SuMmeR InTerN PrOJecT REPorT@ PARLE G

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SUMMER TRAINING PROJECT REPORT
( NMBA 035 )
ON
MARKET SHARE AND PRODUCT AVAILABILITY (BISCUITS DIVISION)
OF PARLE WITH SPECIAL REFERENCE TO AGRA REGION
Submitted by:
SONU KUMAR SAH
MBA III Semester
2015-2017
In the partial fulfillment of the requirement for
MBA Degree Programme
Of Dr.A.P.J. Abdul Kalam Technical University, Lucknow
Hindustan Institute of
Management & Computer Studies
Farah, Mathura (U.P.)
ACKNOWLEDGEMENT

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This is a great opportunity to acknowledge and thank to all those persons
without whose support and help this project would have been impossible. We
would like to add a few heartfelt words for the people who were part of this
project in numerous ways.
I am thankful to my HOD Dr. Abhilasha Singh (Hindustan Institute of
Management and computer studies, Mathura) for her indispensable support and
encouragement throughout the project.
I would also like to thank to my project guide Mr. Rahul Khandelwal and Ms.
Tanu Marwah for their indefatigable guidance, valuable suggestions, moral
support, constant encouragement and contribution of time for the successful
completion of project work. I am very grateful to them for providing all the
facilities needed during the project development.
I also thank to my counselor Mr. Shantanu Sahu for his indispensable support
and encouragement throughout the project. Finally I would also like to thank to
those who helped me in the preparation of the report directly or indirectly.
Sonu Kumar Sah
MBA III Sem

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DECLARATION
I, SONU KUMAR SAH student of MBA-III semester, Hindustan Institute
of Management & Computer Studies, Mathura, hereby declare that the
Summer Training Project titled “Market share and product availability
(Biscuits division) of Parle with special reference to the Agra region” is the
outcome of my own research and prepared by me and the same has not been
submitted to any other university or institution for the award of any degree or
diploma.
I have submitted the copy in this college, and therefore it is the sole property of
the institute. Any use of this project without the prior written permission of the
institute or me will be considered illegal and actionable.
PLACE:………………………
DATE:
Name of Student: Sonu Kumar Sah

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PREFACE
The Summer Training Project Program is the integral part of MBA curriculum.
During the course of training, the trainees are expected to use and apply their
academic knowledge and gain a valuable insight into corporate with all its
environment operational complexities.
This project accomplished by me as a part of my post graduation to fulfill the
requirements of completion of the degree, course of the degree that I have done
keeping in mind the importance and relevance of this project to my future
professional life.
The training offers a valuable opportunity to the trainees to meet and implement
the academic knowledge to the real world situation. I came out with the project
titled “Market share and product availability (Biscuits division) of Parle
with special reference to Agra region” in this report I have tried my best to
put my maximum efforts to compile the data with utmost accuracy and hope
this report will give complete satisfaction to the readers.
Sonu Kumar Sah
MBA III Sem

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MARKET SHARE AND PRODUCT AVAILABILITY
(BISCUITS DIVISION) OF PARLE WITH SPECIAL
REFERENCE TO AGRA REGION

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INTRODUCTION OF BAKERY AND CONFECTIONARY INDUSTRY
IN INDIA
The estimate made by the Ministry of Food Processing Industries
(1998), the total market of bakery product, bread and biscuit is estimated at
1.5mn ton and 1.1mn ton respectively. The cake market is estimated at 0.4mn
ton. The organized segment of the biscuit market is estimated to be 0.44mn
tons whereas the unorganized sector accounts for the balance 0.66mn tons.
Bread market is estimated to be growing at around 7% pa in volume terms,
whereas the biscuit market in the recent years has witnessed a little higher
growth at around 8-10% pa. Within the biscuit category, cream and specialty
biscuits are growing at faster pace at 20% pa.
Besides the industrial areas in leading metropolis the bakery product &
confectionery are carried on small-scale basis also at household level.
Whereas, the confectionery industry has developed remarkably with the
international brand mingling with the domestic market toffees, chocolates etc.
produced at large scale in important industrial regions of the country. Growth
promotional activities in 1977-78 Government reserved the confectionery
bread and biscuit manufacturing for small scale and restricted entry of large
producers. During the last 2 decades, small and unorganized players shared
the growth in the industry. Currently, there are an estimated 2 million
bakeries across the country engaged in production of bread, biscuits and other
products.
The Indian confectionery market is segmented into sugar-boiled
confectionery, chocolates, mints and chewing gums. Sugar-boiled
confectionery, consists of hard boiled candy, toffees and other sugar based
candies, is the largest of the segments and valued at around Rs 2,000crores.

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The confectionery industry has a current capacity of 85,000 tons, the
market is growing at the rate of 10-15% per annum. The estimated annual
production of bakery products in India is in excess of 3 million tons, of which
bread accounts for nearly 50% and biscuits 37% in volume terms in the
organized sector. The bakery sector in India is one of largest segments of the
food processing industries; annual turnover in value terms is approximately $
900 million.

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HISTORY OF BISCUITS INDUSTRY
Sweet or salty, Soft or crunchy, Simple or exotic everybody loves
munching on biscuits, but do they know how biscuits began? The history of
biscuits can be traced back to a recipe created by the Roman chef Apicius, in
which "a thick paste of fine wheat flour was boiled and spread out on a plate.
When it had dried and hardened it was cut up and then fried until crisp, then
served with honey and pepper.
The word 'Biscuit' is derived from the Latin words 'Bis'(meaning
'twice') and 'Coctus'(meaning cooked or baked). The word 'Biscotti' is also the
generic term for cookies in Italian. Back then, biscuits were unleavened, hard
and thin wafers which, because of their low water content, were ideal food to
store.
As people started to explore the globe, biscuits became the ideal
travelling food since they stayed fresh for long periods. The age, thus,
witnessed the boom of biscuits when these were sealed in airtight containers
to last for months at a time. Hard track biscuits (earliest version of the biscotti
and present-day crackers) were part of the staple diet of English and
American sailors for many centuries. In fact, the countries which led this
seafaring charge, such as those in Western Europe, are the ones where
biscuits are most popular even today. Biscotti is said to have been a favorite
of Christopher Columbus who discovered America!
Making good biscuits is quite an art, and history bears testimony to that.
During the 17th and 18th Centuries in Europe, baking was a carefully
controlled profession, managed through a series of 'guilds' or professional
associations. To become a baker, one had to complete years of apprenticeship
-working through the ranks of apprentice, journeyman, and finally master

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baker. Not only this, the amount and quality of biscuits baked were also
carefully monitored. The English, Scotch and Dutch immigrants originally
brought the first cookies to the United States and they were called teacakes.
They were often flavored with nothing more than the finest butter, sometimes
with the addition of a few drops of rose water. Cookies in America were also
called by such names as "jumbles", "plunkets" and "cry babies".
As technology improved during the Industrial Revolution in the 19th
century, the price of sugar and flour dropped. Chemical leavening agents,
such as baking soda, became available and a profusion of cookie recipes
occurred. This led to the development of manufactured cookies.
Interestingly, as time has passed and despite more varieties becoming
available, the essential ingredients of biscuits haven't changed like 'soft' wheat
flour (which contains less protein than the flour used to bake bread) sugar,
and fats, such as butter and oil. Today, though they are known by different
names throughout the world people agree on one thing - nothing beats the
biscuit!

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HISTORY OF INDIAN BISCUITS INDUSTRY
Indian Biscuits Industry came into major existence and started gaining a
sound status in the bakery industry in the later part of 20th
century when the
urbanized society called for readymade food products at a tenable cost.
Biscuits were assumed as sick –man’s diet in earlier days but today it has
become one of the most loved fast food products for every age group. Biscuits
are always easy to carry, tasty to eat, cholesterol free and reasonable at cost.
States that have the larger intake of biscuits are Maharashtra, West Bengal,
Andhra Pradesh, Karnataka and Uttar Pradesh. Maharastra and West Bengal
are the most industrially developed states holding the maximum amount of
consumption of biscuits. Even, the rural sector consumes around 55% of the
biscuits in the bakery products.
Indian Biscuits Industry seems to be the largest among all the food
industries and has a turnover of around rs3000crores. Indian subcontinent is
known to be the second largest manufacturer of biscuits, the first being the
USA. The industry is classified under two sectors: Organized and
Unorganized. Bread and biscuits are the major part of the bakery industry and
covers around 80% of the total bakery products in India. Biscuits today stand
at a higher values and production level than bread. This belongs to the
unorganized sector of the bakery industry and covers over 70% of the total
production.
In the year 1990 the total production of bakery products have risen from
5.19lac tons in 1975 to 18.95lac tons. Today Biscuits contributes to over 33%
of the total production of bakery and above 79% of the biscuits are
manufactured by the small scale sector of bakery industry comprising both

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factory and non factory units in the country. The production capacity of wafer
biscuits is 60 MT. and the cost is Rs. 5678400 with a motive power of 25
K.W. Indian biscuits industry has occupied around 55-60% of the entire
bakery production. Today the large scale bakery manufacturer like Cadbury,
Nestle, and Brooke bond had traded in the biscuit industry in the year 1953.
According to FBMI a steady growth of 15% per annum in the next 10 years
will be achieved by the biscuit industry of India. Besides, the export of
biscuits will also surpass the target and hit the global market successfully.
Today the total production of biscuits in India is estimated to be around
30lac MT, the organized sector accounts for 65% and the unorganized sector
accounts for 35% of the total industry volume and the organized sector is
valued at above Rs 8000crores. While the biscuit industry is estimated to
grow over 15-17% in the next few years the biscuits per capita consumption
in India is 2 kg. India is ranked 3rd
after US and China amongst the global
biscuits producers. The export of biscuits is approximately 17% of the annual
production, the export of sweet biscuits for the year 2007-08 was Rs
145.93crore and for year 2008-09(April-Dec) was Rs 280crores, the major
exporting regions were Haiti, Angola, USA, Ghana, UAE. The imports are
not significant amount as compared to the total consumption.
The penetration of biscuits in India among the urban and rural market is
85% and 55% respectively. The annual turnover for the organized sector of
the biscuits manufacturers at 2001-02 is Rs 4350crores. The annual Growth
showed a decline o 3.5% in 2000-01, mainly due to 100% hike in Central
Excise Duty (from 9% to 16%) by the government. Production in the year
2001-02 increased very marginally by 2.75% where in 2002-03 the growth is
around 3%. Government took initiative for the development as The Union

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Budget for 2003-04 granted 50% reduction in the rate of Excise Duty on
biscuits i.e. from 16% to 8%. The Federation’s estimate indicates a growth of
approximately 8% to 9% per year.
Biscuit is always hygienically packaged nutritious snack food available
at very competitive prices, volumes and different tastes. According to
NCAER analysis, biscuits are predominantly consumed by people from the
lower strata of society, particularly children in both rural and urban with an
average monthly income of rs 750 and above. Indian Biscuits Industry is the
largest among all the food industries and has a turnover of around RS.
4350crores. Biscuits Industry contributes Rs 8000crore to the FMCG industry
today, provides vast opportunity for growth as per capita consumption of
biscuits is less than 2.1 in our Country. India is classified under two sectors:
Organized and Unorganized Branded / Organized to Unbranded.
Unorganized market share of biscuits has been 70% for organized sector and
30% for unorganized sector. Apart from Big 3(Britania, Parle, ITC) there are
around 150 medium to small biscuits factory in India.
The Biscuit Industry employs almost 3.5lac people directly and 30lac
people indirectly. Britania brand is now available in nearly 1.8 million outlets.
Britania claims that it has a superior distribution clout with its presence which
is nearly 3.3 million outlets. Parle, the seasoned player itself, says it is
available in 1.5 million. Sunfeast’s next step was to step up its branding and
promotion. Indian Biscuits market is 1.1 million tons per annum at Rs 50
billion. About 90% of Indians buy and eat biscuits. According to estimates the
bakery industry in India is worth Rs.69 billion. Out of which bread and
biscuits hold about 82% of the share. The bread market has a business volume

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of 1.5 million tones. The major factors for growth in the segment are brand
loyalty volumes and strong distribution networks.
The Indian Biscuits Industry is finding it tough to stand on its ground
due to diversified products on the shelves and also due to a huge inflow of
foreign brands. In 2015-16, the cookie segment, which includes brands such
as Bournvita biscuits, Britania’s Good Day and ITC’s Delishus, contributed
30% to the overall market and grew by more than 13% over the previous year.
In contrast, Marie witnessed growth of 7.9% in the same period compared to
11.9% in 2014-15, while salt crackers declined 3.3% in 2015-16 compared to
a growth rate of 3.2% in 2014-15, according to market research firm Nielson.
In fact Parle-G glucose biscuits has become the largest biscuits brand in
the country, as the Indian populace take biscuits with tea and coffee on a
regular basis while Parle-G is the dominant player with over 12% market
share in the Rs 25000crore domestic biscuits market, Good Day which falls in
the Cookie category is the second largest player with around 95 market share,
Mondelez, maker of Cadbury chocolates and Oreo cookies is betting big on
the market that is growing by over 7% year on year. In terms of volume, India
has emerged as one of the three markets for Oreo, the world’s largest selling
biscuits. FMCG major ITC has carved itself a niche share in the Indian
biscuits scenario. The health category in the biscuit market that includes
digestive biscuits is pegged at around Rs 400crore at present and growing by
15-16% every year.
Biscuit is a comparatively low margin food product in the PMCG
(Packaged Mass Consumption Goods) sector. The commodity is also price
sensitive, as a consequence of which, even when the Excise Duty was

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doubled on biscuits in 2000-01 biscuit manufacturers, including the major
brands, were not able hike MRPs to the extent of the steep increase in the
Duty. Taxation, both Central Excise Duty as also State Sales Tax, other
miscellaneous levies i.e. turnover tax, local area tax, mandi taxes, purchase
tax, Octroi etc., has been a major deterrent in the growth of the biscuit
industry. The CII Study Report has identified Biscuit as one of the products
that should treated as "Merit Good for the purpose of liberal tax policy both
by the Centre and States.
Besides lack of technology upgradation in manufacturing, packaging
etc has also been a factor affecting the industry, along with inadequate
financial credit and support particularly for the medium and small scale
biscuit units. On the other hand, the Government of India has identified food
processing industries as a priority area to be encouraged for growth and
development and created the Ministry of Food Processing Industries (which
was till then a Dept in the Ministry of Agriculture), headed by an Ministry of
State with Independent charge. Biscuit manufacturing as well as other bakery
products like Bread etc are agro based industries, with the major inputs wheat
flour/Atta sugar, milk vanaspati/ vegetable oil etc all being agriculture
produce.
Industries such as Biscuit are also languishing as they are not able to
achieve their potentials for higher production, in the absence of the concrete
food Processing Industry Policy. FBMI in close coordination with other
organizations and apex Chambers, initiated to urge the Govt. of India to
formulate a comprehensive Policy Document, for smooth growth and
harmonious development of the industry. The Food Processing Industry
Policy, which has been evolved as a result of various workshops,

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deliberations and representations by a large cross section of food processing
industries, is yet to be finalized. It is hoped that the Ministry of Food
Processing Industries, GOI would initiate action for implementation of the
Policy expeditiously.
The enormous Rs. 6000-crore Indian biscuit market will soon have a
new entrant. UK’s premier biscuit company, United Biscuits, is looking at
entering this profitable market by tying up with local firms. United Biscuits is
the world’s third largest biscuit firm, and is currently exploring
manufacturing, marketing and distribution options in emerging markets like
India. It is little wonder that UB has identified India as a strong market to
explore, considering India is the world’s second largest manufacturer of
biscuits, after USA. Access to this huge market is said to be ultra profitable
for several international food brands, and UB is going with the flow.
With its focus on bringing new and innovative products to consumers,
ITC steadily gained a Considerable market share which currently stands at 6.3
percent. Apart from good products and aggressive marketing, ITC has the
advantage of well-built distribution channels, thanks to its tobacco business.
However, Sunfeast still has a long way to go as it continues to battle it out
with the industry’s big two. In this scenario, it would be interesting to see
how well a massive European brand like United Biscuits would fare and who
it would tie up with. Talks are presently on with several firms in India
including Parle. It is said to be eager to tap into the high-margin health
segment of biscuits such as its McVitie’s brand. This would be a good idea in
a country which is increasingly becoming health conscious, particularly the
urban population of India.

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Brands of Major Biscuits Manufacturers:
Parle Sunfeast Britania Priyagold
Parle Sunfeast Fitkit Tiger Don
Krackjack - 50-50 CNS
Magix - Pure Magic -
Parle Cream - Cream Treat Classic Cream
Butter Cookies Golden Bites Good Day Butter Bite
- - Greetings -
- - Little Heart -
Marie Choice Sunfeast Benne vita Marie Gold Marie Lite
Milk Shakti Sunfeast Milky Magic Milk Bites Big Boss
- Sunfeast Multigrain - -
Hide & Seek Dark Fantasy - -
Fun Center - - Kids Cream
Sixer - - -
Golden Roles - - -
Monacco Bites - Nice Time Cheese Crackers
- - Coconut Crunch
- - - -

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HISTORY OF THE PARLE-G COMPANY

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History of the Company
A long time ago, when the British were ruling India, a small factory was
set up in the suburbs of the Mumbai city. The factory was set up by Mohanlal
Dayal Chauhan in the year 1929 to manufacture sweets and toffees since that
time the market was dominated by famous international brands imported freely
in India. Despite the odds and unequal competition, this Company called Vile
Parle products survived and succeeded because of high quality and improving
from time to time.
A decade later in 1939 Parle products began manufacturing biscuits in
addition to the sweets and Toffees. Already maintaining and having reputation
for quality the brand name of Parle Grew in rapid and captured market with
the product segments. Parle Glucose and Parle Monaco were the first brands of

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biscuits to be introduced which later on went to become leading name for great
taste and quality.
Being India’s largest manufacturer of biscuits and confectionary for
almost 80 years and world’s largest selling biscuits Parle-G hosts other very
popular brands. With a spanning reach even to the remotest village of India the
company has come a very long way since its inception.
The Parle have won acclaim at the Monde Selection since 1971. The
Parle has grown to become a multimillion dollar company having 40% share
of total biscuits market and 15% of the total confectionary market in India.
While to the consumers it’s a beacon of faith and trust. Competitors look upon
Parle as an example of marketing brilliance.
The original Parle Company was split into three separate companies
owned by the different factions of the Chauhan family:
 Parle Products led by Vijay, Sharad and Anup Chauhan (Owners of the
brand Parle-G, Melody, Mango bite, Poppies, Monaco & Krackjacks.
 Parle Agro led by Prakash Chauhan and his daughters Schauna, Alisha
& Nadia (owners of the brands like Frooti & Appy).
All three companies continue to use the family trademarks name “Parle”.
The original Parle Group was amicably segregated into non competing
business. But the dispute over the use of Parle brand arose when Parle Agro
enters into the confectionary business, thus becoming a competitor to Parle
products. In Feb 2008, Parle products sued Parle Agro for using the brand
Parle for competing with confectionary products. Later on Parle Agro
launched its confectionary products under a new design which did not include

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the Parle brand name Since the Bombay high court interferred in the year
2009.
Apart from the factories in Mumbai and Bangalore, Parle also have the
factories in Bahadurgarh in Haryana and Neemrana in Rajasthan which are the
largest biscuit and confectionary plants in India. Additionally it has 10
manufacturing units and 75 manufacturing units on contract basis. All these
factories and manufacturing units are located at the Strategic location so as to
ensure constant output and easy distribution of the product in the market. The
Parle biscuits brands such as Parle G, Monaco, Krack jack and confectionary
brands like Melody, Poppins, Mango bite and Kismi are some strong imagery
and popular brands amongst consumers. The Parle biscuits and confectionaries
are fast growing acceptance in international markets such as Middle East Asia,
South East Asia, Africa and few sophisticated economies like USA, UK,
Canada, New Zealand, Australia now relish on the Parle products.

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Fig: The manufacturing units and factories locations of Parle G in INDIA

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PARLE G –The Evolution
It has been a strong household name across India. The great taste, high
nutrition, and the international quality, make Parle G a winner. No wonder it’s
the undisputed leader in the biscuit category for decades. It is consumed by
people of all ages from the rich to poor, living in cities and in villages. While
some have it for breakfast for others it is a complete wholesome meal. For
some it’s the best accompaniment for Chai, while for some it’s a way of
getting charged whenever they are low on energy. The incredible demand led
Parle to introduce the brand in special branded packs and in larger festive tin
packs. By the year 1949, Parle Glucose biscuits were available not just in
Mumbai but also across the state. It was also sold in parts of North India.
Looking at the success of Parle G, a lot of other brands biscuits were
introduced in the market and these brands had names that were similar to
Parle G. Biscuits so that if not by anything else, the consumer would err in
picking the brand.
Originally packed in the wax paper pack, today it is available in a
contemporary, premium pack with attractive side fins. The Parle g was only
biscuits brand that was always in short supply. It was heading towards
becoming an all time great brand of biscuits. The advertisement of Parle
brand began in 1980s. It was mainly advertised through press ads. The
communication spoke about the basic benefits of energy and nutrition. In
1989s, Parle g released its Dadaji commercial, which went on to become one
of the most popular commercial advertisement for Parle G. The commercial
was run for a period of 6 years. Parle G grew bigger by the minute. In the year
1997, Parle G sponsored the tale-serial of the Indian superhero, Shaktimaan
that went on to become a huge success. The personality of the superhero

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matched the overall superb benefit of the brand. Parle extended this
association with Shaktimaan and gave away a lot of merchandise of
Shaktimaan, which was supported by press communication.

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Some Major Biscuits Brand of Parle
There are large number of biscuits manufactured by the Parle but
following are the few major brands of Parle that made it world’s largest
biscuits selling company:
1. MONACO
It was launched in 1942. It is the pioneered biscuits falling under the
category of Salted Cracker and is truly any time brand of the Parle. Under
the Monaco family the Monaco Cracker, Monaco cheese, Monaco bites are
the some biscuits. The Monaco is available in Classic Salted and Zeera
flavors.
2. KRACKJACK
It is the biscuit that was launched in the year 1972. It is India’s first
biscuits with the original sweet and salty taste that has been loved by the
millions of the consumers of the world.

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3. MAGIX
Magix is escaped into the delicious Magical Masti of rich creamy
goodness with Parle Magix. Parle Magix is available in many flavors such as
chocolate, orange, elaichi, pineapple, mango.
4. HIDE & SEEK
Hide & seek was launched in 1996. First of its kind chocolate chip
cookies in India Hide & Seek is best known today for its rich chocolaty
experience. The Hide & Seek is available in Chocolate chip and Caffe-Mocha
flavors. It is also available in flavors of Hide & Seek bourbon, Hide & Seek
Fab, Hide & Seek Choco Rolls and many more flavors.

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5. 20-20 COOKIES
The 20-20 Cookies of Parle is filled with the richness of cashew, the
goodness of butter and tinge of Jeera. 20-20 has become every household’s
favorite snacks.
6. PARLE – G
The Parle-G is the oldest biscuits manufactured by the Parle till now. It is
filled with the goodness of Milk and wheat. Parle-G has been a source of all
round nourishment for the nation since 1939.
As its unique taste expanded over the globe, Parle-G was declared the
world’s largest selling biscuits brand by Nielsen in 2003.

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CORPORATE SOCIAL RESPONSIBILITY OF PARLE
Parle products with its wider platter of of Hide & Seek of biscuits and
sweets like Parle-G, Krackjack, Monaco, Melody, Mango bite and many
others since 1929 is also actively engaged to change and uplift the social face
of India. As a part of Corporate Social Responsibility Policy, Parle is keenly
involved in overall development of younger generation with focused endeavor
to built new face of India and spread happiness and joy all over.
Parle centre of Excellence as an institution is dedicated to enrich the
lives of people through conducting various cultural programs across all region
to facilitate the all round development of the children. Every year, Parle
organizes Saraswati Vandana in the state of West Bengal during the festival
of Saraswati Puja, inviting schools from all across the state to participate. The
event is one of much fun fare and celebration, keeping alive the culture and
traditions of ages. Our involvement in cultural activities has seen the
inception of Golu Galata in TamilNadu, held during Navaratri. It gives a
platform to all the members of a household to showcase their creativity and
being judged by imminent personalities. Thousands of families participate
and celebrate the occasion on a grand scale.
These events give Parle the chances to interact with children on one to
one basis, and promote their belief of fun and health for the whole family.

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ORGANIZATION STRUCTURE OF THE COMPANY
An organization structure defines how activities such as task allocation,
coordination, and supervision are directed towards the achievements of organizational
aims. It can also be considered as the viewing glass or perspective through which
individuals see their organization and its environment. Organization structure is teamwork
of the formal relationship that has been established. The purpose of the structure is to assist
in regulating and directing the efforts of an organization so that they are in coordination
and consistent with organization.
Organization structure of the company shows the interrelationship between
employer and employee or vice-versa. It shows a clear cut line of authority, responsibility
and accountability. Among the various types of organization structure Parle has adopted
Vertical management structure. An organization can be structured in many different ways,
depending on their objective. The structure of an organization will determine the modes in
which it operates and performs. Organizational structure allows the expressed allocation of
responsibilities for different functions and processes to different entities such as the
branch, departments, workgroup and individual. Organizational structure affects
organizational action in two big ways. First, it provides the foundation on which standard
operating procedures and routines rest. Second, it determines which individual get to
participate in which decision making processes, and thus to what extent their views shape
the organization’s action.

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Director
GM
Unit Head
Deputy Manager
Assistant Manager
Executives
Officer
Assistant Officer
Worker

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OBJECTIVES OF THE STUDY
1. To find out the market share of Parle (biscuits division) in Agra region.
2. Availability of Parle products and the major competitors of Parle
biscuits in Agra.

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LITERATURE REVIEW
A literature review is a body or steps of the research process which is
body of text that aims to review the critical points of current knowledge on a
particular topic. Most often associated with science oriented literature such as
thesis the literature review usually preceeds a research proposal, Methodology
and results section. It is a comprehensive review of studies done earlier i.e.
published and unpublished from secondary sources. The main aim of the
literature review is to become familiar with the problem and formulate of
action plan smoothly for the sort out the problem clearly.
The literature review or survey section examines recent (or historically
significant) research studies, company data, or industry reports that act as a
basis for the proposed study. Research related literature and related secondary
data from a comprehensive perspective, moving to more specific studies that
are associated with our study.
The literature review helps us to understand the need for the proposed
work to appraise the shortcomings and/or informational gap in secondary data
sources. This analysis may go beyond scrutinizing the availability or
conclusion of past studies and their data, to examine the accuracy of
secondary sources, the credibility of these sources, and the appropriateness of
earlier studies.
The literature review is basically a secondary data that we have gathered
from the website of Parle-G, mouthshut.com and various other sources which
specified that the Parle-G is Number 1 in Glucose biscuits segments. On the
basis of this secondary data we began our research. The opinion given by the

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various intermediaries and customers on mouthshut.com was totally favoring
our study

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RESEARCH METHODOLOGY
RESEARCH:
A research is a carefully investigation or inquiry through search for
new facts in any branch of knowledge.
“Research comprises of defining and redefining problem, formulating
hypothesis or suggested solutions, collecting, organizing and evaluating data,
reaching conclusions, testing conclusions to determine whether they fit the
formulated hypothesis.”
------------------------- CLIFFORD WOODY
RESEARCH DESIGN
Research design is a framework or blueprint for conducting the
research smoothly and effectively. It is a detailed plan of the activities in the
project to be done. The research design facilitates the smooth flow of various
research processes which results in more accurate results with minimum
usage of time, effort and money. It includes the research approach, sample
and sampling design, observational design, data collection tools and methods
and statistical design.
The research that was conducted was qualitative in nature since it was
open ended, flexible and non statistical.
SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researcher would
adopt in selecting items for the sample. The sample design is determined
before data are collected.

37
The sampling used for the study is convenience sampling. The chances
of errors were less, for the data, due to commonality of the product and
positive response of each of the respondents. Also the data to be collected
was of type which could be answered by anyone who eats biscuits. There
was no duplication of the samples as all the samples were from different
areas which were in the proximity of the interviewer. The sample was up to
date and the study was conducted recently and hence the data was relevant
for the current timing.
 Universe(Population):
The universe chosen for the research study is the various
intermediaries of Parle G specially the Distributors, Wholesaler, Retailers of
the Parle G.
SAMPLE SIZE:
The number of the sampling units selected from the population is called
the size of the sample. The sample size of the research was the 462
respondents consisting of the wholesalers, retailers and the distributors
falling under the Market area of the Kumar Trading Concern, Agra from
whom the primary data of research was collected which is as follow as per
the market:

38
Mar
ket
Bodla
Mkt
.
Shahgu
nj
Mkt.
Sultanp
ura
Mkt.
Bund
u
katra
Mkt.
Sad
ar
Mkt
.
Prakash
nagar
Mkt
Gaspu
ra
Mkt.
Rajpura
Chungi
Mkt.
Jaipur
house
Mkt.
Arjun
nagar
Mkt
Deori
Road
Mkt.
No.
of
respo
ndent
s
21 36 51 37 43 46 56 33 45 28 46
SAMPLE FRAME:
Sample frame is the complete list of all the elements in the population
from which the sample size is drawn. The sample frame used by us were the
retailers, wholesalers falling under the geographical areas of KUMAR
TRADING CONCERN of Agra like Bodla market, Shahgunj market,
Sultanpura market, Bundu katra market, Sadar market, Prakash nagar market,
Gaspura market, Rajpura Chungi market, Jaipur house market, Arjun nagar
market and Deori road market.
 Sampling Procedure:
The procedure adopted in the research study is probability sampling,
which is also known as chance sampling. Under this sampling design, every
item of the frame has an equal chance of inclusion in the sample and there is
no biasness in the data collected of the research. Results can be generalized
and used when we have the sampling frame.

39
METHODS OF DATA COLLECETION
The data was collected through primary sources. In the initial stage,
discussion was done with the ASM (Area Sales Manager) of the Agra region
then the data was collected from the distributors. Based on this, a closed and
somewhat open ended non disguised questionnaire was prepared. The survey
was conducted taking structural personal interviews of the wholesalers,
retailers and customers of the Parle with the help of the questionnaire.
Feedback was also taken from the respondents of the Parle to get an idea of
their perception about the Parle and its various products and explore the
problem if any faced by the wholesalers or the retailers.
The data of the Parle were collected through the following sources:
 Primary Sources:
Primary data are in the form of “raw materials” to which statistical
methods are applied for the purpose of analysis and interpretations. It is the
first hand data that is collected directly from the respondents. In such sources
of data collection the researchers himself/ herself goes to the field and
enquires with the various respondents and collects data from them.
The primary data of the research were collected through the
discussions with the retailers, wholesalers and the customers.
For the collection of the primary data following methods were used:
 Observation method:
The observation method is the method in which we as a researcher just
observe the activities and behavior of the various retailers, wholesalers,
distributors and the salesman of the company. Some part of the research was

40
based on the observation methods also since we came to know the behavior
of the salesman towards the various marketing intermediaries.
 Survey methods:
The survey method is another methods of primary data collection in
which we the researchers collects the data and information from the
intermediaries by interviewing them. The interview may be structured or
unstructured, Formal or informal .While going through the research the
survey was specially done on the basis of unstructured and in-depth
interview.
 Secondary Sources:
The secondary sources of data mainly consist of data and information
that is already published and collected by the previous researchers. It may be
collected from records, company websites, libraries and from the various
journal and articles published about the company and discussion with the
management of the organization also we collected the data from the reports
already published by the previous researchers.
NATURE OF THE RESEARCH
Descriptive research, also known as statistical research, describes data
and characteristics about the population or phenomenon being studied.
Descriptive research answers the questions who, what, where, when and
how.
Although the data description is factual, accurate and systematic, the
research cannot describe what caused a situation. Thus, descriptive research

41
cannot be used to create a causal relationship, where one variable affects
another. In other words, descriptive research can be said to have a low
requirement for internal validity.

42
DATA ANALYSIS AND INTERPRETATION

43
DATA ANALYSIS AND INTERPRETATION
TABLE 1: The market share of biscuits
BISCUITS BRAND IN RETAILSHOP % MARKET SHARE
PARLE 33
BRITANIA 21
PRIYAGOLD 13
SUNFEAST 12
OTHERS 21
CHART:-
INTERPRETATION:
The table 1 along with chart shows the total market share of various
brand biscuits. The point to be noted here is that the Parle g brand biscuit has
the top most market share of biscuits with 33% in Agra region followed by
the Britania, Priyagold, Sunfeast, Others with 21%, 13%, 12% and 21%
respectively.
33
2113
12
21
market share
parle
britania
priyagold
sunfeast
others

44
TABLE 2: Attributes of Parle G biscuits mostly preferred
ATTRIBUTES PREFERRED PREFERRED IN %
CREAM 20
GLUCOSE 70
CHOCOLATE 10
Source: As per FBMI 2013 data
CHART :
INTERPRETATION:
The chart shows that among the most three flavor of the Parle G
biscuits glucose flavor is most preferred by the customers with the 70%
followed by the cream and chocolate of 20% and 10% respectively.
0
20
40
60
80
PREFERRED
PREFERRED

45
TABLE 3: No. of Outlet shops covered in the particular market
MARKET NAME N0. OF OUTLET SHOP COVERED
BODLA MARKET 21
SHAHGUNJ MARKET 36
BUNDU KATRA MARKET 37
PRAKASH NAGAR
JAYPURA HOUSE MARKET
46
SULTANPURA MARKET 51
SHAHGUNJ MARKET 20
GASPURA MARKET 56
RAJPUR CHUNGI MARKET 33
JAYPURA HOUSE MARKET 45
ARJUN NAGAR MARKET 28
SADAR MARKET 43
DEORI ROAD MARKET 46

46
CHART :
INTERPRETATION:
The above table shows us the no. of outlet shops covered during the
research. The Gaspura market was the largest market with the 56 outlet shops
whereas the Shahgunj market was the smallest market with the 20 outlet
shops while the other markets were with on average outlet shops of these two
markets in the Agra region.
0
10
20
30
40
50
60
no.of outlet shop

47
Table 4:- Average consumption of biscuits as per the four zone of the country
ZONES OF STATES % consumption
1. Northern States 28%
2. Southern States 24%
3. Western States 25%
4. Eastern States: 23%
CHART:-
INTERPRETATION:-
The above table and chart reveals the % consumption of biscuits in
India as per four Zones of States i.e. the Northern States, Southern States,
Western States, Eastern States of zones. Here we came to know that the Zone
consisting of the Northern States has the highest % of biscuits consumption in
India followed by Western, southern and Eastern States with 25%, 24% and
23% respectively.
28%
24%
25%
23%
% consumption
Northern states
Southern States
Western States
Eastern States

48
TABLE 5:- The Annual production of biscuit for the last 5 years ( 2009-2013)
Year Annual Production (Lac MT.)
2009 11
2010 12.54
2011 14.29
2012 16.14
2013 17.14
CHART:
INTERPRETATION:-
According to the FBMI the production of the biscuits by its members
is gradually in the increasing trend day to day. As per the data of FBMI the
production of biscuits in the year was 11lac MT. which is gradually in the
increasing trend till date. It’s production in the year 2010 was 12.54 MT
followed by 14.29 MT, 16.14 MT, 17.14 MT in the year of 2011, 2012 and
2013 respectively.
11
12.54
14.29
16.14 17.14
0
5
10
15
20
25
2008 2009 2010 2011 2012 2013 2014
Annual Production ( Lac MT.)
Annual Production ( Lac…

49
TABLE 6:- As per preference the biscuits production in India is as:
Customer’s Preference % Production (Annual)
Glucose 44%
Marie 13%
Cream 10%
Crackers 13%
Milk 12%
Others 8%
CHART :
INTERPRETATION:
From the above table and diagram we can see that the Glucose
flavor of biscuits is produced with highest production level of 44% while
Marie, Cream, Crackers, Milk and Others is followed by the % production
with 13%, 10%, 13%, 12% and 8% respectively.
44%
13%
10%
13%
12%
8%
% Production
Glucose
Marie
Cream
Crackers
Milk
Others

50
TABLE 7:- The two sectors of Biscuits Industry
Sectors % Occupied
Organized Sector 60%
Unorganized sector 40%
CHART:
INTERPRETATION:
The overall biscuits industry of India is divided into two sectors I.e.
Organized sectors and unorganized sectors. The organized sectors are those
sectors which are registered and established under the rules and regulations of
the government and regulated and taxed by the government also they take
care of the environment while unorganized sectors are those sectors which are
not established under the rules and regulation of the government and causes
environmental degradation. The organized sectors occupies 60% while
unorganized sectors of 40%.
60%
40%
% Occupied
Organized Sector
Unorganized sector

51
TABLE 8: Market share in % for Glucose biscuits
COMPANY NAME % SHARE OF GLUCOSE
PARLE 78
BRITANIA 9
ITC 8.6
OTHERS 4.4
CHART:
INTERPRETATION:
The above table and diagram shows the market share in % of glucose in
the year 2012. We can reveal from the diagram that Parle is the company with
the highest of 74% glucose biscuit in the India. While Britania, ITC, and
others occupy the glucose biscuits market share in India with 9%, 8.6% and
4.4% respectively. Thus we can conclude that glucose biscuit is preferred by
the Indian people most.
78
9
8.6 4.4
% SHARE OF GLUCOSE
PARLE
BRITANIA
ITC
OTHERS

52
TABLE 9: The revenue of Parle from various product segments
Product Segments Revenue(in crore) % Growth
Snacks 2500 10-12
Non-Carbonated
drinks
850 10-15
Confectionary 1200 8-10
Bottle water 2000 25-30
Source: The Times of India
CHART:
INTERPRETATION:
The above diagram and tables depicts the revenue that is earned by
the Parle company under various products segments .The highest revenue of
Parle is Rs 2000crore from Snacks whereas the revenue from non carbonated
drinks, Confectionary and Bottled water is 850, 1200 and 2000crores
respectively. The Snacks is in the growth of 10-12% while non-carbonated,
Confectionary and bottled water is in the growth of 10-15%, 8-10% and 25-
30% respectively.
2500
850
1200
2000
Revenue(in crore)
Snacks
Non-Carbonated drinks
Confectionary
Bottle water

53
TABLE 10: The data of the Deori Road Market
Types of
Business
Number Order Number Remarks Number
Retail 42 Yes 0 Sales man
never comes
34
Wholesale 3 No 46 Good behavior 5
Mart 1 NA 2
Comes regular 5
CHART:
INTERPRETATION:
The above table and chart shows the data of the Deori Road Market. It is
the market which is nearer to the distributors of the company. There are total
of about 46 outlets composed of 42 retails, 3 wholesale and 1 Mart. While
going through the research we came to know that being nearer to the
distributor this market is totally boycotted by the services of the distributors
because not any single salesman visit to the outlet except few outlets also the
remarks of the outlets owners we got that salesman never visited their outlet
for the purpose of taking order which was from the large no. of the outlet.
42
31
Retail
Whole
sale
Mart
0%
100%
Order
yes
Order no
34
5
2
5
Sales man
never
comes
Good
behavior
NA
comes
regular

54
TABLE 11: The data from the Sadar Bazar Market
Order Number Remarks Number
Order yes 23 Good behavior 11
Order no 17 NA 13
comes regular 7
CHART:
INTERPRETATION:
The above table shows us the data Sadar Market of the Agra region.
There are altogether 40 outlets in the market of Sadar from where the 23 ie
the average of market available orders for the goods while there are 17 outlets
from where no order is taken on a particular day of the research. Also this
market had some grievances related to the distributors and the market
practices. The 11 outlet marked the distributors and salesman with the Good
behavior while there were Outlets that did not provided any data to us so we
included that remarks as NA. There were 7 outlets that remarked as saying
that the salesman comes on the regular basis.
23
17 order yes
order no
11
13
7 Good
behavior
NA
comes
regular

55
TABLE 12: The data from Arjun Nagar Market
Remarks Number
comes regular 7
Good behavior 14
hanger or stand for goods 2
Want extra scheme on Parle 3
CHART:
INTERPRETATION:
The above table and chart reveals us that in the Arjun Nagar Market
out of the total outlets the 7 outlets remarked as comes regular to the salesman
whereas there were 14 outlets that remarked the distributors and the salesman
with the Good behavior. There was also the demand of hanger or stand for
goods from the 2 outlets whereas the 3 outlets wanted for extra scheme on
Parle products at the time of purchasing from the distributors.
7
14
2
3
comes regular
Good behavior
hanger or stand for goods
Want extra scheme on parle

56
TABLE 13: The data from the Jaipur House Market
Business types Number Remarks Number
Retail 33 Good behavior 30
Wholesale 4
Confectionary shop 3
Bakery shop 1
mart 2
CHART:
INTERPRETATION
The above table and chart of Jaipur House Market reveals us that
this market has total of 43 outlets composing of 33 retails, 4 wholesale, 3
confectionary shop and remaining the bakery shop and mart. From this we
can say that this market has the highest number also the remarks made by the
outlet person regarding the distributors was of good behavior and there was
also the demand of hoarding board along with the grievances related to the
differences in the rate of distributors and wholesalers.
33
4
3
1 2
retail
wholesale
Confectiona
ry shop
Bakery
shop
mart 30
Good behavior

57
TABLE 14: The data from Rajpur Chungi Market
Order Number Types of
Business
Number Remarks Number
Order No 16 Retail 22 comes regular 4
Order yes 15 Wholesale 6 NA 12
Tea stall 3 Good behavior 9
Takes from the
market
2
CHART:
INTERPRETATION:
The table and chart depicts us the data of the Rajpur Chungi
Market. While going through the data collection we came to know that the
maximum of the outlets shops is not visited by the salesman also retailers take
the products from the market and other wholesalers because it is somewhat
expensive of the distributors. This market is also composed of maximum of
the retail store while few are of wholesale in nature.
1615
Order
No
Order
yes
22
6
3
Retail
Wholesa
le
Tea stall
4
12
9
2
comes
regular
NA
Good
behavior
Takes
from the
market

58
TABLE 15: The data from Gaspura Market
Remarks Number Order Number Types of business Number
Good behavior 26 Order No 22 Wholesale 8
comes regular 12 Order yes 31 Retail 42
Paan shop 3
CHART:
INTERPRETATION:
The above table and chart depicts us the data of Gaspura Market.
This market is composed of 42 retail stores, 8 wholesale store while 3 are of
Paan shop. As the daily order is considered there are 31 stores and 22 stores
from which the order is taken and not given on the particular day of the data
collected date. The remarks made from this market is of good behavior and
comes regular from the maximum of the outlet shops.
26
12
Good
behavior
comes
regular
22
31
Order
No
Order
yes
8
42
3
Wholesal
e
Retail
Paan
shop

59
TABLE 16: The data from Shahgunj Market
Order Number Types of
business
Number Remarks Number
Order Yes 13 Wholesale 7 Good behavior 8
Order No
7
retail
13
comes
regular 6
CHART:
INTERPRETATION:
The table and chart states the data collected from the Shahgunj
Market. This is the smallest market consisting of 13retailshop and 7
wholesale. The remarks of the market is comes regular and good behavior
while on average 13 retail store gives order while 7 don’t from this market at
a particular date of the research.
13
7
Order
Yes
Order
No
7
13
Wholes
ale
retail 8
6
Good
behavior
comes
regular

60
TABLE 17: The data from Sultanpura Agra Cantt. Market
Types of
business
Retail 44 Order Yes 27 Good behavior 7
Wholesale 2 Order No 24 comes regular 31
Paan shop 1 NEW COUNTER 3
Tea stall 2
Canteen 2
CHART:
INTERPRETATION:
The table and chart states us the data of the SultanPura Agra Cantt.
Market which has 51 outlet composing of 44 retail store, 2 wholesale, 1 paan
shop, 2 tea stall and 2 canteen .The remarks we got from the market was that
the sales person comes regular and had good behavior while in few shop i.e.
new counter were also established that showed that salesman did not visit to
all outlet of the market.
44
2 1 2 2
Retail
Wholesale
Paan shop
Tea stall
Canteen
27
24
Order
Yes
Order
No
7
31
3
Good
behavior
comes
regular
NEW
COUNTER

61
TABLE 18: The data from Prakash Nagar Jaypur House Market
Types of
Business
Numbe
r
Order Number Remarks Number
wholesale 4
retail 3
3
Order yes 27 good behavior 29
Confectionary
shop
3 Order no 16
Bakery shop 1
mart 2
CHART:
INTERPRETATION:
The above table and chart gives us the data related to the Prakash
Nagar Jaipur house Market. The market consists of 43 outlets consisting of 33
retail stores, 4 wholesale, 3 confectionary Shop, and 2 mart along with 1
bakery shop. The maximum of the remarks from the outlet was of good
behavior although few were related to differences in % commission, damages
and rat cuttings to be recovered and many more.
4
33
3 1 2
wholesale
retail
Confectio
nay shop
Bakery
shop
mart
27
16
Order
yes
Order
no
29
good
behavior

62
TABLE 19: The data from Bundu Katra Market
Types of
Business
Retail 22 order Yes 29 good behavior
28
Wholesale 10 order No 5
Mart 1
Paan Shop 1
CHART:
INTERPRETATION:
The table and chart reveals the data from the Bundu Katra Market.
Out of the 34 outlets 22 are of retail, 10 is of wholesale, 1 is of mart and 1 of
paan shop in nature. The maximum feedback from the outlets was of good
behavior and goods was not provided in cartoon to the outlets shop either they
order small or bulk quantity.
22
10
1 1
Retail
Whole
sale
Mart
Paan
Shop
29
5 order
Yes
order
No
28
good
behavior

63
TABLE 20: The data from Shahgunj Market
Types of
business
Wholesale 15 Order yes 20 Good behavior 27
Retail 17 Order no 13 Rat cutting should
be returned
2
Paan shop 1
CHART:
INTERPRETATION:
The above table and chart gives us the data of the Shahgunj Market.
This market has 33 outlets out of which 15 are wholesale, 17 are retail and 1
paan shop. While going through the research the maximum of the outlets
remarked with the good behavior while few shopkeeper raised the issue of
returning back of the rat cutting products.
15
17
1
Whol
esale
Retail
Pan
shop
20
13
Order
yes
Order
no 27
2
Good
behavior
Rat
cutting
should be
returned

64
TABLE 21: Data from Bodla Market
Remarks Number
Comes regular and behaves well 19
CHART:
INTERPRETATION:
This market was the 1st
day market of the data collection. So data
related to the remarks was only been able to collect. While going through the
research we came to know that the salesman did not visit to the all shop and is
limited to the shops where only the order is taken or receipts is to be made. In
this market maximum of the retail store remarked comes regular and behaves
well of the distributors and the salesman.
19
Comes regular
and behaves
well

66
LIMITATION OF THE STUDY
We tried our best in collecting the relevant information for our research
report, yet there were always some problems faced by us during the research.
The major difficulties which were faced in collection of information are
discussed as below:
a) The time period for carrying out the research was short as a result of
which many facts have been unexplored during the research.
b) There was lack of time and lack of other resources as it was not possible
to conduct research at a large level. The lack of manpower, budget, and
many more main issues that causes the project research to be in
limitation to one distributor.
c) Only respondents from 13 markets falling under the geographical area of
a distributor were chosen which is small to represent the whole
population of the Agra city.
d) While going through the research and collection of data many
respondents were unwilling to answer to the questions since they were
having a feeling of wastage of time for them.
e) The area for the study was only limited to few markets falling under the
geographical location of a particular distributor which is quite a small
area to represent whole of the population.
f) The reliability of research always depends upon the responses of
respondents that how sincerely they have given the answer.
g) Some of the respondents were not genuinely helpful, cooperative and
responsive. They were hesitant to fully disclose the information with the
research.

68
FINDINGS OF THE STUDY
While going through the research following findings were made from the
study:
a) The goods that are ordered by the retailers and wholesalers werenot
delivered on time.
b) Price cut strategy is extensively used by the wholesalers.
c) Damaged products are not returned back on time.
d) Different schemes and offer must be brought by the company.
e) The products must be delivered to the small retailer in the cartoons
whether they order for small or bulk quantity.
f) We also found that the retailers/wholesalers wished for 1 month of credit
but it was only for 1 week.
g) It was also found that the salesman don’t reach to each and every outlets
that resulted to new counters in few markets.
h) There were also the demand of hoarding boards, hanger or stand for
goods and bags and many more items from the retailers and wholesalers
side.
i) Rat cutting was not taken back by the distributors.
j) It was also seen that the salesman don’t reach to the outlet on regular
basis that causes grievances in the outlets owners.
k) While going through the research we founded some new counter so such
counters must be visited on regular basis by the salesman.
l) Shopkeeper must be motivated and advised by the salesman to keep
Parle products brand in their outlets.
m) Shortage of goods from the packages or cartoons.
n) Demand for high % commission as was given before.

69
o) There were markets closer to the distributors where neither single of the
salesperson visited it except few outlet shops.

71
CONCLUSIONS
The bakery sector is one of the largest food processing and production
Industry in India. It is the largest industry having 8-12% contribution in total
GDP of the nation. From the research we can conclude that Parle is the largest
selling biscuits brand in India. Because of its healthy ingredients and good
distribution channel it is the leading biscuits brands in India from the date of
establishment because of its branded biscuit of Parle Glucose which is the
leading and most selling brand of the Parle and also due to which the Parle
was able to be the most dominating and leading biscuits manufacturers in
India. The taste and flavor of the glucose biscuits of that time and at present
time is same as it is said by the company and the various stakeholders of the
company.
The company has also been in gradually upgrading of their
technology and the marketing strategies as per the changing needs of the
customers. The biscuits brand produced by the company is consumed by all
the age group population. The product of Parle is regarded as a best
compliment of tea and coffees. Some people regard it as energy charge up
since it is energy content when they are low on energy they consume it for
energy gaining and being active. Parle Company having excellent marketing
and promotion strategies practices mass marketing for Parle-G brand which
appeals to masses. It is a product liked by everyone and doesn’t cater only to
a specific group or part of the whole market. Thus it is mass production, mass
distribution and mass promotion of Parle-G for all buyers. It is only the
biscuits brand having large diversified product ranges along with the low
ranges to high ranges of biscuits starting from rs.2 to rs.50.

72
Since being the top most biscuits selling brand in India, Parle-G has
been able to maintain its market share ratio in India since a longer period of
time because of the quality, tastes and preferences is satisfied by the company
of the customers and it had been able to retain its large customers with
gradually improvement in their technology, marketing strategies and many
more also it is the only products that is found nearly in each and every outlets.
While going through the research the maximum of the outlets were decorated
with the brands of the Parle that it represented the accessibility and
availability of the Parle brand biscuits in the Agra region.
The three major attributes which influences the position of the
biscuits in the market were Quality, Price and Distribution of the biscuits.
Parle-G also enjoys the market share as it is in the market for more than 60
years hence it has a follow up from different generation. The distribution
channels takes into consideration and see to it that there is somehow lag in the
supply of the biscuits in the market.
The competitors for the biscuit are very recent and have been proved
to be threat to the Parle since they are also coming with various strategies.
Other companies have come with Glucose biscuits too but they have not been
able to capture the market that successfully. The quality of the some
competitors is competitive up to the mark as compared to Parle-G. The price
is highly competitive in the market and it is the cheapest among all the
biscuits in the glucose biscuit segment. The value for money that people get
from Parle-G is much better as compared to any other biscuit.
Parle Company had made huge profit by marketing their products in
India and in foreign countries. The Parle biscuits brands such as Parle-G,
Monaco, Krackjack, Marie Choice, Hide and Seek enjoys a strong imagery

73
and appeal amongst consumers across the world which has resulted into
Parle-G being the “World’s Largest Selling Biscuits”. The Parle name
symbolizes quality, health and great taste. Constantly innovating and catering
to new tastes Parle-G has built its reputation.
Parle product is now lagging in services to retailers because of
improper supply and distribution in some areas and competitors taking
advantage of these points. But it is not the perfect solution because at some
place they cannot control the selling price of the products and it affects the
sales of the company. As per the solution of this problem the company should
mention the price of the products in its advertisement. Parle Company should
take into consideration the opportunities and threats as discussed above. This
will help the company to maintain its brand image for long time.
Parle Agro is a leading Indian Food and Beverage Company, the only
Indian transnational giant with the past experience of having successfully
launched leading soft drink like Frooti, Appy and Bailey. Today its brand
portfolio consists of No.1 brands like Frooti along with Appy, Fizz and
Bailey.

75
RECOMMENDATIONS
As already discussed above, there are certain issues and flaws associated
with the distribution channels of the company so in order to implement it
effectively and efficiently we would like to suggest certain recommendation to
the company:
a) Being the top most biscuits selling brand of India and the World the
company should time to time know the changing taste and preferences of
the customer.
b) The customer must be motivated to purchase and taste the biscuits by
launching the effective media strategies.
c) The various marketing strategies of the company needs to be formulated
and changes as per the changing needs and preferences of customers also
strategy of competitors is to be known.
d) The regular feedback must be collected by the company to attract the
customer and convert the potential customers to loyal customers.
e) The company must be able to know the target customers and the other
one so that the plans and policies can be formulated as per their needs
and desires.
f) The goods ordered by the outlets must be delivered on time.
g) Damages and rat cuttings must be returned back on time so that the
wastages can be minimizes.
h) Differ schemes and offers must be provided and communicated to the
outlets by the distributors and the company.
i) The goods must be delivered in cartoons or package either it is purchased
on bulk or small quantity.

76
i) The salesman should reach to each and every outlets of the market.
j) The shortage of goods from the packet or cartoons must be restricted or
stopped from the distributors end.
k) Gradually highly advertised brands such as Britania is causing a big
threat to the Parle because of competition.
l) The company should be able to handle the margin war seen in the
markets among the major brands.
m) Various marketing and sales strategies must be made by the experienced
team of the sales and marketing executives and department.
n) The company should launch the glucose biscuits of the family pack in the
good package.

78
BIBLIOGRAPHY
During the research the following sources were used for collecting the
information:
Books
 RESEARCH METHODOLOGY – by Kothari C.R.
 RESEARCH METHODOLOGY – by C. Murthy
 LOGISTICS AND SUPPLY CHAIN MANAGEMENT – by
Raghuram G.
Websites
 www.parleproducts.com
 www.Economic Times.com -2011/03/03
 www.The Hindu business line.com – 2012/02/02
 www.wikipedia.org.com
Magazines
 Business Today
 Business World
 Business India

SuMmeR InTerN PrOJecT REPorT@ PARLE G

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