1.

INTRODUCTION OF PARLE

When the name Parle comes to our mouth the first thought comes is Parle G.
Parle Products has been India’s largest manufacturer of biscuits and
confectionery for 86 years now. 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 consumers good as these are money savers
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 & sweets.
Currently Parle’s reach spans even in the remotest villages in India. Which
initially started as a small factory in the suburbs of Mumbai city in the area of
Parle, to manufacture sweets and toffees. It started in 1929 and the market was
dominated by famous international brands that were imported freely. It was the
rule of British dominance therefore the British biscuits were in demand as
British had their dominance even in biscuits. Despite the odds and unequal
competition, this company called Parle Products, survived and succeeded, by
concentrating 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.

1
Parle Glucose and Parle Monaco were the first brands of biscuits to be
introduced, which later went on to become leading names for great taste and
quality.
For around 75 years, Parle have been manufacturing quality biscuits and
confectionery products. Over the years Parle has grown to become a
multimillion-dollar company with many
of the products as market leaders in their category. According to Nielson survey
in 2011, Parle G is the largest selling brand biscuits in the world.
The major brands of Parle Products Limited are Parle- G, Mango Bite, Sixer,
Melody, and Hide and Seek.
All Parle products are manufactured under most hygienic conditions. Parle
Products Limited produces various categories of biscuits like salted and sweet
cream, cumin seed, milk and cheese. The company also produces a wide range
of confectionery items such as candies and toffees that are available in different
flavours like mint, tropical fruit, cola and chocolate. Parle Products has 4
manufacturing units for biscuits and confectionaries at Mumbai, Haryana,
Rajasthan and Bangalore. It also has 14 manufacturing units for biscuits & 5
manufacturing units for confectioneries, on contract. All these factories are
located at strategic locations, so as to ensure a constant output & easy
distribution.
Today, Parle enjoys a 40% share of the total biscuit market and a 15%share of
the total confectionary market, in India.

2
 2. HISTORY OF PARLE

Parle Products company was founded in 1929 in British India. It was owned by
the Chauhan family of Vile Parle, Mumbai.
Parle began manufacturing biscuits in 1939. In 1947, when India became
independent, the company launched an ad campaign, showcasing its Gluco
biscuits as an Indian alternative to the British biscuits

3
 SINCE 1929, PARLE HAS BEEN A NAME THAT YOU CAN TRUST.

 Mr. Mohanlal Dayal Chauhan founded the house of Parle in 1928. The
first factory was set up with just 12 people making confectionery.
 In 1938, came in the famous Parle glucose biscuit. The first biscuit of Parle
company.

 In between 1940-45 the famous Monaco Parle biscuit was launched the first
ever salted cracker.
 Parle not only had its reputation in biscuits and confectionery but it also was
leading in technology. In 1946 Parle build the India’s longest oven - 250 feet
long.
 In 1956 came the cheeslings with which the nation found a new way to enjoy
cheese snacks.

 In 1963 Parle expanded its confectionery market with the introduction of

Parle kismi and poppins in 1966.
 In 1971, Parle received their first Monde Selection Award.

 In 1974, Parle introduced the original sweet and salty biscuit, Krackjack.

 In 1983, Parle glucose was changed to Parle-G where G stood for glucose.

 Parle launched the chocolately melody in 1983 and India’s first mango
candy Mango bite in 1986.
 Hide and seek, India’s most loved and moulded chocolate chip biscuits were
introduced in 1996.
 Since then Parle is a symbol of quality, nutrition and trust over generations.

4
Nielsen Survey 2011 declared Parle the world’s largest-selling brand of

biscuits.

5
2.1 PRODUCTS

Biscuit goodies:
Parle-G, KrackJack, Monaco, Kreams, Golden Arcs, Parle Marie, Milk Shakti ,
Parle Hide & Seek
Bourbon, Parle Hide & Seek Fab, Top, Parle Gold Star, Happy Happy, 20-20,
simply good, Namkeen parle magix, coconut, Cheeselings, Parle-G Gold
Sweets:
Melody, Mango Bite, Poppins, 2 in 1 Eclairs, Mazelo, Kismi Toffee Bar,
London Dairy, Kaccha Mango Bite
Snacks:
Monaco Smart Chips, Parle's Wafers, Fulltoss, Parle Namkeens, Parle rusk

6
2.2 REVOLUTION OF PARLE:

Parle-G has been a strong household name across India. The great taste, high
nutrition, and the international quality, makes Parle-G a winner. No wonder, it's
the undisputed leader in the biscuit category for decades. Parle-G is consumed
by people of all ages, from the rich to the poor, living in cities & in villages.
While some have it for breakfast, for others it is a complete wholesome meal.
For some it's the best accompaniment for chai, while for some it's a way of
getting charged whenever they are low on energy. Because of this, Parle-G is
the world’s largest selling brand of biscuits.
Launched in the year 1939, it was one of the first brands of Parle Products. It
was called Parle Glucose Biscuits mainly to cue that it was a glucose biscuit. It
was manufactured at the Mumbai factory, Vile Parle and sold in units of half
and quarter pound packs.
The incredible demand led Parle to introduce the brand in special branded packs
and in larger festive tin packs. By the year 1949, Parle Glucose biscuits were
available not just in Mumbai but also across the state. It was also sold in parts
of North India. The early 50s produced over 150 tons of biscuits produced in the
Mumbai factory. Looking at the success of Parle-G, a lot of other me to brands

7
were introduced in the market. And these brands had names that were similar to
Parle Glucose Biscuits so that if not by anything else, the consumer would err
in picking the brand. This forced Parle to change the name from Parle Glucose
Biscuits to Parle-G.
Originally packed in the wax paper pack, today it is available in a contemporary,
premium BOPP pack with attractive side fins.
The new airtight pack helps to keep the biscuits fresh and tastier for a longer
period.
Parle-G was the only biscuit brand that was always in short supply. It was
heading towards becoming an all-time great brand of biscuit.
Parle-G started being advertised in the 80's. It was advertised mainly through
press ads. The communication spoke about the basic benefits of energy and
nutrition. In 1989, Parle-G released its Dadaji commercial, which went on to
become one of the most popular commercials for ParleG. The commercial was
run for a period of 6 years.
Parle-G grew bigger by the minute. Be it the packs sold, the areas covered or the
number of consumers. It became a part of the daily lives of many Indians. It
wasn't a biscuit any more. It had become an icon.
The next level of communication associated the brand with the positive values
of life like honesty, sharing and caring.
In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero,
Shaktimaan that went on to become a huge success. The personality of the
superhero matched the overall superb benefits of the brand. Parle extended this
association with Shaktimaan and gave away a lot of merchandise of Shaktimaan,
which was supported by POS and press communication. The children just could
not get enough of Parle-G and Shaktimaan.
In the year 2002, it was decided to bring the brand closer to the child who is a
major consumer. A national level promo - `Parle-G Mera Sapna Sach Hoga' was
run for a period of 6 months.
The promo was all about fulfilling the dreams of children. There were over 5
lakh responses and of that, over 300 dreams were fulfilled.

8
Dreams that were fulfilled ranged from trips to Disneyland at Paris &Singapore;
free ride on a chartered plane; 20 scholarships worth Rs50, 000; a special cricket
coaching etc.
The year 2002 will go down as a special year in Parle-G's advertising history. A
year that saw the birth of G-Man - a new ambassador for Parle G.
Not just a hero but also a super-hero that saves the entire world, especially
children from all the evil forces. A campaign that is not just new to the audiences
but one that involves a completely new way of execution that is loved by
children all over the world – Animation To make the brand much more
interesting and exciting with children, it was decided to launch a premium
version of Parle-G called Parle-G Magix in the year 2002. Parle-G Magix is
available in two exciting tastes ‘Choco’ & ‘Cashew’.

9
 3.RESEARCH METHODOLOGY

3.1 STATEMENT OF THE RESEARCH

Marketing strategies of Parle

3.2 FORMULATING THE RESEARCH PROBLEM

a) Unit of Analysis – Parle
b) Characteristics of Interest- It’s marketing strategies in India
c) Time and space boundary - 2 months
d) Environment conditions – Difference in consumer preferences, competition
among the major players

3.3 OBJECTIVES OF THE RESEARCH

 To understand the influence of Parle as a brand on consumers mind set.
 To understand the requirements of the product.
 To understand the sources of marketing strategies of Parle as a company and its
product offerings.
 To study the effectiveness of Parle’s marketing strategy for its different
products.
 To analyze how Parle is able to cater consumer needs in competitive
environment
3.4 SCOPE OF THE STUDY:
The respondent who are interested and tend to buy Parle products will be
chosen as the population of the study. The research is conducted in Mumbai
through questionnaire. The sample will be students and working people.

3.5 EXTENSIVE LITERATURE SURVEY:

The data has been collected from various news, articles and websites.

10
3.6 DEVELOPING OF HYPOTHESIS:

A supposition or proposed explanation made on the basis of limited evidence

as a starting point for further investigation.
The null hypothesis is generally assumed to be true until evidence indicates
otherwise. In statistics, it is often denoted H0. The null hypothesis is what we
test through the use of statistics and is abbreviated H0. Since we are testing the
null, we can assume then that if the null is not true then some alternative to the
null must be true. The research hypothesis stated earlier becomes our
alternative, abbreviated Hl. In order to make research as specific as possible
we typically look for one of two outcomes, either the null or the alternative
hypothesis. To conclude that there is no difference between the two groups
means we are accepting our null hypothesis. If we, however, show that the null
is not true then we must reject it and therefore conclude that the alternative
hypothesis must be true.

Null hypothesis H0 — Parle brand loyal Consumer doesn’t get influence by

competitor’s advertisement.
Alternate Hypothesis H1 — Parle brand loyal Consumer get influenced by
competitor’ s advertisement.

3.7 RESEARCH DESIGN:

The research will be carried out in the form of a survey which will be done in
areas of Mumbai. The population has been segmented on the basis of Age Group
and Class of People.

Sample Design:
The target population for our study is consumers. The sample will be selected
by a simple random sampling method.
Sample Size:
The sampling unit is 50 people.

11
 3.8 SOURCES OF DATA:
Data Gathering: (Primary Data and Secondary Data)
This study involves data collection (primary research) from different consumers
in different areas of Mumbai.
The research conducted as a part of our study would include Primary as well as
Secondary research. Primary research would include collection of information
by face-to-face and direct interviews with the consumers for the preparation of
the report where the responses of consumers would be recorded through a
designed questionnaire. They provide the relevant information regarding the
profile of the company as compared to the other company in the Indian market.
Secondary research would include various aspects of marketing strategies
through internet, journals, company reports, expert views, etc. It was of great
help to conduct the research work. Research in addition to secondary research
as stated earlier. The survey research method will be descriptive research design.

3.9 LIMITATION:
1. The results are based on primary data. The accuracy of the result is also limited
to the reliability of the methods of investigation, measurement and analysis of
data.
2. The data collected may or may not be accurate because the respondent might
have been bias.

12
 4. STRATEGIES AND STP OF PARLE

4.1 THE MARKETING STRENGTH

The extensive distribution network, built over the years, is a major strength for
Parle Products. Parle biscuits & sweet are available to consumers, even in the
most remote places and in the smallest of villages with a population of just 500.
Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly
or indirectly. A two hundred strong dedicated field force services these
wholesalers & retailers. Additionally, there are 31 depots and C&F agents
supplying goods to the wide distribution network.
The Parle marketing philosophy emphasizes catering to the masses. They
constantly endeavour at designing products that provide nutrition & fun tithe
common man. Most Parle offerings are in the low & mid-range price segments.
This is based on their understanding of the Indian consumer psyche. The value-
for-money positioning helps generate large sales volumes for the products.
However, Parle Products also manufactures a variety of premium products for
the up-market, urban consumers. And in this way, caters arrange of products to
a variety of consumers.

13
 4.2 MARKETING MIX OF PARLE

 PRODUCT:
Parle-G is one of the most popular, oldest and largest selling brands in India.
Over the years, this brand has been a symbol of health, quality and taste. On the
similar lines of Britannia’s Tiger, which already has its five different variants;
Parle-G followed line-extension branding strategy to introduce recently two of
its variants, Parle-G Milk Shakti and Parle-G Magix, distinguished basically on
flavours.
 PLACE:
The extensive distribution network built over the years is a major strength for
Parle products. Parle biscuits & sweet are available to consumers even in the
remote places in the smallest of villages with a population of 500.
DISTRIBUTION CHANNEL LEVEL
Parle has nearly 1,500 wholesellers, catering to 4,25,000 retail outlets directly
or indirectly. A two hundred strong dedicated field force services these
wholesellers & retailers. Additionally, there are 31 depots and C&F agents
supplying goods to the wide distribution network. So, it is seen that Parle has 1
Level, 2 level & 3 level distribution level channels.
LEVEL 1- availability to all departmental stores.
LEVEL 2- Since it’s an FMCG product this channel exists for customers
scattered throughout the country.
LEVEL 3- Mass consumption & suitable national and international coverage.
For example-
Parle’s international operations consist of serving markets in the middle East,
Africa, South America, Sri Lanka, Australia and North America for which 3
Level distribution channel exists.
Parle-G along with Hide & Seek employs two-channel marketing system to
reach customers as they use two distribution channels (i.e. five-level and three-
level); whereas Tiger and Sun feast uses multi-channel marketing system as they
are distributed through three-level, four-level and five-level distribution
channels.

14
 PRICE:
The Parle marketing philosophy emphasizes catering to the masses. It certainly
endeavours at designing products that provide nutrition and fun to the common
man. Most parle offerings are in the low and mid-price segments. This is based
on its cultivated understanding of the Indian consumer psyche. The value for
money positioning helps generate large sales volumes for the products.
Parle G has adopted the Market penetration strategy i.e., low prices along with
capturing of the whole market. Also, they focus on low prices and provide good
quality product at the same time, which means it uses the value pricing method.
This benefits Parle G by having a competitive edge in terms of large market
share which is around 40% both rural and urban currently.
For setting the price of Parle Hide & Seek biscuits, a survey was taken in the
urban and semiurban markets on the basis of which hide and seek was
introduced. It was found that the potential customers were ready to pay for the
innovative product the chocolate chip biscuits. Thus, Parle adopted the market
skimming where the product is high priced and also of high quality. It includes
the cost of chocolates, packaging and other processing cost. All these shows
customer status which is also one of the reasons for parle hide and seeks high
price.
A separate example for explaining the pricing strategy of parle is its product
Parle Creams. For this product uses going rate method only as a reference rate.
In this case, Parle creams were introduced after Britannia’s Cream Treats with
similar variants but at Rs. 5 per packet of biscuits and not Rs. 10 like that of
Britannia’s cream treats.
Cost: Price of 100gm Parle-G has been maintained at 4Rs/- for last 25 years,
which was raised from 3.75Rs/- in 1994.
In 2003 Parle-G tried to change its price from 4Rs/- to 4.50Rs/- for a small brief
period; but since customers of glucose-biscuits are very price-sensitive, it
caused a big dip in its sales (Tax Guru, 2009).
Therefore, Parle-G had to change its pricing strategy back, although by then it
allowed Tiger to gain significant glucose-market share. Since then, there has
been reductions in the pack size (e.g. from 100gm to 82.5gm) without any price
change.

15
 For Parle-G biscuits, raw-material costs 60% and packaging costs 20-25% of
the total cost. It charges prices from 1, 2, and 4 to 50Rs/- depending upon the
pack size.
 PROMOTION:
The marketing mix tools used by Parle are Sales promotion, Advertising, and
Public relations.
Sales Promotion
Parle uses the Sales force promotion tool for all its employees. Every year it
holds day fairs at branded venues where games and fun events are organised for
the employees of Parle and their families; where Parle products are gives away
prizes.
Advertising
Parle-G started being advertised in the 80's. It was advertised mainly through
press ads. The communication spoke about the basic benefits of energy and
nutrition. In1989, Parle-G released its Dadaji commercial, which went on to
become one of the most popular commercials for ParleG. The commercial was
run for a period of 6 years. Parle-G grew bigger by the minute. Be it the packs
sold, are as covered or the number of consumers. It became a part of the daily
lives of many Indians. It wasn't a biscuit any more. It had become an icon. The
next level of communication associated the brand with the positive values of life
like honesty, sharing and caring. The year 2002 went down as a special year in
Parle-G's advertising history. A year that saw the birth of G-Man a new
ambassador for Parle-G. Not just a hero but also a super-hero that saves the
entire world, especially children from all the evil forces
Just a few months back a reminder TV commercial was launched for Parle-G
where the product is being called ‘hindustan ki takat’. Most of the Parle-G TV
commercials tell us that brand awareness is being done by capturing consumer
emotion. Heavy promotion plays a major role in creating brand awareness. Such
is the case of Parle hide & seek biscuits television advertisements. The ads of
parle hide and seek are portraying actor Hrithik Roshan. This tells us that the
product is being promoted by celebrity endorsement to increase awareness of
this product and help capture the consumers attention.

16
 PUBLIC RELATIONS:
Parle has done the following for enhancing public relations: In the year 1997,
Parle-G sponsored the tele-serial of the Indian superhero, Shaktimaan that went
on to become a huge success. The personality of the superhero matched the
overall superb benefits of the brand. Parle extended this association with
Shaktimaan and gave away a lot of merchandise of Shaktimaan. The children
just could not get enough of Parle-G and Shaktimaan. In the year 2002, it was
decided to bring the brand closer to the child who is a major consumer. A
national level promo - `Parle-G Mera Sapna Sach Hoga' was run for a period of
6 months. The promo was all about fulfilling the dreams of children. There were
over 5 lakh responses and of that, over 300 dreams were fulfilled. Dreams that
were fulfilled ranged from trips to Disneyland at Paris &Singapore; meeting
their favorite film star Hrithik Roshan; free ride on a chartered plane; 20
scholarships worth Rs 50,000; a special cricket coaching camp with the
Australian cricketer - Ricky Ponting; etc.

17
4.3 PRODUCTS & MARKETING MIX OF PRODUCTS

1. Parle-G:

Product:
Parle-G or Parle Glucose biscuits are one of the most popular confectionary
biscuits in India. 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
Place:
It is available in mostly every retail shop.
Promotion:
It is relishing a delectable experience as they melt in your mouth. Parle-G’s tag
line is: “HINDUSTAN
KI TAKAT”

18
2.Monaco:

Product:
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.
Place:
It is available in mostly every retail shop.
Promotion:
“BACHPANSE BADA KOI SCHOOL NAHI CURIOSITY SE BADI KOI
TEACHER NAHI”

19
3. Hide & seek:

Product:
Play a game of hide and seek with your taste buds. Indulge in the mouth-
watering delight of India ‘s 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!
Place:
It is available in mostly every retail shop.
Promotion:
It is relishing a delectable experience as they melt in your mouth. Hide seek tag
line is:
“TASTY ITANA, KI DIL AAJAYEE.”

20
4.Bourbon biscuits:

Product:
The name itself suggests everything. The moment you take a bite your tongue
starts playing hide n seek with the rich chocolaty cream resting between two
lovely sugar-coated biscuits. The melting chocolate cream will feel rich and
luscious in your mouth. It’s a complete treat for your taste buds.
Moreover, it's like falling in love at first bite.
Place:
It is available in mostly every retail shop.
Promotion:
Bourbon’s advertisement is very famous. It helps to increase the sale of product
and make it popular. It is also helpful to make market leader at time of new
entrance.

21
5.Orange Biscuits:

Product:
Parle Kreams Orange Biscuits are filled with orange cream these biscuits are
priced economically.
It is very attractive by the cover and the taste attracts all the class of the society.
Place:
It is available in mostly every retail shop.
Promotion:
Tag line of Orange is in every mouth of the people: That is, “Treat yourself all
year around!”

22
6.Poppins:

Product:
Give the orange to a friend and the mango to a stranger. Or try the lemon for a
neighbour and the strawberry for teacher. Give the black currant to the school
bus driver and the pineapple to anyone else you please. With so many flavouring
each pack of Poppins, you will have only one thing to say to everyone you meet;
"Doon Kya".
Place:
It is available in mostly every retail shop.
Promotion:
Tag line of ‘POPPINS’ is in every mouth of the people: That is “Goli Rainbow
Vali”

23
7.Melody:

Product:
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 won ‘t be too long before you find yourself asking the age-old
question ‘Melody itni chocolaty kyon hai?'
Place:
It is available in mostly every retail shop.
Promotion:
Tag line of MELODY is in every mouth of the people: That is,
“Melody Khao, Khud Jaan Jaao”

24
 4.4 SEGMENTATION, TARGETING AND POSITIONING OF
PARLE

 SEGMENTATION

If we divide the whole market on basis of their preferences foe sweetness and
saltiness in the biscuits then the possible outcome would be that the
preferences are clustered near some tastes i.e. the consumers would not like to
have something really vague like 50%salty, 25%sweet and25%creamy. That is
why I the preferences are clustered and not diffused wherein the preferences
have to be very extreme and vague. Parle as a company makes use of this
clustered preferences and manufactures biscuits for each and every cluster. For
e.g. ‘Monaco for entirely salty biscuits and its latest product Krack jack—
cream is for sweet and salty taste.

 TARGETING
PARLE Company as a whole inculcates SELECTIVE MARKET
SPECIALIZATION strategy.
Target Marketing:
 Segmentation reveals only the firm’s opportunities. The firm now has to
Evaluate the various segments and decide how many and which segments it can
best serve.
Evaluating Market Segments:
o A firm must look at three factors to evaluate market segments: segment size and
growth; segment structural attractiveness; and company objectives and
resources.
o The Company must first collect and analyse data on current segment sales,
growth rates, and expected profitability for various segments. It will be
interested in segments that have the right size and growth characteristics. But
“right size and growth” is a relative matter.

25
o There are several structural characteristics that affect long-run segment
attractiveness.
o The segment is less attractive if there are several strong, aggressive competitors.
o The existence of many actual or potential substitute products may limit prices
and the profits that can be earned.
o The relative power of buyers also affects segment attractiveness.
o A segment may be less attractive if it contains powerful suppliers who can
control prices or reduce the quality or quantity of ordered goods and services.
o The company must take into account its own objectives and resources in relation
to the segment. If a segment does not mesh with the company’s long-run
objectives, it can be dismissed.
o The company must take into consideration whether it has the skills and resources
needed to succeed in the market. The company should enter only segments in
which it can offer superior value and gain advantage over competitors.
Selecting Target Market Segments
 A target market consists of a set of buyers who share common needs or
characteristics that the company decides to serve.
 Target marketing can be carried out at several different levels. Companies can
target very broadly, through undifferentiated marketing; very narrowly, in
micromarketing; or somewhere in between, which is differentiated or
concentrated marketing.

M1 M2 M3

P1
P2
P3

In the above diagram we can say blue colour represents the extent of Parle-G
i.e. it is 1 product for all the 3 markets and the green colour is for Hide& Seek
where it is a product only for 1 market and the orange is for other biscuits where
the product is targeted for 2 markets.

26
 POSITIONING

Positioning strategy
Parle is positioned in the minds of people as a value for price product and also
as a low-priced product.

Differentiation strategy
For Parle-G the company has used channel and image differentiation tools.
Parle-G by far has the most intensive distribution coverage as compared to any
other biscuit company in India. Also, the name PARLE has an image that
generates respect and a belief of good quality in the minds of the buyers. A
product’s position is the way the product is defined by the consumers on
important attributes; it is the place the product occupies in consumers’ minds
relative to competing products. It involves implanting the brand’s unique
benefits and differentiation in customers’ minds.
To simplify the buying process, consumers organize products, services, and
companies into categories and “position” them in their minds. A product’s
position is a complex set of perceptions, impressions, and feelings that
consumers have for the product compared with competing products.

27
4.5 SWOT ANALYSIS

28
 STRENGTHS
 Low price as compared to competitors
They constantly endeavour at designing products that provide nutrition and fun
to the common man. Most Parle offerings are in the low and mid-range price
segments. This is based on their understanding of the Indian consumer psyche.
The value-for-money positioning helps generate large sales volumes for the
products. However, Parle Products also manufactures a variety of premium
products for the up-market urban consumers. And in this way, caters a range of
products to a variety of consumers.
 Sizable market share in the country
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 multimillion-dollar company.
While to consumers it’s a beacon of faith and trust, competitors look upon parle
as an example of marketing brilliance.
 Offers variety products in different sizes under its brand:
Parle offers a variety of biscuits at different pricing range. The parle marketing
philosophy emphasizes catering to the masses. We constantly endeavour at
designing products that provide nutrition and fun to the common man. Most
Parle offerings are in the low and mid-range price segments. This is based on
our cultivated understanding of the Indian consumer psyche.
The value-for-money positioning helps generate large sales volumes for the
products.
However, parle Products also manufactures a variety of premium products for
the up-market, urban consumers. And in this way, caters a range of products to
a variety of consumers.
 An experienced team of sales and marketing executives:
Sales and Marketing executives are selected through a special process. A proper
verification of identity and financial background are done for a better structure
of the human resource in the company.

29
 Largest distribution system:
The extensive distribution network, built over the years, is a major strength for
parle products. Parle biscuits and sweets are available to consumers, even in the
most remote places and in the smallest of villages with a population of just 500.
Parle has nearly 1500 wholesalers, catering to 425000 retail outlets directly or
indirectly. A two hundred strong dedicated field force services those
wholesalers and retailers. Additionally, there are 31 depots c and f agents
supplying goods to the wide distribution network.
 Wide coverage area of manufacturing units:
Parle Products has one factory at Mumbai that manufactures biscuits and
confectionaries while another factory at Bahadurgarh, in Haryana manufactures
biscuits. Apart from this, Parle has manufacturing facilities at Neemrana, in
Rajasthan and at Bangalore in Karnataka. The factories at Bahadurgarh and
Neemrana are the largest such manufacturing facilities in India.
Parle Products also has 14 manufacturing units for biscuits and 5 manufacturing
units for confectioneries, on contract.
All these factories are located at strategic locations, so as to ensure a constant
output and easy distribution. Each factory has state-of-the-are machinery with
automatic printing and packaging facilities.
 The quality commitment:
All parle products are manufactured under the most hygienic conditions. Great
care is exercised in the selection and the quality control of raw materials,
packaging materials and rigid quality standards are ensured at every stage of the
manufacturing process. Every batch of biscuits and confectioneries are
thoroughly checked by expert staff, using the most modern staff, using the most
modern equipment.
 The customer confidence:
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. Today, the Parle brands have found their way into the hearts
and homes of people all over India and abroad. The consumer is the focus of all
activities at Parle. Marketing value to consumers and forging enduring customer
relationships are the core endeavours at Parle.

30
 Their efforts are driven towards maximising customer satisfaction and this is in
synergy with their quality pledge. “Parle Products limited will strive to provide
consistently nutritious and quality food products to meet consumers”
satisfaction by using quality materials and by adopting appropriate processes.
To facilitate the above we strive to continuously train our employees and to
provide them an open and participative environment.

 WEAKNESSES
 Breakage of biscuits while delivering in retailers:
Sometimes biscuits get damaged while delivering to retailers. Company should
adopt innovative packaging techniques. So that the quality of biscuits is good
till it reaches the customer, also attractive for the customer.
 No proper replacement system for broken biscuits to retailers:
There is no proper replacement system for broken biscuits to retailers. Company
should start a program for the loyal retailers and wholesalers to reduce their
complaints by providing timely supply and replacement. This will help in
increasing their sales.
 Improper and irregular supply:
There is improper supply of products to retailers and distributors. Hence it is
advised to increase the number of stocks keeping units (SKU) available in the
retailer’s store. Each salesman should these SKUs throughout. With this, the
replacement of the damaged and expired biscuits should be prompt and without
any hassles, so that retailer can be saved from the loss of the expired and
damaged.
 Dependant on its flagships brand, Parle-G:
The major income source for Parle Company is the Parle-G
Biscuits. The biggest concern for Parle-G is that the brand shouldn’t become
outdated as it is historic brand.
The brand has managed to retain its leadership position because it has evolved
its campaign with every consumption trend.
Hence Parle Company should opt for innovative techniques to maintain the
brand of Parle-G.

31
 Poor packaging in family pack of glucose biscuits:
Company should adopt innovative packaging techniques, as they have their own
packaging unit as consumers are highly attracted towards new packaging. The
packaging of Parle Glucose biscuits (1/2 and 1-kilogram packs) must be
improves for its better sales. The company should come up with double
packaging as People Company should take proper measures that the scheme and
offers are not gulped by the middlemen, and that it benefits the retailers and
consumers.
 Lack of schemes for retailers and distributors:
One of the advantages of Parle Company is the wide range of retailers and
Distributors. Parle Company should implement more innovative schemes for
retailers and distributors. So, there is better relationship between the company
retailers, distributors.

 OPPORTUNITIES
 Rising demand for innovative packaging in packed foods:
Parle should adopt new innovative packaging techniques. Since it can attract
more customers specially kids through innovative packaging techniques. Due to
proper packaging the quality of the biscuits will be retained and the retails will
not suffer loss if goods are spoiled before it reaches their place.
 Retaining loyal retailers or wholesalers:
Parle can motivate and retailers and wholesalers’ good incentives and programs.
The Parle Company can maintain the loyal retailers and wholesalers. Since one
of the most important strength of the company is wide spread distribution
network. The wholesalers and retailers are one of the main reasons for the same.
Hence it is advised that new innovative programs and more incentives should
be given to them.
 Improving supply system for established brands:
As discussed in the earlier point the company can attract more retailers and
wholesalers. Due to this the company can expand the supply system and attract
more customers. This in turn will earn good profit to the company.

32
 New innovative promotion techniques:
Promote Parle brand through schemes such as “Parle GraminSwasthaYojana”
(a network of ambulance van visiting rural areas giving basic medical treatments
educating people on nutrition deficiency problems and promoting and Parle
nutritious products) Promote Parle brand through T.V. shows such as “Parle
Sakthi” (“Parle-Friend of Women”). The weekly T.V. show will cater to health
issues of women and children and will explain long term benefits of healthy diet
results expected-Improved sales through “Top of mind recall”.
Parle is weak in Eastern India and Tamil Nadu. To cover up this loop hole, they
are giving scholarships to children in these states to cover up the corporate
equity which is less than Britannia in these states.

Based on the above-mentioned facts, the following are some of the suggestions
that may help Parle Products Pvt Ltd. To maintain its position as a leading
company in the food and beverage market in India.
 Penetrate the Market Share of the unorganised sector:
The Indian biscuit industry is divided into organised sector that has 60 % market
share and the unorganized sector that has the rest 40% market share. Parle can
take a pie of the market share of the unorganised sector by tapping rural markets
through several government schemes such as midday meals. They can also be a
part of NRHM centres. By this, they would be able to improve their visibility in
the rural biscuit market in India.
 Innovation and Rural market:
Innovation new products, especially non-glucose type biscuits, and its marketing
in the rural market with its existing distribution channel would help them
establish a new market in rural India. This would be similar to replication of
their strategy of innovation following which they launched their product-Hide
& Seek that is a premium segment product mainly focused in the urban or
semiurban market.

33
  Going Public:
Parle is one of the oldest companies in the biscuit market and except for its
glucose biscuit business, no other product has had a significant impact in the
market.
In order to follow an aggressive expansion plan and to foster world class R &
D, it may need funds, which it can easily generate through an IPO because of its
brand name. This can also help them diversify into different related markets. It
is important to note that both of its major competitors, namely, Britannia and
ITC are publicly listed companies that have aggressively pursed advertising and
R & D.
 Diversify in New market:
Today, though Parle has a commanding position in the biscuit industry, the
future may be much more competitive in the industry. This is because of entry
of several new companies into this market. The entry of new product suppliers
in the market is also one of the Porter’s five forces which can alter the market
scenario. Hence, Parle being an established brand should diversify into different
market such as dairy products like cheese, butter, etc.
The image that it has among the Indian masses is that of a “chai biscuit”
providing company in the rural India. Specifically, in this context, in the urban
sector Parle can create a new image of itself in the confectionary market by
catering to high end.
 Parle should go in for exclusive outlets in at least all the shopping malls and in
medical shops coming up these days and any location where footfalls are large
in number.

The advantages of this channel will be:

i. Full range display
ii. Easier to promote new products
iii. Easier to push impulse purchase products
iv. Brand building will be facilitated
 Push charts should be increased in number in order to increase the market
reach this can provide with a very effective channel.

34
 Trade promotion should be formulated for newly launched products instead of
just tagging them onto best sellers.

 The company should start a home delivery where a particular household will
order full range of products required by it over a period of time. For this the
company could provide a deliveryman with cycle to reach the different houses.
 In order to motivate the channel members, it is also very essential for the
company to increase the margins for the hard-selling items.
 In order to remain sensitive to market demand, it is essential for the company
to place additional salesmen on the field since the brand as such commands a
high demand in the market but fails to match it with the supply.

 THREATS
 Highly advertised brands such as Britannia:
Parle faces the adverse competition from Britannia. Now-a-days Britannia have
adopted intensive advertisement such as through media to promote their
products. This can result in less attraction for the brand products of parle.
 Ever increasing competition from multinationals and local companies:
ITC is promoting their Sun Feast brand by using strong promotional campaign
with Brand ambassador Shah Rukh Khan. ITC Foods Ltd has expanded network
and is promoting its Sub feast biscuits across 1000 schools in the country.
Britannia Tiger has brand ambassador Rahul Dravid and Virender Sehwag who
are doing heavy endorsement on their personal equity lien for the brand.
 Increase in sale of cheap local bakery products:
There is sudden increase in bakery products for the past certain period of time
in the market. Due to this the parle biscuits are facing competition. This can
affect the performance of the company.
 Emerging substitutes like wafers, snacks and toast:
Earlier it was just the biscuit which was available as snacks item.
Now there are many other products like wafers, snacks and toast. Thus, company
is facing threat due to the new substitute products.
35
 Margin war among the major Brands:
The following are some of the brands of Britannia and Parle which are pitched
against each other: Marie, Marie Gold Parle Marie introduced Digestive Marie
biscuits, which have five times more fibre than the regular Marie. It also offers
lower fat and calories than other digestive biscuits.
Sweet Salty, Snacks 50-50 Krack-Jack. These products at par with each other
and it modified its image as “ek hein bite mein sweet bhi salty bhi”.

36
4.6 BCG MATRIX
The Boston consulting Group ‘s portfolio matrix allows a firm to visually
display information about each of its. The BCG matrix has as its axes the market
growth rate (Broken into high and low growth) and the relative market share as
compared to the largest competitors (high and low relative market share). The
BCG matrix method is based on product life cycle theory that determine the
product portfolio of a unit which contains both high growth product & low
growth product having 2 Dimensions: Market share & Market growth.

37
1. STARS
(high growth and high market share)
Stars are market leaders and growing fast. Stars have large reported profits but
require a lot of cash to finance the rapid growth. As per the company’s survey,
Parle G is touching the peak of success & therefore comes under the STAR
category thereby the Co. can invest a large sum for its upliftment.

2. CASH COWS
(Low growth and high market share)
A cash cow usually generates more cash than is required to maintain its market
share. It is in lowgrowth market but has a dominant market share. Profits & cash
generation should be high due to its Low growth, the investment needed to be
Low to keep Profits High The products like krackjack, parle Marie, hide & seek
comes under this category.

3. Question Mark
(Low growth and high market share)
It has worst cash characteristics because of High demands & Low returns due to
Low market share makes the Co. to sell off & deliver cash. Products like chox,
nimkin creame gold, parle 20-20, Monaco jeera comes under this.

4. Dogs
(Low growth and low market share)
The products like sixer, Jeff’s, must bites, must Stix & must chips Conclude
with DOGS as they need to be Divested because they are doing no good for the
Co. & have remained as a liability.

38
 5.THE STRENGTH OF THE BRAND
Over the years, Parle has grown to become a multi-million US Dollar
company. Many of the Parle products - biscuits or confectionaries, are market
leaders in their category and have won acclaim at the Monde Selection, since
1971.
Today, Parle enjoys a 40% share of the total biscuit market and a 15% share
of % the total confectionary market, in India. The Parle Biscuit brands, such
as, Parle-G, Monaco and Krackjack and confectionery brands, such as,
Melody, Poppins, Mango bite and Kismi, enjoy a strong imagery and appeal
amongst consumers.
Be it a big city or a remote village of India, the Parle name symbolizes
quality, health and great taste! And yet, we know that this reputation has been
built by constantly innovating and catering to new tastes. This can be seen by
the success of new brands such as hide&seek or the single twist wrapping of
mango bite.
In this way, by concentrating on consumer taste and preference and
emphasizing research and development, the parle brand grows from strength to
strength.

39
5.1 THE MARKETING STRENGTH OF PARLE
The extensive distribution network, built over the years, is a major strength for
Parle Products. Parle biscuits &sweets are available to consumers, even in the
most remote places and in the smallest of villages with a population of just
500.
‘Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly
or p indirectly. A two hundred strong dedicated field force services these T
wholesalers & retailers. Additionally, there are 31 depots and C&F agents of
supplying goods to the wide distribution network.
The Parle marketing philosophy emphasizes catering to the masses. They
constantly endeavour at designing products that provide nutrition & fun to the
common man. Most Parle offerings are in the low & mid—range price segments.
This is based on their understanding of the Indian consumer psyche. The value-
for-money positioning helps generate large sales volumes for the products.
However, Parle Products also manufactures a variety of premium products for
the up-market, urban consumers. And in this way, caters a range of products to
a variety.

40
6. PORTER’S FIVE FORCE MODEL

41
 7. COMPETITOR OF PARLE

BRITANNIA VS PARLE

Dominated the two food majors of India in the field of biscuits and bakery
products. fighting it out in market for the share of consumers pocket and market
dominance.
In yester years it was market segments which both have dominated and not
much was seen to disturb that arrangement.
Parle with its Parle G , Krackjack and Monaco whereas Britannia has Good day
, Marie gold, Creams Britannia dominated the premium segment of biscuits
whereas parle dominated the mass ,low premium biscuits ,things were pretty
predictable but for the entry of new players have changed that status .
BRITANNIA

The company was established in 1891, with an investment of Initially, biscuits

were manufactured in a small house in central Kolkata.
The enterprise was acquired by the Gupta brothers mainly Nalin Chandra Gupta,
a renowned attorney, and operated under V.K Brothers.
In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a
partner and The Britannia Biscuit Company Limited (BBC) was launched

42
 COMPARE BETWEEN BRITANNIA VS PARLE

 Entry of new players have changed that status. Now that ITC and Priya gold
are trying to break into their market and have established themselves as
important players in biscuit market.
 These two major biscuit producers have been now forced to innovate products
by the consumers to create brands which could be differentiated.
 Both are trusted brand are ranked in top brands for biscuit, both have a long
history of brands.
 The Major difference though is that where Britannia is revenues from bakery
products is around 90 %, share of biscuit sales is around –80% for parle.
Recently two categories has seen major ad war are bourbon and salty snacks.
 Parle has come up with new bourbon under its hide and seek umbrella brand.
 Pitching against Britannia s popular bourbon which has 70% market share of
the bourbon biscuits.
 Parle upped its TV ads by roping in Hritik roshan. Similarly, Parle has re
jigged its Krack Jack biscuits to Britannia’s 50- 50 eating up its market share.
 Krack Jacks with new packaging and TV ads of Krack and Jack promoting
the brands. It would be interesting to see what impacts these would have on the
sales of these two biscuits.
DESCRIPTION BRITANNIA
PARLE
Established 1891 1929

43
Nature of business Public ltd Family
run
No of manufacturing units 5 own ,40CMU 8 own
units,
Market share 32.80% 32.94%
Ads Major methods Cricket events and players Celebrities
endorse
New areas of promotion Environment Health and
wellness
IMPORTANT BRANDS PITCHED AGAINST EACH OTHER
Category Britannia Parle
Glucose Tiger ParleG
Marie Marie Gold ParleMarie
Salty snacks 50-50 Krack Jack
Bourbon Bourbon Hide N seek
Cream Cream Treat Kreams
Cookie Good Day 20-20
Milk Milk Bikis Milk shakti

44
 COMPETITION TO PARLE

Category Britannia ITC (Sunfeast) Parle

Marie Gold Sunfeast Marie Light Oats Parle Marie
Marie Biscuits
Marie Gold Vita Sunfeast Marie Light Orange
Britannia 50-50 Sweet
Salty Snacky Chilli twist Monaco

50-50 Maska Chaska Snacky Salted Nimkin

Salty Crackers
Time pass Sweet n Salt Top
Top Buttery Bites Krack Jack
Tiger Glucose Sunfeast Glucose Parle G Glucose
Glucose
Biscuits Parle G Gold
Nutri choice Heavens Farm lite Oats with chocolate Simply Good Slimz
Simply Good Apple
Wholesome Wheat Farm lite Oats with Almonds & Cinnamon

Simply Good Honey

5 Grains Farm lite Oats with Raisins & Oats
Healthy
Biscuits Essential Oats Simply Good
Crackers
Essentials Ragi
Cracker
Thin Arrowroot
Milk Shakti Milky
Milk bikis Sunfeast Milky Magic Magic
Milk Biscuits
Milk bikis cream
Jim Jam Vanilla Sunfeast Hifi Butter Jam In
Jim Jam Chocolate Hifi Cashew Butter Magix Choco
Treat Chocolate Hifi Kaju Badam Magix Elaichi
Treat Orange Hifi Kesari Elaichi Magix Orange
Treat Strawberry Hifi Milk Magix Pineapple
Cream
Treat Pineapple Hifi Choco Magix Mango
Pure Magic Chocolate Dream Cream Choco & Hide n Seek Fab
Creme Vanilla chocolate

45
 Pure Magic Vanilla Creme Dream Cream Butterscotch
Zing Fab Orange

Dream Cream Strawberry &

Tiger Elaichi Cream Vanilla Fab Strawberry

Tiger Pineapple Cream Bounce Choco Twist Fab Elaichi

Tiger Strawberry Cream Bounce Elaichi Delight Happy Happy
Creams
Tiger Chocolate Cream Bounce Pineapple Zing
Tiger Orange Cream Bounce Tangy Orange
Bourbon the Original Sunfeast Bourbon Bliss Black Bourbon
Choco
Black Bourbon
Bourbon
Vanilla
Hide n Seek
Bourbon
Tiger Butter Crunch Dark Fantasy Choco Fills Hide n Seek
Dark Fantasy Choco Fills
Tiger Choco Chip Luxuria Happy Happy

Good Day Cashew Dark Fantasy Choco Meltz Coconut Crunch

Good Day Butter Delicious Nuts n Raisins Goldstar
Good Day Pista Badam Delicious Nuts Biscotti Magix Orange
Good Day Choco Chunkies
Mom’s Magic Rich Butter Milano
Cookies Mom’s Magic Cashew &
Good Day Choco Chip Almond 20-20 Butter

Good Day Choco Nut 20-20 Cashew

Pure Magic Choco Lush Golden Arcs choco
Golden Arcs
Orange
Golden Arcs
Strawberry
Golden Arcs Apple

Sugar
Nice Time Sunfeast Nice
Sprinkled

46
 8. DATA ANALYSIS

16-20 41.7%
20-24 47.2%
24-28 5.6%
28 & above 5.6%

Retail outlets 61.1%

Supermarket 38.9%
Online 0%

47
 Good Taste 47.2%

Better Quality 33.3%

Affordable Price 8.3%

Easy Availability 11.1%

Biscuits (Parle G, Hide & Seek, Etc) 77.8%

Snacks (Parle Wafers, Cheeslings, Etc) 13.9%

Confectionery (Melody, Mango Bite, 0%
Etc)
Beverages (Frooti, Appy Fizz, Etc) 8.3%

48
Yes 66.7%
No 27.8%
Maybe 5.6%

Yes 27.8%
No 25%

Maybe 47.2%

49
ITC 33.3%

Britannia 61.1%

Horlicks 0%

Pepsi 2.8%

Patanjali 2.8%

50
Better Prices/Deals 48.6%

Advertisements 14.3%

Packaging 20%

More Quantity 17.1%

Celebrity Influence 0%

51
Buy it from another shop 58.3%

Wait for the products to be 11.1%

back in stock

Switch the brand 30.6%

52
Excellent 27.8%

Good 66.7%

Fair 5.6%

Poor 0%

53
 9. CONSUMER BUYING BEHAVIOR
Consumer ‘buying behaviour’ is the sum total of a consumer's attitudes,
preferences, intentions, and decisions regarding the consumer's behaviour “the
marketplace when purchasing a product or service. The study of consumer
behaviour draws upon social science disciplines of anthropology. Psychology’
sociology, and economics. Standard Behavioural Model. The standard model
of consumer behaviour consists of a methodical and structured process. Let's
take a brief look at each step.

I. Problem recognition — The first step is problem recognition. During this step,
the consumer realizes that she has an unfulfilled need or want. Let's use the
example of a consumer who has just been informed by her. mechanic that
fixing her car will cost more than it's worth. Our consumer realizes that she
now has a transportation problem and wants to fulfil that need with the
purchase of a car.

II. Information search — The next step is to gather information relevant to what
you need to solve the problem. In our example, our consumer may engage in
research on the Internet to determine the types of vehicles available and their
respective features.

III. Evaluation - After information is gathered, it is evaluated against a '

consumer's needs, wants, preferences, and financial resources avai1ab1e for
purchase. In our example, our consumer has decided to narrow her choices
down to three cars based upon price, comfort, and fuel efficiency.

IV. Purchase - At this stage, the consumer will make a purchasing decision: The
ultimate decision may be based on factors such as price 01 availability. For
example, our consumer has decided to purchase a particular model of car
because its price was the best she could negotiate and the car was available
immediately.

54
 V. Post-purchase evaluation — At this stage, the consumer will decide Whether
the purchase actually satisfies her needs and wants. Is our car purchaser happy
with her purchase? If she is not satisfied, why isn't she?

High involvement: The term means when the consumer is highly involved
while buying a product. Generally, this situation happens in case of expensive
or i luxuries goods. Like while buying a diamond necklace a consumer is
highly. involved. Low involvement: This term means when the consumer is
not highly involved while buying a product. It happens in case of low-price
goods. Like while I buying

toothpaste a consumer is not highly involved. Significant differences between

brands means when there are significant. differences between brands.
Few differences between brands: It means when there are very little
differences between brands
A. Complex buying behaviour: When the consumer is highly involved in the
buying and there are significant differences between brands then it is called
complex buying behaviour. So, in this case the consumer must collect proper
information about the product features and the marketer must provide detailed
information regarding the product attributes. For e.g. Consumer while buying a
motor cycle is highly involved in the purchase and has the knowledge about its
significant differences between brands.

B. Variety seeking behaviour: In this case consumer involvement is low while

buying the product but there are significant differences between brands.
Consumers generally buy different products not due to dissatisfaction from the
earlier product but due to seek variety. Like every time they buy different A
washing detergent just for variety. So, it is the duty of the marketer to
encourage ‘r the consumer to buy the product by offering them discounts, free
samples and 1 by advertising the product a lot.

55
C. Dissonance buying behaviour: Here consumer is highly involved in the 1
purchase but there are few differences between brands. Like consumer while
buying a floor tiles buy them quickly as there are few differences between a
brand.
D. Habitual buying behaviour: In this case there is low involvement of the
consumer and there are few differences between brands. The consumer buys
the Product quick

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 10. CASE STUDY
THIS l8—YEAR—OLD SURVIVED ALL HER LIFE EATING JUST
BISCUITS

The girl who hails from a Karnataka village eats six to seven packets of only
par1e—G biscuits every day. Ever thought about surviving only on biscuits
and chai all your life? This 18- year-old from Kamataka is a living example for
doing just that. Ramawwa from Belagavi, Karnataka has never consumed
anything but Parle-G biscuits all her life. While this sounds unconvincing, it is
a severe case of addiction. When she was born, the first thing that ever went to
her mouth was not breast milk, but Parle-G with cow milk. Her twin brother
was given the same food, but he did not get hooked on to it. Even today,
Ramawwa eats nothing less than six to seven packets a day but she a has even
given up on milk. Her parents Yallappa and Yellawwa Guddadinni, are
agricultural farmers who don't have resources to rid their daughter of this
habit. Their efforts to feed her normal food were in vain. The Indian express
quoted the Parle-G lover saying, "I don't feel like eating anything else. Eating
four-five biscuits at a time is enough for me. Parle—G ‘biscuits are everything
for me. I don't know what will I do if the brand stops manufacturing them."
The greatest fear that her have parents is about her wedding, because that's
how it severe her addiction is. Meanwhile, the Lake View Hospital started a
study on Ramawwa and made several attempts to feed her something else but
failed. She points blank denied their help. All she wants is Parle-G and even
another brand of biscuits won't do. Ramawwa's health is all good for now,
except that lack of nutrients have made her look younger than her actual age.
According to The Indian Express, Doctor Sonwalkar of the Lake View
Hospital has suggested a psychological, counselling. Her deep—seated fear
that normal food might harm is what keeps her an addiction going strong.

57
 11. RECOMMENDATIONS
After survey conducted, we come to know about consumer preferences
regarding buying Parle products. Majority of respondent say that they prefer
biscuits and they opted to consume hide and seek more compare to others
biscuits.35% Of respondent say that they prefer Parle G—
Monaco and krack jack are consumed less by consumer. Parle Company
should focus on others biscuits brands too and more emphasis on positioning
of each products in consumers’ minds by slogans and by creative
advertisement. In snacks, respondent prefer Parle wafers more and secondly,
they prefer Parle namkeen. In confectionary, respondent prefer to buy melody
in large numbers while kismi and other product are consumed less. In
beverages, maximum t response was for frooti followed by appy fizz.
According to survey conducted, maximum respondents are attracted by
quality, variety and availability of product.so Parle company should maintain
quality of, product to retain customers and manufacture variety of products in
each product i: line. Distribution network should be wide so that each product
can easily be available to purchase from retail shop as well as supermarkets.
As per survey analysis, consumer finds that price is reasonable comparative to
other competitors’ brands. This is because Parle company have reasonable low
pricing policy strategy. Consumer become brand loyal when they receive
exactly want, they want. They prefer products which have low price, high
quality and more quantity. Advertisement is very important for brand
awareness. So, consumer tend to switch brand because of effective
competitor’s advertisement. This influence consumer to buy their product of
same category over Parle. Parle company should look after the contents of
advertisement and highlight on the attributes of product for brand identity.

Parle Products has been India's largest manufacturer of biscuits and’

confectionery for almost 80 years. Parle-G is world's largest selling 1 biscuit.
The Parle name symbolizes quality, nutrition and great taste. The Parle brand
became well known in India following the success of products « such as the
Parle-G biscuits and the Frooti soft drink. ‘Over the years, Parle has grown to
become a multi-million US Dollar 1 company. Many of the Parle products -

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biscuits or confectionaries, are in 1 market leaders in their category and have
won acclaim at the Monde ~ Selection, since 1971. I ' Today, Parle enjoys a
40% share of the total biscuit market and a 15% share _ T ii of the total
confectionary market, in India. Parle has nearly 1,500 I ‘T wholesalers,
catering to 4,25,000 retail outlets directly or indirectly. A two 1 hundred strong
dedicated field force services these wholesalers & retailers. O 1 Additionally,
there are 31 depots and C&F agents supplying goods to 1 wide distribution
network. if Today, the great strength of Parle Products is the extremely ,2
distribution network. Even at the remotest places, you can buy it 1. 1 and
sweets from the local grocer. It has taken years to create. 1 network.

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 CONCLUSION

I want to conclude my project by saying that marketing strategy is 4ps such as

product, place, promotion, and price. These are all important aspects of
marketing strategy. Without these aspects marketing is not possible. Marketing
strategy is all about marketing a product. In these marketing mix sellers,
retailers, buyers and wholesalers play an important role. There is lot of scope in
marketing strategy. Parle Company had huge profit by marketing there in India
and in foreign countries.
It was concluded that Parle is the first preference of both the customers and
retailers (Organised and unorganised both) because of its price and brand image.
The parle biscuit brands such as Parle-g, Monaco,
The Parle name symbolizes quality, health and great taste. Constantly
innovating and catering to new tastes PARLE-G has built its reputation. Parle
Products Krackjack, Marie choice, Hide & Seek enjoy a strong imagery and
appeal amongst across the world. Which has resulted into Parle-G being the
“World’s largest selling biscuit” Pvt Ltd. is now lagging in services to retailers
because of improper supply and distribution in some areas and competitors
taking advantage of these points?
Parle Company should take into consideration the opportunities and threats as
discussed above. This will help the company to maintain its brand image for
long time.

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 BIBLIOGRAPHY

Websites: -
 www.parleproducts.com
 slideshare.com
 www.scribd.com
 https://raj979.wordpress.com/2017/02/13/comparison-between-Britannia-vs-
parle/
 https://www.business-standard.com/article/companies/parle
Reference Books: -
Marketing Management,13rd Edition PPH Learning Pvt Ltd, Authors:
 Philip Kotler
 Kevin Lane Keller
 Abraham Koshy

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 ANNEXURE

1. Name

2. Age
o 16-20
o 20-24
o 24-28
o 28 & above

3. Where do you buy Parle Products?

o Retail outlets’
o Supermarket
o Online
o Other: _____

4. Which Parle products do you prefer to buy?

o Biscuits (Parle G, Hide & Seek, etc.)
o Snacks (Parle Wafers, Cheeslings, etc.)
o Confectionery (Melody, Mango Bite, etc.)
o Beverages (Frooti, Appy Fizz, etc.)
o Other: _____

5. What attracts you to buy Parle products?

o Good Taste
o Better Quality
o Affordable Price

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o Easy Availability
o Others: _____

6. Do you find price and discount of Parle products reasonable

compared to other brands?
o Yes
o No
o Maybe

7. Does other competitor brands advertisement influence you to buy

their products of same category over Parle?
o Yes
o No
o Maybe

8. Which competitor brand do you prefer other than Parle?

o ITC
o Britannia
o Horlicks
o PepsiCo
o Patanjali
o Other: _____

9. What makes you switch to other brands from Parle?

o Better Prices/Deals
o Advertisements
o Packaging
o More Quantity
o Celebrity Influence
o Other: _____

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10. Do you think entry of Patanjali into the market has affected Parle’s
sales?
o Yes
o No
o Maybe

11. Rate the following factors of Parle products based on your purchase
experience.
o Excellent
o Good
o Neutral
o Bad

12. If any Parle product is not available, you

o Buy it from another shop
o Wait for the product to be back in stock
o Switch the brand

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