Final Project

ADVERTISEMENT EFFECTIVENESS OF PARLE BISCUITS
1

INTRODUCTION OF PROJECT
Advertising is a public announcement to inform and persuade people to
buy a product, a service or any classes in coaching institutes.
An advertisement would include any notice, circular, label, wrapper or any
other document or any announcement made orally, or by means of producing
or transmitting light, sound or smoke.
Have you read about people using smoke signals to pass on messages?
Every day, we see and hear hundreds of advertisements. Let us consider a few
of them.
Posters informing us about the latest Bollywood film to be released.
Big hoardings telling us which mobile would give us the better facilities and
quality.
The RJ, or radio jockey, asking us to buy things from the big shop in the
centre of the city for the most fashionable clothes...
The huge wall carrying the name and address of the local beauty parlour,
which will make even the most ordinary lady look as glamorous as a film star!
Wouldnt you like to know more about this fascinating process?

Mobile phone advertising is quickly becoming a key component in large
business marketing campaigns. Since billions of people use cell phones every
2

day, and over 12 billion text messages are sent every month in the US, the
reasons for are clear.
Harder to understand is how mobile phone advertising can benefit the
smaller, more local business owner, when its reach is so vast. The answer lies
in the other unique feature of mobile phone advertising, the ability to target
customers to very specific demographics.
Lets say you run an ice cream shop. How about sending via sms advertising
coupons for a free cone on each of your customers kids birthday?
This form of personal contact is perfect for any type of service business. If you
run a massage parlor or day spa, consider sending discounts or coupons to
your customers on their anniversaries, birthdays or other special occasions.
The possibilities are really endless for staying in touch with your customers
when you start to think about using mobile phone advertising as a high tech
form of personal contact.

3

OBJECTIVES OF THE STUDY
To Study the consumer preferences for Effectiveness of Advertising.
To know the percentage of males and females those are aware about Effect
of Advertisement.
To know mostly which segment of people are aware about Parle.
To know which type of media is more effective to people.
To find out Parle Coverage in various areas of Patna City.
To check the Brand availability of the company products at different stores.
To analyze that which type of biscuits and Confessionary are most preferred
in what category of store. It was done by analyzing questioner data.

NEED OF THE STUDY
There are different national and international products present in India. So to
identify. The customer and their buying behaviour have been the focus of a
number of international and national product. The result of these studies have
been useful to the provide solution to Various marketing problem.
Understanding buying behaviour is not enough without understanding the
composition And Origin of the customers are attracted by imported goods
because of their high quality. So that most of Indian company product losses
their credibility and loyalty in Domestic customers.
4

SCOPE OF THE STUDY
Customer loyalty is an important element in the marketing activities. This
customer loyalty Decides the fate of the product and organization. There are
various factors influence to The customer loyalty. These factors are Post
Purchase behavior, Reputation, Product availability, Branding and convenient
etc. ADVERTISEMENT EFFECTIVENESS OF PARLE BISCUITS.

5

LIMITATIONS OF THE STUDY
1) The Study is Restricted to Patna.
2) The Response of the Migrant can be Biased and Subjective.
3) Many Respondents were not vocal in sharing their actual views.
4) Due to time Constraints the sample size was kept small and view of majority
were not taken.

6

RESEARCH MEHODOLOGY
Research Methodology is Logical and Scientific technique to solve a problem.
When we talk of research methodology, we not only talk of research methods
adopted to get desired results but we also consider logic behind these methods.
All possible efforts were made to gather information in a natural way to achieve
objectives of research.
Research is an original contribution to existing stocks of knowledge making for
its advancement in research for knowledge through objectives and systematic
method of finding a solution to problem, is research. Research refers to
systematic methods consisting of enunciating the problem, forming a hypothesis,
collecting facts or data, analysis of facts and reaching certain conclusion either
in the form of a solution towards concerned problem in certain generalization for
some theoretical formulation.
In my Research the Research Problem is ADVERTISEMENT EFFECTIVENESS
OF PARLE BISCUITS.

7

RESEARCH DESIGN
Research design is a framework or blueprint for conducting the marketing
research project. It specifies the details of the procedures necessary for obtaining
the information needed to structure and solve
marketing research problems.
When designing research, one is faced with a
continual series of trade-offs. Since there are
typically numerous design alternatives that will
work, the goal is to find the design that
enhances the value of the information obtained,
while reducing the cost of obtaining it and make
it as accurate as possible.
The conceptual structure, within which this
research is conducted, is descriptive in nature
as it brings forward the results concerning the
set objectives fact finding enquires. Moreover it
describes the state of affairs as exists at present
in my research the Research Design is DISCRIPTIVE RESERCHdesign.
Research Objective
1) To know the factors affecting while buying a branded or none branded
garments.
2) To know the satisfaction level of consumer.

Secondary Research and
Literature Review

Selection of Objective/Problem
identification
Data Collection & Tabulation
Analysis of Data
Report Preparation
Final Draft
8

SOURCES OF DATA
Primary data:
Primary data are those, which are collected afresh and for the first time, and
thus happen to be original in character. It is the backbone of any study. It is
obtained from respondents with the help of widely used and well-known method
of survey, through a well-structured questionnaire. So the primary data has
been taken from different customers. In my research the source of primary
data is well designed Questionnaire.

Secondary data:
Secondary data are those which have already been collected by someone else
and which have already been passed through the statistical process. In this case
one is not confronted with the problems that are usually associated with the
collection of Original data. Secondary data either is published data or
unpublished data.
Secondary data is collected from publications, journals, and magazines, Records,
web sites etc. In my research the source of secondary data is journals,
internet, and books etc.

9

SAMPLING PLAN
It consists of:-
Universe of the study: The Universe is the specific group of people, Firms,
Conditions, activities etc. which form the pivotal point of research project. In my
research study the universe
Is All the buyers of branded and non branded readymade garments.

Population:
Population refers to part of universe from which the sample for conducting the
research is selected. Universe and population can be same in some researches. It
may be finite or infinite. In finite universe the number of items is certain, but in
case of infinite the number of item is infinite i.e., we cannot have an idea about
the total number of items. The population for my study is finite i.e., all the
buyers of branded and non branded readymade garments in Patna.

Sampling unit: Sampling unit refers to smallest possible individual eligible
respondent. In my study the sampling unit is Single buyer of readymade
garments in Patna.

SAMPLE SIZE
This refers to the total number of respondents selected from the population to
constitute a sample. The size of the sample should neither be excessively large,
nor too small. It should be optimum. An optimum sample is one which fulfills
10

the requirement of efficiency, representativeness, reliability and flexibility. The
sample size for my research is 50.

SAMPLING TECHNIQUE
In this research study, non-probability convenience sampling is opted for.
Convenience sampling is done purely on the basis of convenience or
accessibility. This sampling method has been mainly chosen because of time,
financial constraints and lack of expertise.

MEASUREMENT
Measurement is accessed via a 5-point-Likert-type scale ranging from strongly
agree to strongly disagree. Analysis is done with the Calculation of Mean Score
which is calculated with the help of following Formula.

Mean Score = Total Score
---------------------------
Total Number of Respondents (n=50)

11

History of Advertisement
There has been a long tradition of advertising in India since the first
newspapers published in India in the 19th Century carried advertising. The
first advertising agency was established in 1905, B. Datram and Company,
followed by The India-Advertising Company in 1907, the Calcutta Advertising
agency in 1909, S.H.Bensen in 1928, J. Walter Thompson Associates through
its Indian associate, Hindustan Thompson Associates in 1929, Lintas (Lever
international Advertising Services) in 1939 and McCann Erikson in 1956.
Advertising expenditure in the 1950s was estimated at $US 300,000. Under
the more socialist political environment of the 1960s and 1970s there was
little incentive for companies to advertise because advertising was not tax
deductible. In the 1970s there was a 58% growth in the number of registered
agencies from 106 in 1969 to 168 in 1979, and this included a growth in
Indian agencies. The first advertising appeared on state television in 1976.
With the opening of the economy in the 1980s there was a growth in the
number of alliances with multinational agencies and an expansion in
advertising though foreign network participation in agency ownership was
limited. In 1987 Hindustan Thompson was affiliated to J. Walter Thompson.
Lintas, the 2nd ranking agency, held only 4% of its subsidiary, as did Ogilvie
and Mather. Saatchi and Saatchi/Compton had minority interests in Compton
12

as did Lintas. A study done in 1984 of the largest companies in India found
that the ratio of advertising expenditure to sales had risen from .64 in 1976, to
.71 in 1980 to .74 in 1984. Foreign controlled corporations had the dominant
share of total advertising expenditure, and 80% of these were in the consumer
goods sectors. Advertising was very concentrated with the top 50 advertisers
accounting for 80% of the advertising spending and the top 10 advertisers
made up 40% of that figure, 32% of the total. The largest advertiser
throughout the period was Hindustan Lever which was nearly 10% of the
advertising budget of the corporate sector companies. Pharmaceutical
companies were also significant advertisers at this time.
DEFINITION
Advertising is a form of communication used to persuade an audience
(viewers, readers or listeners) to take some action with respect to products,
ideas, or services. Most commonly, the desired result is to drive consumer
behavior with respect to a commercial offering, although political and
ideological advertising is also common. Advertising messages are usually paid
for by sponsors and viewed via various media; including traditional media
such as newspapers, magazines, television, radio, outdoor or direct mail; or
new media such as websites and text messages.
Commercial advertisers often seek to generate increased consumption of their
products or services through "branding," which involves the repetition of an
image or product name in an effort to associate certain qualities with the
13

brand in the minds of consumers. Non-commercial advertisers who spend
money to advertise items other than a consumer product or service include
political parties, interest groups, religious organizations and governmental
agencies. Nonprofit organizations may rely on free modes of persuasion, such
as a public service announcement.
Modern advertising developed with the rise of mass production in the late
19th and early 20th centuries. In 2010, spending on advertising was
estimated at more than $300 billion in the United States
[1]
and $500 billion
worldwide.
Digital advertising
Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market
advertising format, as is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The annual Super Bowl football
game in the United States is known as the most prominent advertising event
on television. The average cost of a single thirty-second TV spot during this
game has reached US$3 million (as of 2009). The majority of television
commercials feature a song or jingle that listeners soon relate to the product.
Virtual advertisements may be inserted into regular television programming
through computer graphics. It is typically inserted into otherwise blank
backdrops or used to replace local billboards that are not relevant to the
remote broadcast audience. More controversially, virtual billboards may be
inserted into the background where none exist in real-life. This technique is
especially used in televised sporting events. Virtual product placement is also
14

possible. Infomercials: An infomercial is a long-format television commercial,
typically five minutes or longer. The word "infomercial" combining the words
"information" & "commercial". The main objective in an infomercial is to
create an impulse purchase, so that the consumer sees the presentation and
then immediately buys the product through the advertised toll-free telephone
number or website. Infomercials describe, display, and often demonstrate
products and their features, and commonly have testimonials from consumers
and industry professionals.

Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcast as radio waves to the air from a transmitter to
an antenna and a thus to a receiving device. Airtime is purchased from a
station or network in exchange for airing the commercials. While radio has the
limitation of being restricted to sound, proponents of radio advertising often
cite this as an advantage. Radio is an expanding medium that can be found not
only on air, but also online. According to Arbitron, radio has approximately
241.6 million weekly listeners, or more than 93 percent of the U.S. population.
Online advertising
Online advertising is a form of promotion that uses the Internet and World
Wide Web for the expressed purpose of delivering marketing messages to
attract customers. Examples of online advertising include contextual ads that
appear on search engine results pages, banner ads, in text ads, Rich Media Ads,
Social network advertising, online classified advertising, advertising networks
and e-mail marketing, including e-mail spam.

15

Product placements
Covert advertising, also known as guerrilla advertising, is when a product or
brand is embedded in entertainment and media. For example, in a film, the
main character can use an item or other of a definite brand, as in the movie
Minority Report, where Tom Cruise's character John Anderton owns a phone
with the Nokia logo clearly written in the top corner, or his watch engraved
with the Bulgari logo. Another example of advertising in film is in I, Robot,
where main character played by Will Smith mentions his Converse shoes
several times, calling them "classics," because the film is set far in the future. I,
Robot and Spaceballs also showcase futuristic cars with the Audi and
Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac
chose to advertise in the movie The Matrix Reloaded, which as a result
contained many scenes in which Cadillac cars were used. Similarly, product
placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are
featured in recent James Bond films, most notably Casino Royale. In "Fantastic
Four: Rise of the Silver Surfer", the main transport vehicle shows a large
Dodge logo on the front. Blade Runner includes some of the most obvious
product placement; the whole film stops to show a Coca-Cola billboard.
Physical advertising
Press advertising
Press advertising describes advertising in a printed medium such as a
newspaper, magazine, or trade journal. This encompasses everything from
media with a very broad readership base, such as a major national newspaper
or magazine, to more narrowly targeted media such as local newspapers and
trade journals on very specialized topics. A form of press advertising is
16

classified advertising, which allows private individuals or companies to
purchase a small, narrowly targeted ad for a low fee advertising a product or
service. Another form of press advertising is the Display Ad, which is a larger
ad (can include art) that typically run in an article section of a newspaper.
Billboard advertising: Billboards are large structures located in public places
which display advertisements to passing pedestrians and motorists. Most
often, they are located on main roads with a large amount of passing motor
and pedestrian traffic; however, they can be placed in any location with large
amounts of viewers, such as on mass transit vehicles and in stations, in
shopping malls or office buildings, and in stadiums.

Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens.
These can be on dedicated vehicles built solely for carrying advertisements
along routes preselected by clients, they can also be specially equipped cargo
trucks or, in some cases, large banners strewn from planes. The billboards are
often lighted; some being backlit, and others employing spotlights. Some
billboard displays are static, while others change; for example, continuously
or periodically rotating among a set of advertisements. Mobile displays are
used for various situations in metropolitan areas throughout the world,
including: Target advertising, One-day, and long-term campaigns,
Conventions, Sporting events, Store openings and similar promotional events,
and Big advertisements from smaller companies.

17

In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye level, at
the ends of aisles and near checkout counters, eye-catching displays
promoting a specific product, and advertisements in such places as shopping
carts and in-store video displays.
Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is
distributed out of an office, caf, or drive-through coffee shop. This form of
advertising was first popularized in Australia, and has begun growing in
popularity in the United States, India, and parts of the Middle East.

Street advertising
This type of advertising first came to prominence in the UK by Street
Advertising Services to create outdoor advertising on street furniture and
pavements. Working with products such as Reverse Graffiti and 3d pavement
advertising, the media became an affordable and effective tool for getting
brand messages out into public spaces.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific stores
or products. Advertisers often advertise their products, for example, when
celebrities share their favorite products or wear clothes by specific brands or
designers. Celebrities are often involved in advertising campaigns such as
television or print adverts to advertise specific or general products. The use of
celebrities to endorse a brand can have its downsides, however. One mistake
18

by a celebrity can be detrimental to the public relations of a brand. For
example, following his performance of eight gold medals at the 2008 Olympic
Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was
terminated, as Kellogg's did not want to associate with him after he was
photographed smoking marijuana.

19

COMPANY PROFILE
PROFILE OF THE COMPANY
Parle Products Pvt. Ltd.: A cream colored yellow stripped paper with a
cute baby photo containing 10-12 biscuits with the companys name printed
with in Red. Times changed, variety of biscuits did come and go but nothing
has changed with these biscuits. Yes, the size of their packing has definitely
changed but for the consumer good as these are money saver pack.
The Parle name conjures up fond memories across the length and
breadth of the country.
After all, since 1929, the people of India have been growing up on Parle
biscuits and sweets.
Initially a small company was set up in the suburbs of Mumbai city to
manufacture sweets and toffees. The year was 1929 and the market was
dominated by famous international brands that were imported freely. Despite
the odds and unequal competition, this company called Parle Products,
survived and succeeded by adhering to high quality and improvising from time
to time.
A decade later, in 1939, .Parle products began manufacturing biscuits, in
addition to sweets and toffees. Having already established a reputation for
quality, the Parle brand name grew in strength with this diversification. Parle
Glucose and Parle Monaco were the first brands of biscuits to be introduced,
which later went on to become leading names for great taste and quality.
20

For around 75 years, Parle have been manufacturing quality biscuits and
confectionary products. Over the years Parle has grown to become a
multimillion dollar company with many of the products as market leaders in
their category. The recent introduction of Hide & Seek chocolate chip biscuits
is a product of innovation and caters to a new taste, being Indias first ever
chocolate chip biscuits.
Apart from the factories in Mumbai and Bangalore Parle also has
factories in Patna in Haryana and Neemrana in Rajasthan, which are the
largest biscuit and confectionery plants in the country. Additionally, Parle
Products also has 7 manufacturing units and 51 manufacturing units on
contract.
All these factories are located at strategic locations, so as to ensure a
constant output and easy distribution.

21

Brands
An in-depth understanding of the Indian consumer psyche has helped
Parle evolve a marketing philosophy that reflects the needs of the Indian
masses. With products designed keeping both health and taste in mind, Parle
appeals to both health conscious mothers and fun loving kids. The great
tradition of taste and nutrition is consistent in every pack on the store shelves,
even today. The value-for-money positioning allows people from all classes and
age groups to enjoy Parle products to the fullest.
Biscuit goodies: Confectionary:
Parle-G GolGappa
Krackjack Classic Mint
Monaco Lite Mint
Monaco Funion Kismi
Kreams Orange Candy
Hide and Seek Mango Bite
Hide and Seek Milano Melody
Poppins
Eclairs- 50 p
Bourbon Melody Softe- 1Rs.
Kismi Bar
Parle Marie Chox
Kacha Mango
Milk Shakti Mazelo
Imli Bite
Kismi Gold
Parle 20-20 Cookies Munch on snacks:
Nimkin Musst Bites
22

Parle biscuits: Parle biscuits are linked with factors of power and wisdom
providing nutrition and strength. Parle biscuits are indeed much more than a
tea- time snack, they are considered by many to be an important part of their
daily food. Parle can treat you with a basket of biscuits which are not only
satisfying but are also of good and reliable quality. Parle biscuits cater to all
tastes from kids to senior citizens. They have found their way into the Indian
hearts and homes.
Parle G

For over 65 years, Parle G has been a part of the lives of every Indian. From
the snow capped mountains in the north to the sultry towns in the south,
from frenetic cities to laid back villages, Parle G has nourished
strengthened and delighted millions. Filled with the goodness of milk and
wheat, Parle G is not just a treat for the taste buds, but a source of
strength for both body and mind. Tear over a packet of Parle G to
experience what has nourished Generations of Indians since last sixty five
years, making it truly Hindustan Ki Taakat. Pack Sizes available: 16.5G,
38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G, 825G
23

20-20

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

Share the company of great taste anytime, anywhere with Monaco. A light
crispy biscuit sprinkled with salt, Monaco adds a namkeen twist to lifes
ordinary moments. Pack Sizes available: 75 G, 120 G, 240 G

24

Hide and Seek

The ingredients that go into making this prized cookie are a well-guarded
secret. What is is the effect it has on those who eat it. A cookie with a
reputation for romance. Indulge in the sinful taste of Milano and everything
that follows it. Pack Sizes available: 25 G, 62 G, 100 G, and 200 G
Krackjack

The original sweet and salty biscuit is one of the most loved biscuits in the
country.
Its not just a biscuit, its the taste of relationships captured in a biscuit.
A little sweet and a little salty crafted in such a delicate and delicious
balance, you can never get enough of it. Have it anytime you like with
anything you like. Pack Sizes available: 75G, 170G, 240G

25

Parle Confectionaries:
Right from candies to toffees, the sweet 'n' treat category of the Parle
product range is a genuine treat for every snack lover. This category can satisfy
one's taste and at the same time create a desire for more. These confectioneries
are a sheer delight to the taste buds and have a universal appeal. Parle
Biscuits and confectioneries, continue to spread happiness & joy among people
of all ages.
Melody Mango Bite Orange Candy

Kachcha Mango Bite Kismi Toffee Golgappa

Many of the Parle products - biscuits or confectioneries, are market leaders
in their category and have won acclaim at the Monde Selection, since 1971.
With a 40% share of the total biscuit market and a 15% share of the total
26

confectionary market in India, Parle has grown to become a multi-million dollar
company. While to consumers it's a beacon of faith and trust, competitors look
upon Parle as an example of marketing brilliance. Parle G, a premium glucose
biscuit is the worlds largest selling biscuit.
A factory of these glucose biscuits is situated in Neemrana is producing 7000
metric tonnes every month. A list of premium quality biscuits and
confectioneries is produced and distributed across nations.

27

ORGANIZTIONAL STRUCTURE

An organizational structure is a mainly hierarchical concept of subordination
of entities that collaborate and contribute to serve one common aim.
Organizations are a variant of clustered entities. An organization can be
structured in many different ways and styles, depending on their objectives
and ambience. 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, department, workgroup and individual.
Individuals in an organizational structure are normally hired under time-
limited work contracts or work orders, or under permanent employment
contracts or program orders.

28

MOTIVATION OF CHANNEL MEMBERS
Company strongly believes in maintaining a good relationship with the channel
members so that they are genuinely motivated to work for the company. Also if
the channel members are motivated, they can also initiate advertising & sales
promotion schemes on behalf of the company. However to keep the channel
members motivated to work, the company has to incur certain costs but the
benefits of it are felt in the long run. The following are the motivation programs
run by the company.
Motivational Factors for the Distributors
One of the main factors, which keep the distributors motivated, is the
margin. Usually the margins offered by the company are 8% & it is raised
to 8.5%. Volume wise this comes out to be a big figure since Parles
product has a good demand in the market. However compared to the
other companies the margins are still lower since the new players in the
market offer a much higher margin.
In order to keep the Channel members motivated in the long run, Parle
builds on the concept of Trade Marketing which makes the dealers &
the distributors believe that the companys products are worthy of being
pushed in the market.
The company is organizing various Total Quality Management initiatives
& workshops. Here various counseling measures are undertaken by the
company to improve the overall working of the distribution network.

29

Motivational Factors for the The Retailers
Trade schemes: these are undertaken by the company only for the hard
selling
items e.g. Biscuits and Snacks etc. for these the company raises the
margins by 2%, also schemes like good packaging incase of butter and
cheese is undertaken by the company. However this is only a short-term
initiative to push the products of the company.

Glow boards: the company puts up glow boards at the retailer and pays
the major portion of the cost.
Schedule of the salesmen: they provide the retails with this schedule,
so the retailers can pre estimate the quantities of the various products
needed.
Infrastructure facilitation: the company facilitates the retailers to buy
beautiful stalls by formulating an easy payment program and a
commitment to buy back the equipment at a reasonable price when the
value of the equipment has depreciated.
Evaluation of channel members
Beat plan:- this plan is generated for the various product categories. A
weekly schedule is prepared for various markets and the retailers the
turnover for each of the product is calculated for the wholesale dealers.

30

Cumulative performance:- the performance of the dealers is averaged
out over a period of three years where a comparison is made of the
present performance vis--vis the previous ones.

Target versus achievement:- the performance and the targets are
compared and therefore the gaps are identified which help in evaluating
the WD and planning for the next year as well. This is done for each of
the product category.

31

CONFLICTS
Conflict is actual or perceived opposition of needs, values and interests. A
conflict can be internal (within oneself) to individuals. Conflict as a concept can
help explain many aspects of social life such as social disagreement, conflicts
of interests, and fights between individuals, groups, or organizations. In
political terms, "conflict" can refer to wars, revolutions or other struggles,
which may involve the use of force as in the term armed conflict. Without
proper social arrangement or resolution, conflicts in social settings can result
in stress or tensions among stakeholders. When an interpersonal conflict does
occur, its effect is often broader than two individuals involved, and can affect
many associate individuals and relationships, in more or less adverse and
sometimes even way.

Conflicts
Ownership of assets: Previously the company used to give the products
on lease to the retailers, when the company wanted the stuff back; the
retailer disagreed to comply and created issues of ownership.

Stocking issues: The company doesnt want the retailers to stock the
competing brand in the company leased stall, which at times s hard to
manage as retailers tend to do it often.
32

Replacement of products: The deterioration in the product calls for fail
in replacement by the company this major issue of vertical conflict.

Credit policy: Compared to the market, the companys credit period is
less that specially incase of institutional sales is very important.

Packaging: The channel members for easy storing demand a better
quality of packaging.

Replenishment: The replenishment of the stocks is not prompt in case
of Parle cheese Biscuit and all hard selling items.

Margins: The Company provides least margins to all the channel
members. For e.g. the retailers margin in case of butter is 8% as
compared to Britannias 12%.

Co-operation among channel members
Parle quality circles: The members of the local channel meet together
every month to share issues and the achievements of the channel
members. This is an ongoing activity facilitated by the company offices in
different locations; this enables the channel members to learn together
and reduces the horizontal conflicts among the WDs.

Pilot salesmen scheme: To reduce the financial burden of the
distributors this scheme is run whereby half the cost of the salesmen is
born by the company and the rest half by the distributor.

Scheduling of sales: The WDs provides Schedule of the distributors
sales men to the retailers so that the retailers can plan out and place the
orders in advance.
33

Agreement defining rights: The Company makes the distributors sign
an agreement where the areas of operation for each of the distributors
are defined, therefore avoiding any conflict amongst the distributors
regarding their areas of operation.

Ownership of assets: Previously the company used to give the products
on lease to the retailers, when the company wanted the stuff back; the
retailer disagreed to comply and created issues of ownership.

Stocking issues: The company doesnt want the retailers to stock the
competing brand in the company leased stall, which at times s hard to
manage as retailers tend to do it often.

Replacement of products: The deterioration in the product calls for fail
in replacement by the company this major issue of vertical conflict.

Credit policy: Compared to the market, the companys credit period is
less that specially incase of institutional sales is very important.

Packaging: The channel members for easy storing demand a better
quality of packaging.

Replenishment: The replenishment of the stocks is not prompt in case
of Parle cheese Biscuit and all hard selling items.

Margins: The Company provides least margins to all the channel
members. For e.g. the retailers margin in case of butter is 8% as
compared to Britannias 12%.

34

Co-operation among channel members
Parle quality circles: The members of the local channel meet together
every month to share issues and the achievements of the channel
members. This is an ongoing activity facilitated by the company offices in
different locations; this enables the channel members to learn together
and reduces the horizontal conflicts among the WDs.

Pilot salesmen scheme: To reduce the financial burden of the
distributors this scheme is run whereby half the cost of the salesmen is
born by the company and the rest half by the distributor.

Scheduling of sales: The WDs provides Schedule of the distributors
sales men to the retailers so that the retailers can plan out and place the
orders in advance.

Agreement defining rights: The Company makes the distributors sign
an agreement where the areas of operation for each of the distributors
are defined, therefore avoiding any conflict amongst the distributors
regarding their areas of operation.

35

ADVERTISING EFFECTIVENESS

CONCEPTUAL STUDY OF PROMOTI ON MI X
People no longer buy shoes to keep their feet
warm and dry. They buy them because of the
way the shoes make them feel masculine,
feminine, rugged, different, sophisticated,
young, glamorous, "in" buying shoes has
become an emotional experience. Our business now is selling excitement
rather than shoes. - Francis C. Rooney
Modern marketing calls for more than developing a good product it
attractively and making it accessible to target customers. Companies must
also communicate with their present and potential customers. Every company
is inevitably cast into the role of communicator and promoter.
What is communicated however should not be left to change. To communicate
effectively; companies hire advertising agencies to develop effective adds;
sales promotion specialists to design sales incentive programmes and public
relations firms to develop the corporate image. They train their sales people
to be friendly and knowledgeable. For most companies, the question is not
whether to communicate but rather what to say, to whom.
36

Promotion influences demand by communicating product and company
message to the market. A promotion Techniques involves the co-ordination of
all communication efforts aimed at a specific audience; consumer and
shareholder. The most critical promotional question is the proper mix of
advertising, personal selling, sales promotion and publicity. The promotion
mix is usually co-ordinate on a campaign basis; taking the campaign may
efforts include a total campaign with one unified theme. All promotion
messages tie in to this theme in one way or the the, rather than conflicting
with it.

ADVERTISING

The word Advertising has its origin from a Latin word Addventure which
means to turn to. The dictionary meaning of the word is to announce
publicity or to give public concerned to a specific thing which has been
announced by the advertiser publicity in order to inform and influence them
with the ideas which the advertisement carries. In business world the terms in
mainly used with reference to selling the product of the concern. The
advertising, as Jones defines it is "a sort of machine made mass production
method of selling which supplements the voice and personality of the
individual salesman, such as manufacturing the machine supplements the
37

hands of the craftsman." It is thus a process of buying/sponsor/identified
media space or time in order to promote a product or an idea. From a careful
scrutiny of the above definition, the following points emerge:
Advertising is a paid form and hence commercial in nature. This any
sponsored communication designed to influence buyer behavior advertising.
Advertising is non-personal. Unlike personal selling, advertising is done in a
non-personal manner through intermediaries or media whatever the form of
advertisement (Spoken, written or visual). It is directed at a mass audience
and not directed at the individual as in personal selling.
Advertising promotes idea, goods and services. Although most Advertising is
designed to help sell goods, it is being used increasingly to further public
interest goals.
Advertising is identifiable with its sponsoring authority and advertiser. It
discloses or identifies the source of opinions and ideas.
Advertising thus is:
1. Impersonal
2. A communication of ideas.
3. Aimed at mass audience
4. By a paying sponsor.
38

The two forms of mass communication that are something confused with
advertising are publicity and propaganda. If we eliminate the elements of the
"paying sponsor" (The paid requirement) we would have the element of
publicity left : For publicity is technically speaking, advertisement without
payment. In a similar manner. If we eliminate the requirement of an
"identified sponsor", the resulting communication is propagandistic.
It is important for us to emphasize that advertising may involve the
communication of ideas or goods of service. We are all aware that advertising
attempts to sell goods and services. But we may overlook the more important
fact that it often sells ideas.
Advertising may persuade with information; it may persuade with emotion:
more frequently, it endeavors to persuade with some mixture of both.
(1) Electronic Media
Advertisers use two types of media to reach target consumers over the
airwaves; radio or T.V.
(A) Radio:
Advertisers using the medium of radio may also be classified as National or
Local advertisers. The radio is a prominent vehicle of advertising in our
country and accounts for a large sum of the total advertising budget.
39

The radio serves principally local rather than national or large regional
markets. Many small advertisers use the radio. So do some large
organizations.
When T.V. became a factor in the advertising scene, some industry
observers felt that radio advertising might become insignificant or even
disappear. This has not been so, for radio operators have responded to the
challenge by offering programmers that features music etc. which appeal to
local audience consumers have responded very favorably to this approach.
Moreover TV does not have much coverage in our country.

B) Television:
Late in India, a growing class of advertising media has been the TV. In our
country, commercial advertising on TV is
severely limited because broadcast timings
are only in the evenings. The TV is a unique
combination timing of sight and sound and
achieves a deeper impact than the other
media do. This is particularly advantageous
for advertisers whose product require demonstration. TV advertising offers
advantage of impact, mass coverage, repetition, flexibility and prestigious.
In our country not everyone has a TV set; therefore it does not reach
everyone. Moreover, in rural India where 76.31% of our population lives.
40

There are hardly any TV sets, except at the Community centers where
electricity is available. Moreover, TV programmers in our country do not
offer much selectivity. The translation is limited; any centers do not have TV
towers.
TV appeals to both the senses of sound
and of sight. As a result is combines the
two to produce high-impact
commercials. Finally, the fact that
product or service is promoted on TV
may build a prestigious image of the product and its sponsor. The pleasure
derived from watching TV is at least potentially transferable to the
advertising message delivered through the medium.
(ii)Print Media
The print media carry their massages entirely through the visual mode.
These media consist of newspapers, magazines and direct mail.
(A)Newspaper:
A sizable share of the total advertising
budget is spent on advertising in
newspapers. Newspapers in our
country virtually reach most of the
homes in the cities. Since newspapers
are local, marketers can easily use
41

them to reach particular markets. This selectivity is easily rigorous. Some
are in the twelve-hour range. From the viewpoint of the advertiser,
newspaper offers several advantage, they are local in content and appeal
and provide opportunity for direct communication between a product and its
local dealers or distributors. Because newspapers supply news, they offer an
atmosphere of factual information and of currency that may be favorable for
some advertising situations. Advertisers can reach a very broad audience
through
Newspapers which offer great flexibility. The
advertisers may choose the specific area to be
covered and the advertisement can be placed in
newspapers at very short notice as compared
with other media.

(B) Magazines:
Magazines are also mean of reaching
different market, both original and maternal
and of general and specific interest. An
organization may approach national markets
through such publication as Business India,
Famina, Sports week, India Today, Business World and Film fare. Some
marketers divide their market on the basis of such variable as age,
42

educational level and interest magazines.
Magazines are divided into those parts that
serve business, industrial consumers,
ladies, sports etc. The diversity of
magazines is tremendous. Some offer
news or together "General Interest"
content to huge audience. Others are highly specialized, technical or even
exotic. In general, magazines offer advertiser the opportunity to reach highly
selective audience.

iii) OUTDOOR AND TRANSIT MEDIA
(A)Outdoor Advertising:
Outdoor advertising involves the use of
sign and bill-boards, posters or
displays (such as those that appear on
a buildings wall) and electric
spectacular (large, illuminated,
sometime animated sign and display). The marketers may purchase
billboards on the basis of showings. A showing indicates the percentage of
the total population of a particular geographic area that will be exposed to it
during one month period. The highest showing is 100. Here the number of
43

billboards is would attract approximately 50% of the local population
about20 times during a month. Sings are usually smaller
Than billboards and are erected and maintained by the marketer rather than
by the advertising media.
This form of advertising has the advantage of
communication quick and simply ideas of
repetition and of the ability to promote
products that are available for sales.
Outdoor advertising is particularly effective in
metropolitan and other can use this medium to bring the products to the
attention of consumers or to remaining them of the product, while they are
on shopping trips or area disposed towards shopping.
Advertisers may utilize this medium to economically reach a large mass of
people or small local markets.

(B) Transport Advertising:
Transport advertising appears on the
inside or outside of taxis, buses, railways
and other modes of passenger
transportation. Marketers may use transit
advertisement to attain high exposure to
particular groups consumers on theory
44

way to and from work and tourists. Repeat exposure is possible for a
majority of the people in our country use public transport basis. Transport
advertising is useful in reaching consumers at an advantageous point which
they are embarking on a shopping trip. This medium is a low cost medium.

SALES PROMOTION
According to the American Marketing Association, Sales Promotion
consists of those marketing activities other than personal advertising and
publicity that stimulate consumer purchasing and dealer effectiveness,
such as displays shows and expositions, demonstration and various non-
recurrent selling efforts not in the ordinary routine.
Sales promotion activities are impersonal and usually non-recurring and
are directed at the ultimate consumers, industrial consumers and
middlemen. These activities tend to supplement the advertising and
personal selling efforts. Examples of sales promotion are free product
samples, trading stamps, store displays, premiums, coupons and trade
shows. For many organizations, including the marketers of food, toys and
clothing, store displays are an important sales promotion device. Display
Exposes the promotion messages to consumers at the time and place of
purchase. Such exposure is especially important for items that are bought
on impulse. Numerous consumers products are purchased in stores that
45

use self-service selling methods. Marketers of such items need effective
display in order to distinguish their products from those of their rivals.
PUBLICITY
Publicity is a means of promoting the mass market and is similar to
advertising, except that it is free, is found in the editorial portion of news
media and pertains to newsworthy events. The most common type of
publicity are news release (also known as press release), photographs
and feature stories. Marketers have less control over the nature of the
publicity that their organization and products receive than they have over
Their advertising, personal selling and sales promotions messages. Upon
receiving a news release, for instance, the editor or broadcast station
programmed director may choose to throw the release in the waste paper
basket, change the hording, or print or broadcast it in the original form.
The disposition of the news release is entirely in the hands of the media
and cannot be dictated by the marketer. Publicity may be negative as
well as positive. Some products and brands have received bad publicity;
for example cigarettes, wings, artificial sweeteners have been branded
unsafe or unhealthy in the publicity which they would rather have done
without. Many a companies and trade association officials attempt to
develop favorable working relationships, with the media in order to
minimize bad publicity. They realize that such communications to the
46

public may have every adverse impact upon the image of the
organization.

PERSONAL SELLING
Personal selling consists of persons to communication between the sales
persons and their prospects. Unlike advertising, it involves personal
interactions between the sources and the destination. Advertising aims at
grouping the shotgun approach, while personal selling aims at individuals
the right approach. Sales persons are in the position to tailor their
messages according to the unique characteristics of each prospect.
Further, by observing and listening, sales persons receive immediate
feedback on the extent to which their messages are getting across. If
feedback indicates that the message is not getting across, the sales
person may quickly adjust it or the method of its presentation.
Personal selling may be a very intense means of promotion. Consumers
can easily leave the room-during a TV commercial, ignore a store display.
The most effective method of promotion probably is to have sales person
provided that the organization has sufficient funds. The most effective
method of promotion probably is to have sales person call upon every
target consumers, for many institutions, especially those that appeal to
the mass market, this would be terribly inefficient. As a result, they
47

employ mass marketing techniques such as advertising, personal selling
is very important in industrial marketing.

PUBLIC RELATIONS
Marketers engage in public relations in order to develop a favorable
image of their organization and products join the eyes of the public. They
direct this activity to parties other than target consumers. These "other"
include the public at large labor unions, the press and environmental
groups. Public relations activities include sponsoring, lobbying and using
promotion message to persuade members of the public to take up a
desired position. The term public relations refer to a firm's communication
and relationships with the various sections of the public. These sections
include the organization customers, suppliers, share holders, employees,
the government, the general public and the society in which the
organization operates.
Public relations programmed may higher be formal or informal. The
critical point is that every organization, whether or not it has a formalized
(organized, programmed, should be concerned about its public relations.

48

ADVERTISING EFFECTIVENESS
Advertising is an art not a science.
Effectiveness of which cannot be
measured with a mathematical or
empirical formula some advertisers argue
that advertising efforts go to waste, but
every advertiser is keenly interested in measuring or in evaluation of add.
Effectiveness. Testing for the effectiveness of add. Will lead
advertisement testing must be done either before or after the add has
done in the media. It is of two types, pretesting which is done before the
add. has been launched and one is referred to as cost testing which is
done before the add. has been launched and one is referred to as cost
testing which is done after launching the advertising campaign. The basic
purpose of advertising effectiveness is to avoid costly mistakes, to predict
the relative strength of alternative strength of alternative advertising
strategies and to increase their efficiency. In measurement of add.
Effectiveness feedback is always useful even if it costs some extra
expenditure to the advertiser.

49

Sales-Effect:
Communication-effect advertising research helps advertisers assess
advertisings communication effects but reveals little about its sales
impact. What sales are generated by an add that increases brand
awareness by20% and brand preference by 10%?
Advertisings sales effect is generally harder to measure than its
communication effect. Sales are influenced by many factors besides
advertising, such as the product's features, price, availability and
competitors' actions. The fewer or more controllable these other factors
are, the easier it is to measure advertisings effect on sales. The sales
impact is easiest to measure in direct-marketing's effect on sales. The
sales impact is easiest it is to measure in direct-marketing situations and
hardest measure in brand or corporate-image-building advertising.

PROGRESS TESTS
These assess the various stages of buyer awareness, preference, buying
intention and the actual purchase in relation to add. effort. They are
called sales effect tests.
50

Measuring Sales Response to Advertising:
Though increase in sales in the true measure of advertising effectiveness, in
reality it is difficult to measure the increase that is due to a particular
advertisement. It is rather difficult to correlate the response in sales with the
advertising programmed. However, a few methods have been discalced in
the following paragraphs which are generally used to measure the sales
response to advertising.
The Netapps Method:
The term Netapps has been framed from the term net-add-produce-
purchases. This method, which has been developed by Daniel Starch and
Staff company, requires the measurement of both readers and non-readers
who purchased and who did not know.

51

DATA ANALYSIS AND INTERPRETATION
FIG:-1

These charts show the area of survey in Patna. In this survey we cover 23%
people in Raza bazaar, 18% of people in Kurji, 15% of people in Lalji Tola,
10% of People in Boring road, 10% of people in other place(Khazanchi road,
Makhnia Kuan, Gandhi maidan etc) and 9% of people in shivpuri.

This is the area in which we are mostily focus of survey.
15%
18%
23%
15%
10%
9%
10%
Boring Road Kurji Raza bazar Laji tola Alpana market Shivpuri Other
52

FIG:-2

This chart shows the number of male and female which involved in our
survey. In this survey 63% of male and 37% of female are involved in survey.

63%
37%
gender
Male
Female
53

Fig. 3

This chart show the income of people which survey by us. In this chart we
covering the 20% of below 5000 income of people, 33% of between 5000 to
10000 income of people, 37% of between 10000-25000 income of people and
10% of above 25000 income of people.

20%
33%
37%
10%
Less than 5000 5000-10000 10000-25000 Above 25000
Income
54

Fig. 4

This chart show that age group of people which attract to effective
advertisement in which 15% show that below 20 year, 56% show between
the 21 to 35 year people, 26% people show between the 36 to 50 year and 4%
people show the above 50 years belongs.

15%
56%
26%
4%
Below 20 year
21 to 35 year
36 to 50 year
above 50
55

Fig. 5

This chart show that survey according to category of people. In this survey we
cover the 42% of employee, 8% of house maker, 38% of student and 12% of
businessman.

42%
8%
38%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Employee House wife Student Business men
Series 1
56

FIG:-6

This survey is belongs to Print Media. This chart shows the sources of effective
advertisement which using by people. This survey find out by us. In this chart
40% people mostly prefer to newspaper, 35% people prefer to hoarding after
that 14% of people like pumplet and 11% people like magazine.

40%
35%
14%
11%
News paper
Hoardings
Pumplets
Magazine
57

FIG:-7

This survey is part of electronic media. In this survey we found that which
sources of electronic media like most by people. In chart we see that 54% of
people impress TV Advertisement, 17% of People like Radio Advertisement,
19% people like Internet and 10% of people like other sources.

54%
17%
19%
10%
tv
Radio
Internet
other
58

Fig:-8

This chart shows the overall conclusion between electronic media and print
media. In this chart electronic media more preferable than print media. The
percentage of both media is 65 and 35.

0
10
20
30
40
50
60
70
Electronic Media Print Media
Series1
59

RECOMMENDATIONS
Parle Biscuit in Patna needs to work to build up its sales and
advertisement strategy more strong and reliable.

Visibility of Parle Biscuit is less in the Urban area as compared to Rural
areas. So it needs to be more visible in that area.

Parle Biscuit needs to capitalize its strengths and opportunities and
economize and minimize its weaknesses and threats.

Parle Biscuit should more consistent on those sales and marketing
which contains good scheme.

In the period of my project I had seen those small problems of
advertisement with company, so company should avoid such things.

60

CONCLUSION
During the course of the project I realized that the people willingly
answered the closed end questions. From the analysis of the data collected I
have reached the following conclusions:
After the study we can say that these day electronic media is more
effective than print media. In electronic media TV capture the mostly
area.
In print Media Newspapers covers the most of area.
Our Patna city progress day by day in electronic Media but nevertheless
mostly people like Print Media.
We come to the conclusion that visibility affects the sales of project in a
very special way and in terms of the advertisements any companies is
lacking behind, it is at number 4 mostly consumers remember the
advertisement because of the frequency of add and brand
advertisement.
The secret behind being the market leader is being innovative, and to be
the first to introduce new ideas services and latest technology.
61

After acquiring a new customer, there is lot of importance of its
retention also. This can be done only by providing proper services and
good customer care in which company is lacking somewhere.
In todays scenario, customer is the king because he has got various
choices around him. If you are not capable of providing him the desired
result he will definitely switch over to the other provider. Therefore to
survive in the cutthroat competition, you need to be the best. Customer
is no more loyal in todays scenario, so you need to be always on your
toes.

62

Questionnaire:-
Sir/Madam,
Can I have few minutes from your busy schedule as we are students
of Accurate Business College and we are doing a project on
ADVERTISEMENT EFFECTIVENESS OF PARLE BISCUITS for this reason we
are conducting a survey and we need your co-operation.

Name : -

Add. :-

No. of Family members : - ...

Age : -

Sex : - .

Occupation : -

Income (monthly) :- less than 5000 5000 -1000

10000 25000 more than
25000
(In Rs)

63

1. Which type of advertising media impresses you mostly?
(a) Print Media (b) Electronic Media
2. Which mode of advertisement in print media you like most?
(a) Newspaper (b) Magazine
(c) Hoardings (d) Hand Bill
(e) Cant say
3. Which mode of advertisement in electronic media you like most?
(a) TV (b) Radio
(c) Internet (d) Other
4. You like advertisement endorsed by celebrities or by common people?
(a) Celebrities (b) Common people
(c) Cant say

5. Do you like transit media (Bus, Auto rickshaw)?
(a) Yes (b) No
(c) Cant say
6. In which time you prefer to see advertisement?
(a) 7 -10 am (b) 12 3 pm
(c) 5 8 pm (d) 9 -11 pm

7. During which program you mostly prefer to see advertisement?
(a) Cricket (b) Serial
(c) News (d) Other

8. Which type of newspaper you prefer most?
(a) English (b) Hindi
(c) Regional (d) Cant say
64

9. In English, which newspaper you like to read?
(a) The Hindu (b) The Times of India
(c) Hindustan times (d) Telegraph
(e) Others
10. In Hindi, which newspaper you like to read?
(a) Hindustan (b) Dainik Jagran
(c) Prabhat Khabar (d) i-next
(e) Others
11. Which type of serial you prefer most?
(a) Saas-Bahu (b) Comedy
(c) Reality Show (d) Game Show
12. Which type of magazine you like most?
(a) Business magazine (b) Sports magazine
(c) Fashion magazine (d) Entertainment magazine
(e) Health magazine (f) Political magazine
(g) Cant say

Thanks for your valuable co-operation.

65

BIBLIOGRAPHY
BOOKS:-
Philip Kotler Marketing Management Pearson Education,
Saxena Rajan Marketing management TATA McGRAW HILL,New
Delhi,2007.
Kothari C. R. Research Methodology New Age International Publisher,
New Delhi 2005.
JOURNAL:
Indian Journal of MARKETING: Volume-XXXVIII, Edition-September, 2008
WEBSITES:-
www.google.com
www.wikipedia.com

Final Project

Caricato da

Informazioni sul documento

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Final Project

Caricato da

Copyright:

Formati disponibili

ADVERTISEMENT EFFECTIVENESS OF PARLE BISCUITS

Potrebbero piacerti anche