Project report on brand representation


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Project report on brand representation

  1. 1. Project Report on Brand representation of parle product in Amravati city SUBMITTED BY Mr. Saachin B. Farfad Master of Business Administration Marketing Management Under The Guidance Of Mr. Nilesh Thalan Sales Manager (Parle products Pvt. ltd) SUBMITTED to The h.o.d.Department of business administration &management, s.g.b. Amravati university, Amravati 2011-12
  2. 2. CERTIFICATE This is to certify that the project work entitled “Brand representation ofParle product in Amravati city ” at Amravti is a piece of work done by Mr.Sachin Farfad, student of Department of Business Administration & Management,Sant Gadge Baba Amravati University, Amravati, Under my guidance and supervision forthe partial fulfillment of the Summer Internship Programme. To the best of my work knowledge and belief the Project embodies the work ofthe candidate himself and has been duly completed. Simultaneously, the Project fulfilsthe requirement of the rules and regulation related to the summer internship of theinstitute. Faculty Guide Prof. Sachin N. Gaikwad Training & Placement OfficerDate:Place:
  4. 4. ACKNOWLEDGEMENT A successful completion of job is based upon the chain of factorscombining together to make an integral outcome. The cooperation of the factorsmixed with sincere effort can lead to best performance. Our project is also noexception to this. So it becomes necessary to mention this before we start writingthe study report. We take this opportunity to express our deep sense of gratitude to allthose who have contributed significantly by sharing their knowledge andexperience in the completion of this project work. We would like to place on record, our sincere gratitude to Mr. NileshThalan (Area Sales Manager, Parle Products Pvt. Ltd) for giving us support,guidance & opportunity to do our summer internship with Parle Products Pvt.Ltd. Last but not the least, our wholehearted thanks goes to the distributorsand wholesalers and retailers with whom we interacted and all those people whoindirectly or directly helped us.SACHIN FARAD MBA II
  5. 5. 1. PROFILE OF THE COMPANY Parle Products Pvt. Ltd.: A cream colored yellow stripped paper witha cute baby photo containing 10-12 biscuits with the company’s nameprinted with in Red. Times changed, variety of biscuits did come and gobut nothing has changed with these biscuits. Yes, the size of their packinghas definitely changed but for the consumer good as these are money saverpack. The Parle name conjures up fond memories across the length andbreadth of the country. After all, since 1929, the people of India have been growing up onParle biscuits and sweets. Initially a small company was set up in the suburbs of Mumbai cityto manufacture sweets and toffees. The year was 1929 and the market wasdominated by famous international brands that were imported freely.Despite the odds and unequal competition, this company called ParleProducts, survived and succeeded by adhering to high quality andimprovising from time to time A decade later, in 1939, .Parle products began manufacturingbiscuits, in addition to sweets and toffees. Having already established areputation for quality, the Parle brand name grew in strength with thisdiversification. Parle Glucose and Parle Monaco were the first brands ofbiscuits to be introduced, which later went on to become leading names forgreat taste and quality. For around 75 years, Parle have been manufacturing quality biscuitsand confectionary products. Over the years Parle has grown to become amultimillion dollar company with many of the products as market leadersin their category. The recent introduction of Hide & Seek chocolate chipbiscuits is a product of innovation and caters to a new taste, being India’sfirst ever chocolate chip biscuits.
  6. 6. Apart from the factories in Mumbai and Bangalore Parle also hasfactories in Bahadurgarh in Haryana and Neemrana in Rajasthan, whichare the largest biscuit and confectionery plants in the country.Additionally, Parle Products also has 7 manufacturing units and 51manufacturing units on contract. All these factories are located at strategic locations, so as to ensure aconstant output and easy distribution.Brands An in-depth understanding of the Indian consumer psyche has helped Parleevolve a marketing philosophy that reflects the needs of the Indian masses. Withproducts designed keeping both health and taste in mind, Parle appeals to both healthconscious mothers and fun loving kids. The great tradition of taste and nutrition isconsistent in every pack on the store shelves, even today. The value-for-money
  7. 7. positioning allows people from all classes and age groups to enjoy Parle products tothe fullest.Biscuit goodies: Confectionary:Parle-G GolGappaKrackjack Classic MintMonaco Lite MintMonaco Funion KismiKreams Orange CandyHide and Seek Mango BiteHide and Seek Milano Melody Poppins Eclairs- 50 pBourbon Melody Softe- 1Rs. Kismi BarParle Marie Chox Kacha MangoMilk Shakti Mazelo Imli Bite Kismi GoldParle 20-20 Cookies Munch on snacks:Nimkin Musst BitesParle biscuits: Parle biscuits are linked with factors of power and wisdomproviding nutrition and strength. Parle biscuits are indeed much morethan a tea- time snack, they are considered by many to be an importantpart of their daily food. Parle can treat you with a basket of biscuits whichare not only satisfying but are also of good and reliable quality. Parlebiscuits cater to all tastes from kids to senior citizens. They have foundtheir way into the Indian hearts and homes.Parle G
  8. 8. For over 65 years, Parle G has been a part of the lives of every Indian. From thesnow capped mountains in the north to the sultry towns in the south, from freneticcities to laid back villages, Parle G has nourished strengthened and delightedmillions. Filled with the goodness of milk and wheat, Parle G is not just a treat forthe taste buds, but a source of strength for both body and mind. Tear over a packetof Parle G to experience what has nourished Generations of Indians since lastsixty five years, making it truly Hindustan Ki Taakat. Pack Sizes available:16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G, 825G20-20 Rich butter and tempting cashews. An irresistible combination.Parle Twenty-20 cookies. Baked to perfection to deliver the perfectexperience of taste and aroma, they melt in your mouth to give you acookie eating experience unlike one you have ever had before enjoy afeast of crunchy, crispy scrumptious cookies. Pack Sizes available: 75G, 110 G, 225 GMonaco
  9. 9. 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 reputation for romance. Indulge in the sinful taste of Milano and everything that follows it. Pack Sizes available: 25 G, 62 G, 100 G, and 200 GKrackjack The original sweet and salty biscuit is one of the most loved biscuits in the country. 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
  10. 10. Parle Confectionaries: Right from candies to toffees, the sweet n treat category of the Parle productrange is a genuine treat for every snack lover. This category can satisfy ones taste andat the same time create a desire for more. These confectioneries are a sheer delight tothe taste buds and have a universal appeal. Parle Biscuits and confectioneries,continue to spread happiness & joy among people of all ages. Melody Mango Bite Orange Candy Kachcha Mango Bite Kismi Toffee Golgappa Many of the Parle products - biscuits or confectioneries, are marketleaders 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% shareof the total confectionary market in India, Parle has grown to become a
  11. 11. multi-million dollar company. While to consumers its a beacon of faith andtrust, 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 producing7000 metric tonnes every month. A list of premium quality biscuits andconfectioneries is produced and distributed across nations.2. RESEARCH DONE- “Brand representation of Parle product With Compare to Britannia, ITC in Amravati city” INTRODUCTION The report is an earnest endeavor made to understand the presentmarket scenario in biscuits captured by the Parle and the other competitorbrands viz., Britannia, ITC & Other. The researchers were required to see the coverage by Parle ProductsPvt. Ltd., and bring out the potential and loyal retailers so that thecompany could maintain the market leadership in the existing businessscenario in the biscuits and the confectionaries. During the course of study the researchers visited around 450unorganized retail stores and 30 organized retail stores and analyzed all
  12. 12. major brands of biscuits available as well as studied the brands, which aremost preferred among the retailers. The study encompasses the penetration of the existing Parleproducts (biscuits and confectionaries). Their motive was to study the working of the distributors inAmravati City market. They have mentioned the problems and the loopholes in the Parle’s distribution system and the promotional tools, whichthey have found during the course of the study and recommended variouscorrective measures for it. Their study also comprises the comparative analysis betweenorganized and unorganized retail stores in terms of brand availability withthe help of hypothesis testing, Depth of Parle with other competitor, Spacesharing by Parle and other competitors, and distributors services given toa retailers with the help of questionnaire.Statement of the Problem:  To analyze the brands of Parle Products in unorganized retail stores:1. As compared to competitors (ITC, Britannia& other).2. As compared to organized retail stores.  To analyze Market Depth of Parle Products as compared to competitors (ITC, Britannia& other).  To analyze Space Share of Parle Products as compared to competitors (ITC, Britannia& other).  To analyze Distribution Services of Parle as compared to competitors (ITC, Britannia& other).
  13. 13. Objectives of the Study: 1. To find out Parle Coverage in various areas of Amravati City. 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, other in terms of coverage, number of brands available, Market Depth and Space Share. 4. To analyze that which type of biscuits and Confessionary are most preferred in what category of store. It was done by analyzing questioner data. 5. To compare the organized retail stores with unorganized retail stores in terms of brand availability. 6. To analyze Distributor Services with competitors like ITC, Britannia & other.Reference Period:This study is conducted for the period of 45 days starting from 15th ofJUNE 2011 to 30th of JULY 2011.
  14. 14. PROJECT METHODOLGY:Understand and study the plansand prepare a questionnaire Use quantitative and exploratory research for data Analyze the collected data for detecting the gaps,deficiencies & areas of improvement Develop recommendations based on the findings.
  15. 15. Research Type:EXPLORATORY RESEARCHEXPLANTION: The study was conducted by Parle Products Pvt. Ltd in 6-7 areas of Amravati City mentioned below (source list) for the first timeregarding market review and comparative analysis between unorganizedand organized retail stores.. Thus it is an exploratory type of research.Sample Design: A sample design is a definite plan for obtaining a sample for a givenpopulation. It refers to a techniques or procedure adopted in selectingitems for the sample.Sampling: Further, the design that has been adopted for the study of the giventopic is CONVENIENT SAMPLING.EXPLANATION: During the course of the study we visited a no. of storesthat were scattered all over Amravati City (source list mentioned below).Apart from this we had no written record of the number and names of thestores in the city. It was very difficult to tabulate a record of all theretailers and wholesalers present in the city and then carry out our study,in the short span of time that was allotted. As a result we had to select the
  16. 16. retailers according to our convenience. We went to the areas and surveyedall shops that could possibly be approached.The following is the sample design that has been adopted for the study. 1. Population:- Finite(Amravati City) 2. Sampling Unit:- Areas of Amravati City 3. Source list:-Unorganized retail stores (Areas): a. Gadge Nagar b. Yashoda Nagar c. Kour Nagar d. Sai Nagar (Badnera Road, Saturna MIDC Road) e. Raja Peth f. Ram Nagar g. Camp, Chaprasi Pura h. Irwin ChoukOrganized retail stores: a. D Mart b. Big Bazar c. Super shopee d. Small mals 4. Sample size:- A total of 470 unorganized retail stores with 10 organized retail stores and 4 Distributors.Tools and techniques for Data Collection:
  17. 17. Tools and techniques for: 1. Primary Data: - The researchers collected primary data during the course of research period with the help of the questionnaire that was designed for the storekeepers to collect the information that was required to 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 was conducted in 45 days that is not enough for such a vast topic. 2) It was difficult for the storekeepers to pinpoint the sales of a particular brand in both organized and unorganized retail stores. 3) No proper data was available about the stores in the city.
  18. 18. 4) There were not a big number of organized retail stores in Amravati to carry out the research more efficiently. 5) As the nature of research was exploratory so it was difficult to cover each and every retailer. 6) Many retailers don’t express their original perception and views because of biasness. ANALYSIS After Doing the PARLE Products Survey as the researchers analyzed that thebest selling branded biscuit company offers its customers with large variety of biscuits(parle-g, krack-jack, 20-20, Monaco, hide and seek etc.), confectionaries (mangobite,melody, poppins).It aims “TO SERVE PEOPLE AND NATION” The privately owned self financed company provides motivation andconfidence to its staff and other related members by providing various facilities andorganizing certain events. It has a very open work culture. The atmosphere is socomfortable and relaxed that helps in increasing productivity and efficiency. It lunchesand outstation team-building exercises that augment inter-personal relations andmutual understanding. Parle has found its way into the Indian hearts and home. It spreads happinessand joy among the people of all ages.
  19. 19. SWOT ANALYSIS OF PARLE PRODUCTS STRENGTH WEAKNESS 1. Low price as compared to 1. Breakage of biscuits competitors while delivering to 2. Sizeable market share in retailers the country. 2. No proper replacement 3. Offers variety of products system for broken under its brand. biscuits to retailers 4. Different sizes of packets 3. Improper and irregular are available. supply. 5. An experienced team of 4. Less share in Premium sales and marketing biscuit market. executives. 5. Dependent on its flagship 6. Deep and effective brand, Parle-G coverage 6. Poor packaging in family 7. Largest distribution pack of glucose biscuits. system. 7. Lack of schemes for retailers and distributors. OPPORTUNITY THREAT 1. Rising demand for innovative 1. Highly advertised brands packaging in packaged foods. such as Britannia. 2. Retaining loyal retailers or 2. Ever increasing competition wholesalers. from multinationals and 3. Improving supply system for local companies. established brands. 3. Increase in sale of cheap 4. Huge scope for some Parle local bakery products. products in medical shops. 4. Emerging substitutes like 5. Information revolution wafers, snacks and toast. brought about by the 5. Margin war among the television. major 6. Good scope for snacks and Brands namkeens, if launched and properly promoted by Parle.
  20. 20. FINDINGS: After close study of the present market situation prevailing in the areasassigned the researchers, following are the observations. 1. Breakage problem in the Family packs of glucose biscuits is leading to the decline in sales in this category. 2. Schemes, Discounts, offers, coupons etc. are not reaching to the retailers and customers whereas Britannia and ITC on the other hand are doing that. 3. Retailers and even wholesalers is satisfied with the supply system of Parle. 4. It was found that Parle (especially Parle- glucose) is most favored brand and is sold most. Parle biscuits are the retailers and consumers prime choice. 5. Very little range of Parle biscuits were visible in organized retail outlets. 6. Britannia is emerging as Major Competitor in the organized & unorganized retail outlets.RECOMMENDATIONS & SUGGESTIONS: 1. Company should start a program for the loyal retailers and wholesalers to reduce their complaints by providing timely supply and replacement. This will help in increasing their sales. 2. The packaging of Parle Glucose biscuits (1/2 and 1 kilogram packs) must be improved for its better sales. The company should come up with double packaging as people refuse to buy family pack biscuits with loose packaging.
  21. 21. 3. Salesmen should be properly dressed and should have good communication skills to effectively promote the new products recently launched, by making sure that the product reaches each and every retailer and also increase the visibility of the products by arranging the product clearly on the shelf or rack and show its prominence. 4. To increase the number of stock keeping units {SKU} available in the retailers store. Each salesman should stress the retailers to keep the maximum SKUs and to maintain these SKUs throughout. With this, the replacement of the damaged and expired biscuits should be prompt and without any hassles, so that retailer can be saved from the loss of the expired and damaged goods. 5. 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.CONCLUSION: After conducting the survey on 470 unorganized retailers, 10organized retailers and 4 Distributors, the researchers found that there isa bigger market for biscuits and Confessionary in unorganized retail storesif proper supply of goods without breakage is there. It was also concluded that Parle is the first preference of both thecustomers and retailers (Organized and unorganized both) because of itsprice and brand image. Brand Parle G dominates the volume-dominated biscuit market.Even in today’s times when multinationals are beefing up their operations
  22. 22. and trying to change the dynamics of the market, Parle G’s numbers &Quality position is unchallenged. Its competitors have roped in superstarslike King Khan and Sachin Tendulkar, but Parle G has only gone fromstrength to strength. Brand Parle G is iconic and has evolved over theyears. Trust, relevance, affordability are its hallmarks, which havewithstood pressures from the hyper-competitive marketplace. The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, 20-20, Marie Choice, Hide & Seek and confectionery brands, such as, Melody,Poppins, Mangobite enjoy a strong imagery and appeal amongstconsumers 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 itsreputation. This can be seen from the success of its new brands such as 20-20, Imli Bite etc. Parle Products Pvt Ltd., is now lagging in services to retailersbecause of improper supply and distribution in some areas andcompetitors taking advantage of these points.
  23. 23. Appendix: QUESTIONNAIREName of the shop: ..........................................................................Name of the shop owner: ..............................................................Address: .........................................................................................Contact No. : ......................... Shop Category: ............................ 1. Weather the retailer keeping Biscuit of any company. Parle Britannia ITC Other 2. If not keeping, weather they are interested to keep? Yes No 3. How much Biscuits brand the retailers have? Parle Britannia ITC Other 4. Space share by Biscuits? Parle Britannia ITC Other 5. Glucose Biscuit Depth. Parle-G Tiger Sun fest other 6. Salted Biscuit Depth. Monaco 50-50 Snacky 7. Cookies Biscuit Depth. 20-20 Good Day Sunfest butter cookies 8. Marie Biscuit Depth. Marie Marie Gold Marie Light 9. Cream Biscuit Depth. Hide-n-Seek Bourbun Spacial 10. Chocolate Brand in Shops? i)Perfeti ii)Parle iii)ITC iv)Nastle v)Cadbary vi)Nutrien vii)Others 11. Space share by chocolates. Perfeti Parle ITC Nastle Cadbary 12. Are you satisfied with distributor services? Parle Britannia ITC OtherRemark: ________________________________________________
  24. 24. BIBLIOGRAPHY: I. KOTHARI .C.R. Research Methodology, New Delhi New Age International Publishers II. KOTLER PHILIP & KELLER KEVIN LANE ,Marketing Management ,Practice Hall ,New Delhi III. Websites: wikipedia search: (