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. CERTIFICATE
This is to certify that the project work entitled “Brand representation of
Parle 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 for
the partial fulfillment of the Summer Internship Programme.
To the best of my work knowledge and belief the Project embodies the work of
the candidate himself and has been duly completed. Simultaneously, the Project fulfils
the requirement of the rules and regulation related to the summer internship of the
institute.
Faculty Guide
Prof. Sachin N. Gaikwad
Training & Placement Officer
Date:
Place:

3. CONTENTS
CERTIFICATE
CONTENTS
ACKNOWLEDGEMENT
1.PROFILE OF THE COMPANY
NAME,
LOCATION,
HISTORICAL BACKGROUND,
PRODUCTS/SERVICES,
NO. OF DEPTS.,
NO. OF EMPLOYEES,
HR POLICIES
INFORMATION ABOUT MARKETING/FINANCE/PRODUCTION,
BRANDS, VISION, MISSION, FUTURE PLANS
2. RESEARCH DONE-
INTRODUCTION,
OBJECTIVES,
METHODOLOGY,
CONCLUSIONS,
JOB DESCRIPTION-YOUR EXPERIANCES/LEARNINGS

4. ACKNOWLEDGEMENT
A successful completion of job is based upon the chain of factors
combining together to make an integral outcome. The cooperation of the factors
mixed with sincere effort can lead to best performance. Our project is also no
exception to this. So it becomes necessary to mention this before we start writing
the study report.
We take this opportunity to express our deep sense of gratitude to all
those who have contributed significantly by sharing their knowledge and
experience in the completion of this project work.
We would like to place on record, our sincere gratitude to Mr. Nilesh
Thalan (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 distributors
and wholesalers and retailers with whom we interacted and all those people who
indirectly or directly helped us.
SACHIN FARAD
MBA II

5. 1. PROFILE OF THE COMPANY
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 changed with these biscuits. Yes, the size of their packing
has definitely changed but for the consumer good as these are money saver
pack.
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.
Initially a small company was set up in the suburbs of Mumbai city
to manufacture sweets and toffees. The year was 1929 and the market was
dominated by famous international brands that were imported freely.
Despite the odds and unequal competition, this company called Parle
Products, survived and succeeded by adhering to high quality and
improvising from time to time
A decade later, in 1939, .Parle products began manufacturing
biscuits, 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 75 years, Parle have been manufacturing quality biscuits
and confectionary products. Over the years Parle has grown to become a
multimillion dollar company with many of the products as market leaders
in their category. The recent introduction of Hide & Seek chocolate chip
biscuits is a product of innovation and caters to a new taste, being India’s
first ever chocolate chip biscuits.

6. Apart from the factories in Mumbai and Bangalore Parle also has
factories in Bahadurgarh in Haryana and Neemrana in Rajasthan, which
are the largest 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 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

7. positioning allows people from all classes and age groups to enjoy Parle products to
the fullest.
Biscuit goodies: Confectionary:
Parle-G GolGappa
Krackjack Classic Mint
Monaco Lite Mint
Monaco Funion Kismi
Kreams Orange Candy
Hide and Seek Mango Bite
Hide and Seek Milano Melody
Poppins
Eclairs- 50 p
Bourbon Melody Softe- 1Rs.
Kismi Bar
Parle Marie Chox
Kacha Mango
Milk Shakti Mazelo
Imli Bite
Kismi Gold
Parle 20-20 Cookies Munch on snacks:
Nimkin 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 tea- time snack, they are considered by many to be an important
part of their 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

8. For over 65 years, Parle G has been a part of 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
20-20
Rich butter and tempting cashews. An irresistible combination.
Parle Twenty-20 cookies. Baked to perfection to deliver the perfect
experience of taste and aroma, they melt in your mouth to give you a
cookie eating experience unlike one you have ever had before enjoy a
feast of crunchy, crispy scrumptious cookies. Pack Sizes available: 75
G, 110 G, 225 G
Monaco

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 G
Krackjack
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. Parle Confectionaries:
Right from candies to toffees, the sweet 'n' treat 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 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 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

11. multi-million dollar company. While to consumers it's a beacon of faith and
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.
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 present
market scenario in biscuits captured by the Parle and the other competitor
brands viz., Britannia, ITC & Other.
The researchers were required to see the coverage by Parle Products
Pvt. Ltd., and bring out the potential and loyal retailers so that the
company could maintain the market leadership in the existing business
scenario in the biscuits and the confectionaries.
During the course of study the researchers visited around 450
unorganized retail stores and 30 organized retail stores and analyzed all

12. major brands of biscuits available as well as studied the brands, which are
most preferred among the retailers.
The study encompasses the penetration of the existing Parle
products (biscuits and confectionaries).
Their motive was to study the working of the distributors in
Amravati City market. They have mentioned the problems and the loop
holes in the Parle’s 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 unorganized retail stores in terms of brand availability with
the help of hypothesis testing, Depth of Parle with other competitor, Space
sharing by Parle and other competitors, and distributors services given to
a 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. 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 of
JUNE 2011 to 30th of JULY 2011.

14. PROJECT METHODOLGY:
Understand and study the plans
and 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. Research Type:
EXPLORATORY RESEARCH
EXPLANTION: The study was conducted by Parle Products Pvt. Ltd in 6-
7 areas of Amravati City 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 sample design is a definite plan for obtaining a sample for a given
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 Amravati City (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

16. retailers according to our 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(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 Chouk
Organized 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. 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. 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 the
best 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 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.

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. FINDINGS:
After close study of the present market situation prevailing in the areas
assigned 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. 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, 10
organized retailers and 4 Distributors, the researchers found that there is
a bigger market for biscuits and Confessionary in unorganized retail stores
if proper supply of goods without breakage is there.
It was 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

22. and trying to change the dynamics of the market, Parle G’s numbers &
Quality position is unchallenged. Its 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, 20-
20, 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 20-
20, 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.

23. Appendix:
QUESTIONNAIRE
Name 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 Other
Remark: ________________________________________________

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: (www.wikipedia.com)
www.parleproducts.com
www.tradeindia.com