PRODUCTS

Parle-G HIDE & SEEK MAGIX

KRACK JACK MARIE CHOICE

MONACO MILK SHAKTI

QUALITY OF PARLE:-

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 long-lasting freshness. Every batch of

biscuits and confectioneries 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 factories at Bahadurgarh in Haryana and Neemrana in

Rajasthan are the largest biscuit and confectionery plants in the country. The factory in

Mumbai was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle

Products also has 14 manufacturing units for biscuits and 5 manufacturing units for

confectioneries, on contract.

10
Quality Commitment:-

All these factories are located at strategic locations, so as to ensure a constant output & easy

distribution. Each factory has state-of-the-art machinery with automatic printing & packaging

facilities. All Parle products are manufactured under the most hygienic conditions. Great care

is exercised in the selection & quality control of raw materials; packaging materials & rigid

quality standards are ensured at every stage of the manufacturing process. Every batch of

biscuits & confectioneries are thoroughly checked by expert staff, using the most modern

equipment.

The Marketing Strength:-

The extensive distribution network, built over the years, is a major strength for Parle

Products. Parle biscuits & sweets are available to consumers, even in the most remote places

and in the smallest of villages with a population of just 500. Parle has nearly 1,500

wholesalers, catering to 4,25,000 retail outlets directly or indirectly. A two hundred strong

dedicated field force services these wholesalers & retailers. Additionally, there are 31 depots

and C&F agents supplying goods to the wide distribution network. The Parle marketing

philosophy emphasizes catering to the masses. They constantly endeavor 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 their understanding of the Indian consumer

psyche. The value-for-money positioning helps generate large sales volumes for the products.

Parles 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

11
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.

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 endeavors at

Parle.

Corporate Social Responsibility:-

Parle Products with its wide platter of offering of biscuits and sweets like Parle-G, Krackjack,

Monaco, Melody, Mango bite 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 organizes Saraswati Vandana in the state of West Bengal

12
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.

ABOUT PARLE-G

Parle-G or Parle Glucose is a brand of biscuits manufactured

by Parle Products in India. As of 2011, it is the largest selling brand of biscuits in the world

according to Nielsen. Parle-G holds 79.4% market share in the glucose biscuit segment.

Parle Products was established in the Vile Parle suburb of Mumbai, in 1929. It began

manufacturing biscuits in 1939. In 1947, when India became independent, the company

launched an ad campaign, showcasing its Gluco brand of biscuits as an Indian alternative to

the British biscuits.

Parle-G biscuits were earlier called 'Parle Gluco' Biscuits until 1980s. The "G" in the name

Parle-G originally stood for "Glucose", though a later brand slogan also stated "G means

Genius".In 2013, Parle-G became India's first domestic FMCG brand to cross the

5,000 crore in retail sales.

13
Primarily eaten as a tea-time snack, Parle-G is one of the oldest brand names in India. For

decades, the product was instantly recognized by its iconic white and yellow wax

paper wrapper with the distinct depiction. Now it is available in plastic wrapping. Design of

packaging is the same as earlier. When the company changed the packaging of Parle-G from

wax paper to plastic, they made an ad of putting Parle-G in fish tank. The Brand Trust

Report, published by Trust Research Advisory in 2011, ranked Parle in the 58th position of

the Most Trusted brands of India.

As of January 2013, Parle-G's strong distribution network covered over 6 million retail stores

in India. The low price is another important factor in Parle-G's popularity. Outside India, it is

sold for 99 cents for a 418 gram pack as of 2012. A more common 80 gram "snack pack" is

sold for as low as 15 cents at Indian grocers, and 40 cents at major retailers.

In India it is a habit to have biscuit along with tea- Parle-G referred to as biskut in rural

areas- thus when asked for biskut to a shopkeeper it simply means Parle-G biscuit in rural

areas. Parle-G is the most famous brand name for biscuit not only to the metro city man but

also to the urban man. From the beginning to current situation company has maintained its

reputation in market.

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 leader 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

14
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

Glucose 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 Glucose biscuits were available not just in Mumbai but also

across the state. It was also sold in parts of North India. The early 50s produced over 150

tones of biscuits produced in the Mumbai 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 Glucose 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 Glucose Biscuit 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 released its Dadaji commercial, which went on to

become one of the most popular commercials for Parle-G. The commercial was run for a

period of 6 years. 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. In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero,

15
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 Parle-G and Shaktimaan.

In the year 2002, it was decided to bring the brand closer to the child who is a major

consumer. A national level promo - '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.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.

GOOD LESSONS ABOUT PARLE-G

P PERFECT

A ATTRACTIVE

R RELISHING

L - LEARNING

E EATABLE

G - GENUINE

16
 PROJECT OVERVIEW

The project deals with the biscuit. So, what is the biscuit? Biscuit is a nowadays

common snack. It has become the daily need for every family. It is a consumer product, it can

be use to eat by both the children and adults. Biscuit are the most loving eatables for the

children. Parents are also agreed to buy biscuit for them because biscuit are the source of

glucose.

The product biscuit was introduced by the British people. It was their daily routine

to eat biscuit with tea in morning. Later on we people adopted it. In west countries biscuits

are very often marketed as a snack or meal. Biscuits are the articles of common diet in some

countries and have a highly concentrated food values in relation to their bulk and lot. The

various forms of biscuits are available in different size, packages, flavors, and in large size

for use of food manufacturers and confectionaries.

17
 INTRODUCTION OF THE TOPIC

The topic particularly deals with the comparative study of the different biscuit brands in

glucose category. The comparative study is a method which helps to know real fact about the

different biscuit brands in a particular category. And the comparative study involves a

systemized endeavor to compare the different brands.

Basically comparative study is often used to identifying how a particular product or brand is

different than others in various parameters. At the same time, comparative studies will often

yield insights about areas where one brand excels in comparison with the other. Utilizing the

results of the study, it is possible to develop some powerful tools that can be incorporated

into corporate marketing strategies and sales campaigns.

Here the comparative study helps to understand the certain facts and figures about the

glucose biscuit brands and Parle-G which is the special reference of the project.

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 RESEARCH OBJECTIVE & SCOPE OF THE STUDY

RESEARCH OBJECTIVE:

The main objective is to do the Comparative study of different brands in Indian

glucose biscuit category.

To study the distribution and marketing strategy of Parle-G glucose biscuit and its

major competitors

To analyze the strong and weak points of competitors product and compare it with

Parle-G glucose biscuit.

To analyze the effectiveness of the advertisement and sales promotion policies in

influencing buyers purchasing decision.

SCOPE OF THE STUDY:

While doing the project different variables are taken into consideration like

advertising, sales distribution and promotion techniques of the brands, customer perception

about the biscuit brands, competitors etc.

19
 RESEARCH METHODOLOGY

Research methodology is a careful investigation for carry out the project in a systematic

manner and finding solution of a problem. It comprises the defining and redefining of

problem formulating hypothesis, collection and evaluating data, making detection and

reaching conclusion.

COLLECTION OF DATA:-

SECONDARY DATA:

This is exploratory research. Without referring the various books, magazines,

handbooks, websites, web info, newspapers and bulletins etc., real facts and information

cannot be collected. Therefore to achieve the exactness I used secondary data and information

in this dissertation to do the comparative study of different brands in the Indian Glucose

Biscuit Category. With the help of these books and magazines I could collect various aspect

of Parle G also.

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LIMITATIONS:

As far as Secondary data is concerned, it has a few limitations. While doing the Project I also

find some limitations. The limitations are as follows:-

1. The data is collected from the secondary sources so the reliability is sum of which

may not be satisfactory.

2. Does not know exactly how the data collection process was done

3. In the literature referred, there is different perception about same topic by experts

21
CH. 2 COMPETITION OF THE GIANTS IN THE GLUCOSE BISCUIT MARKET

VS VS

As one of the biggest biscuits producers of India, Parle Products is in competition with

Britannia and ITC that are the fast moving consumer goods giants in the glucose biscuit

category with its Parle-G brand. According to the Financial Chronicle news, Motilal Oswals

research data shows that Parle-G who is experiencing the threat of losing its leadership in

glucose biscuit category against Tiger (Britannia) and Sunfeast (ITC) brands tends to regain

market share.

According to the Motilal Oswal researchs interpretations the market share of Britannia in

glucose category has decreased from 11.6 percent value two years before to 9 percent in

2012. Also ITCs market share has decreased to 8.6 percent in 2012 compared with 9.4 in

2010. Parle products has showed 78% expansion in 2012 compared to the rate of 74.7 in 2010

in glucose category market share.

However, Parles leadership position is not going to be easy. Competition is hungry for a

larger share in the pie. Britannia is eyeing the Glucose brand and aims to overtake Parles

within three years time. Britannia will also outsource its production and plans to invest Rs. 4

crore in the biscuit segment. It will launch a slew of products around Tiger, its leading

22
Glucose brand.

The entry of big players in the field could mean more competition for old hands in the game.

Last year, Hindustan Lever Ltd (HLL) entered the market with its Kissan Greedy Biskits in

three flavours. It also tried to re-launch modern as a Glucose brand. ITCs food arm entered

the market with its Sunfeast range of biscuits with offerings in Glucose, Marie and cream

segments. It wants to complete keenly with Parle and Britannia.

A big threat to legitimate biscuit makers comes from the duplicate market. Counterfeit

biscuits are not only available cheap but they dent the brand equity of legitimate brands.

Parle - G and Competitors

Competition to Parle G is from the following players. Lets do strategic mapping on

following grounds:

Price Distribution,
Nutrition content Brand,
Innovation Technology, Packaging.

23
 Price Distribution

Parle has the least price and on the contrary, it has the highest distribution in the Indian
Market.

Nutrition content Brand

As can be viewed from the above figure, Parle-G possesses the highest nutritional values as
compared to other companies. On the other hand, Parle-G has the highest brand value.

24
 Innovation Technology

In pursuance of the modern market, it can be said that Parle-G contains more innovation and
is more advanced in respect of technology as compared to other competitors in the Indian
Market.

25
 A PROJECT ON THE PARLES PRODUCT PARLE-G

For more than 80 years, it's been a popular landmark in suburban Mumbai. Ask

any shopkeeper in Vile Parle for directions to the Parle Products factory and he

won't think twice. "Just turn into the next lane and thereafter, the aroma of the

Parle-G biscuits will automatically lead you to the factory," says a paan shop

owner with a smile.

Chances are if you ask people anywhere in India about Parle, they will break into

a similar smile. For millions of Indians such as the Mumbai paan shop owner, the

country's largest biscuit maker doesn't just make any other biscuit: it makes

comfort food. Across the country, many people wake up to the same ritual every

morning: they dunk a crisp Parle-G biscuit into a hot cup of milky tea and quickly

pop the soggy piece into their mouths before it disintegrates in the steaming brew.

Parle may be synonymous with the ubiquitous glucose biscuits for many, but

competition has been nipping at the biscuit manufacturer's heels. Although it is

still the market leader in the Rs 21,213-crore biscuit market, shop shelves are

groaning under the weight of a host of other biscuits - and consumers are biting.

With an increasing number of biscuit makers jostling for a share of the pie, the

third generation of Parle's Chauhan family - cousins Ajay and Arup - has turned

to the snack market and premium biscuits to stay ahead in the game. "We already

have a strong presence in biscuits and confectionary. In the food category,

snacks form one of the fastest growing categories, so it was natural for a

company like ours to venture into the snacks market," says Parle Products

Executive Director Ajay Chauhan, who has been in the business since 1989.

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Market experts say Parle's biggest strength is its mastery of the high-volume, low-margin

business. It makes a staggering one billion Parle-G packets a month. A 100-gram pack of its

flagship product, Parle-G, was priced at four rupees for more than a decade. It was only in

2007 that the company decided to reduce the weight of its four-rupee biscuit pack to 50

grams after ingredient costs spiralled. It successfully used a similar strategy for its cream

biscuits which were priced at five rupees for a 100-gram pack. On the other hand, rival

Britannia priced its mass cream biscuits, Britannia Cream Treat, at Rs 10.

Alagh says Parle has always been a tough competitor. The company has always had more

than 60 per cent market share in the glucose biscuits segment where it never allowed other

brands such as Britannia's Tiger Biscuits to come anywhere close. "They sold Parle-G at four

rupees for decades, which we couldn't. As a listed entity, Britannia was answerable to

shareholders. A margin below 20 per cent was not acceptable. Parle could do this because

they were not answerable to shareholders," says Alagh.

Mayank Shah, Group Product Manager, says the high-volume business gave the company a

sourcing advantage. Parle could source its ingredients at 15 to 20 per cent less than the

competition. However, running a lowmargin, high-volume business is becoming difficult

because raw material costs have shot up, says 37-year-old Arup Chauhan, who is also

Executive Director of Parle Products.

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 BRAND EQUITY OF PARLE-G:- Whether you are looking for a

nutritional substitute or just something to munch after a long day of

work or study, Parle-G is a brand built for the masses.

It has saved many hungry souls, old and young, at noon or midnight. It has been a loyal

companion to cutting chai for decades. Whether you are looking for a nutritional substitute or

just something to munch after a long day of work or study, Parle-G is a brand built for the

masses. And with more than 70% market share one can't argue with that. BE presents the

journey of a biscuit:

1939 - Even as the Allies and the Axis blew conch shells for the Second World War, Parle

baked its first biscuit in India.

1947- When the British quit India, Parle (then) Gluco announced independence from British

biscuits with an ad campaign.

1980 - When it was time for graduation, the biscuit brand was rechristened as Parle-G to

distinguish itself from the horde of me-too glucose biscuit brands entering the market. The 'G'

stood for glucose, of course.

1982- A burly Dadaji and his grandkids sang in chorus 'Swaad bhare, Shakti bhare, Parle-

G' -for their first TV spot created by Everest.

1998- No Bollywood superstar could fit the brand's positioning. Parle-G found their brand

endorser in kids' favourite Indian superhero from the Telly World Shaktimaan.

2001- Start of a new millennium meant wardrobe revamp for the then largest selling biscuit

in the world (as declared an AC Nielsen study): Brand packaging went from wax paper to

BOPP (Biaxially oriented polypropylene or plastic, as we like to call it).

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2004 -Long live Glucose. It's 'G maane Genius' from now on.

2013- Gulzar moved his quill and Piyush Mishra lent his voice to the most recent campaign

that celebrates 'Kal ke Genius.'

192- The number of times you can cover Earth's circumference if you line up all the Parle-G

biscuits consumed annually, end to end.

Rs 5010 crore - The worth of biscuit sales registered by Parle-G in 2012. We're talking about

a number that beats the size of the entire matchmaking industry in India; that could have

made up for all the loss incurred by traders due to strike against government's stand to

implement LBT (Local Body Tax).

400 million - The number of Parle-G packs that are produced daily. Equivalent number of

dollars were made by Kevin Systrom when he sold off Instagram to Facebook. That took him

two years though.

6 million - The Number of retail stores that Parle-G's distribution network had covered by

Jan'13.

29
 MARKETING MIX OF PARLE-G

PRODUCT:-

Parle G brand tick is also that it has been positioned on the health platform (a single

pack of biscuit offers 450 calories).

Meets different needs of customers: calories (energy), international quality, nutrition

and value-for-money.

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.

Nutritious Parle- G Biscuits is a meal substitute also contains added flavors and
Glucose, Levulose.
There are mainly 6 ingredients in Parle G glucose biscuits- Wheat Flour, Sugar,
Vegetables Oil, Milk Powder ,Salt, Flavor. These materials make the glucose Biscuits
tasty & eatable.
And following material makes it healthy & increases the quality of a product:-

Partially Hydrogenated Edible, Invert Syrup, Iron, Calcium, Dough Conditioners,

Baking Soda.

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 DEPTH- Parle-G comes in 8 different sizes: 25gms, 44gms, 93.5gms, 231gms,

340.5gms, 462gms, 577.5gms and 1000gms. Hence the depth of Parle-G is 8.

FOR VARIANTS OF PARLE-G: Parle-G Magix has 2 flavors- Choc and cashew

and comes only in one size i.e. 75gms. Hence its depth is 2. Parle milk shakti has no

favors and comes in just one size i.e. 150gms. So the depth of Parle-G is 8+2+1= 11

PRICE:

Parle G has adopted the Market Penetration strategy i.e. low price along with

capturing of a large market. Also they focus on low prices and provide good quality products

at the same time, which means it uses the value pricing method. This benefits Parle G for

having a competitive edge in terms of large market share which is around above 70%

including both rural and urban presently.

PLACE:

The extensive distribution network, built over the years, is a major strength for Parle
G.Parle-G biscuits 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. So it is seen that Parle has 1 level, 2 level & 3 level distribution channels levels.

Level 1 - availability to all departmental stores.

Level 2 - Since it's an FMCG product this channel exists for customers scattered throughout

the country.

Level 3 Mass consumption & suitable for national & international coverage. For

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e.g. Parle Gs international operations consist of serving markets in the Middle East,

Africa, South America, Sri Lanka, Australia and North America for which the 3 level

distribution channel exists.

PROMOTION:

The promotional tools used by Parle are Advertising and Public relations.

Advertising

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 released its Dadaji commercial which went on to become one of the most popular

commercials for Parle-G. The commercial was run for a period of 6 years. 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.

The year 2002 went 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

was not just new to the audiences but one that involved a completely new way of execution

that was loved by children all over the world -Animation. It was also supported by print

medium through posters and streamers put up at the retail outlets. Another campaign that

was launched by Parle for Parle-G was 'G' maane 'GENIUS". For this a series of ads were

32
shown in which a little kid eats Parle G and tricks the wise and experienced people.

Public Relations

Parle has done the following for enhancing public relations: 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. The children just could not get enough of Parle-G and Shaktimaan. In the year
2002, it was decided to bring the brand closer to the child who is a major consumer. A
national level promo - "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 camp with the
Australian cricketer - Ricky Ponting; etc.

PACKAGING:-

The time spent by a customer for picking up a product from a retail outlet is a few
seconds; therefore a package should appeal to a customer within such a small interval of time.
In this, both packaging & labeling play an important role in attracting customers both visually
& psychologically. Parle G was initially recognized by its iconic white and yellow stripped
wax paper wrapper with the baby face on it. Many competitors have tried to sell their lower
quality products by copying the packaging, trying to sell their biscuits as Parel-G; Parle-etc.
Due to increasing competition Parle G now uses plastic wrappers for its packaging. Parle-G
comes in 8 different sizes: 25gms, 44gms, 93.5gms, 231gms, 340.5gms, 462gms, 577.5gms
and a 1kg pack just for Rs.30 which is not usually offered by other brands.

33
 CHAPTER 3: FINDINGS FROM THE PROJECT

PARLES PRODUCT PARLE-G STILL LEADING IN INDIAN GLUCOSE

BISCUIT CATEGORY

Launched in the year 1939, it was one of the first brands of Parle Products. It was called Parle

Glucose Biscuits mainly to cue that it was a glucose biscuit. In India it is a habit to have

biscuit along with tea- Parle-G referred to as biskut in rural areas- thus when asked for

biskut to a shopkeeper it simply means Parle-G biscuit in rural areas. Since from the

beginning to current situation company has maintained its reputation in market. The great

taste, high nutrition, and the international quality, makes Parle-G a winner. No wonder, it's

the undisputed leader in the biscuit category for decades. 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. 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 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.

Although Britannia has more biscuit brands under its umbrella, has more in the urban sector,

it is Parle which steals the thunder. Thanks mainly to its leading brand, Parle G, it retains,

almost more than 70 % market share for biscuits in India. The Glucose brand that enjoyed a

monopoly in the market for decades surpassed the expectations of its makers, in popularity.

The brand recently achieved the distinction of being the highest selling Glucose biscuit in the

world. Biscuits are a household name these days. The markets are flooded with biscuits of

every taste and for every age group. Sometimes it would be just difficult for us to decide on

34
what to go for.

These are good combinations with a hot cup of Tea or a coffee. They make a quick and a

tasty snack any time and in any situation. Glucose biscuits are mainly the favourites of many

as their intake charges them up. Specially if a person is suffering from Low BP, then these

glucose biscuits act as energizers in emergencies. People suffering from Diabetes too carry

them to increase the glucose level in their body . Besides the delicious taste that it offers, it is

highly helpful for people suffering from the above 2 illness who take it for reasons beyond its

taste. A cream coloured yellow stripped wrapper with a cute baby photo containing 10 - 12

biscuits with the company's name printed in Red and you know these are Parle G biscuits.

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 consumers good as

these are money savers pack.

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's exported to almost all parts of the world. After all that's what you
would expect from the Parle-G World's Largest Selling Biscuit.

Consumer behavior For Parle-G:

In India it is a habit to have biscuits along with chai or tea - Parle G is referred to as "biskut"
in rural areas - thus when asked for biskut to a shopkeeper it simply means Parle-G biscuit in
rural areas.

Understanding consumer behavior is tough. The study of consumer behavior includes the
knowledge about the consumer, his buying motives and buying habits.

Keeping all this in mind, the factors influencing the buying behaviour of consumers are:

35
Social Factors

1) Reference Group

People, especially kids are always influenced by the people around them. They are
influenced by friends, relatives, family members specially elder siblings, etc. so if they see
anyone around them having parle-G biscuit, they too want to eat it.

2) Family

In his case also, if it's a usual habit of the family members to have Parle-G with tea or
coffee, the kids in the growing stage or any new member joining the family for tea will form
a similar habit or the later will be offered the same biscuit.

Personal Factors

The factors whose intensity differs from person to person are together termed as
personal factors. They are as follows: -

1) Age - Parle-g is consumed maximum by the kids in the age group of 5-10 years
i.e. thegrowing age group. Kids, who have formed the habit of having Parle-G in their
early stages of life, continue this practice even after growing up. They continue their
consumption of Parle-G even after they grow up.

2) Occupation
The buying behavior of the consumer is influenced also by the occupation he or she
belongs to. In case of Parle-G, the purpose for buying the product varies from a person with a
high post in a M.N.C. to a poor laborer. For the executive employee, he may or may not buy
the product. He may buy a more expensive or an imported biscuit brand because he can
afford it. Also he may buy it only to be one of the many snacks available to him. On the other
hand, a poor laborer would buy a packet of Parle-G simply to satisfy his hunger. For him, it is
not matter of choice or luxury, but a necessity because it's the easiest 85 the cheapest he can
get.
3)Income :

Income of a person decides its core expenditure segment. If a laborer earns a fixed

36
amount & if a biscuit like Parle-g which for sure ensures high level glucose content &
immediate energy regained, he would definitely opt to buy a parle biscuit packet 85 not spend
even that minimal amount of Rs.5 on anything else. But since Parle-G is a low-priced, value
for money product a person's income does not really play a role in influencing the purchase
of the product. Consumers of all income groups do buy the product

Psychological Factors

1) Motivation

For Parle-G the main & the basic motivation which pulls consumers towards buying it
is simply hunger. This is what pulls the consumers towards the purchase of Parle-G. Also,
since biscuits are perceived as snacks, when a consumer is drinking tea he or she is motivated
to buy Parle-G at that time.

2) Perception

Consumers believe Parle-G to be a good quality product which is cheap too. They
also perceive it to be a great snack with tea.

37
SWOT ANALYSIS OF PARLE-G:

STRENGTH :
1. Most sold biscuit in the world
2. Low cost(affordable price), high quality
3. Good advertising and visibility
4. Most trusted brand having high brand loyalty
5. Top of the mind biscuit brand
6. Strong supply chain network

WEAKNESS :
1. Many competitors in this segment
2. Storage
3. No differentiation

OPPORTUNITY :
1. Tie-up with schools as a part of meals
2. Tie-up with corporate/hotel chains

THREATS :
1. Rise in the cost of raw materials
2. Competition from other brands like Tiger and Sunfeast

38
 CONCLUSION

This study was undertaken mainly with view to do the comparative study of different brands

in Indian glucose biscuit category and also to see the consumer behavior regarding Parle - G

biscuit brand of Parle Products pvt.ltd. The data was collected by means of a books,

magazines, web articles, newspapers etc. The Indian Glucose Biscuit Industry is mostly

dominated by the brands like Parle, Britannia and ITC. It has been found that the Parles

product Parle-G still leading in the Indian market. The Parle-G is much ahead in all areas of

marketing mix as compared to its rivals. It is very tough challenge for the products like Tiger

and Sunfeast to beat the Parle-G. Consumers behavior towards Parle-G is extremely good.

The Parle-G is very rightly described as "SWAD BHARE, SHAKTI BHARE" means full

with taste, full with health ".

39
RECOMMENDATION:

It is advisable to the other brands like Tiger and Sunfeast that they come up with new taste,
packaging, advertising etc. that may attract the consumers and give tough competition to the
Parle-G. On the other hand, the overall performance of the company is very good and its
product Parle-G is doing business exceptionally well in the Indian market. Therefore, the
company keep this momentum further. Also it is specially recommended to the company, to
keep the eye on the movement of the Tiger glucose biscuit. Because Britannia is aggressively
advertise and promote its product Tiger in the biscuit market.

OBSERVATIONS:

Nutritious Parle- G Biscuits is a meal substitute also contains added flavors and
Glucose.
Parle-G still holds No.1 position with 79.4% market share in Indian Glucose Biscuit
Segment.
Parle-G has been a strong household name across India
Parle-G is consumed by people of all ages, from the rich to the poor, living in cities &
in villages.
Parle-G is the world's largest selling brand of biscuits.
Parle-G have proper distribution network across India.
Britannia heavily spends on advertisement to promote its product Tiger glucose
biscuit.

40
 REFERENCES

BIBLIOGRAPHY:

Rajan Saxena (2009), Marketing Management, Tata McGraw Hill- New Delhi

Fourth Edition.

Article in Economic Times

WEBLIOGRAPHY:

www.parleproducts.com

www.britannia.co.in

www.itcportal.com

www.thehindubusinessline.com

www.en.magazinebbm.com

www.redgage.com

www.mofpi.nic.in

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