It is research on brand equity of parleg

1. CHAPTER SCHEME
CHAPTER TITLE
CHAPTER -1 INTRODUCTION
CHAPTER-2 LITERATURE –REVIEW
CHAPTER-3 RESEARCH DESIGN
CHAPTER-4 DATA ANALYSIS
CHAPTER-5 FINDINGS CONCLUSIONS
RECOMMENDATIONS
CHAPTER-6 BIBLIOGRAPHY

2. Introduction:-
In My research i targeted to study the problem i.e. –
“Why the Parle-G is no. 1 in glucose biscuits segments”
which formulation is related to relationship between variables like
Why people buy Parle-G, Do ads impact in consumption of consumer, also brand
representation of parle product in unorganised retail store as compare to competitors
(Britannia) as compared to organised retail store.
Various people have various reasons to consume it, some consume it for the value it offers
while others consume it for sheer taste, and for some it is a meal substitute for others it is a
tasty healthy nourishing snack. Campaign that was launched by Parle for Parle-G was - ’G’
means “GENIUS”. For this a series of ads were shown in which a little kid eats Parle G and
tricks the wise and experienced people. Just a few months back are minder TV commercial
was launched for Parle-G where the product is being called
‘Hindustan ki takat’
AboutParle
Parle Products has been India's largest manufacturer of biscuits and confectionery, for
almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host
of other very popular brands, the Parle name symbolizes quality, nutrition and great
taste. With a reach spanning even there motest villagesofIndia,the company hasdefinitelycomea
very longwaysinceitsinception.Many oftheParleproducts -biscuitsorconfectioneries,aremarket leaders
intheircategoryand havewon acclaimat the Monde Selection, since 1971. With a 40% share of
the total biscuit market and a15% share of the total confectionary market in India, Parle
has grown to become a multi-million dollar company. While to consumers it's a
beacon of faith and trust, competitors look upon Parle as an exampleofmarketing
brilliance.

3. Challenges faced by PARLE-G:-
Increase price of basic raw material like sugar ,wheat ,milk powder
PARLE-G is very price sensitive products
Small increase in price (by 50 paise) in past had seen high declines in sales
Even though the parle is market leader segment ,other also trying to capture the chunk of
market share
Current problem faced by PARLE-G:-
If Parle has to make a noise in the market, it is also because of the presence of two
formidable rivals in the glucose segment — Britannia and ITC. As of June 2012, Nielsen data
indicates the former had a share of 8.7% and ITC 8.3%. Parle still rules the roost with a
79.4% share, but with both the competitors armed with deep pockets, the battle is going to
rage on for some time to come.
Parle-G facts:-
If a month's production of Parle-G biscuits are stacked side-by-side, the distance between
Earth to Moon of 7.25 lakh kms can be covered.
400 million Parle-G is produced daily.
1 billion packs of Parle-G are produced monthly.
Parle-G biscuits are sold in more than 5 million retail stores.
4,551 Parle-G biscuits are consumed per second.
If all Parle-G biscuits consumed annually are put end-to-end, they would cover the Earth's
circumference 192 times.
Parle-G sells more than all the biscuit brands sold in China which is the fourth largest biscuit
market in the world.

4. Research Goal:-
My Research goal is to study about the attributes which make Parle-G no.1 biscuits in glucose biscuits
segment, for which I will be making a questionnaire and selected a sample size of atleast 45
people that is a sampling base technique for which i have set a questionnaire of
21 questions which is done on the basis of structured (closed ended) interview and also to
find out which factors affect the growth of Parle-G, alsoto study the consumer behaviour of people
towards parle-g.alsoIhave visitedorganised andun organisedretailstore inMumbai to findout that which
biscuits brandis thealltimefavouritetoconsumer.
Limitationsof the Study:-
1) The studywasconductedin30 days that isnot enoughforsuch a vast topic.
2) It was difficultforthe storekeeperstopinpointthe salesof aparticularbrandin bothorganized
and unorganizedretail stores.
3) No properdata wasavailable aboutthe storesinthe city.
4) As the nature of researchwasexploratorysoitwasdifficulttocovereachand everyretailer.
5) Many retailersdon’texpresstheiroriginalperceptionandviewsbecause of biasness.
6)surveydonewithmyclassmatecanbebiasaboutparticularbrand.

5. LimitationofPARLE-G:-
SWOT –ANALSIS OF PARLE – G:-
Strengths in the SWOTanalysis of Parle – G
PopularBrands:Parle owns some of India’smostpopularbrands like Parle –G, Hide & Seek,Melody,
Poppins, and Kacha Mango Bite. Parle Agro another division of the conglomerate owns the popular
mango drink Frooti.
Indian connection: Most of the players in the food segment are multinationals who hardly
connecttothe Indiansentimentsnotunderstandthe localtastes.Parle whichhasbeeninthebusiness
fromthe year 1929 hasbeendeeplyconnectedtoIndiancustomersandknow theirtastesreallywell.
CustomerSatisfaction: Throughthe taste,qualityandtexture of theproductsthattheysellParle
have beenable tosatisfycustomersacrossIndia.Mostof theirproductsare householdnamestoday.
The desi image: Right from Parle –G the company has always depended on its desi image to sell
its products. Their advertisement campaigns are alwaysfocused on showcasing Parle – G as a brand
thatisconnectedtothe patrioticsentimentsof India.Manyof theirproductssuchasthe KachaMango
Bite or Frooti have been developed to suit Indian taste buds.
Pricing: Parle Products were primarily catering to the economy segment and their signature
products Parle – G was sold at al less as INR 5. As competition increased the company also started

6. launchingmore productswhichare pricedhigherandcatertopremiumsegmentssuchascheeselings
of the Parle G – Gold.
Weaknesses in the SWOTanalysis of Parle – G
 Premium segment: Parle’s products have always catered to the economy segment
throughtheirsignature productParle –G.HoweverwithincreasedcompetitionfromBritannia
and ITCthe company is trying to move into the premium segment which is proving to be a
huge challenge.
 Too many productlaunches: Parle Productshave beenlaunchingtoomany products
inthe mastyearespeciallyinthe premiumcategorywiththe resultthatcustomersare getting
confused forchoice.Inamatterof 24months,theyhavelaunchedalmost18differentvariants
of differentbrands.The repeatedproductlaunchesare provingtobe costlyforthe company.
 A balance between economy and premium segments: Parle has always
been targeting massmarketsin the confectionerysegmentthroughParle – G. However,
with more disposable income and preference for western tastes the Indian consumer have
startedpreferringthe premiumbiscuits.Thisiscreatingadifficultyinbalancingthe economy
and premium category and this is causing even brand confusionin the mind of the
customer.
 Fluctuating raw material costs: The raw material costs are fluctuating excessively
there is the shortage of many of the ingredients. The prices, however, are to be kept at the
lowest possible levels since the margins are low.
Opportunities in the SWOTanalysis of Parle – G
 Increased tendency for snacking amongst Indians: Indians have started
preferringmore snacksand theyalsoconsume snacks like biscuitsandnamkeenevenduring
breakfast and tea time. This increases the scope for introducing more snacks into their
product portfolio.
 Steep growth potential in emerging economies: The countries like Chinaand
Indiaare seeingarebirthof trendsthatwere onceconsideredhotintheWest.Thisisexpected
to create a surge in the demand for snacks and confectioneries.
Threats in the SWOTanalysis of Parle – G
 Stiff competition: In addition to multinationals like Procter & Gamble, Nestle, and
Unilever, Parle Products are also facing competition from Indian players like
Brittania, ITC etc.
 Government policies: The government introduced financial reforms like the GST
which has escalated the average costs of the company. Demonetisation also created
a lot of turbulence in the business sector.

7. SWOT-ANALYSIS OF BRITANNIA:-
Strengths in the SWOTanalysis of Britannia
 Brand portfolio: Britannia is the only company in India that has offerings in bakery
products across the segment for all income groups due to which it’s possible for them
to acquire largeshare of wallet of consumers. Britannia holds nearly 30% market share
in the India’s biscuit category.
 High Brand Recall: Because of its presence across range of bakery products like
biscuits,rusk, cakes &dairy products likemilk, butter & cheeseetc., their shelfvisibility
is high. Also their focused marketing & advertising campaigns resulted into positive
word of mouth & high TOMA (top of mind awareness).
 Serving Indian Markets from last 120 years: 123 years ago, in a small house in central
Calcutta (now Kolkata) an intrepid baker made a batch of delicious, golden brown
biscuits. These were meant for officers of the British Raj and their
families, people used to the high standards of English tea-time snacking. Over the last
century and a quarter, Britannia has been serving the Indian consumer with a range
of fresh, nutritious and flavor-rich products. Today, Britannia is a leading food
company in India with over Rs. 6000 crores in revenues, delivering products in over 5
categories through 3.5 million retail outlets to more than half the Indian population.
 In depth product portfolio: It has different offering for different income groups with
large assortments across the product categories like in Biscuits they have tiger ,milk
bikis , Good day, Bourbon ,little hearts, crackers , nutria-choice.
 Market Penetration and distribution: Being present in the market with such large
SKU’s and making it available through its robust distribution system, Britannia has
penetrated to every nook & corner of the country.
 Market Leader in bakery: Britannia Industries Limited (BIL) is a major player in the
Indian Foods market with leadership position in Bakery category and has a market
share of ~ 30% in the industry. Britannia offers both delightfully indulgent and healthy
choices in biscuits,bread, cake, rusk and arange of dairy products that include cheese,
curd and specially formulated functional beverages with a dairy base.

Weaknesses in the SWOTanalysis of Britannia
 Over dependency on the biscuit business:Britannia’s75% revenue comes from
biscuit business. Although they are market leader in the same but over dependency on the
same may affect their long term existence in the business.
 Various brands got commoditized over time: Brands like Bourbon & glucose
biscuits of Britannia got commoditized over time such as in case of “bourbon”, Parlealso

8. introduced“Parle bourbon”biscuits. Brand namewhenusedlike thisbyothercompanies,
creates confusion in the mind of the consumers resulting in loss of sale.
 No overseas presence:Apartfrom IndiaBritanniahave presence inDubai &Omanthat
too through subsidiaries. But overall export of the products is very less then its actual
potential.
 Struggling dairy business:Dairybusinesscontributesonly5% of the company’soverall
revenues.

Opportunities in the SWOTanalysis of Britannia
 Emerging Dairy Industry: With organoleptic (flavor, taste& color) features shaping the
dairy industry, improving dairy products can help the company to improve their
market share & reposition itself in dairy market.
 Changing lifestyle & demand for healthier food products: Improvement in literacy
rate, health awareness,changing lifestyle,&increasein disposable income are shaping
the demand for healthy food products.
 Overseas Market: Expanding its business to other overseas market can help the
company to emerge as a global player in the food products.
Threats in the SWOTanalysis of Britannia
 Competition in the market: With increasing number of players (local players – Anmol,
Priya & national- ITC, Parle), it’s becoming very hard for the company
to differentiate themselves from others. There is also threat from counterfeit
products destroying its brand image in the market.
 Price of raw material: Increasing price of commodities will result in further increase in
the price of the end product. Further increase in price will result in decrease
in profitability or reduced consumption.
 Buyers power: With highly diversified consumer goods market where there are lots of
brands claiming different sorts of benefits, it’s very difficult for consumers to stick to
a particular brand & hence results into brand switching where consumer get power to
select a brand based on several factors like availability, reference group
recommendation, preference & price.

9. Comparison between parle-g and Britannia:-
DESCRIPTION BRITANNIA PARLE
Established 1891 1929
Nature of business Public ltd Family run
No of manufacturing
units
5 own , 40CMU 8 own,60 CMU
Market share
value)
32.80 % 32.94%
Ads Major methods
Endorsement
Cricket events and
players
Celebrities
Endorsement
New areas of
promotion
Environment Health & Wellness

10.  The literature review or survey section examines recent (or historically significant)
research studies, complete data or industry report that act as a basic for the proposed
study. Research related literature primary data from a comprehensive perspective,
moving to more specific studies that associated to my project.
 The literature review is basically a primary data that I have gathered from the survey
with my class-mate which specified that parle-g is number one in glucose biscuits
segment. On the basis of primary data I began or research.
Research design:-
Type and nature of the study
The hypothesisthatwe wantto studyand we wantto findoutwhy parle-gisnumberone glucose
biscuit.Thishadmade the researchbase to cause andeffectoreintation.The problemwastaken
intoconsiderationlookingthatthe dataavailable onthe consumptionpatternof glucose biscuit.The
data showed65% of glucose biscuitshare ownbyparle-g.
The consumptiontrendwhere observedaroundthe populationsurroundingusandonline portal.the
cause for towardsbiscuitswasnotknownhence the studystressesonthe cause of whyisthe
biscuitsnumberone.The questiondesigningwasmostlykeptclose endedwiththe question
targetingonthe performance,conformance,aestheticsandrealibilityof products.the productunder
considerationhasnosegmentandistargetedatpopulationingeneral withoutdifferentiatingits
consumers.
Sample design:-
The sample to be chosen was people who consumed parle g biscuits and there was no other
criterion.the samplingtechniqueusedinthiswaywasconvenientsampling.the chancesof errorwere
less,for the data,due to commonality of the product and positive response of each of the
respondent.also the data to be collected was of type which could be answer by anyone who eat
biscuite.thesamplecreate bybothmaleandfemale,acrossallages.therewasnoduplicationof sample
as all the sample are from different area. Which where in the proximity of the interviewer.
The sample was upto date and study was conducted recently and hence data was revelant for
the current timing, the method of sampling was random and hence probabilistic.the sample
size is also not true represantation of population under consideration but an experimental
sample of population.the number of sample is 44 due to limitation on time basis and cost of
research.

11. EXPLANATION:-
During the course of the study I had 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 allotted. As a result we had to select the retailers according to our
convenience. I 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. Anant wadi (babulnath)
b. Gai wadi (hinduja college)
c. Azad maidan
d. Mint chowk (fort)
f. Khau gali ( fort )
ORGANIZED RETAIL STORES:
a. Spencer`s retail
b. Reliance retail (reliance fresh)
c. Aditya birla (more)
4. Sample size:- a total of 70 unorganized retail stores with 30 organized retail stores and
100 consumers. And 68 number of student and classmate

12. Data collectionmethod:-
The data was collected from different source and of different type.the initial study of the
product was done online and the data collected for it was from the companies website
www.parle.com also through survey by preparing questionnaire ,some secondary data was
collected from web site www.mouthshut.com ,www.google docs.com,this site gave option
for different people.
The data collected from this source is more passive and it just gave a small insight into the
product favoritismamong the people.the primary data was collected by questionaire method
where the question where close ended as the sample sizewas greater and anlysis of the study
would become easier owening to the definite replies for the question.
Data analystic techniques used:-
For the anylsis of the replies the primary data was uploaded on the googledocs and then with
the help of it graphs and plots were plotted for univariate,bivariate and trivariate analysis.
The data collected was non-parametric nature and involved no question which was of
paramatric form and hence could not be tested for the sample size.

13. Analysisof data:-

23. Result of data analysis:-
Hypothesis substantiated/unsubstantiated
Afterthe analysisof ourdata I had to rejectournull hypothesis.sothere wasareasonforthe success
of parle-gwhichhelphimtobecome numberglucosebiscuitsegment. andalsoIfindthatmostof the
questions are favoured to parle-g as compared with competitors. Also I find that most of the un
organised retail are accepted that parle-g is the highest selling biscuits due to price difference as
compare to other glucose biscuits and also most of the patient, school student, are number of
consumer for parle-g brand.
Industrial visit to parle factory:-
After visiting the PARLE factory as industrial visit I have analyzed that the best selling
branded biscuit company offers its customers with large variety of biscuits (parle-g, krack-
jack, Monaco, hide and seek etc.), confectionaries (mangobite, melody, poppins) and snacks
(Musst bites)
It aims “TO SERVE PEOPLE AND NATION”
The privately owned self financed company provides motivation 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 comfortable and relaxed that helps in
increasing productivity 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.

24. Conclusion:-
The three major attributes which influence the position of the biscuitsin the market where quality,
price anddistributionof the biscuits. parle-galsoenjoythe marketshare asitisinthe marketformore
than 60 yearshence it has a followupfrom differentgeneration.The distributionchannelstake into
considerationandsee toitthatthere isnolagin supplyof the biscuitsinthe market, therehave been
lag in supply of competitor biscuits
The competitor(Britannia) for the biscuits are very recent and have been provedto be no threat till
this point of time. other companies have come up with glucose too but they have not been able to
capture the marketthat successfully.The qualityof the competitorisnotuptothe markas compared
to parle-g.the price ishighlycompetitiveinthe marketanditisthe cheapestamongall the biscuitsin
the glucose biscuits segment. the value for money that people get from parle-g is much better as
compare to any other biscuits.
Recommendation:-
During the study it was seen that people are not influenced by commercials of parle-g hence
the company can save the cost on promotion and the fund could be used at some other
needed place. this cost reduction can conveyed to the customers or profit of the company.

25. Bibliography:-
 Research methodologyby N.thanulingom
 Research methodologybyC.R.Kothari
 Methodology of researchinsocial science byDr.O.R. KRISHNASWAMI
 Www.google.com
 Www.mouthshut.com
 Www.parleproduct.com
 Www.wekipedia.org