Case Study

Research Thesis Report
Parle Private Limited (Dummy Data)
Sector: FMCG
Sector of Internship: FMCG
NCL Faculties
NCL Co-ordinator: Ms. Meghana Upadhyay
NCL Senior Administrator: Mr. Rajesh Nepali
NCL Marketing Executive: Ms. Vaishali Unhale
NCL Director: Mr. Indranil Ray
From
Ms. Sheetal Vishnoi
Batch: PGP- Market Research
Northpoint Centre of Learning (NCL), Khandala

2 | Parle- Confectionaries, Hard Candies | Dissertation Thesis
Acknowledgement
Hereby expressing humble gratitude to NCL & internship mentors, for taking out
time from a busy schedule and taking extra efforts for letting me absorb market
research fundamentals, through various internship and theory sessions held at
NCL. And, also thanking NCL for issuing me Parle for Dissertation Thesis, wherein
I could apply these fundamentals at length.
Will be thankful to you, for you have been a fantastic mentor to me and also
inspired me to imbibe NCL’s core values of credibility, integrity, honesty and
reliability.
In accomplishment of completion of this thesis with Parle, I would want to
express my sincere regard to Northpoint Centre of Learning (NCL) faculty and
staff members, for their support and suggestions that helped me in completing
the internship sincerely.
Your valuable inputs and remarks allowed me to improve during various stages
of this internship.
And to colleagues, for their encouragement throughout.

Index
# Topic
1 Thanking NCL
2 Firm Introduction (Parle, DS)
2a Executive Summary: Parle, DS Pulse
2b
Market, Segment and Brand Summary- Confectionaries, Hard Candies,
Parle, DS Group
2c Existing range: Parle and DS Group
2d Organization Structure
2e Client Parle Logo
3 Thesis Details
3a Thesis objectives / KRAs
3b Thesis tasks
4 Research Design and Methodologies
4a Research Design and Methodologies
4b Research Fieldwork Summary
4c Suggestions to Parle and DS, basis research
5 Basic Terminologies and References
6 Afterword

Chapter 1
Executive Summary

Executive summary
This executive summary stresses on the experience I have gathered through the
Dissertation thesis with Parle. I have included my experience at Nielsen w.r.t.
Evaluation and measurement techniques for retail, distribution, market share,
assortment, product launches, price indexing and impact of marketing
campaigns on sales etc.; where I have also provided details about the
imperatives and tasks that were set by the mentor for me.
NCL is an established learning platform in market that provides sound education
for in media measurement, retail measurement, consumer trends
measurement, brand and product measurement of various sectors. In this
synopsis, I have mentioned the clients and brands for which thesis has been
prepared.
Later in this synopsis, the issues tackled by retail w.r.t. consumption patterns
and trends, and operational bottlenecks and opportunities that exist in the
market; have been discussed.
The objective of this internship was to establish a firm hold on FMCG
fundamentals, that would enable simplified and efficient implementation of
learnt methodologies. To say the least, the aim has been achieved successfully.

Chapter 2
Parle & DS Group

Executive Summary: Parle
Mohanlal Chauhan laid the foundation for the success of billion-dollar empire- Parle, which
has three firms: Parle Products, Parle Agro & Parle Bisleri.
The family legacy originating with Mohanlal Chauhan, was taken ahead by his children
Maneklal, Pitamber Chauhan, Narottam Chauhan, Kantilal Chauhan and Jayantilal Chauhan.
And together, they have established the repute for Parle that it has.
- Parle Products range has Parle-G, Monaco, Golden Arcs, Marie, Hide & Seek, Bourbon,
Melody, Mango Bite, Poppins, 2 in 1 Eclairs, Parle’s Wafers, Full toss, Namkeens, etc.
- Parle Bisleri has Bisleri water, Bisleri soda, Vedica, Urzza etc.
- Parle Agro has Citra, Frooti, Appy, Appy fizz, Saint juice, LMN, Grappo fizz, Cafe cuba,
Bailey, Bailey Soda, Mintrox mints, Buttercup candies, Buttercup soft-ease, Soft-ease
Mithai, Hippo, Frio, Dhishoom etc.
The ownership and stake-holding with the families is as mentioned: –
• Parle Products: Ajay Chauhan, Vijay Chauhan, Sharad Chauhan and Anup Chauhan
(Cousins)
• Parle Bisleri: Ramesh Chauhan, his wife Zainab Chauhan and his daughter Jayanti
Chauhan
• Parle Agro: P. Chauhan along with his daughters Schauna, Alisha and Nadia
Parle’s Management: -
• Mr. Paresh Tulsidas Parekh, Chief Executive Officer (CEO)
• Mr. Manish Patel, Chief Financial Officer (CFO)
• Mr. Bharat Bohra, Company Secretary and Compliance Officer (CS & CO)
Parle’s Board of Directors: -
• Mr. Paras Bhojani, Executive Director
• Mrs. Kalpana Jha, Executive Director
• Mr. Rakesh Dinesh Mishra, Executive Director

Executive Summary: DS Group
DS is a multi-business corporation with Indian and international presence. They have
remained committed towards creating premium quality range to have a folio of sustainable
brands across categories. The segments that they have are: Mouth Freshners, Food and
Beverage, Confectionaries, Agri and others.
Founders:- Lala Dharampal Sugandhi, Satyapal Sugandhi(Family business setting)
Management:-
Chairman and CEO:- Mr. D. Kumar, DS Group
Vice Chairman:- Mr. Rajiv Kumar, DS Group
Board of Directors (BOD):-
Managing Director:- Mr. Rajiv Kumar
Chairman:- Mr. Ravindra Kumar
Members:- Mr. A. Kumar, Mr Puesh Kumar, Mr. Ritesh Kumar, Mr. G. Kumar, Mr. R. Kumar
Kakrania, Mr. Rajesh Kumar, Mr. Atul Jain
DS’s Vision:- To be a leading quality and innovation driven global conglomerate.
DS’s Mission:- DS Group constantly strives to achieve excellence in all our endeavors to create
sustainable value for our stakeholders and community at large.
DS Confectionary brands:- Pass Pass mouthfreshner, Pass Pass Chingles, Pass Pass Pulse
Candy, Fru Juicy Jelly, Maze Coffee Toffee. Pulse is available in various variants, such as:
Kaccha Aam, Guava, Pineapple, Litchi, Orange.
DS Pulse brand narrative:- In India, the regular practise is to eat raw mango with something
tangy. Whether it is ‘aam panna’ or a slice of raw mango sold on the roadside, it is incomplete
without the tang. That’s how the seed for DS Pulse germinated and thence conceived into
their brand strategy. Since most generic flavors such as mango, eclairs, caramel, cocoa etc.
were already there in market, innovation was required. Pulse is an innovative value-added
candy brand, flavor of which peaks later as you reach the powder filling. DS Pulse pricing
strategy:- The candy market was shunning the Rs. 0.5 price point a few years ago with
companies such as Mondelez, Perfetti Van Melle and Parle launching or re-launching their
ranges at Re 1 or so. However, when DS Pulse was launched, almost 86% of confectionary
sector was at Re. 0.5 for a candy weighing between 2 gms. DS Pulse however launched at Rs
1 instead.

Confectionaries: Parle and DS Group
Parle
DS Pulse

Parle: Organisation Structure
Clients: Parle and DS Group
Parle
FMCG retail
Marketing,
Brand &
Research
Innovations
Media &
Corporate
Communication
Public Relations
Corporate
Social
responsibility
Finance
Digital

Chapter 3
Thesis Description
Dissertation: Thesis objectives / KRAs- set by faculties
Tasks by faculties

Dissertation- Thesis Objective
(KRAs, Objectives)
▪ Research Topic:
As issued by NCL.
▪ Business Objective:
- Improve commercial value of the brand in the market
- Ways and means of product and range improvement
- Ways to retain and enhance existing consumption trend w.r.t. competition
▪ Research Objective:
- Factors for improving in-market commercial value:
❖ Price Indexing and benchmarking
❖ Perceived value proposition
❖ Competition tracking and measurement
❖ Market dynamics
- Factors for enhancing brand and product offerings:
❖ Need assessment
❖ Brand imagery
❖ Product range offerings and value propositions
❖ Competition measurement
❖ Market trends
- Factors for retaining and enhancing existing consumption trend w.r.t.
competition:
❖ Existing consumption trends
❖ Entry barriers
❖ Competition measurement

Research Design and Methodologies
Data Collection Methodology:
- Central Location Tests (In-hall panel interviews)
- Shop Intercepts (Identified marketplaces, with pre-approved entry sanctions)
- Telephonic Interviews (freelancing agency hired for taking telephonic
interviews)
- Web-based tools
Survey / Interview Methodology:
- Qualitative: In-depth interviews (In-hall, Panel, CAPI)
- Quantitative: Face to face (PAPI), Database telephonic, Web-based
questionnaires
Length of an interview:
- In-depth interviews: 30 minutes
- Face to face: 20 minutes
- Database telephonic: 20-30 minutes
- Web-based questionnaires: Respondents to revert in a week, to issued
questionnaire
Location of interviews:
- Urban: 50%
- Rural: 50%
Sampling Methodology:
- Random Sampling
- Quota Sampling

Research Information
Target audience measurement factors
- Age: 15-65 years
- Gender: Men and Women, Children (Teenagers)
- Education Level and Occupation
- Classifications: A, B, C (Tier I, II locations)
Brand measurement factors
- Consumption life stage with brand: Frequent, Infrequent, Lapser, Fence sitter, Intender
- Source of information for the brand: brand advertorials, word of mouth etc.
- Positioning: Association and opinion, ranking of imagery, emotional-behavioral functional
quotient
- Saliency: Awareness, spontaneous reaction
- Brand Communication: Message comprehension, Relevance to audience
- Reach: Level of influence, penetration, level of interaction with favorite brand
- Creative element: Tonality of brand, creative elements, visual impact etc.
Competition brands measurement factors
- Shopper perception of brand v/s competition: price, image, value proposition etc.
- In-market visibility and off-take: brand v/s competition
- Decision making for brand purchase: quick or requires deliberation
- Consumption pattern: brand v/s competition
- Reasons of selection: brand v/s competition
- Reasons of recommendation for the brand OR competition brand
Price measurement / evaluation factors
- Price Indexing: Mass, Popular, Premium, Super Premium
- Price as a trigger for shopping: price sensitive or isn’t price sensitive
- Pricing strategy adopted by the brand and competition: competition benchmarking,
bundle pricing, premium price indexing etc.
- Frequency of price fluctuations of the base range: annual, regular intervals, as per
innovation launches etc.

Executive Summary: Research Findings
Synopsis
Factors measured Research findings
Stage-I (Target audience screening) Respondent’s response (%)
Member of family working in the mentioned firms
Mass media- 14%, Market research agency- 20%, PR
/ agencies- 14%, Ad agency- 17%, Others- 35%
If member of your family participated in any
research survey recently (3 months or so)
Yes- 24%, No- 37%, Others- 39%
Specify the city you live in
Delhi- 22%, Mumbai- 22%, Calcutta- 20%,
Bangalore- 20%, Others- 16%
Respondent’s gender Male- 51%, Female- 49%
Mention your age
Below 15 years- 22%, 15-40 years- 20%, 41-60
years- 20%, Higher than 60 years- 38%
Are you chief wage earner of your family Yes- 59%, No- 20%, Others- 22%
Highest education qualification of chief wage earner
Illiterate- 7%, Literate but no schooling- 12%, School
till 4 years- 12%, School till 5-9 years, SSC/HSC- 12%,
Some college but isn’t graduate- 15%; BA, BSc,
BCom etc.- 15%; BE, BTech, MTech, MBA- 15% etc.
Taxable income backet
Below 25,000- 22%, 25,000-50,000- 24%, 51,000-
75,000- 29%, Higher than 75,000- 24%
Family members and children’s count
Below 5, have children: 22%, Below 5, no children:
17%, 6-10, have children- 22%, 6-10, no children-
17%, Single, living alone- 22%
Material ownership by chief wage earner
Electricity connection- 12%, Ceiling Fans- 10%, LPG-
12%, Two-wheeler- 2%, Television- 7%, Washing
Machine- 10%, Personal Computer / Laptop- 12%,
Four wheeler- 12%, Air Conditioner- 12%,
Agricultural Land- 2%
Stage-II (Consumption habits) Respondent’s response (%)
Consumption of confectionaries / hard candies Yes- 50%, No- 50%
If no for above, then do you intend to consume
them soon
No- 50%, Yes- 50%
Do your children consume confectionaries / hard
candies?
Light consumption- 24%, Medium consumption-
28%, Heavy consumption- 26%, Nil consumption-
22%
Query for nil consumption by children.
Do your children intend to shop/consume
confectionaries/hard candies?
Definitely, not- 17%, Probably, not- 20%, Might or
might not- 25%, Probably, yes- 21%, Definitely, yes-
17%
Decision maker w.r.t. confectionaries
Family members- 38%, Confectionaries received as
gifts aren’t shopped- 12%, Isn’t very regulated- 12%,

Who makes purchase decisions in your family for
confectionaries/hard candies?
Shopped on occasions- 25%, Living alone, shop for
self when necessary- 13%
Mention reasons of non-consumption of
confectionaries/hard candies
Cavities- 22%, Aren’t fond of confectionaries- 21%,
Restrictions imposed- 23%, Consumption is mild-
20%, Others- 13%
Frequency of purchase of confectionaries
/ hard candies
Once or twice weekly- 20%, Weekly- 25%, Monthly-
25%, Quarterly- 10%, Mostly purchased on
occasions- 12%, Shopping happens rarely- 8%
Frequency of consumption of confectionaries
/ hard candies
Daily- 20%, Once or twice weekly- 28%, Few
repetitions mostly- 25%, Mostly on occasions- 12%,
Consumption happens rarely- 15%
Formats of snacks/confectionaries
purchased/consumed most often
Confectionaries- 30%, Biscuits- 12%, Namkeens- 6%,
Chips- 2%, Nachos- 5%, Chocolates- 15%, Wafers-
17%, Rusks- 2%, Flavoured breads- 10%
Most favoured shopping destination Stores (brick and mortar)- 85%, Web stores- 15%
Stage-III (Brand measurement) Respondent’s response (%)
Reasons of purchase of confectionaries, while
shopping
Confectionary brands preferred by children- 27%,
Any brand available while shopping- 20%, Brands
with offers- 17%, Children prefer trials, so try new
brands- 26%, Very few selected confectionary
brands are purchased- 10%
Reasons for selection of a confectionary brand for
your children
Certified quality for children- 10%, Brands preferred
by children- 14%, Friends of children consume these
brands- 7%, Famous brands- 21%, Brands with
variety- 14%, Consuming this brand since years-
11%, Isn’t very expensive- 14%, Mostly on offer-
10%
Reasons of purchase of confectionary brand for self-
consumption
Influence through brand ambassadors- 12%,
Favourite brand since years- 17%, Brands with
variety- 12%, In-store availability- 12%, Offers on
brand- 7%, Peer pressure and quality- 7%, Optimal
pricing- 16%, Isn’t very brand conscious for
confectionaries- 10%, Any brand- 6%
Mention shopping destination for brand purchase
Shopping malls- 35%, Grocery or kirana stores- 35%,
Street vendors- 10%, New age boutique
confectionary stores- 12%, Web stores- 8%
Since infrequent purchasing, specify purchasing
habits for children or self
Maintain stock of favourite brands- 25%, Gifting is
frequent, hence purchasing is less- 20%, Brands on
offer are stocked mostly- 22%, Less frequent need-
based purchase- 18%, Mostly try new brands and
formats through web stores- 15%
Whether you find your favourite confectionary
brands often, while shopping in-market
Very high availability of brands- 23%, Medium to
less availability- 16%, Less to nil availability- 37%,

Webstore shopping- isn’t available in-market- 12%,
Trial of new formats and brands through web
stores- 12%
Probability of finding these brands in-store, while
traveling for work
Very high availability of brands across- 35%,
Medium to less availability- 35%, Less to nil
availability- 10%, Risk averse, hence mostly stock
the brands- 20%
Method of interaction with brands while shopping
in-store or from web stores
Shopping with a list- 15%, Need based casual
shopping- 30%, Participate in in-store activations-
10%, Participate in mall activations- 10%, Purchase
brands during shopping festivals- 15%, High
redemption of webstore offers- 8%, Risk averse,
hence stock the brands- 13%
Specify the confectionary formats consumed most
often
Hard candies- 15%, Soft candies- 13%, Pops- 12%,
Chocolate fills- 15%, Fruit fills- 11%, Crème fills-
11%, Flavoured candies- 11%, Marshmallows- 2%,
Gummy bears- 2%, Candy floss- 2%, Jujube- 2%,
Mints- 2%
Specify the confectionary brands that are consumed
most often
Mango bite- 12%, Melody- 12%, Poppins- 6%, Pan
Pasand- 2%, Mazelo- 5%, Rol-a-Cola- 7%, Fruit Gang-
5%, Pulse- 7%, Minto- 2%, Alpenliebe- 8%, Zing- 2%,
Mentos- 4%, Swad- 7%, Gems- 10%, Polo- 2%,
Fruitella- 2%, Candyman- 2%, Others- 2%
Stage-IV (Brand measurement: without aid) Respondent’s response (%)
Level of awareness about confectionary brands
Very high awareness- 29%, Medium to low
awareness- 32%, Less aware on variety, but
maintain a tab on favourite brands- 23%, Less
consumption, hence isn’t very curious- 17%
Specify source of information for confectionary
brands
Brand endorsements- 32%, Word of mouth- 17%, In-
store activations and engagements- 29%, Web-
search- 23%
Most reliable source of information for brands
Brand endorsements- 32%, Word of mouth- 20%, In-
store activations and engagements- 31%, Web-
search- 17%
Information seeker in family for brands
Family (parents for children)- 31%, Suggestions from
close friends and family- 35%, Children themselves
maintain a tab on their favourite brands- 22%, Isn’t
quite specific- 12%
Whose information is most reliable about brands
Family (parents for children)- 32%, Suggestions from
close friends and family- 24%, Children themselves
maintain a tab on their favourite brands- 25%, Isn’t
quite specific- 20%

Most preferred media medium for brand
information
TV- 23%, Print (newspaper, magazines etc.)- 22%,
Radio- 16%, In-store activations and engagements-
16%, Word of mouth- 12%, Web-search- 11%
Most reliable media medium for brand information
Most effective media medium for brand
endorsements
Type of brand endorsements enjoyed most for
favourite confectionary brands
Funny- 15%, Welfare message- 7%, Highlighting
brand’s benefits- 20%, Engaging children- 16%, With
brand ambassadors- 22%, Highlighting offers /
discounts- 20%
Type of brand endorsements recommended mostly
for favourite confectionary brands: by you / children
Funny- 17%, Welfare message- 12%, Highlighting
brand’s benefits- 17%, Engaging children- 10%, With
brand ambassadors- 22%, Highlighting offers /
discounts- 22%
Stage-V (Brand measurement: aided) Respondent’s response (%)
Please specify if you have purchased the brands
mentioned in the endorsement placards
Definitely, have- 27%, Mostly, have- 26%, Might and
might not have- 17%, Mostly haven’t- 20%,
Definitely, haven’t- 10%
How likely are you to consider purchasing brands
mentioned in the placards
Definitely, won’t purchase- 10%, Probably won’t
purchase- 17%, Neutral, need based purchase- 22%,
Probably will purchase- 32%, Definitely will
purchase- 20%
Which of these sentences best describes whether
you have consumed these brands or not
Dislike it a lot- 13%, Dislike it a little- 20%, Neither
like, nor dislike- 12%, Like it a little- 23%, Like it very
much- 32%
Q for those who negate consumption of brands mentioned on
placards
Mention which of this best describes whether you
have consumed these brands or not
Definitely haven’t consumed- 10%, Probably haven’t
consumed- 15%, Neutral, need based consumption-
32%, Probably will consume soon- 31%, Definitely
will consume very soon- 13%
Q to those who have responded in affirmation of endorsing
these brands
Since you have consumed these brands, do you
remember names of brand ambassadors endorsing
these brands
Definitely not remember- 25%, Probably not
remember- 20%, Not very affirmative on
remembrance- 22%, Probably will remember- 18%,
Definitely remember the endorsers- 15%
Specify consuming these confectionary formats, if
you have recently
Hard candies- 7%, Soft candies- 14%, Pops- 6%,
Chocolate fills- 13%, Fruit fills- 9%, Crème fills- 12%,
Flavoured candies- 10%, Marshmallows- 6%,
Gummy bears- 6%, Candy floss- 6%, Jujube- 6%,
Mins- 6%
Specify if you identify consuming these
confectionary brands recently
Mango bite- 12%, Melody- 12%, Poppins- 8%, Pan
Pasand- 5%, Mazelo- 6%, Rol-a-Cola- 5%, Fruit Gang-

5%, Pulse- 10%, Minto- 4%, Alpenliebe- 8%, Zing-
2%, Mentos- 2%, Swad- 2%, Gems- 9%, Polo- 2%,
Specify identifying brand ambassadors for the
mentioned brands, if you remember
Mango bite- 25%, Melody- 25%, Gems- 20%, Pulse-
17%, Poppins- 6%, Alpenliebe- 6%, Pan Pasand- 2%,
Mazelo- 0%, Rol-a-Cola- 0%, Fruit Gang- 0%, Minto-
0%, Zing- 0%, Mentos- 0%, Swad- 0%, Polo- 0%,

Suggestions to Parle: Market Strategy
▪ Market Strategy
- STP- Parle (to remain same as existing)
- 4P Dynamics and Pricing strategy- Parle (Devised as per Test Campaign
requirements)
▪ Test Campaign
- Retail strategy, distribution strategy, Media selection for brand
endorsements, Signing and selecting brand ambassador(s) for campaigns,
PR and CSR
- Innovation- pricing and innovative proposition (campaign- test marketing)
▪ Suggestions for Parle (with post event and brand endorsement
measurement analysis & retail audit reports)
- Strategic enablers
- Growing with strong fundamentals
- Risk management committee
- Consumption trends and growing with partnership
- Philanthropic efforts (CSR)
- Parle Confectionaries (Hard Candies): - Innovation and Pricing Strategy
▪ Annual performance
- Financials and Value chain partners
- Rewards and recognitions

Market Strategy: STP (Parle)
Segmentation
• Confectionary
segment is
dominated by
impulse purchase,
across genre and
social classes
• Demographic
Segmentation:
Middle class
families, children
(mostly teenagers)
• Psychographic
Segmentation:
Social class- Middle,
Upper
Lifestyle- Achievers
and Believers
Personality-
Experimental and
Extrovert
• Behavioural
Segmentation:
Benefits- Taste,
Variety and Pricing
Consumption-
Impulse purchase
and frequent &
habitual usage
Loyalty- Brand loyal,
Triggered by trial
generation
Attitude- high
involvement with
confectionaries
segment and Parle
brands
• Geographical
Segmentation: Urban
/ Rural
Targeting
•Demographics-
Men, Women and
Children (mostly
school goers,
teenagers)
•Children below 15-
20 years
•Parents with
children- Aged from
35-65 years
•Purchase pattern-
Impulse and
Frequent
•Brand Loyalists as
well as switchers
(for in-depth
behavioural
assessment)
Positioning
•Impulse
consumption and
gifting
•Variety for children
and teenagers
(formats and range)
•Unique packaging
for attracting
children
•Quirky taglines,
such as:
oMango Bite: Aam
ki raseeli goli,
enjoy very slowly
oMelody: Melody
itni chocolaty kyu
hai

Market Strategy: 4P and Offer Pricing (Parle)
Price
•So far Parle
has adopted
Market
penetration
and skimming
pricing
strategies for
its portfolio:
mid segment
pricing,
targeting mass
and popular
segment, with
an exception of
few premium
brands, such as
Melody,
Mazelo and
Eclairs
•Offer’s Pricing
Strategy:
Assortment of
Parle toffees to
be sold at Rs 1
(two Parle
toffees at Rs1-
offer price
same as MRP
of Pulse candy)
•Reason of
strategy:
Target
conversion of
Pulse candy
purchasers to
Parle, Improve
brand
presence
across target
audience and
trigger
purchase
Product
&
Packaging
•The off-take
from shelf
happens
mostly due to
attractive
packaging,
labelling,
pricing and
value
proposition.
Parle to
maintain a
quo with
these
elements
through this
campaign &
packaging.
•Product &
Packaging:
Branded offer
packs, with
discounted
MRP printed
on packaging
label.
Assortment of
two toffees
(assortment
to contain
Melody,
Mango Bite
and Mazelo).
Promotion
•Advertising
Mediums:
Outdoor (Quiz
competition
event with Mr.
Amitabh
Bachchan as
Quiz show
host, Social
media)
Indoor (TV,
Print)
•Promotion
mechanics &
Pricing:
Purchase Parle
toffees
discounted
offer worth Rs
15 and redeem
school
stationary by
showing bill of
purchase to
the
shopkeeper/tel
ler
•Public
Relations: Post
event (quiz
competition)
press release
by corporate
communicatio
ns and PR
•CSR: Quiz
competition
participating
schools to
receive
donation by
Parle
management
for education
Placement
•Channel of
distribution:
Retail (MT and
TT/LT/GT)
•In-store
placement:
Within segment
and close to
competition
brands (Pulse
etc.), as per
planograms and
segment%.
•Activations:
Mall activation,
trade
activations,
school
activation,
residential
society
activation
•Distribution:
100% MT
coverage,
selective
distribution for
TT/GT/LT (80:20
fundamental).

Suggestions for Parle
▪ Parle’s strategic enablers: Business & Go-to-market models, Product innovations,
technology and automation, Cost management, Talent & Culture, Mainstreaming
sustainability
▪ Growing with strong fundamentals: Maintaining liquid and cash flow, maintaining
efficiency
▪ Risk management committee for: Strategic and financial risks, compliance and
governance risk, social risk
▪ Consumption trends and growing with partnership: Rewards and recognitions for
business partners and supplier network, purposeful brands, enhancing shopper
experience through engagements, maintaining production quality
▪ Philanthropic efforts (CSR): Maintain philanthropic efforts and the strive towards
betterment of society and employees
▪ Suggestions for Parle brands: Innovate and Pricing Indexing
❖ Annual campaigns for brand visibility around Parle confectionaries, with very
high impetus on retail engagement
❖ Trigger purchase and introduce innovations through newer confectionary
formats in the market with succinct price indexing. Few of which have been
sampled as well, such as Marshmallows, Gummy bears, Jujube etc. The market
presence of these formats with Indian brands is nil at the moment. Few
references have been mentioned in the reference slides as well.
❖ Maintain market share and improve footprints (distribution)

Research References
▪ Research references:
o Syllabus material referred for mentioned formats, reports and
methodologies:
- Questionnaires, Interview decks and Discussion Guide (DG)
- Qualitative and Quantitative data collection methodologies
▪ Annual performance and financials:
o Parle’s audited annual financial statements (FY 2019-20). Source: Parle
website:- https://www.parleproducts.com/
o DS annual report (FY 2019-20). Source: ICRA. DS website:-
https://www.dsgroup.com/
▪ Food sector / confectionaries research reports and references:
o Foods & Beverages- Young and hungry. Source: Nomura Financial Advisory
and Securities Pvt. Ltd.
o Indian Food and Beverage sector. Source: Food and Beverage Tech 2014-15.
Grand Thornton.
o Manual of methods of analysis of foods and confectionary products. Source:
GOI Report. 2015.
o Indian confectionary market. Source: Invest India report. 2019-20.
o Indian confectionary market report. Source: Mordor Intelligence. 2020.
o Confectionary brand ratings and India’s most chosen brands. Source: Panel.
2020.
o Shaping a smarter market- Global reach and local giants. Source: Q3-4
snapshot. 2020.

Research Terminologies
▪ Types of data:- Primary (new data: collected through field surveys, questionnaires, panel
interviews etc.) and Secondary (existing data: published reports, company’s internal
records, government statistics etc.).
▪ Data Collection Methodology terminologies:-
- CATI- Computer aided telephonic interviews, CAPI- Computer aided personal
interviews and PAPI- Paper and Pen interviews
- CLT- Central location tests
- Mystery shopping- On-site / In-store surprise checks by auditors
▪ Interviewing Techniques and terminologies:-
- Qualitative- Unstructured approach for data collection. Few Types- FGD (Focus group
discussions) and IDIs (In-depth interviews)
- Quantitative- Structured approach for data collection and interviews.
▪ Multivariate analysis:- A set of advanced statistical techniques that analyze more than two
variables at the same time. Methodologies:-
- Dependence Techniques- Relationship between set of variables. At least one variable
is dependent on another. Types- Correlation analysis, Multiple regression, Discriminant
analysis, Structural equation modeling, Conjoint analysis.
- Interdependent Techniques- No specific hypothesis about relationships among
variables. Variables could be interdependent. Types- Correspondence analysis, Cluster
analysis, Factor analysis.
▪ Types of scales:- Ordinal scale, Interval scale, Ratio scale, Rating scale. Types of questions:-
Open ended, close ended.
▪ Average and dispersion of data:- Mean, Median and Mode. Significance Testing:- Two-
tailed test, One-tailed test, Confidence level etc.
▪ Pricing Measures:- Average price, Price per unit, Relative price index (RPI).

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