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Selling & Distribution Strategy of Parle in West Delhi Area

Submitted towards the Partial fulfillment of the requirement for the Award of the Diploma of Post Graduation Diploma in Management {2011- 13} Submitted To: Mrs. Rachna Sharma Submitted By: Raj Nandan Roll No. 2011028

Jaipuria institute of management studies GHAZIABAD

Shakti khand-4,indirapuram , Ghaziabad-201010


The project on Selling & Distribution strategy of PARLE in West Delhi is intended for the fulfillment of the PGDM course. This project has been done for Parle under the guidance of the Marketing Officer of Parle. This project gave me the practical exposure of actual market situations which is very much aligned with the objective of our college. The project on Selling & Distribution Strategy of Parle in West Delhi Area gave me the realistic view on the subject matter and helped me in grabbing the nuances of sales & marketing. During this project we came across various live scenarios that a sales/marketing manager faces in his daily life. The project gave me a true picture of the actual market of Parle prevailing in Delhi region. The project report is being systematically presented along with the finding and suggestions. I hope the analysis of findings & suggestions given here will be useful for the company and would help them while planning for the future endeavors in order to increases their sales and satisfy customers.

Raj Nandan

Many intellectual minds and skillful hands have been into the preparation of this report on Sales & Distribution Strategy of Parle in West Delhi area. Firstly, I would like to thank the Almighty for blessing me with the opportunity to work with Parle A major FMCG company. I would like to express my special thanks to MANISH, Marketing Officer-Parle, for providing me the necessary infrastructure and facilities for the completion of this project and guiding me all the time to plan and execute various tasks. I am thankful to SARIKA KAUSHIK, JIMS, for providing us opportunity by including SIP in the curriculum of studies. I would like to express my sincere gratitude to Ms. Rachna Sharma, Professor-JIMS, for accepting me as her mentee and supervising me throughout the project. All the respondents of my survey deserve special thanks for their essential contribution in providing me with their genuine responses. I must frankly confess that I could not have accomplished this task without the consistent support of these respondents, who took out time from their hectic schedule and gave their precious time while doing the survey. This will also add to the Parles continuous effort to deliver quality product to its customer. I would never forget to mention the indispensable role of the various stakeholders involved directly or indirectly to this project, who have been very supportive and always helped me in my way to do this project. Lastly, I would like to thank PARLE, for the confidence and support showed upon me to successfully finish this project.

Raj Nandan

I hereby certify that the work which is being presented in this training report entitled Selling & Distribution Strategy of Parle in West Delhi Area in partial fulfillment of the requirement for the award of Post Graduation Diploma in Management at Jaipuria Institute of Management studies , Indirapuram is an authentic record of my own work carried under the supervision of Ms. Rachna Sharma Faculty, PGDM and Mr.

Manish Malhotra Area Sales Manager Parle.

Raj Nandan


This is to certify that the above statement made by the student is correct to the best of my knowledge. I recommend submission of the report for the purpose of evaluation.


Table of Contents
INTRODUCTION: Profile of the organization Profile of the study LITERATURE REVIEW: OBJECTIVE OF THE STUDY: RESEARCH METHODOLOGY: Research Design Sampling and sampling Design Hypothesis Data collection Analytical and statistical tools RESULTS & DISCUSSION/FINDINGS: RECOMMENDATION,POLICY IMPLICATIONS: LIMITATIONS OF THE STUDY: BIBLIOGRAPHY: ANNEXURES:

Profile of the organization
Parle Products fame and familiarity is undeniable. Considering its extensive reach, the brand Parle is known and recognized by everyone. Over the years, Parles sweets and biscuits have become a household name. From kids to adults, everyone loves and cherishes these treats. It gives us great pleasure to see our consumers enjoy and embrace Parle products on daily basis. Our confectioners and chefs have the utmost authority at Parle. Had it not been so, the beginning of Parle would have been quite different. In 1929 a small company by the name of Parle products emerged in British dominated India. The goal was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. Although, the company knew that it wouldnt be an easy task, they decided to take the brave step. A small factory was set up in the suburbs of Mumbai to manufacture confectionery products. A decade later this factory was upgraded to manufacture biscuits as well. Since then, the Parle name has spread in all directions and has won international fame. Parle has been sweetening the lives of people all over India and abroad. Apart from the factories in Mumbai and Bangalore, Parle also has factories in Bahadurgarh, Haryana and Neemrana, Rajasthan. These are the largest biscuit and confectionery plants in the country. Additionally, Parle Products also has 10 manufacturing units and 75 manufacturing units on contract.

Milestones - The Decades of Progress

1929: The first year of operation. Our only assets were hard work and hope. 1939: Ten years of determined effort brought results. Things began to take shape. And we tried even harder. 1949: The formative years were over. We had come of age. 1974: Here was the first evidence of Parle as it is today.

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 to the remotest villages of India, the company has definitely come a very long way since its inception. 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 multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance. Today, the great strength of Parle Products is the extremely widespread distribution

Indias leading confectionary brand Parle has recently launched a campaign to reposition its Parle Wafers to connect it with the youth of today, someone who is stylish and wants to flaunt himself. The campaign consisting 3 TVCs is conceptualized by Grey India. Launched during the ongoing IPL season, the films target to bring out the relation between cricket and superstition with the use of Parle Wafer. Parle Wafers initially launched as Musst Chips April08 in Maharashtra which then extended nationally in a phased manner saw dwindling sales due to many factors. It was seen that the brand was liked mainly by people (esp. housewives), who only look for more quantity at a lesser price and had no connection with the youth. Parle Products for this particular reason replaced Musst Chips with Parle Wafers bringing a younger appeal to it. Working on the brief, the major challenge in front of the agency was to create clutter breaking communication for the consumers and register the new brand identity in their minds. Another challenge is that IPL is a crowded place to advertise, so the communication should stand out in the crowd to grab the consumers attention. Cricket is a religion in India and when it comes to religion, superstitions are bound to be present. Its not a domain of spectators but players too follow certain superstitions to make their team win. Sport personalities like Sachin Tendulkar, Steve Waugh, and Phil Simmons etc. are well known in the cricketing world for their superstitions along with Amitabh Bachchan and some other well known faces. Since todays youth follows these trend setters, Parle took this insight and coined the line Parle Wafers khaaneka match jeetaneka, aapka kya hai funda for the launch of Parle Wafers. In the three TVCs Stretch, Slap and Head, Parle has tried to bring out this superstitious phenomenon related to cricket fansThe TVC Stretch shows a guy watching the game and eating Parle Wafers. He has a Parle Wafer and then stretches, as soon as he stretches a four is hit, which gets him all excited and superstitious so every time before a bowl is bowled he quickly eats a wafer and goes back to his stretching. rs but players too follow certain superstitions to make their team win.

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 positioning allows people from all classes and age groups to enjoy Parle products to the fullest
Biscuit goodies: Parle-G Krackjack Monaco Monaco Funion Kreams Hide and Seek Hide and Seek Milano Poppins Eclairs- 50 p Bourbon Kismi Bar Parle Marie Kacha Mango Milk Shakti Imli Bite Kismi Gold Parle 20-20 Cookies Nimkin Confectionary: GolGappa Classic Mint Lite Mint Kismi Orange Candy Mango Bite Melody

Melody Softe- 1Rs. Chox Mazelo

Munch on snacks: Parles and fulltoss

An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. With products created bearing in mind both health and taste, Parle products equally appeal to fun loving kids & youth. Even today, the great tradition of taste and nutrition is consistent in every pack on the store shelves. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest.

Hygiene is the precursor to every process at Parle. From husking the wheat and melting the sugar to delivering the final products to supermarkets and store shelves nationwide, care is taken at every step to ensure the best product of long-lasting freshness. Every batch of biscuits, confectioneries & snacks are thoroughly checked by expert staff, using the most modern equipment. This ensures consistent and perfect quality across the nation and abroad. Concentrating on consumer tastes and preferences, the Parle brand has grown from strength to strength ever since its inception. The factories at Bahadurgarh, Haryana and Neemrana, Rajasthan are the largest biscuit and confectionery plants in the country. The factory in Mumbai was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle also has 10 manufacturing units for biscuits and 75 manufacturing units for confectioneries on contract.

Since the first entry at the Monde Selection in 1971, Parle Products have been shining with golds and silvers consistently. Monde Selection is an international institute for assessing the quality of foods. Currently, it is the oldest and most respected organization in the field of selecting quality foods worldwide Almost all of our products are market leaders and as recognition of their quality, have won us 111 gold, 26 silver and 4 bronze Monde Selection medals since 1971. Parle Products Pvt. Ltd. is a US $ 1 Billion conglomerate started in India in 1929. We manufacture and market biscuits and confectionaries. We have state-of-the-art machinery with automatic printing and packaging facilities. Our biscuit baking oven is the largest of its type in Asia. Over the decades, the efforts of our Research & Development wing have made the repertoire of our products grow manifold. In biscuits, Parle Products has offerings in glucose, milk, sweet and salted cream, wafer crme, cumin seed and cheese categories. In confectionery, we have a range of toffees and hard-boiled candies available in chocolate, mint, cola, and tropical fruit flavors. Some of these are double layered toffees and center filled candies. They are packed in rolls or pillow packs, or have a single or double twist wrapping. Almost all of our products are market leaders and as recognition of their quality, have won us 111 gold, 26 silver and 4 bronze Monde Selection medals since 1971. Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India.

The immense popularity of Parle Products in India was always a challenge to the production capacity. Today Parle is spreading its wing in order to go global. Parle biscuits and confectionaries are fast gaining acceptance in international markets, such as the Middle East, Africa and South East Asia. The more sophisticated economies like U.S.A., UK, Canada, Australia and New Zealand are also relishing Parle products. As part of the efforts towards a larger share of the global market, Parle has initiated the process of getting ISO 9000 certification. The Parle name symbolizes quality, health and great taste. And yet, we know that constantly innovating and catering to new tastes has built this reputation. This can be seen from the success of its new brands such as Hide & Seek, Mangobite etc. The Parle biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide & Seek and confectionery brands such as Melody, Poppins, Rolacola, Mangobite enjoy a strong imagery and appeal amongst consumers across the world.

This has resulted into Parle-G being the Worlds Largest Selling Biscuit. CSR ACTIVITES OF PARLE PRODUCT

Since 1929, Parle Products, with its wide platter of biscuits and sweets is also actively engaged in changing and uplifting the social face of India. As part of its Corporate Social Responsibility Policy, Parle is keenly involved in the overall development of the younger generation, with a focused endeavor to build the New Face of India and spread happiness and joy all over. Some of our best habits, as we said, are also our oldest. Many of them date back to the last decade of the 19th century. It was in the 1880s that the late Mohanlal Dayal came to Bombay from his village Pardi, in the district of Surat, to work as a dusting boy at a silk merchants. What a long way that bright little boy came! First, the hard apprenticeship and the graduation to Master Cutter, then the elite tailoring establishment that eventually developed into a wholesale business to finally, the new business in confections and biscuits. Always, the accent was on self-sufficiency. Mohanlal Dayal was not just a progressive and astute businessman. He never gave in to the sense of indifference that often comes with the commercial outlook. All through his life, he was deeply conscious of his duties towards society and the community. He built the Shri Mohanlal Dayal Prasuti Graha and General Hospital in Pardi, which is maintained through charity trusts set up by him. The Shri Mohanlal Dayal Sanatorium and Hostel at Matunga in Bombay is another such institution. In his memory and after his example, his sons have donated significant sums to set up the Chauhan Institute of Science at Vile Parle. Parle Centre of Excellence, as an institution, is dedicated to enriching the lives of people by conducting various cultural programs across all regions to facilitate the all round development of 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 fanfare and celebration, keeping alive the culture and traditions. The involvement in cultural activities has seen the inception of Golu Galata in Tamil Nadu, held during Navratri. It provides all the members of a household a platform to showcase their creativity and be judged by eminent personalities. Thousands of families participate and celebrate the occasion on a grand scale. These events give us a chance to interact with children on a one-to-one basis, and promote our belief of fun and health for the whole family.

Fast moving consumer goods (FMCG), are products that are sold quickly at relatively low cost, have a
quick turnover and get replaced within a year. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as biscuits, toiletries , soaps, cosmetics, teeth cleaning products, shaving products and detergent, as well as non durables such as glassware, light bulbs, batteries, paper products and plastic goods. FMCG also includes pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately. Some of the best known examples of Fast Moving Consumer Goods companies include Clorox, Colgate-Palmolive, General Mills, H.J. Heinz, Reckitt Benckiser, Sara Lee, Nestle, Unilever, Proctor and Gamble, Coca Cola, Carlsberg, Kimberly-Clark, Kraft, Pepsi

Warburtons, Wilkinson and Mars

Scope of the sector: The Rs 110000-crore Indian FMCG sector is expected to maintain its double-digit
growth for the quarter ended March 2010. Being a sector led by domestic growth, it is least likely to be affected by the financial meltdown. The FMCG industry is set to grow 20-30 per cent in 2009-10, up from 10-20 per cent in 2008-09. The growth would be driven by the launch of new products and increasing rural consumption. A well established distribution network, intense competition between the organized and unorganized segments characterizes the sector. The introduction of goods and services tax (GST) in Union Budget 2010 by April 1, 2011, may help FMCG companies save on distribution costs, remove multiple taxes and bring down prices in the long run. Though the hike in minimum alternate tax from 10% to 15% would adversely hit companies with factories in excise-free zones, they rule out increasing consumer prices.

Retail sector: Retail became a buzz word in India before recession; in fact the word 'booming' was found
only attached to this sector. But as recession took Its toll, 99% of sectors went for a toss including retail. The market has just started picking up and India is reclaiming to regain its position in the retail segment. In a recent report, the authors of AT Kearney's 2009 global retail development index said that India's largely unmodernised retail sector remained attractive to both domestic and international retailers, in spite of government regulations that prevent 100 per cent foreign ownership of retail stores. For most of the retailers like Pantaloon, Vishal, Cantabil and Priknit, retail still continues to buzz everywhere in India with many foreign brands coming in, whether it's the largest US retailer Wal Mart which opened its first store, last month, in Punjab, in a joint-venture with Bharti Enterprises, Or Tesco and Carrefour which are also planning joint venture stores. Even as corporates are expecting the new Congress-led United Progressive Alliance Government at the Centre to open up fully FDI in retail sector, a Parliamentary Committee has argued for a total ban on even the domestic heavyweight corporates from entering retail trade in grocery, fruits and vegetables. Also, there is expectation the forthcoming Union Budget may spell out a policy position. Retail giant Ikea holding back its plans to enter India is being bandied about as a setback for the country. There is also talk that investments and flow of technical knowhow could be hampered if the sector is not opened up to overseas.investors. But over all if we see, the issue to be debated shouldn't be whether FDI in organized retail is desirable, but what its impact would be on small retailers in the unorganized sector, and whether we have policies to protect the vulnerable sections. It was meant to revolutionize the way we shopped, spent, consumed and lived. With its Retail Revolution, India was making an indelible mark on the global retail map. The billion plus consumers and steady economic development were fuelling the growth of Indias $ 25 billion organized retail market. And the Indian blue chip companies started to go the retailing way Bharti, Reliance, Tata, Mahindra, Aditya Birla Group and RPG all were making the retail foray. As the sector grew at the rate of 30-40% per annum over the last decade, India became the preferred destination for global brands and retail chains to cash in. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year accompanied with closures of Indian retailers, pulling out from certain cities and the Subhiksha saga unfolding, the dismal story of revolution is now unraveling.

Organised Retail Sector: It was meant to revolutionize the way we shopped, spent, consumed and lived. With its Retail Revolution, India was making an indelible mark on the global retail map. The billion plus consumers and steady economic development were fuelling the growth of Indias $ 25 billion organized retail market. And the Indian blue chip companies started to go the retailing way Bharti, Reliance, Tata, Mahindra, Aditya Birla Group and RPG all were making the retail foray. As the sector grew at the rate of 30-40% per annum over the last decade, India became the preferred destination for global brands and retail chains to cash in. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous year accompanied with closures of Indian retailers, pulling out from certain cities and the Subhiksha saga unfolding, the dismal story of revolution is now unraveling.



Every nation dreams of a better tomorrow. And every nation's tomorrow lies in the hands of its children; the young stars who shape the future of the nation. So, it's important to nourish these young stars, after all it's a question of the nation's future. Filled with the goodness of milk and wheat, Parle-G is a source of all round nourishment. Treat yourself to a pack of yummy Parle-G biscuits to experience what has nurtured and strengthened millions of people for over 70 years. A meal substitute for some and a tasty and healthy snack for many others. Consumed by some for the value it offers, and many others for its taste. Whatever the occasion, it has always been around as an instant source of nourishment. Little wonder that it's the largest selling biscuit brand in the world.

1, 2, 3, 4, 5, 10, 20, 30, 40 and 50


Life namkeen banaiye!

When life hits a dull patch, just pull out a Parle Monaco to make it exciting. The light, crispy biscuit sprinkled with salt, is the perfect namkeen twist you can add to your ordinary boring moments. Go ahead, Life namkeen banaiye, anywhere, anytime with Parle Monaco. To spice up your life further, try the variant of Parle Monaco - The Zabardast Jeera. This salted, crispy biscuit delicately seasoned with jeera, has a unique taste that makes those namkeen moments even more exciting.

5, 7, 10 and 20


Play a game of hide and seek with your taste buds. Indulge in the mouth-watering delight of Indias best moulded chocolate chip biscuits, Hide & Seek. All it takes is one bite, and you are transported to chocolate Heaven. Packed with a bounty of chocolate chips, once you try Hide & Seek, you will never want any other biscuit again. A treat for the mouth, and the heart, khate hi dil aa jaye!

5, 12, 20, 30 and 50


Parle introduced Indias first & original sweet and salty biscuit Krackjack in 1972, which went on to become one of the most loved biscuits. Its a crispy and delicious biscuit with a perfect balance of sweetness and saltiness. Once you start relishing it, you wont be able to stop the longing for more. Though Krackjack sweet and salty biscuits can be enjoyed anytime, it goes wonderfully well with your evening cup of tea. The unique dual tastes of sweet and salty have a perfect analogy with the dual personality of an individual, be it a politician or a mother-in-law.Taste ka double role jo khol sakta aap ki bhi pole.

5, 7, 10, 15 and 20


Finally a biscuit that's perfect for every occasion and for everybody's preferences. Parle's Cream biscuits come in different shapes, sizes and flavours, giving you the freedom to choose, based on your needs. For a tangy delight, choose the Orange cream or try the perfect tropical treat with the Pineapple flavour. No longer will you need to wait for the whole year for a taste of the summer thanks to delicious Mango cream; and indulge your taste buds with the goodness of Elaichi with mouth-watering Elaichi cream biscuits. And last but not the least, the chocolate lovers can find solace in the delightful Chocolate cream biscuits , or the sugar coated chocolate cream centre biscuit Parle Kreams Bourbon. Its time to indulge you and never stop.

Kreams : Chocolate : 2/-, 5/- and 10/-, Orange, Pineapple, Elaichi and Mango: 5/- and 10/and Bourbon: 10/- and 18/-


magine biting into a cookie that oozes with irresistible taste of fresh, wholesome butter and showered with crisp, crunchy cashew..mmmm....sheer heaven. 20-20 cookies are baked to a golden brown crispiness to melt in the mouth and leave you with the taste of perfection. Once you open a pack, you can be sure its going to be over before you can even say Parle 20-20 cookies khao, short mein niptaon. 20-20 cookies can be eaten at any time of the day, but may we suggest you avoid tea times! You don't want to share it with anyone at all. So enjoy Parle 20-20 cookies, filled with the richness of cashew and the goodness of butter...

Butter: 5, 10 and 18; Cashew : 5, 10, 20


Experience a world of happiness with Parle Happy Happy Cookies. Baked to perfection, these cookies are topped with delicious choco-chips to give you that never-ending feeling of unbridled joy. Just open a pack of Parle Happy Happy Choco-Chip Cookies, pop one in your mouth and feel your senses come alive.

5 & 10


There are two types of people in this world. Those who love to talk, and those who love to listen. Not surprisingly, both types love Parle Marie. Because it's much more than a Marie biscuit. It's as light as the jokes your best friend cracks. As crisp as your uncle's commentary on politics. As tasty as the juicy rumours your sister brings to the table. It is, in short, the perfect accompaniment to chats, arguments, discussions and gossip sessions. And yes, it's healthy too. So the next time you're in good company, grab your favourite cuppa and open a pack of Parle Marie. We promise the conversations that follow will be as addictive

5, 10, 15, 20 and 22


Milk Shakti is a power-packed biscuit fortified with the goodness of milk and honey. Kids today are growing up quicker than before. They can run faster, throw further, hit harder and jump higher. Move over Mr. Dhoni, kids today are super confident, because they aren't kids anymore, they are young adults. Milk Shakti is a power packed biscuit that can be part of your breakfast, a mid-morning snack or anytime when you need a burst of energy for that extra edge, maybe before a cricket match, or a tennis tournament. Milk Shakti is India's first milk biscuit that comes fortified with the goodness of honey

5 and 10


Theres most definitely a secret. After all, behind every prized cookie is a well guarded recipe. That's because the Milano is no ordinary cookie. Available in Chocolate Chip, Butterscotch, Butter Nut and Choconut, every Milano is as rich and exotic as it is premium and delicious. Indulge in the sinful taste of Milano, a cookie with a reputation for romance, and enjoy everything that follows.

15 and 30


Pinky loves red. Rahul loves yellow. Mini always asks for green. And naughty Vicky fights for purple. So many flavours and so many colours theres always something for everyone. So share your favourite Poppins with friends for a really colourful time. All you need to do is ask, "Doon Kya?"

2 and 5


Bite into a gigantic bite of the most chocolicious bar ever. It's called Chox and its lip smacking, chocolaty flavour will leave you lost in a fabulous, new world - a big, supercalifragilisticexpialidocious, almost unending chocolate world. So chocoholics got a craving, big or small? Thank god there's Chox.


Now the yummy toffee and elaichi taste of Kismi Toffee comes specially packaged in its maha-avatar. Now when you study or play, bring your appetites and more for this fantastically big bite of Kismi Toffee Bar. Making it one of the most popular toffee bars in India. After all everyone knows, when it comes to toffee, big is best.


Feel like eating an orange but dont want to be bothered with peeling one? How about just unwrapping one then? Parle Orange Candy. This little candy is a mouthful when it comes to the tangy, juicy taste of real oranges. A bite-sized orange in a wrapper.

25 Paise


Its a creamy, delicious bargain! Savour the delicious cream filling overflowing from a golden caramel shell. Delight your taste buds with rich taste of cream and caramel. It's 2 in 1Eclairs, a sweet delight to double your pleasure and treble the fun! And remember, two's always better than one.

50 Paise and 15.00 (per fliptop pack)


Its a creamy, delicious bargain! Savour the delicious cream filling overflowing from a golden caramel shell. Delight your taste buds with rich taste of cream and caramel. Its Eclairs 2 in 1, a sweet delight to double your pleasure and treble the fun! And remember, twos always better than one.

50 Paise


Caramel meets chocolate to yield an outcome nothing less than delectable. Parle Melody comes with an irresistible layer of caramel on the outside and a delightful chocolate filling within. Pop it in your mouth and relish the unique experience. It wont be too long before you find yourself asking the age old question Melody itni chocolaty kyon hai?'


This was not only India's first mango candy, but even today, is the only candy with the richness of real, juicy sweet mangoes. Pop in a Mango Bite and you will want to make it last longer and longer, don't be in a hurry to eat it up. Take your time, roll it around on your tongue , feel the taste of real mango go down your throat and enjoy it very slowly Mango Bite candies; eat them anywhere, at home, at school, on picnics or with friends. But just remember, enjoy it veeeeerrryyy slooooowllllllyyyyy. Mango Bite is India's first mango candy with real mango

50 Paise

Presenting Parle's Wafers. Made with the choicest of handpicked potatoes, it's lip-smackingly delicious, delightfully crunchy and comes in four exciting flavours - Tangy Tomato, Cream and Onion, Classic Salted and Masala Masti. Grab one. Or grabem all. Whenever you want, wherever you please. We're sure you'll enjoy it from the very first chip till the very last.
Classic salted Red chilli Achaar Cream n onion

Tangy Tomato

Aloo Chaat

Masala Masti

MRP: 5/GMS: 17g


20/72g 17.85/24pcs

LCTR: 4.46/- 8.93/C/S: 72Pcs 48pcs

Hello spicy people! Your search for the snack with real magical taste ends here! Parle brings to you Full toss, the lip smacking- scrumptious snack, perfect for any occasion and craving. Be it a longing for the tangy taste or your palate is itching for something spicy, weve got it all. Just take a bite of Green Mango Chutney, and enjoy the brain numbing tangy taste of raw mango. Or, endlessly munch into Masala Munch, to dive into the spice heaven. Or just, treat yourself to the crackling taste of Jhalmuri Kolkata Bhel. No matter what tickles your taste buds, we have put our money where our mouth is, we bet that your tongue will come asking for more!...

After all the real magic is in here!

Masala Kachori Green Chatni Masala Munch

MRP: 5/Jhalmuri


20/132g 17.85/24pcs
Tangy Pickle

GMS: 25.2g

LCTR: 4.46/- 8.93/C/S: 72Pcs 48pcs For Each Packet.

Profile of the study

To find out the selling & distribution chanels of parle product in west delhi (V. V. ENTERPRISES) .

Most producers work with marketing intermediaries to bring their product to market, between producers and the final users stand a marketing channel, a host of marketing intermediaries performing a variety of functions and bearing a variety of names. The marketing intermediaries make up a marketing channel (also called a trade channel or distribution channel). Marketing channels are the sets of interdependent organizations involved in the process of making a product or services available for use or consumption.

Channel Levels:
Each intermediary that performs works in bringing the product and its title closer to the final buyer constitutes a channel level. Since the producer and the final customer both perform they are a part of every channel. There are four channels of distribution depending on the market conditions, longer marketing channels are also found, but it is not in practice only in rare case. The major four channel levels are-

(1) Zero-level channel (also called a direct marketing channel)Manufacturer to Consumer. (2) One-level channel. Manufacturer to Dealer to Consumer. (3) Two-level channel. Manufacturer to Wholesaler to Retailer to Consumer. (4) Three-level channel. Manufacturer to Wholesaler to Dealer to Retailer to Consumer.

Consumer Marketing Channel

Retailer Manufacturers
Whole Seller Whole Seller Lobber Retailer Retailer


Industrial Marketing Channel


Manufacturers Representatives

Industrial Distributors Industrial


Manufacturers Sales Branch


PARLE Product Ltd.









Promotion is not restricted to communicating with the companys customers. Companies may direct promotion to wide variety of audiences. Many large companies try to establish a particular reputation, a corporate image with the general public. The soft-drink companies especially has spent huge amount for its purpose. Their promotion tries to sway public opinion by demonstrating concern for preserving the environment while meeting the countrys needs. Other audience promotion includes depot holders Govt. officials, Company Managers and company employees. All of these audiences comprise people who can influence how well a company achieves its mission and objectives. Promotion must often aim at a mix of these important audiences. Though objective are set for each audience. Promotion is considerably more than advertising. In fact a Marketing manager can draw upon four major tools, Advertising, Sales Promotion, Publicity and Personal Selling.


Marketing professionals and specialist use many tactics to attract and retain their customers. These activities comprise of different concepts, the most important one being the marketing mix. There are two concepts for marketing mix: 4P and 7P. It is essential to balance the 4Ps or the 7Ps of the marketing mix. The concept of 4Ps has been long used for the product industry while the latter has emerged as a successful proposition for the services industry.
The 7Ps of the marketing mix can be discussed as:

Product - It must provide value to a customer but does not have to be tangible at the same
time. Basically, it involves introducing new products or improvising the existing products.


17 GM 17 GM 17 GM 17 GM 36 GM 36 GM 36 GM 36 GM 84 GM 84 GM 84 GM 84 GM

5 5 5 5 10 10 10 10 20 20 20 20

4.46 4.46 4.46 4.46 8.92 8.92 8.92 8.92 17.85 17.85 17.85 17.85

Price - Pricing must be competitive and must entail profit. The pricing strategy can
comprise discounts, offers and the like.

Place - It refers to the place where the customers can buy the product and how the
product reaches out to that place. This is done through different channels, like Internet, wholesalers and retailers.

Promotion - It includes the various ways of communicating to the customers of what the company has to
offer. It is about communicating about the benefits of using a particular product or service rather than just talking about its features. The company has not yet started using much of its advertising budget of Rs 5-10 crore for each brand and will launch above-the-line advertising campaigns shortly.

People - People refer to the customers, employees, management and everybody else
involved in it. It is essential for everyone to realize that the reputation of the brand that you are involved with is in the people's hands.

Process - It refers to the methods and process of providing a service and is hence
essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things.

Physical (evidence) - It refers to the experience of using a product or service. When a

service goes out to the customer, it is essential that you help him see what he is buying or not. For example- brochures, pamphlets etc serve this purpose.

Advertising Prints Ads; Broadcast Ads; Billboard Ads; Direct Mail Ads; Information;

Personal Selling In-personal Sales; Presentation; Telemarketing;


Sales Promotion Games, Contest, Free Samples, Trade Show, Coupons, Price Promotion, Display

Publicity Print media News stories Broadcast media Annual reports

The agency won the business beating other agencies on the roster of Parle Products. The size of the account is estimated to be more than Rs 15 crore. Everest Brand Solutions has won the creative duties for Parle's Wafers. The agency won the business beating other agencies on the roster of Parle Products. The size of the business is estimated at more than Rs 15 crore.

Reliable sources in the industry have confirmed the news to afaqs! on the ground of anonymity. Earlier, the brand was handled by Grey. As part of the process, Parle Products initiated a pitch among its roster agencies, which includes Ogilvy, Everest Brand Solutions and Grey. The media duties for all Parle brands are handled by TME-MPG. The agency won the business in January. Before this, TME handled the confectionery part of the business, while Maxus managed the biscuits and snacks range. The size of the media duties account is said to be about Rs 50 crore. For the record, Parle's Wafers is available in four flavours - Tangy Tomato, Cream and Onion, Classic Salted and Masala Masti. The wafers come at three different price points of

Rs 5, Rs 10 and Rs 20.


To find out the selling & distribution strategy through retailer of PARLE WAFERS in WEST Delhi.


To find out the consumer preference according to retailer view. To find out the satisfaction levels towards service provide by PARLE WAFERS To find out the major competitor of PARLE WAFERS


Research is an art of scientific, investigation and systematic research for pertinent information on a specific. I have used analytical type of research. Under analytical research we use facts or information already available and analyses these to make critical evaluation of the material. I have gathered the information from different sources and analyzed it. The data for market research is collected using the survey technique, which is considered as best tool for analytical research. I undertook the survey to learn about peoples knowledge, belief, preferences, satisfaction, attitude, value and so on and to measure these magnitudes in the general population.


Exploratory research as well as Descriptive Research is used to do this project. The objective of Exploratory Research is to gain insights and ideas. The objective of Descriptive Research is to find out the facts. Descriptive research includes survey and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs, as it exists at present. A well structured questionnaire was prepared for the primary research and personal interviews were conducted to collect the responses of the target population.

An online survey was also conducted to know the average rating of the selected companies including
Parle Wafers.

It can be presume that in such an enquiry when all the items are covered no elements of chance is left and highest accuracy is obtained. This type of enquiry involved a great deal of time, money and energy. Due to the limitation of time and cost not practically feasible to contact each and every respondent in the target segment. Hence quite often I selected constituted what is technically called a sample. A sampling plan is a definite plan determined before any data are actually collected for obtaining a sample from a given population. a. Sample Size: There are 9 areas in West Delhi. I had completed my survey under one distributer V.V. Enterpresises for this project. The standard size of 400 retailer outlets was chosen by me. b. Sampling Technique: I had used judgment sampling technique for my project report. This approach has been found empirically to produce unsatisfactory results. And, of course, there is no objective way of evaluating the precision of sample results. Despite these limitations, this method may be useful when the total sample size is extremely small.


Data collection is an elaborate process in which the researchers make a planned research for all relevant data. Data is the foundation of all market research. Data are facts may be obtained from several sources. Data can be classified as:

Primary data Secondary data

It is gathered for the first time by the researchers. If the secondary data is found to be inadequate or unavailable, the researcher goes for primary data.


The researcher was assigned to do a comparative study on PARLE WAFERS. In order to accomplish the job, the researcher adopted the two-way strategy to collect the primary data. Secondly to complete the job in a more genuine way, retailer survey was conducted sample of 30 rational retailers were taken and they were supplied with a structured non-disguised questionnaire. The idea was to seek out the market position of PARLE WAFERS. The data collected was collected from different retail outlets of biscuit namely: Shops Confectioners Kirana and general stores

Secondary data is the data borrowed from secondary sources by the researcher. Secondary data can be internal or external i.e, internal records of the company or information available from library and other statistical organization. In a Market Research Project Field Work has a very vital role to play. As a matter of fact, its the back bone of any Market Research Project. Field work basically consists of collection of primary data. In this project, researcher had to undergo a lot of Field Work. For the purpose researcher has a visit various cinema halls, public attractive places, colleges & school canteens etc. The whole area which was to be surveyed was divided into different segments randomly. Simultaneously survey of both retailers and consumers was carried out. The researcher worked in the field for a span of one & half months. Later on whole data which was collected from field was well scrutinized & tabulated for analysis. Its interpretation has been provided in most easy to understand manner with the help of suitable diagram & charts.

Parle product ltd is a well known and company with high profile turnover is not only well-established but also reputed company. Company carries vast experience and professional competence in launching successfully its project in various market of Delhi, Noida, Ghaziabad. The wide range of biscuit, toffee, Wafers that it has in its armory, is also a strong point. It has a wide and extensive distribution network of Biscuits, Toffee. Deep & effective coverage Offers variety of products under its brand. An experienced team of sales & marketing executives.

Lacks coordination between executives and retailers. Parle product ltd losing its market share to competitors due to poor supply. Non-fulfillment of commitments on time, made to shopkeepers. Incompetent distributor who do not give the schemes in the market regularly. Proper advertising was not in market. Unavailability of various demanded flavors. Not proper control over distribution networks. Proper promotion was not there.

Leverage successful brand Parle Advertise more Launch Unique Flavors different from the normal four Buy out competition More Brand recognition More Flavors as compared to Bingo, Lays. Rising demand for innovative packaging in packaged foods. Retaining loyal retailers or wholesalers. Improving supply system for established brands. Huge scope for some parle products in medical shops.

Threat from local substitute snacks Boycott by health conscious people Availability of healthy products Highly advertised brands such as LAYS & BINGO. Ever increasing competition from multinationals & local companies. Increase in sale of cheap local bakery products. Emerging substitute like SNACKS & TOAST. Margin war among the major brands


1. Pepsi Lays & kurkure 2. Bingo 3. Haldirams 4. Kurkure 5. Diamond Wafers 6. Local wafers

After close study of the present market situation prevailing in the areas assigned the researchers, following are the observations. 1. Availability of all the products is not uniform in all the towns. For instance, the supply is not meeting the demand in particular areas or shops. 2. Aalu chat and tangi pickle, newly launched products, have very less availability. 3. Breakage problem in the tangi tomato, masalal munch is leading to the decline in sales in this category. 4. Schemes, Discounts, offers, coupons etc. are not reaching to the retailers and customers whereas Lays and Bingo and haldiram on the other hand are doing that. 5. Retailers and even wholesalers are not satisfied with the supply system of Parle. 6. It was found that Parle (especially Parle-chips) is most favored brand and is sold most. 7. Very little range of Parle snacks were visible in organized retail outlets. 8. Masala kachcha are not accepted by the general masses due to its dissatisfying taste. 9. Lack of marketing efforts for the promotion of new products like pickles, 10. Hadrian and diamond is emerging as major Competitor in the organized retail outlets



After visiting the PARLE factory as industrial visit the researchers analyzed that the best selling branded biscuit and wafers 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),wafers(parles,fulltoss) 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.

1) What is the average number of customer in per day?

a) Less than 100 b) 100-200 c) 200-300 d) more than 300

a b c d 24 54 13 9

c 13% d 9% a 24%

b 54%

This figure shows that 54% of the total population are the per day customers of Parle products.

2)What are the brands in snacks being sold at your shop? a) Lays & kurkure {pepsico} b)ITC (bingo) c)haldiram d) parles e)yellow diamond f)all if option e then name of others brand ..
Q.2 a b c d e f 5 4 6 6 11 68

b 4% a 5% c 6% d 6% e 11%

f 68%

The product of above mentioned brands are sold here in every day.

3)which brands sales most in a week? a) Itc b)pepsico c) Haldiram d) Others e) Parles

Q.3 a b c d e 24 29 17 13 17

e 17% d 13% c 17% b 29% a 24%

We can interpret from this figure that from the above mentioned brands pepsico is the brand which is sold most.

4)Which type of snacks are preferably sold? a) chips b) stix



b 30%

a 70%

From the above figure it was clearly shows that chips are the most preferable product which are mostly sold.

5) which size is sold more? a)5 rs b)10 rs c)15 rs d)20 rs

a b c d

50 27 14 9

c 14% d 9% a 50%

b 27%

From the above figure it shows that product of Rs5 are mostly sold rather than product of above mentioned prices.

6) which age limit people are buying more? a) 4-10 b) 10-16 c) 16-22 d)above 22

Q.6 a b c d 18 46 34 2

d 2% c 34% a 18%

b 46%

The people of age limit from 10-16 are the most buyers of parle product.

7) which flavoured are being preferred by customer? a) tomato tangy b)cream & onion c)aalloo chat d)classic salted e)red chilli achar
Q.7 a b c d e f 25 28 19 9 12 7

f)masala masti

e 12% f 7% a 25%

d 9% c 19%

b 28%

The cream & onion flavor of chips are mostly purchased by the buyers.

8)how many days once a parles sales person contacts you? a)once a week b)twice a week c)in a month d)daily

Q.8 a b c 57 39 4

c 4%

b 39%

a 57%

From this figure we can show that the sales person of parle contact us once in a week.

9)are you interested to get new product? a) yes b) no if yes give suggestion .

Q.9 a b 98 3

b 3%

a 97%

Most of the customers of parle products wants that the company should introduce new products.


Parle product must come up with more innovative features in their wholesale as well in retail with new products. The company must try to improve its scheme to attract more customers. Parle product must try to educate their customers regularly regarding new products especially in chips and stix segment. The company must also try to develop some more ways of marketing and generating new market. It should make maximum efforts to promote its other brand rather than the wafers. The company has to make some extra efforts to improve its service, supply chain and support. Concentrate all the outlets, which may extend the wafers demands in markets. There should be proper and regular delivery of products Take appropriate steps to prevent the unfair trade practice which done by the dealers. Proper investigation regulated by the executives of the company. More attention should be paid on advertisement through providing glow signs, dealer board and painting.


Findings are made on the views expressed by the consumers. So it may suffer from biased prejudices. Some of the respondents were not co-operative and many seem to be having no interest. The study has not been intended on a very large scale, have the possibility of errors, which can not be ruled out. Time limitations. Area was specified. It is extremely difficult to persuade to respond to questionnaire. The retailers know us as people from Parle agro there by the responses could have been biased.

In the new millennium when the corporate world is designing newer techniques for developing employees and retaining them, Parle agro is no way behind and the organizational structure is such that people works hand in hand to align the organizational goals with the individuals goals with excellent teamwork and leadership quality, The whole process during the preparation of the project was very challenging and exciting and I believe that in spite of the limitation under which I worked the result gives an overall true picture of the market situation and the suggestion given by me would help the organization if they are implemented. All my market survey is helpful in learning new things regarding marketing, training and development needs etc. To sum it up, this project has provided me with opportunities to learn different areas of the Marketing function and has given me stepping-stones to climb up to reach the summit of Marketing at the end of my career

Raj Nandan


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