Executive Summary The report is an earnest endeavor made to understand the present market scenario in biscuits captured by the Parle and the other competitor brands viz., Britannia, Priyagold, and ITC. We are required to see the coverage by Parle Products Products Pvt. Ltd., and bring out the potential and loyal retailers so that the company could maintain the market lead leader ersh ship ip in the the exist xistin ing g bu busi sine ness ss scen scenar ario io in the the bisc biscui uits ts and and the the confectionaries. During the course of study we visited around 40 unorganized retail stores and 30 organized retail stores and analyzed all major brands of biscuits available as well as studied the brands, which are most preferred among the retailers. The study encompasses encompasses the penetration of the existing Parle products products (biscuits (biscuits and confectionaries) and the market potential for the new products like Golden Arch, Nimkin, Monaco Funion, Melody softee, Mazelo and Imli Bite. Their motive was to study the working of the distributors in Mumbai market. They Th ey have have ment mentio ione ned d the the prob proble lems ms and and the the loop loop ho hole less in the the Parl Parle’ e’ss distribution system and the promotional tools, which they have found during the course of the study and recommended various corrective measures for it. Their study also comprises the comparative analysis between organized and unorg uno rgan anize ized d reta retail il store storess in term termss of bran brand d avail availab abili ility ty with with the the help help of hypothesis testing. They also studied studied the behavi behaviour our of consum consumers ers about about their their prefer preferenc ences es for bis biscu cuit its, s, cand candie iess and and thei theirr ov over eral alll bu buyi ying ng beha behavi viou ourr with with the the help help of questionnaire.
Statement of the Problem To analyze the brands of Parle Products in unorganized retail stores: 1.
As com compa pare red d to com compe petit titor orss (ITC (ITC,, Brita Britann nnia ia & Pri Priya yagol gold) d)..
2.
As comp compar ared ed to orga organi nize zed d ret retai aill stor stores es..
Objectives of the Study 1. To find out Parle Coverage in various areas of Mumbai.
2. To check the Brand availability of the company products at different
stores.
3. To compare the Brand with its competitive Brands like ITC, Britannia,
Priyagold in terms of coverage, number of brands available and monthly sales.
4. To analyze analyze that which which type of biscuits biscuits and candie candiess are most preferr preferred ed and demand by the customer. It was done by asking storekeepers as well as customer. 5. To anal analyz yzee the the avai availa labi bili lity ty of new new Parl Parlee prod produc ucts ts laun launch ched ed in the the market.
6. To compare the organized organized retail stores with unorganized unorganized retail stores in
terms of brand availability.
Reference Period This study is conducted for the period of 45 days starting from 12 th of January 2010 to 5th March 2010.
PROJECT METHODOLGY
Research Type: EXPLORATORY RESEARCH EXPLANTION : The study was conducted by Parle Products Pvt. Ltd in 6-7
areas of Mumbai mentioned below (source list) for the first time regarding market review and comparative analysis between unorganized and organized retail stores.. Thus it is an exploratory type of research.
Sample Design A samp sample le desi design gn is a defi defini nite te plan plan for for ob obta tain inin ing g a samp sample le for for a give given n population. It refers to a techniques or procedure adopted in selecting items for the sample.
Sampling: Further, the design that has been adopted for the study of the given topic is CONVENIENT SAMPLING. EXPLANATION: During the course of the study we visited a no. of stores
that were scattered all over Mumbai (source list mentioned below). Apart from this we had no written record of the number and names of the stores in the city. It was very difficult to tabulate a record of all the retailers and wholesalers present in the city and then carry out our study, in the short span of time that was was allot allotte ted. d. As a resul resultt we had had to sele select ct the the reta retaile ilers rs acco accord rding ing to ou our r convenience. We went to the areas and surveyed all shops that could possibly
be approached.
The following is the sample design that has been adopted for the study. 1. Population :- Finite(Mumbai) 2. Sampling Unit:- Areas of Mumbai 3. Source list:Unorganized retail stores (Areas):
a. Mansarover b. b. Vais Vaisha hali li Naga Nagar r c. Chitrakoot d. Sodala e. Raja park f. Adarsh Nagar g. Jant Jantaa col colony ony h. Sethi colo olony i.
Bapu Nagar
Organized retail stores:
a. Spen Spence cer` r`ss Ret Retai aill b. Relianc Reliancee Retai Retaill (Relia (Reliance nce Fresh) Fresh) c. Adit Aditya ya Birl Birlaa (Mo (More re)) d. Vish Vishal al Mega ega Mar Martt
4. Sample size:- A total of 40 unorganized retail stores with 30 organized
retail stores and 50 consumers.
Tools and techniques for Data Collection Tools and techniques for:
1. Primary Primary Data:- Th Thee rese resear arch cher erss colle collect cted ed prim primar ary y data data durin during g the the
course of research period with the help of the questionnaire that was design designed ed for for the the store storeke keep eper erss as well well as cons consum umer erss to coll collec ectt the information that was required to t o carry out the research. 2. Secondary Data:- Secondary data was collected from books, articles,
Internet and previous research papers that had been conducted by the company representatives and officials.
Tools and techniques of Analysis Simple statistical tools and techniques like average, ratios, pie charts, tables and graphs in addition to hypothesis testing (z-test, for difference between proportions) & factor analysis method are used to analyze the data.
Limitations of the Study 1) The study study was conduc conducted ted in 45 days days that is not enough enough for such such a vast topic.
2) It was difficult for the storekeepers to pinpoint the sales of a particular
brand in both organized and unorganized retail stores.
3) No proper proper data was available available about the the stores stores in the city. city.
4) There were not a big number of organized retail stores in Mumbai to
carry out the research more efficiently.
5) As the nature of research was exploratory so it was difficult to cover
each and every retailer.
6) Many retailer retailerss don’t express express their original original perception perception and and views because because of biasness.
INTRODUCTION SECTOR Fast moving consumer goods (FMCG), are products that are sold quickly at
relatively low cost, have a quick turnover and get replaced within a year. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergent, as well as non durables such as glassware, light bulbs, batteries, paper products and plastic goods. FMCG also includes pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately. Some of the best known examp example less of Fast Fast Mo Movin ving g Consu Consume merr Goods Goods comp compan anie iess inclu include de Clor Clorox, ox, Colgate-Palmolive, General Mills, H.J. Heinz, Reckitt Benckiser, Sara Lee, Nestle, Unilever, Proctor and Gamble, Coca Cola, Carlsberg, Kimberly-Clark, Kraft, Pepsi, Warburton’s, Wilkinson and Mars. Scope of the sector: The Rs 86,000-crore Indian FMCG sector is expected to
maintain its double-digit growth for the quarter ended March 31, 2009. Being a sector led by domestic growth, it is least likely to be affected by the financial meltdown. The FMCG industry is set to grow 20-30 per cent in 2009-10, up from 10-20 per cent in 2008-09. The growth would be driven by the launch of new new prod produc ucts ts and and incr increa easi sing ng rura rurall cons consum umpt ptio ion. n. A well well –est –estab abli lish shed ed dist distri ribu buti tion on netw networ ork, k, inte intens nsee comp compet etit itio ion n betw betwee een n the the orga organi nize zed d and and unorganized segments characterizes the sector. The introduction of goods and services tax (GST) in Union Budget 2009 by April 1, 2010, may help FMCG companies save on distribution costs, remove multiple taxes and bring down prices in the long run.
hit companies with factories in excise-free zones, they rule out increasing consumer prices. Retail sector: Retail became a buzz word in India before recession; in fact the
word 'booming' was found only attached to this sector. But as recession took
its toll, 99% of sectors went for a toss including retail. The market has just started picking up and India is reclaiming to regain its position in the retail segment. In a recent report, the authors of AT Kearney's 2009 global retail development index said that India's largely unmodernised retail sector remained attractive to both domestic and international retailers, in spite of government regulations that
prevent
10 0
per
cent
foreign
ownership
of
retail
stores.
For most of the retailers like Pantaloon, Vishal, Cantabil and Priknit, retail still continues to buzz everywhere in India with many foreign brands coming in, whether it's the largest US retailer Wal Mart which opened its first store, last month, in Punjab, in a joint-venture with Bharti Enterprises, Or Tesco and Carrefour
which
are
also
planning
joint
venture
stores.
Even as corporates are expecting the new Congress-led United Progressive Alliance Government at the Centre to open up fully FDI in retail sector, a Parliamentary Committee has argued for a total ban on even the domestic heavy heavywe weig ight ht corp corpor orat ates es from from enter entering ing reta retail il trad tradee in groc grocer ery, y, frui fruits ts and and vegetables.
Also, there is expectation the forthcoming Union Budget may spell out a policy position. Retail giant Ikea holding back its plans to enter India is being bandied about as a setback setback for the country. country. There is also talk that investments investments and flow of technical knowhow could be hampered if the sector is not opened up to overseas.investors.
But over all if we see, the issue to be debated shouldn't be whether FDI in organized organized retail is desirable, but what its impact would be on small retailers retailers in the unorganized sector, and whether we have policies to protect the vulnerable sections. It was meant to revolutionize the way we shopped, spent, consumed and lived. With its ‘Retail Revolution’, India was making an indelible mark on the global retail map. The billion plus consumers and steady economic development were fuelling the growth of India’s $ 25 billion organized retail market. And the Indian blue chip companies started to go the retailing way — Bharti, Reliance, Tata, Mahindra, Aditya Birla Group and RPG — all were making the retail foray. As the sector grew at the rate of 30-40% per annum over the last decade, India became the preferred destination for global brands and retail chains to cash in. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year accompanied with closures of Indian retailers, pulling out from certain cities and the Subhiksha saga unfolding, the dismal story of revolution is now unraveling.
Organised Retail Sector: It was meant to revolutionize the way we shopped,
spent, consumed and lived. With its ‘Retail Revolution’, India was making an indelible mark on the global retail map. The billion plus consumers and steady econo economi micc deve develo lopm pmen entt were were fuell fuellin ing g the the growt growth h of India India’s ’s $ 25 billio billion n organized retail market. And the Indian blue chip companies started to go the retailing way — Bharti, Reliance, Tata, Mahindra, Aditya Birla Group and RPG — all were making the retail foray. As the sector grew at the rate of 3040% per annum over the last decade, India became the preferred destination for global brands and retail chains to cash in. But with the Q3 growth for FY200809 at 10-12% as against 35% of the previous year accompanied with closures of Indian retailers, pulling out from certain cities and the Subhiksha saga unfolding, the dismal story of revolution is now unraveling.
INDUSTRY Indian Indian Biscui Biscuitt Indust Industry: ry: Acco Accord rding ing to India Indian n Biscu Biscuit it Manu Manufa fact ctur urer ers' s'
Association (IBMA), after stagnating growth of about 14 per cent in 2006-07, biscuit industry grew by 17 per cent in 2007-08 due to excise duty exemption on biscuits with MRP up to Rs 100 per kg, Indian Biscuit Manufacturers Association. Association. ). Therefore, Therefore, Indian biscuit industry has demanded a reduction reduction in value added tax to four per cent from the current level of 12.4 per cent on biscuit, so that the growth rate can go up to 20 per cent. The Rs 8,000-crore industry hopes that the biscuit segment will have over 20 per cent annual growth in the next five years if VAT is reduced to four per cent India, world's third largest biscuit producer after the US and China, produces nearly 19.5 lakh tonnes annually and the states, however, have imposed the VAT at 12.5 per cent, which is very high. According to IBMA, organised sector produces around 55% and the balance 45% being contributed by the unorganised bakeries. In terms of volume biscuit production by the organised segment in 2006-07 is estimated at 1.47 million tonnes. Per capita consumption of biscuits in the country is only 1.8 kg, as compared to 2.5-5.5 kg in the South Eastern countries, and in Europe and US, respectively. In India per capita consumption of biscuits is estimated at a low 1.9 kg, reflecting the huge potential for growth of the industry. Over 900 million Indians buy and eat biscuits with varying frequency in any year. The penetration of branded product in this segment is quite significant, and is valued at Rs 2,500-3,000 crore. None of the other wheat-based segments is as
market. The unorganised sector accounts for over 50% of the market. The market has been growing at a CAGR of 6-7% pa. Biscuit is a hygienically packaged nutritious snack food available at very competitive prices, volumes and different tastes. According to the NCAER Study, biscuit is predominantly consumed by people from the lower strata of society, particularly children in both rural and urban areas with an average monthly income of Rs 750. Bread and biscuits are the major part of the bakery industry. Biscuits stands at a higher value and production level than bread.
India Biscuits Industry came into limelight and started gaining a sound status in the bakery industry in the later part of 20th century when the urbanized society called for readymade food products at a tenable cost. Biscuits were assumed as sick-man's diet in earlier days. Now, it has become one of the most loved fast food product for every age group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at cost. States that have the larger intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold the maximum amount of consumption of biscuits. Even, the rural sector consumes around 55 percent of the biscuits in the bakery products. The annual production of biscuit in the organized sector continues to be predominantly in the small and medium scale sector before and after dereservation.
Confectionary Industry
Production area Besides the industrial areas in leading metropolis the bakery product & confectionery are carried on small- scale basis also at household level.
etc. produced at large scale in important industrial regions of the country.
Growth promotional activities
In 1977- 78 Government reserved the confectionery bread and biscuit manufacturing for small scale and restricted entry of large producers. During the last 2 decades, small and unorganized players shared the growth in the industry. Currently, there are an estimated 2 million bakeries across the country engaged in production of bread, biscuits and other products The Indian confectionery market is segmented into sugar-boiled confectionery, chocolates, mints and chewing gums. Sugar-boiled confectionery, consisting of hard boiled candy, toffees and other sugar-based candies, is the largest of the segments and valued at around Rs 2,000 crore.
The confectionery industry has a current capacity of 85, 000 tonnes, the market is growing at the rate of 10-15% per annum. The estimated annual production of bakery products in India is in excess of 3 million tonnes, of which bread accounts for nearly 50% and biscuits 37% in volume terms in the organized sector. The bakery sector in India is one of largest segments of the food processing industries; annual turnover in value terms is approximately $ 900 million. Types
Chocolates, hard-boiled sweets, chewing gum and other products are a major growth area. The bakery industry includes basic baked products like breads, biscuits, cakes, pastries, rusks, buns, rolls etc. The Confectionery Industry in India was a closely held business potential for several decades in the past predominantly driven by cost factors and limited market and consumer perceptions. Confectionery product being an impulse generated demand exercise was more dependent on trade push and intermittent consumer pull thereby resulting in very narrow spectrum of brand activity. The
urban and urban markets where bulk of the sales activity takes place through B and C class outlets. Confectionery being a child-oriented product, it is largely sold by individual counts at the retail trade level. The potential child consumer for this category category of products in the past was largely largely influenced by the relevant relevant socio-economic factors and media explosions.
Organization Parle Products Pvt. Ltd.: A cream colored yellow stripped paper with a cute
baby photo containing 10-12 biscuits with the company’s name printed with in Red. Times changed, variety of biscuits did come and go but nothing has chang changed ed with with thes thesee biscu biscuits its.. Yes, Yes, the the size size of their their packin packing g has has defi definit nitel ely y changed but for the consumer good as these are money saver packs. The Parle name conjures up fond memories across the length and breadth of the country. After all, since 1929, the people of India have been growing up on Parle biscuits and sweets. Init Initia iall lly y a smal smalll comp compan any y was was set set up in the the subu suburb rbss of Mu Mumb mbai ai city city to manu manufa fact ctur uree swee sweets ts and and toffe toffees es.. Th Thee year year was was 192 1929 9 and and the the mark market et was was dominated by famous international brands that were imported freely. Despite the odd oddss and and unequ unequal al comp competi etitio tion, n, this this comp compan any y call called ed Parl Parlee Produ Product cts, s, survived and succeeded by adhering to high quality and improvising from time to time A decade decade later, later, in 193 1939, 9, .Parle .Parle produc products ts began began manufa manufactur cturing ing biscuit biscuits, s, in addition to sweets and toffees. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality. For around around 75 years, years, Parle Parle have have been been manufa manufactur cturing ing quality quality biscuit biscuitss and conf confec ecti tion onar ary y prod produc ucts ts.. Over Over the the years ears Parl Parlee has has grow grown n to beco become me a multimillion dollar company with many of the products as market leaders in their category. category. The recent recent introduction introduction of Hide & Seek chocolate chocolate chip biscuits biscuits is a product of innovation and caters to a new taste, being India’s first ever chocolate chip biscuits.
biscuit and confectionery plants in the country. Additionally, Parle Products also has 7 manufacturing units and 51 manufacturing units on contract. All these factories are located at strategic locations, so as to ensure a constant output and easy distribution.
Brands
An in-depth understanding of the Indian consumer psyche has helped Parle evolve a marketing philosophy that reflects the needs of the Indian masses. With products designed keeping both health and taste in mind, Parle appeals to both health conscious mothers mothers and fun loving kids. The great tradition of taste and nutrition is consistent in every pack on the store shelves, even today. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. Biscuit goodies: Parle-G Krackjack Monaco Monaco Funion Kreams Hide and Seek Hide and Seek Milano
Bourbon Parle Marie Milk Shakti Parle 20-20 Cookies Nimkin
Confectionary: GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs- 50 p Melody Softe- 1Rs. Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold
Munch on snacks: Musst Bites
Parle biscuits: Parle biscuits are linked with factors of power and wisdom
providing nutrition and strength. Parle biscuits are indeed much more than a
daily food. Parle can treat you with a basket of biscuits which are not only satisfying but are also of good and reliable quality. Parle biscuits cater to all tastes from kids to senior citizens. They have found their way into the Indian hearts and homes. Parle G
For over 65 years, Parle G has been a part of o f the lives of every Indian. From the snow capped mountains in the north to the sultry towns in the south, from frenetic cities to laid back villages, Parle G has nourished strengthened and delighted millions. Filled with the goodness of milk and wheat, Parle G is not just a treat for the taste buds, but a source of strength for both body and mind. Tear over a packet of Parle G to experience what has nourished Generations of Indians since last sixty five years, making it truly Hindustan Ki Taakat Pack Sizes available: 16.5G, 38.5G, 60.5G, . .
82.5G, 99G, 209G, 313.5G, 418G, 825G Krackjack
It’s not just a biscuit, it’s the taste of relationships captured in a biscuit. A little sweet and a little salty crafted in such a delicate and delicious balance, you can never get enough of it. Have it anytime you like with anything you like. Pack Sizes available: 75G, 170G, 240G Monaco
Share the company of great taste anytime, anywhere with Monaco. A light crispy biscuit sprinkled with salt, Monaco adds a namkeen twist to life’s ordinary moments. Pack Sizes available: 75 G, 120 G, 240 G Hide and Seek
The ingredients that go into making this prized cookie are a well-guarded secret. What is is the effect it has on those who eat it. A cookie with a repu reputa tati tion on for for roma romanc nce. e. Indu Indulg lgee in the the sinf sinful ul tast tastee of Mila Milano no and and everything that follows it. Pack Sizes available: 25 G, 62 G, 100 G, and 200 G
Hide and Seek Milano
The ingredients that go into making this prized cookie are a well-guarded secret. What is is the effect it has on those who eat it. A cookie with a repu reputa tati tion on for for roma romanc nce. e. Indu Indulg lgee in the the sinf sinful ul tast tastee of Mila Milano no and and everything that follows it. Pack Sizes available: 65 G, 135 G Kreams
Orange: Tickle your senses with Parle Orange Kream – The tangy orange
crea cream m betw betwee een n two two scru scrump mpti tiou ouss bisc biscui uits ts makes akes for a real real trea treat. t. Age no bar! Pack Sizes available: 80 G, 90 G, 160 G, and 180 G Parle Confectionaries: Confectionaries: Right Right from from candi candies es to toffe toffees es,, the the swee sweett 'n' 'n' trea treatt
category of the Parle product range is a genuine treat for every snack lover. This category can satisfy one's taste and at the same time create a desire for more. These confectioneries are a sheer delight to the taste buds and have a unive universa rsall appea appeal. l. Parl Parlee Bisc Biscuit uitss and and conf confec ectio tione neri ries es,, conti continue nue to spre spread ad happiness & joy among people of all ages.
Melody
Caramel meets chocolate to yield an outcome nothing less than delectable. Parle Melody comes with an irresistible layer of caramel on the outside and a delightful chocolate filling within. Pop it in your mouth and relish the unique experience. It won’t be too long before you find yourself asking the age old question ‘Melody itni chocolaty kyon hai?' Mango Bite
Need a quick escape from everything ordinary? Just pop a Mango Bite and dive into a tropical mango paradise. Sit back, roll it around and enjoy one wave after another of juicy mango treats that go on and on and on. Orange Candy
Feel like eating an orange but don’t want to be bothered with peeling one? How about just unwrapping one then? Parle Orange Candy. This little
candy is a mouthful when it comes to the tangy, juicy taste of real oranges. A bite-sized orange in a wrapper. Kachcha Mango Bite
The glider got copied and became a jet plane. Western Western hits got copied and bec becam amee Anu Anu Malik Malik songs songs.. Th Thee type typewr write iterr got copi copied ed and and beca became me a keyboard. Similarly, we have managed to copy the tangy flavour of raw mangoes in a candy which is a little sour, a little sweet and certainly a little mischievous. We call it Kaccha Mango Bite. It truly is a ‘kacche aam ka copy’. Kismi Toffee
It’s everything that the Kismi Toffee Bar is, only smaller. Wrapped in the distinct flavour of elaichi (cardamom) this toffee is sure to send your sweet tooth on a joyride.
Golgappa
Ment Mention ion Golga Golgappa ppa to lover loverss of roads roadsid idee snack snackss and and watch watch them them get get excited. Just the very memory of the sweet tangy taste of Golgappa is enough to make the taste buds tingle, the mouth water and the senses to party. Now imagine if you can have the Golgappa whenever and wherever you want it, even as you are reading this, for example. It is possible with Parle Golgappa. It captures the same magic of the popular street side Golgappa in a Goli or a hard boiled candy, if you prefer. So pop in a Golgappa and treat your senses to a fun filled trip, whenever and wherever.
Parle Snacks: Salty, crunchy, chatpata and crispy caters to the bunch of Parle
snacks. Parle snacks are a complete delight to the taste buds and can create the desire for more and more. These snacks will not only satisfy your tummy but will also sustain a feel in your mouth to associate you with the bond of Parle. Musst Bites
Cheesy fluffy baked snacks that are so irresistible that you don’t want to
Tangy Tomato, tantalizing Chatpata Chat and heavenly garden spices, you are going to have a hard time deciding which one you want for yourself.
MAJOR BISCUIT PRODUCERS’S IN RAJASTHAN 1) PARLE PARLE PRODU PRODUCTS CTS PRIV PRIVATE ATE LIMIT LIMITED. ED. 2) ITC SUNFEAST LIMITED
3) BRITA RITANN NNIIA 4) SURYA SURYA FOOD AND AND AGRO LIMIT LIMITED ED (PRIYA (PRIYAGOLD GOLD). ). PARLE PRODUCTS PRIVATE LIMITED
Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dolla do llarr comp compan any. y. While While to consu consume mers rs it's it's a beac beacon on of fait faith h and and trust trust,, competitors look upon Parle as an example of marketing brilliance. Parle G, a premium glucose biscuit is the world’s largest selling biscuit. A factory of these glucose biscuits is situated in Neemrana is producing 7000 metric tonnes every month. A list of premium quality biscuits and confectioneries is produced and distributed across nations.
ITC LIMITED
ITC ITC is one of Indi India' a'ss fore foremo most st priva private te sect sector or comp compani anies es with with a mark market et capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75 billion. ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products. ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand building capabilities, effective supply chain management. BRITANNIA
By 1910, with the advent of electricity, Britannia mechanized its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As time moved on, the biscuit market continued to grow… and Britannia grew along with it. In 1975, the Britannia Biscuit Company took over the distribution of
subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indian ness of the firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark. SURYA FOOD AND AGRO LIMITED
The wondrous magical journey of the company Surya Food & Agro Ltd. began in Oct. 1993 & since then The Researchers have been one of the leading manufacturers of biscuits in northern India. Our brand “PRIYAGOLD” has been a perennial household favorite since then. On a profound level spread in to weste western rn as well well as south souther ern n India India,, the inevi inevita tabl blee cycl cyclee of distr distrib ibuti ution on network has helped us to spread into western India as well. Our obsession is to make the finest quality biscuits available to the consumers & our constant endeavor is to provide our consumers, a palate to look forward to a taste & flavor that is uniquely “PRIYAGOLD”.
.ANALYSIS After visiting the PARLE factory for preparing a research project we analyzed that the best selling branded biscuit company offers its customers with large vari variet ety y of bisc biscui uits ts (par (parle le-g -g,, krac krackk-ja jack ck,, Mo Mona naco co,, hide hide and and seek seek etc. etc.), ), confectionaries (mangobite, melody, poppins) and snacks (Musst bites) It aims “TO SERVE PEOPLE AND NATION” Thee priv Th privat atel ely y owne owned d self self fina financ nced ed comp compan any y prov provid ides es moti motiva vati tion on and and confidence to its staff and other related members by providing various facilities and organizing certain events. It has a very open work culture. The atmosphere is so comf comfor orta table ble and rela relaxe xed d that that helps helps in incre increas asing ing prod product uctivi ivity ty and and efficiency. It lunches and outstation team-building exercises that augment inter personal relations and mutual understanding. Parle has found its way into the Indian hearts and home. It spreads happiness and joy among the people of all ages. As one comes to visit their plant, they welcome them whole-heartedly and cooperate with them in the best way they can. They are the strict followers of Japanese culture.
1. Analysis Analysis of unorgan unorganized ized retail retail outle outlets ts 1.1 Coverage of the company Table 1.1.1 BRAND PARLE
Direct 36 7
Indirect 43
No Coverage 0
Chart 1.1.1
Interpretation:
Parle covers all the retail outlets under study and 90% were under direct coverage i.e salesman of Parle distributor (of that area) visits weekly on these stores. Rest 10% outlets source the Parle products either from wholesaler or any other retail outlet.
1.2 Categorization Categorization of retail outlets based on PARLE sales Table 1.2.1 CATEGORY
NO. OF OUTLETS
% SHARE
CATEGORY ' A ' (No Coverage)
0
0.0
CATEGORY ' B ' (1-5000)
23 0
56.1
CATEGORY ' C ' (5001-10000)
99
24.1
CATEGORY ' D ' (10001-15000)
33
8 .0
CATEGORY ' E ' (15001-20000)
18
4 .4
CATEGORY ' F ' (>20000)
30
7 .3
Chart 1.2.1
Interpretation:-
The above pie chart shows the classification of retail outlets present in areas under study. The categorization categorization is made on the basis of monthly sales sales of Parle products by the retailers and the whole sellers. It has been divided into 6 categories mentioned above. There are no “A” category outlets as Parle covers all the Retail outlets under study whereas category “B” has highest share of 56% with 230 outlets and most of total retail outlets fall under Category “B” & Category “C” (80%) visited by the Researchers here. It can be seen that only 7% outlets fall under category “E” i.e greater than 20000 Rs 1.3 Visibility Visibility of PARLE products For Biscuits:
BRAND (Biscuits)
Table 1.3.1 No. of shops
Total
% VISIBLE
Parle-G
41 0
4 10
100.0
Krackjack
38 5
4 10
9 3 .9
Monaco
39 4
4 10
9 6 .1
Monaco Funion
75
4 10
1 8 .3
Hide&Seek
25 5
4 10
6 2 .2
Milano
85
4 10
2 0 .7
Orange Kream
Chocolate Kream
33 0 38 8 39 3 38 1 37 7
4 10 4 10 4 10 4 10 4 10
8 0 .5 9 4 .6 9 5 .9 9 2 .9 9 2 .0
Golden Arch
35
4 10
8.5
Nimkin
10 1 19 8 18 5 21 0 34 0 33 2
4 10 4 10 4 10 4 10 4 10 4 10
2 4 .6 4 8 .3 4 5 .1 5 1 .2 8 2 .9 81 0
Mango Kream Elachi Kream Pineapple
Marie Milk Shakti Bourbon 20-20 Butter 20-20 Cashew
Chart 1.3.1
Interpretation:Brands such as Parle G, Krackjack, Monaco, Orange Kream, Mango Kream, Pineapple Kream, Chocolate Kream, Elaichi Kream are visible in almost all stores (90-100 %) but brands such as Monaco Funion, Golden Arch & Nimkin were not available in many stores.
For Confectionary: Confectionary:
Table 1.3.2 BRANDS (Confectionary) GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs- 50 p Melody Softe- 1Rs. Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold Musst Bite
No. of shops 2 58 1 36 1 08 2 22 3 00 3 37 3 52 2 22 1 68 1 46 1 65 1 55 1 77 1 60 97 45 43
Total 41 0 41 0 41 0 41 0 41 0 41 0 41 0 41 0 41 0 41 0 41 0 41 0 41 0 41 0 4 10 4 10 4 10
% VISIBLE 62.9 33.2 26.3 54.1 73.2 82.2 85.9 54.1 41.0 35.6 40.2 37.8 43.2 39.0 23.7 11.0 10.5
Chart 1.3.2
Interpretation:-
Thee bran Th brands ds such such as Oran Orange ge Cand Candy y, Mang Mango o Bite Bite & Melo Melody dy have have go good od availability but Kismi Gold and Musst Bite are rarely available .
1.4 New Products Products Visibility Table 1.4.1 BRANDS (Confectionary)
Available
Not Available
Total
% VISIBLE
Nimkin
1 01
309
41 0
24.6
Golden Arch
35
3 75
41 0
8.5
Melody Softe- 1Rs.
1 46
264
41 0
35.6
Mazelo
1 60
250
41 0
39.0
Imli Bite
97
3 13
41 0
23.7
Chart 1.4.1
Interpretation:
The newly introduced biscuit brand Golden Acrh was available available in only 8.5 % retail outlets which is a very low figure. And Nimkin was present in only 25 % outlets. It appears that demand for their confectionary brands is increasing as they were present in considerable amount.
1.5 Coverage with with respect to competitors competitors Table 1.5.1 BRAND PARLE ITC BRITANIA PRIYAGOLD
Direct 36 7 30 8 30 5 28 1
Indirect 43 21 27 26 Chart 1.5.1
Chart 1.5.2
No Coverage 0 81 78 10 3
Chart 1.5.4
Interpretation:
Among the competitors only Parle covers most of the outlets (90%) directly, rest rest cove covers rs appr approx ox.. 70 70-75 -75 % of ou outle tlets ts dire direct ctly ly.. Also Also ITC, ITC, Brit Britan annia nia & Priyagold has no presence in approx. 20-25 % outlets but Parle full coverage. This is the strength of Parle Company.
Table 1.6.1 BRAND PARLE ITC BRITANIA PRIYAGOLD
Nil 0 81 78 10 3
No. of Brands 1 to 5 6 to 10 20 88 2 27 85 1 93 99 1 12 144
Chart 1.6.1
Chart 1.6.2
11 to 15 3 02 17 40 51
Chart 1.6.3
Chart 1.6.4
Chart 1.6.5
Parle in addition to a big share of direct coverage also has74% of outlets where 11 to 15 brands are present as compared to competitors viz ITC, Britannia & Priyagold having 4%, 10% & 13% respectively. Priyagold although has less coverage (75%) than competitors but where present were in good variety i.e 35% outlets has 6 to 10 brands compared to Parle (21%), ITC (21%), and Britannia (24%).
1.7 Sales comparison with with competitors Table 1.7.1 ITC No. of No. of % outlets outlets shar (ITC) (Brit) e
Category
No. of outlets (Parle)
Parl e% SHA RE
'A' (No Coverage)
0
0.0
81
19.8
78
19.0
103
25.1
'B' (1-5000)
230
56.1
194
47.3
179
43.7
225
54.9
'C' (500110000)
99
24.1
85
20.7
91
22.2
29
7.1
'D' (1000115000)
33
8.0
31
7.6
23
5.6
39
9.5
'E' (1500120000)
18
4.4
13
3.2
21
5.1
9
2.2
'F' (>20000)
30
7.3
6
1.5
18
4.4
5
1.2
44
Britan nia % share
No. of Priya outlets gold (Priya %sha gold) re
Chart 1.7.1
Interpretation:-
It can be seen that in most of the outlets (56%) Parle sales come under category “B” as compared to other categories. Compared to competitors the company tops Cate Catego gory ry “B”. “B”. Comp Compan any y shar sharee in Cate Catego gory ry is also also far far high higher er than than that that of competitors. So, every company has sales of 1-5000Rs in 50 % outlets
1.8 Ranking Ranking of Biscuits Table 1.8.1 Rank
Glucose
Cream
Cookies
Salty
Sweet and salty
Marie
1 2 3 4 5 6
307
60
5
9
3
26
71
289
4
25
1
20
17
56
1
157
18
161
14
2
0
119
97
178
1
0
41
88
256
24
0
3
359
12
35
1
45
Chart 1.8.1
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Interpretation: Rank one is dominated by Glucose biscuits, Rank two by Cream biscuits, rank
three by Marie and Salty biscuits both, rank four by Marie Biscuits but there is a close match between salty and sweet and salty, rank five by Sweet and Salty Biscuits and rank six by Cookies. So, lease demand is of cookies in unorganized retail stores.
2. Analysis Analysis on on organize organized d retail retail outlets outlets 2.1 Parle Sales in Organized Retail Table 2.1.1 Category
Sales
No. of outlets (Parle)
No coverage
0
0
'A'
1-15000
1
'B'
15001-30000
10
'C' 'D'
30001-44999 >=45000
11 8
47
Chart 2.1.1
Interpretation:-
It can be seen that 35% of outlets have Parle sales between 30,000Rs and 45,000 Rs which is a very good indication. And 27 % outlets have Parle sales above 45,000 Rs
2.2 Parle Sales with respect to to competitors in organized retail outlets outlets Table 2.2.1 No. of No. of outlets outlets (Parle) (ITC)
No. of outlets (Brit)
No. of outlets (Priyagold)
Category
Sales
No coverage
0
0
4
0
5
' A'
1-15000
1
5
2
5
10
20
5
18
11
5
14
2
'B' 'C'
1500130000 3000145000
48
'D'
>45000
8
4
9
0
Chart 2.2.1
Interpretation:
In organized retail outlets Britannia beats Parle in Category “C” (30001-45000). And this is because Parle products are cheaper as compared to Britannia and so sales are high.
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2.3 Parle Visibility in organized organized retail outlets Table 2.3.1 BRAND (Biscuits)
No. of shops
Total
% VISIBLE
Parle-G
30
30
100.0
Krackjack
30
30
100.0
Monaco
30
30
100.0
Monaco Funion
19
30
63.3
Hide&Seek
24
30
80.0
Milano
11
30
36.7
Orange Kream
23
30
76.7
Mango Kream
29
30
96.7
Elachi Kream
29 27 25 10 17 30 24 26 28 28
30 30 30 30 30 30 30 30 30 30
96.7 90.0 83.3 33.3 56.7 100.0 80.0 86.7 93.3 93.3
Pineapple Chocolate Kream Golden Arch Nimkin Marie Milk Shakti Bourbon 20-20 Butter 20-20 Cashew
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For Biscuits:
Chart 2.3.1
Interpretation:
ParleParle-G, G, Krackj Krackjack ack,, Marie Marie,, Mon Monaco aco have have 100 100% % visibi visibilit lity. y. Among Among the cream cream biscuits, Mango and elaichi were available in most outlets (97%). Parle 20-20 brands were also visible 93% of the outlets. Golden Arch and Milano were present in very less number of outlets (37% and 33% respectively).
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For Confectionary:
BRANDS (Confectionary) GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs- 50 p Melody Softe- 1Rs. Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold Musst Bite
Table 2.3.2 No. of shops 23 15 13 19 23 23 29 22 21 17 17 12 22 10 7 8 8 Chart 2.3.2
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Total 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30 30
% VISIBLE 76.7 50.0 43.3 63.3 76.7 76.7 96.7 73.3 70.0 56.7 56.7 40.0 73.3 33.3 23.3 26.7 26.7
Interpretation:
Melody Melody tops (97%) among the confectio confectionary nary brands in visibilit visibility y factor. factor. Hard Hard boiled candies such as Golgappa, Orange candy, Mango Bite, Poppins, Kaccha Mango and éclairs have good visibility (Approx. 73-77%). But Melody softee, Kismi Bar has 57% visibility. Mazelo, Imli Bite, Kismi Gold have very low visibility. Parle`s snack product Musst Bite is also having very low visibility of 27%.
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3. Analysis Analysis on Consum Consumer er Be Behavio haviour ur 3.1Type of biscuits preferred Biscuit Preferred Glucose Salty Sweet and Salty Kreams Cookies
Table 3.1.1 No. of consumers(out of 100) 38 08 15 25 14 Chart 3.1.1
Interpretation:-
The above graph shows the types of biscuits preferred by the consumers. Glucose is most preferred (38) by the consumers followed by kreams (25). Whereas Salty (8) holds the last position
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4.1 Type of confectionary confectionary preferred preferred
Candies Hard boiled candy Eclairs Mint Bubble gum Bars
Table 3.2.1 No. of consumers 34 27 9 12 18 Chart 3.2.1
Interpretation:-
The above graph shows the types of candies preferred by the consumers. Hard boiled candies like golgappa, kacha aam got the highest position followed by éclairs and then bars. Mint got the least preference.
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4.2 Preference between between organized and unorganized retail stores stores to buy biscuits and confectionary Table 3.3.1 Type of Store Sales Unorganized retail (Kirana) stores 76 Org. retail stores 24
Chart 3.3.1
Interpretation:-
The above pie chart shows the place from where people prefer to buy biscuits and confectionary. The study shows that 76% of people prefer to buy them from general kirana stores whereas 24% people prefer to buy from organized retail stores like spencers, Big bazaar or Reliance fresh.
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4.3 Preference for the biscuit company
Company Parle Britannia Priyagold Itc
Table 3.4.1 No. of consumers 48 27 7 18 Chart 3.4.1
Interpretation:-
The above pie chart shows the preference of consumers for biscuit company. The result shows that PARLE got the highest position followed by BRITANNIA and then ITC. PRIYAGOLD got the least preference by the consumers.
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4.4 Preference to factors factors (Taste, Price & Brand image) Table 3.5.1
Rank Rank1 Rank2 Rank3
Taste
Price
Brand Image
96
2
2
4
39
57
0
59
41
Chart 3.5.1
4.5 Preference according to taste 58
Table 3.6.1
Ra nk
Brit Parle
annia
Priya Itc
gold
ra nk1
9 41
33
17
ra nk2
9 33
39
19
ra nk3
35 21
16
28
ra nk4
47 5
12
36
Chart 3.6.1
INTERPRETATION: - The scores of rank1 are multiplied by 1, the scores of
rank2 by 2 and so on. And the sum of all the ranks for the given companies is summed up to get the total scores. As Parle has got the minimum total, therefore it can be infer that consumers prefer Parle most when it comes to taste followed by Britannia and then ITC. Priyagold is least preferred by the consumers.
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4.6 Preference according to price price Table 3.7.1
Rank
Parle
Britannia
ITC
Priyagold
rank1
42
16
11
31
rank2
29
20
15
36
rank3
17
33
27
23
rank4
12
31
47
10
Chart 3.7.1
INTERPRETATION: - Here Parle is the prime choice of consumers when price
is given preference followed followed by Priyagold and then Britannia. ITC is least preferred by consumers in the case of price.
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4.7 Preference according according to brand image Table 3.8.1
R ank
Bri Parle
tannia
Pr Itc
iyagold
r
28
39
19
14
r
32
36
21
11
r
23
19
31
27
r
17
6
29
48
ank1 ank2 ank3 ank4
Chart 3.8.1
INTERPRETATION: - As Britannia has got the minimum total, therefore it is
preferred most by the consumers followed by Parle and then ITC. Priyagold is least preferred by the consumers in case of brand image.
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62
SWOT ANALYSIS OF PARLE PRODUCTS
STRENGTH
WEAKNESS
1. Low Low pric pricee as com compa pare red d to competitors 2. Sizeab Sizeable le mark market et share share in in the the country. 3. Offers Offers variet variety y of of prod product uctss under its brand. 4. Differ Different ent sizes sizes of of packe packets ts are are available. 5. An expe experie rience nced d team team of of sale saless and marketing executives. 6. Deep Deep and and effec effectiv tivee cover coverage age 7. Largest distribution system.
1. Breaka Breakage ge of of bisc biscuit uitss whil whilee delivering to retailers 2. No pro prope perr repl replac acem emen entt system for broken biscuits to retailers 3. Impr Improp oper er and and irre irregu gula lar r supply. 4. Fewer shares in Premium biscuit market. 5. Depend Dependent ent on its flags flagship hip brand, Parle-G 6. Poor Poor pack packag agin ing g in fami family ly pack of glucose biscuits. 7. Lack Lack of scheme schemess for for retai retailer lerss and distributors.
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OPPORTUNITY
THREAT
1. Risi Rising ng deman demand d for inno innova vati tive ve packaging in packaged foods. 2. Retain Retaining ing loyal loyal retail retailers ers or wholesalers. 3. Impr Improvi oving ng suppl supply y syst system em for for established brands. 4. Huge Huge scop scopee for for some some Parle Parle products in medical shops. 5. Inform Informati ation on revolu revolutio tion n brou brought ght about by the television. 6. Good Good scop scopee for for snac snacks ks and namkeens, if launched and properly promoted by Parle.
1. Highly Highly advert advertise ised d bran brands ds such such as Britannia. 2. Ev Ever er incre increas asin ing g compet competit itio ion n from multinationals and local companies. 3. Increa Increase se in sale sale of cheap cheap local local bakery products. 4. Emer Emergi ging ng subs substi titu tute tess like like wafers, snacks and toast. 5. Marg Margin in war war amon among g the the majo major r Brands
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FINDINGS
After close study of the present market situation prevailing in the areas assigned the researchers, following are the observations.
1. Availabil Availability ity of all the the products products is not uniform uniform in all the towns towns.. For instance, instance, the supply is not meeting the demand in particular areas or shops. 2. Gold Golden en Arch Arch and and Nimk Nimkin in,, newl newly y laun launch ched ed prod produc ucts ts,, have have very very less less availability. 3. Breakage Breakage problem problem in the Family Family packs packs of glucose glucose biscuits biscuits is leading leading to the the decline in sales in this category. 4. Scheme Schemes, s, Discoun Discounts ts,, offers offers,, coupon couponss etc. etc. are not reachi reaching ng to the retaile retailers rs and customers whereas Priyagold and ITC on the other hand are doing that. 5. Retailers Retailers and and even wholes wholesalers alers are are not satisfied satisfied with with the supply supply system system of Parle. 65
6. It was found that that Parle Parle (especi (especiall ally y ParleParle- glucos glucose) e) is most most favored favored brand and is sold most. Parle biscuits are the retailers and consumers prime choice. 7. Very little little range range of Parle biscuits biscuits were were visible visible in organized organized retail retail outlets. outlets. 8. Musst bites are not accepted by the general masses due to its dissatisfying
taste. 9. Lack Lack of marketi marketing ng efforts efforts for the promot promotion ion of new products products like like Golden Golden Arch, Nimkin. 10. Britania is emerging as Major Competitor in the organized retail outlets.
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RECOMMENDATIONS RECOMMENDATIONS & SUGGESTIONS
1. Company Company should should start start a program for for the loyal loyal retailers retailers and whole wholesale salers rs to reduce their complaints by providing timely supply and replacement. This will help in increasing their sales. 2. The packag packaging ing of Parle Parle Glucose Glucose biscuit biscuitss (1/2 (1/2 and 1 kilogram kilogram packs) packs) must must be improved for its better sales. The company should come up with double p pac acka kagi ging ng as peop people le refu refuse se to bu buy y fami family ly pack pack bisc biscui uits ts with with loos loosee packaging. 3. Salesmen Salesmen should should be properl properly y dressed dressed and should should have good communic communicatio ation n skills to effectively promote the new products recently launched, by making sure that the product reaches each and every retailer and also increase the
67
visibility of the products by arranging the product clearly on the shelf or rack and show its prominence. 4. To incr increa ease se the nu numb mber er of stoc stock k keep keepin ing g un unit itss {SKU {SKU} } avai availa labl blee in the the reta retail iler erss stor store. e. Each Each sale salesm sman an shou should ld stre stress ss the the reta retail iler erss to keep keep the the maximum SKUs and to maintain these SKUs throughout. With this, the replacement of the damaged and expired biscuits should be prompt and without any hassles, so that retailer can be saved from the loss of the expired and damaged goods. 5. Company Company should should adopt innovati innovative ve packaging packaging techniqu techniques, es, as they have have their own packaging unit as consumers are highly attracted towards new packaging. 6. The company should take proper measures that the schemes and offers are
not gulped by the middlemen, and that it benefits the retailers and customers.
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After After conduc conductin ting g the survey survey of uno unorga rganiz nized ed retail retailers ers,, organi organized zed retail retailers ers and customers, we found that there is a bigger market for biscuits and hard boiled candy in unorganized retail stores if proper supply of goods without breakage is there.
We also concluded that Parle is the first preference of both the customers and retailers (Organized and unorganized both) because of its price and brand image.
Brand Parle G dominates the volume-dominated biscuit market. Even in today’s times when multinationals are beefing up their operations and trying to change the dynami dyn amics cs of the the market market,, Parle Parle G’s numero numero uno positi position on is unchal unchalle lenge nged. d. Its 69
competitors have roped in superstars like King Khan and Sachin Tendulkar, but Parle G has only gone from strength to strength. Brand Parle G is iconic and has evolved over the years. Trust, relevance, affordability are its hallmarks, which have withstood pressures from the hyper-competitive marketplace.
The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide & Seek and confectionery brands, such as, Melody, Poppins, Mangobite enjoy a strong imagery and appeal amongst consumers across the world. Which has resulted into Parle-G being the “world’s largest selling biscuit". The Parle name symbolizes quality, health and great taste. Constantly innovating and catering to new tastes PARLE-G has built its reputation. This can be seen from the success of its new brands such as Mazelo, Imli Bite etc. Parle Products Pvt Ltd., is now lagging in services to retailers because of improper supply and distribution in some areas and competitors taking advantage of these points.
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Questioner NAME:AGE:PHONE NO.:-
__________________________________________________________ 1) How many members are there in your family? Ans2) Who initiates the shopping of groceries in your family? a) Male members b) Female member c) children/teenager Ans. 3) From where do you prefer to buy biscuits? a) Kirana store b) Organized retail market (Like Reliance fresh, Spencer, Big Bazaar, etc.) Ans. (If answer is b please mention the name of retail chain) 5) Which biscuits do you prefer? a)glucose b)salty c)sweet and salty d)Creams e)cookies Ans. 6) What type of confectionary does you like the most? a)hard boiled candy b)éclairs c)mint d)bubble gum e)bars Ans. 8) Which brand do you prefer most? a)PA a)PARL RLE E b)BR b)BRIT ITAN ANNI NIA A c)PR c)PRIY IYAG AGOL OLD D d)IT d)ITC C Sun Sun feas feastt Ans.
e) Othe Other r
10) Rank the factors in order of preference when buying a biscuit?? Taste Price Brand image
11) Rank the following out of 5 in respect to the given factors FACTORS Taste Price Brand image
PARLE
ITC
BRITANNIA
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PRIYAGOLD
Retailer Survey:
73
Locality : Name of Outlet Outlet : Address : Contact No. : Parle Detail : Frequency : Weekly / Fortnightly YOUR OWN INNOVA TION
Brand Representation : Y/N Parle-G Krackjack Monaco Monaco Funion Hide&Seek Milano Orange Kream Mango Kream Elachi Kream Pineapple Chocolate Kream Golden Arch Nimkin Marie Milk Shakti Bourbon 20-20 Butter 20-20 Cashew Competitor Information: Direct Covrage : ITC: Britania : PriyaGold: Frequency : ITC: Britania PriyaGold: No. of Brand available ITC: Britania PriyaGold: Sales per Month : ITC: Britania PriyaGold:: Which Category of Biscuits Sales More ( Give Ranking ) Glucose Cream Cookies Salty Sweet & Salty Marie
Round /Rectangle Round /Rectangle Round /Rectangle Round /Rectangle Round /Rectangle
Y/N GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody Poppins Eclairs- 50 p Melody Softe- 1Rs. Kismi Bar Chox Kacha Mango Mazelo Imli Bite Kismi Gold Musst Bite Parler Sales
BIBLIOGRAPHY I. II.
III.
VIRJI VALJI AND CO. (Mumbai)
Reference Book: PHILIP KOTLER & KELLER KEVIN KEVIN LANE LANE Websites: 74
Google search: (www.google.com (www.google.com)) Wikipedia search: (www.wikipedia.com (www.wikipedia.com)) www.parleproducts.com www.scribd.com
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