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MARKET SHARE AND PRODUCT AVAILABILITY OF PARLE-G(Biscuits Division)
1. SUMMER INTERN REPORT
ON
MARKET SHARE AND PRODUCT AVAILABILITY
(BISCUITS DIVISION) OF Parle g WITH SPECIAL
REFERENCE TO Agra
region
2. INTRODUCTION OF THE COMPANY
• Established in 1929 A.D.
• Headquartered in Mumbai
• First brand - Parle Glucose and Parle Monaco
• 40-45% share of the total biscuit markets in India
• 10-20% of total confectionary markets
• Largest manufacturing unit in India
• Annual turnover of rs 2000 crores
• Provided products to the mass at affordable range
• Ranked 7th as one of the most trusted brands
• Largest selling biscuits in world
• Has an outlets of more than 45 lac in India
3.
4. OBJECTIVES OF THE STUDY
• To find out the market share of Parle (biscuits
division) in Agra region.
• Availability of Parle products and the major
competitors of Parle biscuits in Agra
5. INTRODUCTION OF THE TOPIC
The research topic of the company “Market share
and availability of the Parle G (biscuits division)with
special reference to Agra” is to know the market
share of the company also the various marketing
stategies used by the competitors like the Britania,
Priyagold, Sunfeast, Patanjali and many more also the
various strategies used by the Parle to main its image
in the society and consumers.
6. RESEARCH METHODOLOGY
DATA COLLECTION METHOD
While collecting the data two methods were
widely used by us which are:
1. PRIMARY DATA
COLLECTION OF PRIMARY DATA
The primary data of the research was conducted by
taking and conducting the research with the structured
distinguished questionnaire. The research was to seek out
the market share and position of the Parle-G. The primary
data were collected from
• Shops
• Kiranas and general store
• Wholesalers and retailers
7. 2. SECONDARY DATA
COLLECTION OF SECONDARY DATA
While going through research some of the data
were extensively gathered from the internal records of
the company, also the data were gathered from the
library, magazines, journal, newspapers, previously
published reports of the researchers and many more.
SAMPLE UNITS
The sample units which were used by us were:
Distributors
retailers
Wholesalers
8. SAMPLE FRAME
The complete list or entire list of the sample unit is
the sample frame. The sample frame used by us were
the retailers, wholesalers falling under the
geographical areas of KUMAR TRADING CONCERN of
Agra like Bodla, Shahgunj, Sultanpura, Bundukatra,
Sadar and etc markets of Agra .
10. DATA ANALYSIS AND INTERPRETATION
TABLE 1:
The market share of biscuits in Agra
BISCUITS BRAND % MARKET OCCUPIED
PARLE 33
BRITANIA 21
PRIYAGOLD 13
SUNFEAST 12
OTHERS 21
11. Chart 1:
Interpretation:
From the above pie diagram we can see that major area
of the market is covered by the Parle with highest of 33%
followed by the Britania, Priya gold, Sunfeast and others with
21%,13%,12%and 21% respectively.
market share
parle
britania
priyagold
sunfeast
others
12. TABLE 2:
Attributes of Parle g biscuits mostly preferred
ATTRIBUTES PREFERRED MOSTLY PREFERRED IN %
CREAM 20
GLUCOSE 70
CHOCOLATE 10
13. CHART 2:
INTERPRETATION:
From the above table and chart we can easily interpret
that mostly the glucose is preferred by the customers
rather than that of the taste and cheap it is because the
company has been able to maintain its quality and taste
of the biscuits since a long period of time.
0
50
100
PREFERRED
PREFERRED
16. MAJOR COMPETITORS OF PARLE
INTERPRETATION:
In the process of research we came to know that the
Parle is the top most branded company . The major
competitors of the Parle is the Britania, Priyagold,
Sunfeast, Horlicks, Patanjali and many more.
17. LIMITATION OF THE STUDY
In the process of research we faced a lot of
problems. The major problems shortlisted as
limitations are as follows:
1. Limited time for the research
2. Limited budget for the research
3. Limited manpower for the research
4. Difficult to handle and deal with some unique
retailers and wholesalers.
18. FINDINGS OF THE STUDY
The following findings were made from the study.
• The goods that is ordered by the retailers and wholesalers is
not delivered in time.
• Price cut strategy is extensively used by the wholesalers.
• Damaged products is not returned back on time.
• Different schemes and offer must be brought by the
company.
• The products must be delivered to the small retailer in the
cartoons whether they order for small or bulk quantity.
• We also found that the retailers/wholesalers wished for 1
month of credit but it was only for 1 week.
• It was also found that the salesman don’t reach to each and
every outlets that resulted to new counters in few markets.
19. SUGGESTIONS AND RECOMMENDATIONS
The following suggestions were made :
1. The company should maintain good and harmonious
relation with all the channel members.
2. The schemes % and profit margin of both the retailers
& distributors should be increased in order to
captured the market share.
3. The distribution channel should be made more strong
and effective.
4. The products should be launched in different flavor
and taste as per the change in customer preference.
5. Time to time feedback should be taken from the
retailers, customer, and wholesalers.
6. Having a large and major market share the company
should use the effective marketing strategies in
comparison to the competitors
20. CONCLUSIONS
• It is largest selling biscuits brand in India
• Healthy ingredients and consumed by all age group
• The company should also collect back the damaged
products on time
• Effective distribution channel should must be used
by the company .
21. BIBLIOGRAPHY
• Research Methodology Written by C.R. kothari
• Research Methodology Written by Philip Kotler
• www.Parle g.com
• www.wikipedia.com.
• Various journals, magazines, newspaper.
