A study report on

“Factor influencing retailer behavior of Parle”

 BY
NIRANJAN MISHRA
ROLL NO -2017IMBA039

A PROJECT REPORT
Submitted to the
DEPARTMENT OF IMBA
In partial fulfillment for the award of the degree
Of
INTEGRATED MASTER OF BUSINESS ADMINISTRATION
Under the guidance of
Mr. Shibananda Das
Assistant Professor
Department of IMBA

BJB AUTONOMOUS COLLEGE, BHUBANESWAR

Acknowledgement

A successful project is a fruitful accumulation of efforts of many people. The

successful completion of the present research work conduct by me has been
possible under the sincere guidance of Mr. Sibananda Das (faculty member B.J.B.
2
College). I extend my special thanks to all the retailers of PARLE, Bhubaneswar for
their critical comments, suggestion, support and co-operation which ultimately
helped me in making this project report. I am thankful for overall support in
completing of this project effectively and more over on time. I express my sincere
thanks for guiding and helping me.

Niranjan Mishra

2017IMBA039

3
 DECLARATION
I, Mr. Niranjan Mishra , hereby declare that the project report submitted by me
entitled, “Factor influencing retailer behavior of Parle” in the partial fulfillment for
the degree of MBA to IMBA Department, BJB Autonomous College, Bhubaneswar,
is the record of original work done by me. No part of the content of this report has
been submitted to any institution/university for the award of any other degree.
Previous works in this field have been duly acknowledged as and when they have
been referred.

Date :-

Place :- Bhubaneswar Niranjan Mishra

4
 INTERNAL GUIDE CERTIFICATE
Mr. Shibananda Das
Assistant Professor
BJB AUTONOMOUS COLLEGE

CERTIFICATE

This is to certify that Mr. Niranjan Mishra having regd No 2017/IMBA/039 has done
this research project work on “Factor influencing retailer behavior of Parle” and
submitted the report in partial fulfilment for the degree of MBA to IMBA
Department, BJB Autonomous College, Bhubaneswar under my supervision and
guidance.

His / her report is the record of original work done by him / her. To the best of my
knowledge, no part of the content of this report has been submitted for any degree
by him / her or anybody else to any other University or Institution.

Date: 10/01/2022

Place: Bhubaneswar (Shibananda Das)

Assistant Professor
Project Guide

5
 INDEX

CHAPTER PAGE No

Objectives of the study 5

Introduction 6

Company overview 7

SWOT analysis 21

Review of literature 34

Research methodology 47

Data analysis 50

Findings and Suggestions 56

Conclusion 57

Questionnaires 58

Bibliography 61

6
OBJECTIVES of STUDY

 To find out the competitive activity and merchandising through

retailer of PARLE-G BISCUIT.
 To find out the consumer preference according to retailer view
 To find out the satisfaction levels towards service provided by
PARLE-G
 To find out the major competitor of PARLE-G.

Scope of the study

The scope of my study focuses on the marketing strategy of Parle biscuits.

Here my entire view was taken in the primary data collection on the basis
of questionaries’ and secondary data was taken from marketing books,
Business magazine, articles and published data from internet sources like
company’s website. However I have done my entire research study in the
vanivihar, laxmi sagar, ravi takies etc. areas.

Limitation of study

 The study was conducted in 30 days that is not enough for such a
vast topic.
 It was difficult for the shopkeepers to pinpoint the sales of a
particular brand in both organized and unorganized retail shops.
 No proper data was available about the store in the city
 There was less number of organized retail stores in my area to carry
out the research more efficiently.
 As the nature of research was exploratory so it was difficult to cover
each and every retail shops.
 Many retail shop did not express their original perception and views
because of biasness.

7
INTRODUCTION -This is contract manufacturing unit from parle and this is
well known as Lingaraj biscuits pvt.ltd chandaka industrial estate,
Bhubaneswar .director at owner is k.k(Krishna kumar&kunal agarwal)
established in the year 2006 and net investment is 50-60 crore and now a
days it reaches 250 crore and two types of products are produced here-
one is happy happy and another one is parle-g.parle is devided in 3
category on the basis of price and these are 3 rupees for 42gm ,10 rupees
for 142gm and 20 rupees for 250gm and happy happy is available in 5
rupees for 40gm and 10 rupees for 75gm packets.

Product of parle:

Parle is producing 3 varieties of product in all over India. These are-

1. Parle confectionary snacks

2. Parle agro frooti
3. Parle bisleri

Parle confectionary snacks and biscuits founder name is Vijay k.

chouhan, villeparle Mumbai and parle bisleri have Ramesh chouhan
and Parle agro frooti have Prakash chouhan

Lingaraj biscuits covering area from starting to the ending position is

3 acres area covering including raw material go down, production
and machine dept. Finished goods go down and gas tankers area.

8
 Company overview
VISION & MISSION of PARLE
VISION
The main vision of parle-g to concentrate on consumer tastes and
preferences, the parle brand has grown from strength to strength
ever since it inception. For fulfilling its vision they do 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.

MISSION
Maintaining high quality, introducing new and innovative products,
reaching every part of india, remaining customer-centric, constantly
upgrading our knowledge and skills.

9
DEPARTMENTWISE PRODUCTION OF LINGARAJ BISCUITS

1. Quality control department

2. Raw material storage department
3. Production and mixing department
4. Bounded storage room
5. Central and excise department
6. HR and personal department
7. Housekeeping and Hygienic department

These are the 6 steps involved in the process of preparation of parle-g

biscuits and happy happybiscuits. These are

 Raw material testing

 Mixing
 Moulding
 Baking
 Cooling
 Packing

Employee facilities :
Employees of the organization are getting several benefities and those are
listed below-
1. Employee provident fund(EPF):
The combination contribution both from employee side and from
employer side has raised the EPF fund. The employee has to deposite its
5% salary from the basic to the EPF fund and another same 5% money will
be deposited by the employer to the provident fund. Each employee
cannot get the benefit of EPF unless and until they become the regular
employee of the organization. After successfully completion of 3 years the
concern employee will get the EPF benefit. The benefit of the epf fund is
after 60 years of age the epf holder will get the benefit of pension till his
death as per the rules and regulation of govt.

10
 2. BONUS:
Employee has another facility of bonus at the time of festival. 10% (from
the annual salary) additional salary will be given to the employee at the
time of festival.
3. ESIC( employee state insurance corporation)
2% percentage will be deducted from the monthly salary. An addition of
2% will be deposited by company to the ESIC fund for the mutual benefit.
Only 3 person of the employee family will treated freely by the insurance
company.
4. JOB PROMOTION
Employee will get promotion of his service depends upon the performance
and get distribution price at the time of cultural program or Biswakarma
puja.
5. SALARY INCREAMENT
The salary of every employee will increase at the rate of 10% if the
company is getting benefit out of their work.

6. SAFETY
For safety and security the company has adopted several safety measures
inside the plant side by providing ambulance for any emergency situation
and safety awareness program inside the plant to make aware about the
safety factor.

7. LEAVE ENHANCEMENT
In this benefit the employee will get 15 days leave in a year and the
employee will get another benefit of 15 days leave on medical emergency
but the has to prove his illness by showing medical certificate.

8. ADVANCE
In this way the employee can get advance from his next month salary

Ingredients of parle-g :
 Fine wheatflour.
 Edible fat oil.
 Sugarcitric acid.

11
  Sodium biocarbonate.
 Ammonium
 MACP.
 Powder chocolate flavor.
 Caramal.
 Salt.
 Chocosolids.
 Chocochips.

INVENTORY
The inventory of the company that is the raw material is of a week. They
store such inventory in store room and then are sent for testing in laboratory
and after testing it is sent for production.

SHIFTS
There are nearly more than 350 employees working in the company and are
working in three shifts and per shift 8 hrs and the first shift time starts from
6am-2pm, second shift starts from 2pm-10pm and third shift time starts
from 10pm-6am. Except Sunday all other days are working days .50 to 60
Metric tonns of biscuits are manufactured in a day of one particular
product.

WASTAGES
There are two type of wastage in factory. First is the waste materials fallen
on ground. Such waste material is of 1% which is marginal and acceptable
which goes into total waste. Second types of waste are the biscuit collected
in tray of the multi-pack wrapping machine, since these biscuit are broken
they are not packed and sold to the customer but collected in other tray and
sold as broken pieces and sold for less price for cattle feeding.

LOOSE BISCUIT
On the stalking table one to two rows of baked biscuits are kept aside for
selling it as loose biscuits. They are normally assumed to be damaged
biscuits but they are not damaged or broken but company keep such loose
packets of biscuits to sell it to the local people for
marginal rate of 33 Rs / kg.

12
PROCESS LAYOUT OF PARLE PRODUCTS LTD.

PARLE G is made at parle products ltd. at vile parle.First of all the parle
products buys RAW MATERIAL from the various suppliers and stored
into the store room. Then this raw material is sent to laboratory for testing
and after testing it is used for manufacturing. The raw material consist of
Wheat flour, Sugar, Partiallyhydrogenated edible vegetable oils, Invert
syrup, Leavening agents (503 Baking powder)Milk, solids Salt Emulsifiers
(E 322 or E 471 or E 481) and Dough conditioners (E 223).Such a mixture
of raw material is taken and mixed into STEPHAN MIXTURE, which is
high
power mixture machine. Specially made for mixture of dough, from which
the mixture ispassed to molder called ROTARY MOULDER. Through that
molder approximately 10,000come out in a minute. Molder had 260 cups
fitted in it which gives shape to the biscuits andan impression embossed on
it of Parle-g. From rotary molder the dough is passed through a 260 feet
long OVEN which isapproximately 340* c. In oven there are three stages to
be followed -
1. Removal of moisture.
2. Building the structure of biscuits.
3. Colorings of biscuits take place.

From oven the hot biscuits are placed on the COOLING CONVYOR,
which is 260 feet longand the biscuits continues to run on it for 5 to 7
minutes so that the biscuits become cool andall the moisture that biscuits
contain gets evaporated. And because of the above reason the factory has
― FLOW LAYOUT‖ in the factory.

The conveyor continues to move to COUNTING UNIT where biscuits are

counted and seenthat it is going on properly or not. The conveyor continues
till the biscuits reach theSTALKING TABLE at which the biscuits are
packed in very orderly manner.From cooling conveyor sum biscuits are
diverted through AUTO FEEDING MACHINE toanother stalking machine
where packing is done. From stalking table the biscuits are movedon
conveyor to MULTI PACK WRAPPING MACHINE were 16 biscuits are
packed into aregular parle g wrapper so that the weight of 16 biscuits
comes up to 100 grams.Then 24 packets of parle g biscuits are packed into

13
a POLY BAG. And after packing it intopoly bag it is sent to SEALING
MACHINE where it is sealed, Then it is sent toCORRUGATE BOX
SECTION in which 6 poly bags are placed and then the boxes are kepton
conveyor and sent to DISPATCH SECTION from where the biscuits are
sent to variousplaces in India and all over the world.

All Parle products are manufactured under the most hygienic conditions.
Great care isexercised in the selection & quality control of raw materials,
packaging materials & rigidquality standards are ensured at every stage of
the manufacturing process. Every batch ofbiscuits & confectioneries are
thoroughly checked by expert staff, using the most modernequipment.

14
 ABOUT THE COMPANY
A long time ago, when the British ruled India, a small factory was set up by
Mohanlal Dayal Chauhan in the suburbs of Mumbai city, to manufacture
sweets and toffees. The year was1929 and the market was dominated by
famous international brands that were imported freely. Despite the odds and
unequal competition, this company called Parle Products, survived and
succeeded, by adhering to high quality and improvising from time to
time.A decade later, in 1939, Parle Products began manufacturing biscuits,
in addition to sweetsand toffees. Having already established a reputation for
quality, the Parle brand name grew instrength with this diversification.
Parle Glucose and Parle Monaco were the first brands ofbiscuits to be
introduced, which later went on to become leading names for great taste
andquality.
The original Parle company was split into three separate companies, owned
by the differentfactions of the original Chauhan family:

 Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the
brands Parle-G,Melody, Mango Bite, Poppins, 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(owner of the bisleri water)

All three companies continue to use the family trademark name "Parle".
The original Parle group was amicably segregated into three non-competing
businesses. But a dispute over the use of "Parle" brand arose, when Parle
Agro diversified into the confectionary business, thus becoming a
competitor to Parle Products. In February 2008, Parle Products sued Parle
Agro for using the brand Parle for competing confectionary products. Later,
Parle Agro launched its confectionery products under a new design which
did not include the Parle brand name In 2009, the Bombay High Court
ruled that Parle Agro can sell its confectionery brands under the brand
name "Parle" or "Parle Confi" on condition that it clearly specifies that its
products belong to a separate company, which has no relationship with
Parle Products.

15
2.1 BOARD OF DIRECTORS

NAME OF MEMBERS DESIGNATION

Vijay K Chauhan Chairman & Managing Director
Sharad P Chauhan Managing Director
Raj K Chauhan Managing Director
Ajay V Chauhan Executive Director

Anup S Chauhan Executive Director

Samar S Chauhan Executive Director

BUSCUITS SWEETS SNACKS

Parle-g Londonderry Namkeen
Manaco Melody Fulltoss
Coconut Mango Bite Parle‘s wafers
Magix Kaccha Mango Bite Munchies
Top Chox Cheeslings
Kreams Poppins
Gold star Mazelo
Jam in 2 in 1
Parle Actifit Digestive 2 in 1 Éclair
Marie

Golden Arcs Kismi

Parle Marie Kismi Toffee Bar

16
Hide & Seek Fruit drops
Hide & Seek Fab
Hide &Seek Bourbon
Festo
Happy Happy
Milano
Nimkin
Crack jack
Murano
Little description about different products of parle-
BUSCUITS:

PARLE G
Every nation dreams of a better tomorrow. And every nation's tomorrow
lies in the hands ofits children; the young stars who shape the future of the
nation. So, it'simportant to nourishthese young stars, after all it's a question
of the nation's future.
MONACO
Life namkeenbanaiye!

When life hits a dull patch, just pull out a Parle Monaco to make it exciting.
Monaco Classic Salted - Rs. 5 Rs. 10 Rs. 15 (New SKU) Rs. 25
Monaco Zeera - Rs. 10
HIDE N SEEK

17
Play a game of hide and seek with your taste buds. Indulge in the mouth-
watering delight ofIndia‘s best moulded chocolate chip biscuits, Hide &
Seek.
heart, khate hi dil aa jaye!
Rs. 5, Rs. 10, Rs. 20, Rs. 30, and Rs. 50
HIDE N SEEK BOURBONE
The name itself suggests everything.The moment you take a bite your
tongue starts playing hide n seek with the rich chocolatycream resting
between two lovely sugar-coated biscuits.
Rs. 5, Rs. 12 and Rs. 24

GOLDEN ARCS
Introducing irresistible Golden Arcs, filled with rich Strawberry, Apple,
Orange & ChocoFillings. They are best described as 'melt-in-your-mouth',
soft shelled fruit rolls and crunchychoco fills which are perfect for an
anytime snack.Do bite into one of our 4 Deliciousflavours.

Rs. 20 and Rs. 35

TOP
It is the ultimate crispy cracker with the finest taste of butter, especially
made to mesmerizeyou with its smoothness. The unspoken dream or the
wildest imagination gets real, with thesmooth texture of butter. So take a
bite and escape into your own world where it will be justabout you and
everything else fades into oblivion. Let no one come between you and
"Buttery Taste & Buttery Dreams".

Rs. 5, Rs. 10 and Rs. 20

18
PARLE ACTIFIT DIGESTIVE MARIE
Now say 'goodbye' or at least 'see-you-later‘ to the couch, the video games,
the computer and the TV.
Rs. 5, Rs. 15 and Rs. 25

SWEETS
Londonderry
Get a taste of the rich English-Irish culture, right here in India. With
Londonderry, an exquisite hard-boiled candy made from Milk and Carame.
The magical world of Londonderry.

Rs. 50 paise
Melody
Caramel meets chocolate to yield an outcome nothing less than delectable.
It won‘t be too long before you find yourself asking the age old question
‗Melody itni chocolaty kyonhai?'

Rs. 1
Kaccha Mango Bite
The mastifulflavour of summer now comes in a candy. Just pop a Kaccha
Mango Bite and experience the natural tangy sweetness of a real raw
mango. It's the only candy that is a real kacche aamka zerox.

Rs. 50 paise
2 in 1 Éclair
It‘s a creamy, delicious bargain! Savour the delicious cream filling
overflowing from a golden caramel shell. Delight your taste buds with rich
taste of cream and caramel.

Rs. 50 Paise

19
SNAKS
MUNCHIES
JEFFS
Crunchy, salted biscuits flavoured with cumin seed (Zeera) for that extra
boost of flavour. The perfect snack for just about anywhere – Jeffs.
SIXER

Jeffs : 4.5 kg tin - Rs. 655, Sixer : 200 gm jar - Rs. 45

CHEESELINGS
For the love of cheese and only cheese! Parle pulls out ‗Cheeselings‘ from
its pool of innovative products. It‘s a baked snack, light on tongue and high
on its Cheesecious taste.

160 gm - Rs. 40,320 gm - Rs. 80,3.5 kg tin - Rs. 550

CHEESELINGS
For the love of cheese and only cheese! Parle pulls out ‗Cheeselings‘ from
its pool of innovative products.
160 gm - Rs. 40
320 gm - Rs. 80
PARLE’S WAFERS

Presenting Parle's Wafers. Made with the choicest of handpicked potatoes,

it's lip -smackingly delicious, delightfully crunchy and comes in four
exciting flavours – Masala Masti, Red ChilliAchaar, Classic Salted, Aloo
Chaat, Cream .
Rs. 5, Rs. 10 and Rs. 20
FULLTOSS

20
"Imagine you are playing for Indian cricket team; we need 6 runs from the
last ball.

Rs. 5, Rs. 10 and Rs. 20.

21
 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 2,500 wholesalers, catering to 500,000 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.
However, Parle Products also manufactures a variety of premium products
for the up-market, urban consumers. And in this way, caters a range of
products to a variety of consumers.

3.1 SWOT ANALYSIS

SWOT analysis is the firm should identify its internal Strengths (S) and
Weeknesses (W) and also examine external Opportunities (O) and Threats
(T)

22
 strength,
Weakness , Opportunity , and Therat are the four tools for a individual or
group or organisation to grow , improve and polish it‘s skill. Parle Product
Ltd. Has been highlighted below which covers all the criticality of the
project :
Strengths

 Parle Brand,
 Diversified product range,
 Extensive distribution network.
 Low and mid price range
 Catering to mass,
 Better understanding of consumer psyche

23
Weakness
Dependence on retailers & grocery Stores for displaying diversified Parle
Products
 on shelf, induce impulsive buy.
Opportunities
 Estimated annual growth of 20%
 Low per capita consumption,
 Changing consumer preference,
 Increasing demand for sugar free,
 Diet biscuit,
Threats
 Hike in cost of production due to hike in raw material cost.
 Increase distribution cost.
 Local bakery product.
 Entry of various new entrant.

3.2 BCG MATRIX

The Boston consulting Group‘s portfolio matrix allows a firm to visually
display information about each of its. The BCG matrix has as its axes the
market growth rate (Broken into high and low growth) and the relative
market share as compared to the largest competitors (high and low relative
market share). The BCG matrix method is based on product life cycle
theory that determine the product portfolio of a unit which contains both
high growth product & low growth product having 2
Dimensions: Market share & Market growth.

24
BCG MATRIX CONSISTS OF 4 CATEGORIES:

1. STARS:
(High growth & High market share)
Stars are market leaders and growing fast. Stars have large reported profits
but require a lot of cash to finance the rapid growth. As per the company‘s
survey, Parle G is touching the peek of success & therefore comes under
the STAR category thereby the Co. can invest a large sum for its upliftment
.
2. CASH COWS
(Low growth, High market share)
A cash cow usually generates more cash than is required to maintain its
market share. It is in low-growth market but has a dominant market share.
Profits & cash generation should be high due to its Low growth, the
investment needed to be Low to keep Profits High The products like
krackjack, parle Marie, hide & seek comes under this category.

25
3. QUESTION MARK:
(High growth, Low Market share)
It has worst cash characteristics because of High demands & Low returns
due to Low market share makes the Co. to sell off & deliver cash.Products
like CHOX, NIMKIN KREAMS GOLD, PARLE 20-20, MONACO
JEERA comes under this.
4. DOGS:
(Low growth, Low market share)
The products like SIXER,JEFFS, MUST BITES,MUST STIX &MUST
CHIPS Conclude with DOGS as they need to be Divested because they are
doing no good for the Co. & have remained as an liability.

26
 MARKETING MIX OF PARLE PRODUCTS

The term marketing mix refers to unique blend of Product, Place,

Promotion & Pricing strategies designed to produce mutually satisfying
exchanges with a target market. Marketers have to make many decisions in
developing a marketing mix that will satisfy their target customers.
However, all of the variables that make up the marketing mix can be
reduced to four basic categories.
4.1 PRODUCT MIX
PRODUCT LEVELS
 Core benefit- the core benefit of biscuits is to satisfy hunger of the
consumer.

 Basic product- in the second level, the basic product is biscuits.

 Expected product- the consumers expect the product to have a good

taste and also give nutrition.

 Augmented product - parle biscuits increase a person‘s energy levels.

This is not always expected by the consumers and hence exceeds
customer‘s expectations
 Potential product- in the future parle could come up with different
products such as a snack which could be a combo of chocolate and
biscuit.

27
Classification of products
Based on tangibility- Parle biscuits are tangible, i.e. one can see and
touch them.

Based on functional life- Parle biscuits are consumables since biscuits

form apart of food
and have a short life.

Based on price and quality- most of Parle biscuits such as Parle-G,

Monaco, Krack jack
are mass products but a few Parle biscuits such as Parle hide and seek and
Milano are
premium or prestige products.

Based on utility- Parle biscuits are convenience goods. They are staples
since they are
bought by consumers regularly. Also they are partly impulse products.

Consistency

The product consistency generally depends on 3 parameters.

1) Production

2) Distribution

3) Consumer end-user
The production process of every parle biscuit follows some basic
ingredients like wheat flour, vegetable oil, inverted syrups, skimmed milk
powder ,etc. then depending upon the product, extra ingredients are added
for e.g. in Monaco there might be an extra amount of salt put in to give it
that prominent salt taste, to hide & seek, chocolate chips are added. Etc.
Parle uses the same distribution channels for selling all its products under
the biscuit category i.e. 1st , 2nd & the 3rd level of the distribution
channels. The basic end use of all parle products remains the same – eating

28
it‘s imply to satisfy hunger. Products like parle-g may also be consumed for
the intake of high glucose levels for immediate strength & energy.
PROCESS LAYOUT OF PARLE PRODUCTS LTD.
PARLE G is made at parle products ltd. at vile parle.
First of all the parle products buys RAW MATERIAL from the various
suppliers and storedinto the store room. This raw material is then sent to
laboratory for testing and after testing
only it is used for manufacturing. The raw material consist of Wheat flour,
Sugar, Partially hydrogenated edible vegetable oils, Invert syrup,
Leavening agents (503 Baking powder) Milk, solids Salt Emulsifiers (E
322 or E 471 or E 481) and Dough conditioners (E 223). Such a mixture of
raw material is taken and mixed into STEPHAN MIXTURE, which is high
power mixture machine. Specially made for mixture of dough, from which
the mixture is passed to molder called ROTARY MOULDER. Through that
molder approximately 10,000 come out in a minute. Molder had 260 cups
fitted in it which gives shape to the biscuits and an impression embossed on
it of parle-g. From rotary molder the dough is passed through a 260 feet
long OVEN which is approximately 340* c. In oven there are three stages
to be followed -
1. Removal of moisture.
2. Building the structure of biscuits.
3. Colorings of biscuits take place.
From oven the hot biscuits are placed on the COOLING CONVYOR,
which is 260 feet long and the biscuits continues to run on it for 5 to 7
minutes so that the biscuits become cool and all the moisture that biscuits
contain gets evaporated. And because of the above reason the factory has
―S FLOW LAYOUT‖ in the factory. The conveyor continues to move to
COUNTING UNIT where biscuits are counted and seen that it is going on
properly or not. The conveyor continues till the biscuits reach the
STALKING TABLE at which the biscuits are packed in very orderly
manner. From cooling conveyor sum biscuits are diverted through AUTO
FEEDING MACHINE to another stalking machine where packing is done.
From stalking table the biscuits are moved on conveyor to MULTI PACK
WRAPPING MACHINE were 16 biscuits are packed into a regular parle g
wrapper so that the weight of 16 biscuits comes up to 100 grams.
Then 24 packets of parle g biscuits are packed into a POLY BAG. And
after packing it into poly bag it is sent to SEALING MACHINE where it is
29
sealed, Then it is sent to CORRUGATE BOX SECTION in which 6 poly
bags are placed and then the boxes are kept on conveyor and sent to
DISPATCH SECTION from where the biscuits are sent to various places in
India and all over the world. 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 ofbiscuits
& confectioneries are thoroughly checked by expert staff, using the most
modernequipment.

30
SALES AND DISTRIBUTION PROCESS OF PARLE :

Sales and distribution channel

Manufacturing unit

Depot(storage)

Distributor

Sub-distributor

Retailer

Sub retailer

Customer

31
ORGANIZATIONCHART

DIR
DIRECTOR/FSTL

Production HRD FSMS PQS FIRE&SAFETY

Manager CORDINATOR OFFICER
parle Manager Manager CORDINATO

SHIFT OFFICE
ISO FSMS TEAM SCHOOL
INCHARGE ASSISTANCE
Coordinator MEMBER CORDINATOR

QA HOUSE Raw &FM Engg Mechanical Electrical Mixing &

KEEPINF&HYGENIC packing
store in- in-charge in-charge
INCHARGE INCHARGE STORES&DISPATCH supervisor
INCHRGE charge

chemist Raw Dispatch Operators

Mechanical
material supervisor fitters
Lab supervisor
attendant

Sweeper & Outside Electricians Inside Security

gardener super-
Team mates Team mates visor

Security

Guards

Policy and procedure of the organisation

32
1. Food safety policy
2. Allergen control policy
3. Glass and brittle plastics control policy
4. Metal and jewellery control policy
5. Pesticide residue control policy
6. Wooden control policy

key result area of the organization

Quality control department is the most performing area. It has
carefully because the brand depends on it because if quality of a
product is good and highly satisfactory then the product will remain
forever in the minds of the customer that’s why Parle has focused
keenly on quality control department as Production and mixing
department

33
 FOOD SAFETY OBJECTIVES
FOR
APRIL 2019-MARCH 2020
LINGARAJ BISCUITS PRIVATE LIMITED.

01.To beat the customers’ expectations by ensuring zero foreign matter

contamination
(Zero market complaint) in finished product.
02. To maintain 85% OEE (overall equipment effectiveness) competence
level for all
Plant & equipment.
03. To maintain zero accident level of all plant personnel, staff and team
members.
04. Jagruti group findings or defaults to be reduced by 5% in every
quarter compare to
Last quarter
05. Trapping of rodents and lizards to be zero in every month.

34
 REVIEW OF LITERATURE

Product Life Cycle

Parle as a company has reached the maturity stage in its products life cycle;
since products such as parle-G, parle Monaco, parle, Krack jack which
form a major part of parle products‘sales have captured most of India‘s
market. But for its premium biscuits parle hide and seek and parle hide and
seek Milano the products are in the growth and introduction stages
respectively. Parle hide and seek was introduced in 1998 with flavors such
as mint, orange and chocolate. But it did not really succeed in capturing the
consumer‘s attention. So after a few years it was re launched with just one
flavor i.e. chocolate flavor with new packaging. After the re-launch it has
started gaining attention of its potential buyers and hence is in the growth
stage of its life cycle. It has to fight for its stand in the market since it faces
competition from Britannia‘s good-day choco nuts.

35
Packaging and Labeling:

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.
Packaging:
For Parle G: 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-Jee 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.
Parle Hide & Seek: It initially came out with 3 variants: Mint, Orange &
Chocolate which wasn‘t accepted by the masses. However, the production
of Mint & orange flavors was stopped. Chocolate is the only flavor that is
running successfully since it is India‘s first chocolate chip biscuit.
Labeling: Consumers are becoming increasingly health conscious. So it is
essential to display the contents of every product. Every packet of Parle G,
Parle hide & seek, Parle hide& seek Milano has information about the
ingredients used, nutrition facts, mailing& emailing addresses asking for
feedback, phone number, packaging date etc. All this along with the brand
name and directions are printed in Hindi too.

4.2 PRICING MIX

The Parle marketing philosophy emphasizes catering to the masses. It
constantly endeavors 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 its cultivated understanding of the Indian
consumer psyche. The value-for-money positioning helps generate large
sales volumes for the products. 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 by

36
having a competitive edge in terms of large market share which is around
40%: both rural and urban presently. For setting the price of Parle hide &
seek biscuit, a survey was taken in the urban &semi urban markets; on the
basis of which hide & seek was introduced. It was found that the potential
consumers were ready to pay a premium price for an innovative product
like chocolate chip biscuits. Thus, Parle adopted market skimming where
the product is high priced and also of high quality. It includes the cost of
chocolates, packaging & other processing cost. All these show customer
status, which is also one of the reasons for Parle hide & seek‘s high price.
A separate example for explaining the pricing strategy of Parle is its
product Parle Creams For this product Parle uses going rate method only as
a reference rate. In this case, Parle Creams were introduced after
Britannia‘s Cream Treats with similar variants but at Rs.5 per packet of
biscuit and not Rs.10 like that of Britannia‘s cream treats.

4.3 PLACE MIX

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.
Distribution Channel levels:
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. 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 e.g. Parle‘s international operations consist of serving
markets in the Middle East, Africa, South America, Sri Lanka etc

37
 Promotion
Generally, promotion is communicating with the public in an attempt to
create awareness and persuade them toward buying products and services.
The word promotion is also used specifically to refer to a particular
activity that is intended to promote business, products or services. A store
might advertise that it’s having a big promotion on certain items, for
instance, or a business person may refer to an ad as a promotion.
Promotion means a method is used for getting people to create awareness
among people about products or services being offered by the company.
Advertising, public relation, point-of-sale displays, and word-of-mouth
promotions are all traditional ways for promotion. Promotion is the method
for providing the link of information between the sellers and prospects of
the products or services. The choice of a promotional strategy will be
dependent upon objective, type of offers, budget and availability of said
promotional vehicle .the other concept used for promotion is called
marketing communication. When any communication is given in the
market with the help of any media is called marketing communication. The
requirement of promotional activities in the market is increasing with
increasing competition level. In past, the need for promotional efforts was
not there at all. The demand for promotional efforts increased slowly and
in present time without promotional efforts cannot be carried out
effectively as per plans of the company. Especially care is to be taken. In
some of the leading companies there are difference sections taking care of
different tools for promotion separately. Further, the role of promotion
relating activities would be increased. The importance of promotion would
be very high in near future in the global scenario.

38
 2. Meaning of Promotion
The concept of promotion has been defined by experts as follows:
(a)Promotion is defined as the coordination of all seller-initiated
efforts to set up channels of information and persuasion to all
goods and services or promote an idea. Promotion is best viewed as
the communication function of marketing. In short we can say that
the strategy to get hike and to create awareness.
(b) It is not enough for a business to have good products sold at
attractive prices. To generate sales and profits, the benefits of
products have to be communicated to customers. In get hike and to
create awareness.
(c)Promotional marketing is a business marketing strategy designed to
stimulate a customer to take action towards a buying decision.
Promotional marketing is a technique that includes various
incentives to buy such as advertising, sales promotion, personal
selling, publicity and packaging.
(d) Promotion, as a general term, includes all the ways available to
make a product and service known to and purchased by customers
and clients. The word promotion is also used 37 specifically to
refer to a particular activity that is intended to promote the
business, product orservice.

3. Promotion Mix
For selling the products or service, marketing department is using a
number of methods. The objective is to create awareness, remind the
customers to persuade and buy the products. The company is
interested to increase the sales and profits of the company in the
markets. The markets may be different for different products and
service.

39
 Advertisin Public Personal Sales
g
Relation Selling Promotion

Advertising
Advertising is one of the presenting messages to persuade an audience to
purchase or take some action upon products, ideals, or services. Any
paid form of non-personal presentation of ideas about products or
services in the media by and identified sponsor. The advertisement is
given by using the brand name of the products or services and their
benefits promotion mix advertising, public relations , personal selling,
sales promotion
(a) Objectives of advertising.
The advertisements are placed in the media targeting the audience
mainly the prospects or customers with the objectives to communicate
them. When a new advertisement is placed regarding the company has
launched first time and customers do not know about this. The objective
is to create awareness among them. It is through advertisement they
would come to know
If the customers know then they can be reminded for the existing product
or services so that they should not forget the product and services of the
company.
After repeated advertisement, the objective is to persuade them to take
buying decision. The customer has thought when it is reminded
repeatedly.

40
 (ii) Advantages:
Cost-effective with large audiences are covered in one effort on media. It
reached to a large number of audiences through television, radio,
newspapers etc. the amount spent in one advertisement is high but the
cost calculated per head per advertisement is less.
The coverage by the mass media is very wide. If we take example of one
advertisement placed on national radio, in one attempt it covers the while
territory of India. It covers all direction, urban. Sub urban and rural area.
The coverage is very wide through advertisement.
Effective methods of presentation of ideas about the products or services
through audio video feature. With both audio and video the message can
be explained with very high degree of clarity. The objective of
communication is served properly.
(d) public relations / publicity:
The fourth element of promotion mix is public relation/publicity in public
relations the efforts are put to create and maintaining good public image for
products or services, businesses of the company, non-profit organizations,
celebrities, leaders etc. public relations is defined as building good
relationships with the concerned parties of company out of public so to
create good image regarding products, services and business of the
company. The public should make positive publicity of the company so that
adverse situation can be handled in future.
The fourth element of promotion mix is public relation/publicity. In public
relations the efforts are put to create and maintaining good public image for
products or services, businesses of the company, non-profit organizations,
celebrities ,leaders etc. public relations is defined as building good
relationships with the concerned parties of company out of public so to
create good image regarding products, services and business of the
company. The public should make positive publicity of the company so that
adverse situation can be handled in future.

41
Golu Galata contest - In Tamil Nadu, traditionally, women decorate
various dolls made of clay during Navaratri celebrations by setting up 7-9
steps. This display is well decorated and friends and relatives are invited to
witness the same. Thus, to revive the fading event, Parle had introduced the
novel promotion called Parle Golu Galata contest in 2005. After the
encouraging response and resounding success of the 2005 Golu Galata
contest, in 2006 Parle Products Pvt. Ltd took the contest to Chennai,
Madurai, Trichy, &Kumbakonam. (Golu means Doll & Galata means
Dhammal.)
(b)Sales Promotion :Parle uses the Sales force promotion tool for all its
employees. Every year it holds day fairs at branded venues where games
and fun events are organised for the employees of Parle and their families;
where Parle products are giveaway prizes.
(i) Objective of sales promotion:To introduce new products: when the
company is interested to introduce the new product in the market the sales
promotion method like samples is used. The free samples of the products
are given to the parties for introduction of the product. If the sample is liked
by the customer then the product can be bought in future.
To attract new customers and retain the existing ones: sales promotion
measures are used with the objectives to attract new customers and retain
existing one by providing extra benefits. The customers are attracted
towards the products that offers price off, discount, gift, premium prize etc.
on buying. There are many methods of promotion being used in market so
that the existing customers can be retained and new can be added to the list
of customers.
To increase sales of seasonal products: there are some products like woolen
clothes rainwear, air conditioner, fan, refrigerator, cooler, room heater,
sunscreen, these are used by customers in particular season only. The
demand of these products is not there is their off season.
(ii)Advantages:

 Provides extra benefits to the customers through sales promotion

schemes and create awareness in customers to buy the products.

42
  Helps in increasing the sales of the current, seasonal, slow moving out
of use or fashion products.
 Neutralize the competition effects through sales promotion tools.
 The profits and sales of the company are increased with the sales
promotion tools time to time.
(iii) Disadvantages:
It is focusing on short-run effect on sale. The sales are to be increased at a
particular point of time of promotion efforts.
The long term gains are sacrificed for short term gains and do not develop
the brand image of the products and company in the market.
It is suitable mainly for price sensitive customers and such customers
become habitual to buy when sales incentives are given.
Sales promotion competition adds costs to the selling budget of the
company and profitability goes down.
(c) personal selling
Personal selling is one of the promotional methods used for increasing the
sales of the products or services. In personal selling the salesmen of the
company personally meet the customers, dealers relating to sales. They go
directly to the concerned parties when the nature of the product is such that
it cannot be distributed through wholesalers, retailers etc. the need for
salesmen is felt depending upon the nature of the products, distribution
network and policy of the company. In personal selling there is personal
presentation by the firm’s sales force for the purpose of making sales and
building customer relationships.
Objectives of personal selling:

 To create long term customers relationship with the customers.

Through feedback, problem handling and assurance the company is
interested to long term relationship.

43
  To meet the requirement relationship with the customers. When
demonstration and doubt clarification are required the best suitable
method of sales promotion is personal selling.
 To meet the requirement of industrial or heavy price products sales.
This type of products cannot be sold out through dealers, wholesalers
or retailers.

(ii) Advantages:
 Two way communications under personal selling is very effective.
 Face to face communication makes the things very clear and fears ,doubts
confusions are avoided on the spot.
 Demonstration of products performance is possible in personal selling. This
helps in convincing the customers easily to buy the products.
 It gives ling term impact on the customers because the assurance is given
by the sales men.
 Contributes in developing good relationship and image of the company in
markets.
(iii) Disadvantages:

 The coverage of sales force is very limited because there is involved of

individual salesmen. So he can cover a limited number of customers in a
time.
 It is very expensive method of promotion because the cost involved per
customer is very high in comparison with other methods of promotion.

44
CONSUMER BEHAVIOUR
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 inrural areas. Understanding
consumer behavior is tough. The study of consumer behavior includes the
knowledge about the consumer, his buying motives & buying habits.
Keeping allthis in mind, the factors influencing the buying behaviour of
consumers are:Parle-G being a consumable product is not influenced by
factors like cultural factors. Asshown above, social factors are further sub
divided into 3 parts namely reference groups,family & social role & status.
1) Reference Group- People, especially kids are always influenced by the
people around them. They areinfluenced by friends, relatives, family
members specially elder siblings, etc. so if they seeanyone around them
having parle-Gbiscuit, they too want to eat it.
2) Family -In his case also, if it‘s a usual habit of the family members to
have pale-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. the growing 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 behaviour 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.
45
3.INCOME
Income of a person decides its core expenditure segment. If a laborer earns
a fixed amount &if a biscuit like Parle-g which for sure ensures high level
glucose content & immediate energy regained, he would defiantly opt to
buy a Parle biscuit packet & not spend even that minimal amount of Rs.4
on anything else.
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.
For Parle hide & seek:
SOCIAL FACTORS
1) Reference groups- Parle hide & seek is targeted at the youth. So for this
product consumers are influenced by their friends and siblings.
2) Status- Parle hide & seek is a high priced product. So consumers in the
higher income groups would prefer to buy the product over other brands
since it would be a matter of higher status.

PERSONAL FACTORS
1) AGE
The advertisements of this product are such that people in the age group
from 15 to 28 are likely to be influenced to buy this product. But at the
same time, since this product has been endorsed by a celebrity (Hrithik
Roshan) and since it is made of chocolate chips, children are also likely to
be major consumers.
2) OCCUPATION
Major Consumers for Parle hide & seek are students.
3) INCOME
Since it is a high-priced product; the potential consumers for this product
are high income earners. A person who is earning more is more likely to
buy this product than a person who earns comparatively lower income.

46
PSYCHOLOGICAL FACTOR
Perception Consumers perceive this brand as ‘tasty and crispy’ chocolate
not very sugary. It is perceived as a brand leader in this segment and some
firmly believe that there is no competitor while mostly people regarded
‘Britannia bourbon‘as its main competitor; very few consumers know that
‘good day- Choco nuts’ is its competitor.

Packaging and Labeling

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.

Packaging:
For Parle G: 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-Jee 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.

47
 Research methodology
Defining the problem & Research Objectives
It is said, “A problem well defined is half solved”. The step is to define the project
under study and deciding the research objective. The definition of problem includes
“Factor influencing retailer behavior of Parle”
Developing the Research Plan
The second stage of research calls for developing the efficient plan for gathering the
needed information. Designing a research plan calls for decision on the data sources,
research approach, research instruments, sampling plan and contacts methods. The
research is descriptive in nature and is aimed at analyzing factor influencing retailer
behavior of Parle.
The development of Research plan has the following Steps:
a) Data Sources
Two types of data were taken into consideration i.e. Primary data and Secondary
data. My major emphasis was on gathering the primary data. The secondary data
has been used to make things more clear.
 Primary Data:
Collection of data from the source of information, including personal
interviewing, survey, etc
 Secondary Data:
Indirect collection of data from sources containing past or recent information
like, Annual Publications, Books, Newspaper and Magazines etc

b) Research Approach
Surveys are best suited for Descriptive Research. Surveys are undertaken to learn
about people’s knowledge, beliefs, preferences, satisfactions and so on and to
measure these magnitudes in the general public. Therefore I have done this Survey
for the Descriptive Research Process.
c) Research instrument
A close friend questionnaire was constructed for my survey. A Questionnaire
consisting of a set of questions was presented to respondents for their answers.
1) Sampling Plan:
The sampling plan calls for three decisions.

48
2) Sampling unit:
The target population must be defined that has to be sampled. It is necessary so as
to develop a sampling frame so that everyone in the target population has an equal
chance of being sampled. The sampling unit of this project was Chandigarh.
3) Sample Size:
Generally large sample gives more reliable results than small samples. The sample
consisted of 100 respondents. The sample was drawn from retailers. The selection
of the respondents was done on the basis of simple random sampling. The sample
was drawn from people having different educational qualifications, occupation and
age groups.
4) Contact Methods:
Once the sampling plan has been determined, the question is how the subject
should be contracted i.e. by telephone, mail or personal interview. Here in this
survey, I have contacted the respondents through personal interviews.
5) Collecting the information:
The collection of data is a tedious task. For conducting any sort of research data
was needed. So for my research, there was plenty of primary data and for
increasing the validity of information collected, some books, journals, pamphlets,
information about the company were studied and taken into considerations. After
this, I have collected the information from the respondents with the help of
questionnaire.
 Collection of Primary Data:
Primary Data is the data collected from the original source. In my survey and
study, there was optimum availability of primary data because every aspect was
witnesses carefully at each point. Questionnaire and personal interviews were the
main instruments, which were used for collecting primary data.
 Collection of Secondary Data:
Secondary Data is the one which has already been collected by someone else and
some other person is using that information. The source of secondary data was,
some related books and websites related to the company. The competent staff of
the company helped me a lot in providing information about the company.
6) Analyze the Information:
The next step is to extract the pertinent findings from the collected data. I have
tabulated the collected data and developed frequency distributions. Thus the whole
data was grouped aspect wise and was presented in tabular form. Thus, frequencies
and percentages were prepared to render impact of the study.
49
7) Presentation of findings:
This is the last and important step in the research process. The findings are
presented in the form of graphs, pie charts, conclusions, suggestions and
recommendations after data analysis.

50
 DATA ANALYSIS AND INTERPRETATION
1. Reason for selling parle product?

When I took a survey about why dealers are selling parle’s product then the
outcome is

reason
dealers relationsip
20%

demand
47%
promotion
13%

margine
20%

2. How much time does it take for delivery the products after ordering?

delivey reciept time

more than 7
13%

1-2 days
20%
3-7 days
67%

Above graph shows that 70% of whole seller, distributor and retailer are of the
opinion that to get the ordered product, they have to wait 3 to 7 days and 21%
are saying they used to wait 1-2 days which 2nd largest portion.

3. If you are a wholeseller, how do you rate your representative behavior of

retailer?
51
 behaviour
highly satisfied
13%

neutral
27%

satisfied
60%

4. If you are a retailer, how do you rate your relationship with the whole seller?

relationship
neutral highly satisfied
27% 20%

satisfied
53%

5. Do the company executives convey scheme on time?

delivery of scheme

yes
47% no
53%

When I ask them about the whether they are getting supposed scheme on time
or not, the result was not good because 71% said before implementation
everything GST was good and after that somehow it has reduced.

52
6. In what type of community does your target market exist/target customer live?

area of sale
8
6
area of sale
4
2
0
urban sub-urban rural all

About the following question all the distributor, retailers were said that parle is
the market leader so it has demanded everywhere because it has produced
different types of biscuits for different area according to their purchasing
capacity.

7. Thinking of similar products offered by other companies, how do you compare

PARLE’s product offered to them?

quality of product
about same
13%
don't know
7% much
better
47%

somewhat better
33%

80% said that parle is widely demanded because of its quality it has not
compromised on its quality till today and 13% said all the biscuits are same

53
8. How do you rate the damage policy parle products?

feedback on damage policy

12

10

0
highly satisfied satisfied neutral dissatisfied highly dissatisfied

More distributors said till today they are highly satisfied about the damage
policy of parle

9. When you hear about category, can you recall parle products?

recall
16
14
12
10 recall
8
6
4
2
0
yes no

54
10. What is rank of parle products in the brand recall order?

recall order
12
10
8 recall order
6
4
2
0
no-1 2 3 morethan 3

More distributors said parle comes in no 1 place and some said britania and
some said ITC, etc.

11. Who might be considered as your competitor?

competitor
7
6
5
4
3
2
1
0
Brittania itc priya gold others

Out of 15 distributors 7 said that parle’s major competitor is brittania and 4

said itc is big competitor and others told Priya and etc.

55
12. Are some client targeted for promotional activity?
Each and every distribution said it need some promotional activity that all
customer approaching for.

Preference

All
13%

Young Work-
ing Class
33%
Children
33%

Experience Workers
20%

13. Which age group mostly prefers Parle Biscuits?

customer

all
27%

young work-
ing class
53%
child
20%

56
 Findings
 Most of the retailers choose Parle for the demand of the Parle products in the
market.
 The relationship between the company representatives and the retailers is
highly remarkable.
 The retailers are satisfied with feedback on the damage policy.
 Most of the retailers are satisfied with the quality of the products.
 Most of the retailers think Parle has a great competitive advantage over its
competitors.
 The products of Parle are widely spread over all the regions from urban to
rural. Thus, the accessibility and availability of the products are adequate.

Suggestions
 The company needs to increase the profit margin for the retailers.
 The company should think about production and some creative promotional
activities to attract more no. of customers of older age.
 Company should also focus on query handling and timely delivery.
 Company should focus on the delivery scheme of the products.
 Company should make new strategy and focus on the factors forthe
nextstrategy.
 Company should have a research and development wing to have competitive
advantage from its competitors, improve its products and cop up with the
environmental changes.

57
 CONCLUSION
I want to conclude my project by saying that marketing strategy is 4ps product,
promotion, price and place. These are all important aspects of marketing
strategy.

I want to tell that in my market survey and in the interaction process with whole
seller and distributor I came to know that Parle has widely demanded in the
market specially hide & seek biscuits.

parle name symbolizes quality, health and great taste although the price of the
raw material increases day by day still it has not compromised in its neither
quality nor it has increased it price.

I also studied about operation that going on inside the manufacturing unit. The
production unit is highly hygienic and automated machineries are installed their
so that food safety can be maintained. One more thing that should be shared
that is the raw materials which are being used for manufacture of products are
very good in quality.

Above all parle has occupied a large share in the biscuit market because of its
quality and today’s market expect only for qualitative product.

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 Questionnaire
Objectives: I am NiranjanMishra a student of BJB AUTONOMOUS COLLEGE (BBSR),
Bhubaneswar. I am conducting a research (as per the requirement of our
10thsemester curriculum) on the Distribution Network of Parle in Bhubaneswar. For
this purpose I will need your assistance, Different aspects were identified on which I
want ask your opinion.

lease answer the question as honestly as possible and answer them as you see them
in your work context .The information Being collected in purely for research and
academic purpose and shall be kept confidential for all purpose.

Please indicate your answer by making the relevant square with a cross i.e.

We need some demographic details; therefore I request your cooperation in

furnishing the following information:

Name of your shop:

Location (inBhubaneswar):

PhoneNumber:

1. Reason for selling parle product?

Demand of the product ( ) Profit margin ( )
Promotion ( ) Dealer relationship ( )

2. How much time does it take for delivery the products after ordering?
1-2 days ( ) 3-7 days ( ) more than 7 days ( )

3. If you are a wholesaler, how do you rate your representative behavior of

retailer?
Highly satisfied ( ) Satisfied ( ) Neutral ( )
Dissatisfied ( ) highly dissatisfied ( )
4. If you are a retailer, how do you rate your relationship with the whole
seller?

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 Highly satisfied ( ) Satisfied ( ) Neutral ( )
Dissatisfied ( ) highly dissatisfied ( )

5. Do the company executives convey scheme on time?

Yes ( ) No ( )

6. In what type of community does your target market exist/target customer

live?
Urban ( )sub-urban ( ) rural ( ) all ( )

7. Thinking of similar products offered by other companies, how do you

compare PARLE’s product offered to them?
Much better ( ) somewhat better ( ) about same ( )
Somewhat less ( ) Much less ( ) don’t know ( )

8. How do you rate the damage policy parle products?

Highly satisfied ( ) Satisfied ( ) Neutral ( )
Dissatisfied ( ) highly dissatisfied ( )

9. When you hear about category, can you recall parle products?
Yes ( ) No ( )

10. What is the rank of parle products in the brand recall order?
1( ) 2( ) 3( ) more than 3 ( )

11. Who might be considered as your competitor?

Britannia ( ) Priya Gold ( )
ITC ( ) Others ( )

12. Are some client targeted for promotional activity?

Young working class ( ) Experienced class ( )
Children ( ) Others ( )
13.Which age group mostly prefers Parle Biscuits?
Young working class ( ) Old age ( )
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Children ( ) All ( )

61
 Bibliography
BOOKS: Sales and Management: S.L. Gupta

Retail management

Marketing Management by PHILIP KOTLER (south Indianspecific)

MarketingMagazines

INTERNET:-

www.parleproducts.com

www.en.wikipedia.org/wiki/Parle

www.slideshare.net

www.ibmabiscuits.in

www.managementparadise.com

www.books.google.co.in

www.ehow.com

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