A SYNOPSIS

ON
“A STUDY ON MARKETING STRATEGIES USED BY RETAILERS
OF PARLE-G IN SOUTH DELHI”

(Submitted in partial fulfillment of the Master of Business

Administration,
CERTIFICATE

This is to certify that Mr, Enrollment No. 08061148132 has proceeded under

my supervision, his Research project report on “A STUDY ON

MARKETING STRATEGY OF PARLE-G ” in the specialization area

“Marketing”.

The work embodied in this report is original and is of the standard expected

of an MBA student and has not been submitted in part or full to this or any

other university for the award of any degree or diploma. He has completed

all requirements of guidelines for Research Project Report and the work is

fit for evaluation.

Signature of Supervisor/Guide

Name : Megha Mathur

Designation : Lecturer

Organization : NSB school of Business

REVIEW OF LITERATURE

1. MANGESH MAURYA, SEP 09 2010 (PRODUCT MANAGER)

Parle-G is a Glucose biscuit. It filled with the goodness of milk and wheat. It is

the source of energy. It is most popular biscuit in India. The Company slogan G means

genius.

It has a 70% market share in India in the glucose biscuit category. The cost of

88gram pack is Rs 5.This is the new cost. The old cost of this was Rs.4.In

between the cost of biscuit was Rs. 4.30 for sometime but due to some region it

again fall and come to 4.

Parle-G with tea is an good idea. The only thing is that to change the shape of

it. instead of rectangle it must be in round shape which give the good look.

2
2. HARVARD BUSINESS REVIEW, OCT 21, 2010

In 2009, Parle Products Pvt. Limited (Parle), a leading Indian biscuit

manufacturer, had the distinction of producing the largest selling glucose biscuit

brand by volume in the world, the Parle-G. Parle-G biscuits sold for

approximately US$1 per kilogram and as very few processed and ready-to-eat

foods were available at this price point, Parle-G was strongly associated with

offering value for money (VFM). A looming problem in this brand category for

Parle was that the input prices of two major raw materials for the Parle-G biscuits

(which together accounted for 55 per cent of their input costs) had risen enough in

the past 18 months to decrease margins from 15 per cent to less than 10 per cent.

Pressure to restore margins led Parle to consider a price increase yet a previous

attempt had caused dramatic reduction in sales. Parle subsequently addressed

rising input costs by reducing the weight of the package, franchising production,

reducing supply chain costs and reducing packaging costs. Parle could not ignore

the deeply entrenched perception of VFM when devising both short- and long-

term marketing plans to retain Parle-G's success in the marketplace. These plans

needed to address segmentation, positioning and changing Indian demographics

when considering a potential price increase for Parle-G biscuits.

3
 OBJECTIVE OF THE STUDY

PRIME OBJECTIVE

To evaluate & compare the marketing strategies of various retailer of PARLE G

BUISCUIT in south Delhi.

OTHER OBJECTIVE

 To find out the consumer preference according to retailer’s view.

 To find out the major competitor of PARLE G BISCUIT.

4
 RESEARCH METHODOLOGY

DATA COLLECTION METHOD

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

• Primary data

• Secondary data

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

COLLECTION OF PRIMARY DATA

5
The researcher was assigned to do a comparative study on PARLE G BISCUIT. In order
to accomplish the job, the researcher adopted the two-way strategy to collect the primary
data.

Secondly to complete the job in a more genuine way, retailer survey was conducted
sample of 30 rational retailers were taken and they were supplied with a structured non-
disguised questionnaire. The idea was to seek out the market position of PARLE G
BISCUIT.

The data collected was collected from different retail outlets of biscuit namely:

 Shops

 Confectioners

 Kirana and general stores

SAMPLE SIZE :- 20 to 50 people

SURVEY AREA: SOUTH DELHI

• Saket, New Delhi
• South Extension,New delhi
• Mehrauli,New Delhi
• Khanpur,New Delhi
• Sarita Vihar, New Delhi
• Ali Gaon, New Delhi
• Badarpur Border,New Delhi
• Nehru Place, New delhi
RESEARCH INSTRUMENT:
Researcher used questionnaire as his instrument for conducting the survey.
SAMPLING PLAN
(1) Sampling Procedure.unit – Retailers
6
(2) Sampling procedure- Simple Random Sampling

SECONDARY DATA
Secondary data is the data borrowed from secondary sources by the researcher.

Secondary data can be internal or external i.e., internal records of the company or

information available from library and other statistical organization.

In a Market Research Project Field Work has a very vital role to play. As a matter of fact,

it’s the back bone of any Market Research Project. Field work basically consists of

collection of primary data. In this project, researcher had to undergo a lot of Field Work.

For the purpose researcher has a visit various cinema halls, public attractive places,

colleges & school canteens etc.

The whole area which was to be surveyed was divided into different segments randomly.

Simultaneously survey of both retailers and consumers was carried out. The researcher

worked in the field for a span of one months.

Later on whole data which was collected from field was well scrutinized & tabulated for

analysis. Its interpretation has been provided in most easy to understand manner with the

help of suitable diagram & charts.

RESEARCH METHOD:-

1. Survey research

2. Observational research

7
 SCOPE OF THE STUDY:

FMCG Sector is a growing sector in India at high pace. Biscuit manufacturing industries

has lot of scope in the Indian economy. Company manufactures according to the

consumer’s interest. There is a high competition in biscuit manufacturing industry’s such

as Parle-G, Sun feast, Priya gold, etc. consumer prefers to take that product which not

only satisfy him but also his colleagues, family, natives. This study helps in determining

right choice for them.

8
 PROBLEM STATEMENT
The present study is subjected to following PROBLEMS.

1. Method of data collection was through personal interview and therefore bias becomes
a major limitation.

2. Due to the time constraints all the Retailers were not covered.

3. The sample was restricted to 100 Retailers, which may restrict the scope and
completion of study.

4. The scope of study is restricted only of South Delhi.

5. Owing to their pre occupation some Retailers were unable to answer the complete
questionnaire.

9
 QUESTIONNAIRE
1. Do u sale Parle-G?(tick)

YES……….. NO………….

2. How many biscuits you purchase?

a) 1-100 b) 100-200 c) up to 500 d) above 500

3. Who are the competitor of parle-G?

……………………………………………………………………………….

4.Are u satisfied?

a) YES b) NO

5. Which type of add material provide by parle-G?

………………………………………………………………………………..

6 How much margin provide the parle-G?

a) 5% b) 10% c) 15% d) above 15%

7. Parle-G give u any extra benefit like Gift & Voucher?

a) YES b) NO

8. What do you prefer in Parle G?

a)……… Taste b) health c) …….Price
9. Which brand do you prefer mostly?
(Tick your choice).
a)………Tiger b) ………….. 50-50
c) ……….Sunfeast d) …………… Parle-G

10
 10. If u want to give any suggestion about Parle G?
a)…………………………………………….
b)…………………………………………….

Classification Data
1. Name: - ………………………………………………………
2. Sex:- ……………Male ……………Female
3. Age: - ………………..
4. Income Group:-
…………5,000-10,000 ………….10,000-15,000
………..15,000-20,000. …………Above 20,000

BIBLIOGRAPHY:
11
TEXT BOOKS

Principles of Marketing – Philip Kotler

Marketing Research – D.D. Sharma

WEB RESOURCES
WWW.PARLEPRODUCTS.COM

WWW.GOOGLE.COM

WWW.YAHOO.COM

WWW.HUL.COM

12