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Transcript of Project report on brand representation
Project Report onBrand representation of parle
product in Amravati city
SUBMITTED BY Mr. Saachin B. Farfad
Master of Business AdministrationMarketing Management
Under The Guidance Of Mr. Nilesh Thalan
Sales Manager (Parle products Pvt. ltd)
SUBMITTED toThe h.o.d.
Department of business administration & management, s.g.b. Amravati
university, Amravati2011-12
CERTIFICATE
This is to certify that the project work entitled “Brand representation of
Parle product in Amravati city ” at Amravti is a piece of work done by Mr.
Sachin Farfad, student of Department of Business Administration & Management,
Sant Gadge Baba Amravati University, Amravati, Under my guidance and supervision for
the partial fulfillment of the Summer Internship Programme.
To the best of my work knowledge and belief the Project embodies the work of
the candidate himself and has been duly completed. Simultaneously, the Project fulfils
the requirement of the rules and regulation related to the summer internship of the
institute.
Faculty Guide
Prof. Sachin N. Gaikwad
Training & Placement Officer
Date:
Place:
CONTENTS
CERTIFICATE
CONTENTS
ACKNOWLEDGEMENT 1.PROFILE OF THE COMPANY NAME, LOCATION, HISTORICAL BACKGROUND, PRODUCTS/SERVICES,NO. OF DEPTS., NO. OF EMPLOYEES,HR POLICIES INFORMATION ABOUT MARKETING/FINANCE/PRODUCTION, BRANDS, VISION, MISSION, FUTURE PLANS
2. RESEARCH DONE- INTRODUCTION,OBJECTIVES,METHODOLOGY,CONCLUSIONS,JOB DESCRIPTION-YOUR EXPERIANCES/LEARNINGS
ACKNOWLEDGEMENT
A successful completion of job is based upon the chain of factors
combining together to make an integral outcome. The cooperation of the factors
mixed with sincere effort can lead to best performance. Our project is also no
exception to this. So it becomes necessary to mention this before we start writing
the study report.
We take this opportunity to express our deep sense of gratitude to all
those who have contributed significantly by sharing their knowledge and
experience in the completion of this project work.
We would like to place on record, our sincere gratitude to Mr. Nilesh
Thalan (Area Sales Manager, Parle Products Pvt. Ltd) for giving us support,
guidance & opportunity to do our summer internship with Parle Products Pvt.
Ltd.
Last but not the least, our wholehearted thanks goes to the distributors
and wholesalers and retailers with whom we interacted and all those people who
indirectly or directly helped us.
SACHIN FARAD MBA II
1. 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
company’s 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.
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 India’s first ever chocolate chip biscuits.
Apart from the factories in Mumbai and Bangalore Parle also
has factories in Bahadurgarh 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.
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 MelodyPoppins
Eclairs- 50 p
Bourbon Melody Softe- 1Rs.Kismi Bar
Parle Marie ChoxKacha Mango
Milk Shakti MazeloImli Bite
Kismi Gold
Parle 20-20 Cookies Munch on snacks:Nimkin Musst Bites
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
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 life’s ordinary
moments. Pack Sizes available: 75 G, 120 G, 240 G
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.
It’s not just a biscuit, it’s 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
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 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 world’s 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.
2. RESEARCH DONE-
“Brand representation of Parle product With Compare to Britannia, ITC in Amravati
city”
INTRODUCTION
The report is an earnest endeavor made to understand the
present market scenario in biscuits captured by the Parle and the
other competitor brands viz., Britannia, ITC & Other.
The researchers were required to see the coverage by Parle
Products Pvt. Ltd., and bring out the potential and loyal retailers so
that the company could maintain the market leadership in the
existing business scenario in the biscuits and the confectionaries.
During the course of study the researchers visited around 450
unorganized retail stores and 30 organized retail stores and
analyzed all major brands of biscuits available as well as studied the
brands, which are most preferred among the retailers.
The study encompasses the penetration of the existing Parle
products (biscuits and confectionaries).
Their motive was to study the working of the distributors in
Amravati City market. They have mentioned the problems and the
loop holes in the Parle’s distribution system and the promotional
tools, which they have found during the course of the study and
recommended various corrective measures for it.
Their study also comprises the comparative analysis between
organized and unorganized retail stores in terms of brand
availability with the help of hypothesis testing, Depth of Parle with
other competitor, Space sharing by Parle and other competitors, and
distributors services given to a retailers with the help of
questionnaire.
Statement of the Problem:
To analyze the brands of Parle Products in unorganized retail stores:
1. As compared to competitors (ITC, Britannia& other).
2. As compared to organized retail stores.
To analyze Market Depth of Parle Products as compared to
competitors (ITC, Britannia& other).
To analyze Space Share of Parle Products as compared to
competitors (ITC, Britannia& other).
To analyze Distribution Services of Parle as compared to competitors (ITC, Britannia& other).
Objectives of the Study:
1. To find out Parle Coverage in various areas of Amravati City.
2. To check the Brand availability of the company products at
different stores.
3. To compare the Brand with its competitive Brands like ITC,
Britannia, other in terms of coverage, number of brands
available, Market Depth and Space Share.
4. To analyze that which type of biscuits and Confessionary are
most preferred in what category of store. It was done by
analyzing questioner data.
5. To compare the organized retail stores with unorganized retail
stores in terms of brand availability.
6. To analyze Distributor Services with competitors like ITC,
Britannia & other.
Reference Period:
This study is conducted for the period of 45 days starting from 15 th
of JUNE 2011 to 30th of JULY 2011.
PROJECT METHODOLGY:Underst and and st udy the plans and prepare a questionnaire
Use quantit ative and exploratory research for data
Analyze the collected data for detecting the gaps,deficiencies & areas of improvement
Develop recommendations based on the findings.
Research Type:
EXPLORATORY RESEARCH
EXPLANTION: The study was conducted by Parle Products Pvt. Ltd
in 6-7 areas of Amravati City mentioned below (source list) for the
first time regarding market review and comparative analysis
between unorganized and organized retail stores.. Thus it is an
exploratory type of research.
Sample Design:
A sample design is a definite plan for obtaining a sample for a
given population. It refers to a techniques or procedure adopted in
selecting items for the sample.
Sampling:
Further, the design that has been adopted for the study of the
given topic is CONVENIENT SAMPLING.
EXPLANATION: During the course of the study we visited a no. of
stores that were scattered all over Amravati City (source list
mentioned below). Apart from this we had no written record of the
number and names of the stores in the city. It was very difficult to
tabulate a record of all the retailers and wholesalers present in the
city and then carry out our study, in the short span of time that was
allotted. As a result we had to select the retailers according to our
convenience. We went to the areas and surveyed all shops that
could possibly be approached.
The following is the sample design that has been adopted for the
study.
1. Population :- Finite(Amravati City)
2. Sampling Unit :- Areas of Amravati City
3. Source list :-
Unorganized retail stores (Areas):
a. Gadge Nagar
b. Yashoda Nagar
c. Kour Nagar
d. Sai Nagar (Badnera Road, Saturna MIDC Road)
e. Raja Peth
f. Ram Nagar
g. Camp, Chaprasi Pura
h. Irwin Chouk
Organized retail stores:
a. D Mart
b. Big Bazar
c. Super shopee
d. Small mals
4. Sample size:- A total of 470 unorganized retail stores with 10
organized retail stores and 4 Distributors.
Tools and techniques for Data Collection:
Tools and techniques for:
1. Primary Data: - The researchers collected primary data
during the course of research period with the help of the
questionnaire that was designed for the storekeepers to collect
the information that was required to carry out the research.
2. Secondary Data: - Secondary data was collected from books,
articles, Internet and previous research papers that had been
conducted by the company representatives and officials.
Tools and techniques of Analysis:
Simple statistical tools and techniques like average, ratios, pie
charts, tables and graphs in addition to hypothesis testing (z-test,
for difference between proportions) & factor analysis method are
used to analyze the data.
Limitations of the Study:
1) The study was conducted in 45 days that is not enough for
such a vast topic.
2) It was difficult for the storekeepers to pinpoint the sales of a
particular brand in both organized and unorganized retail
stores.
3) No proper data was available about the stores in the city.
4) There were not a big number of organized retail stores in
Amravati to carry out the research more efficiently.
5) As the nature of research was exploratory so it was difficult to
cover each and every retailer.
6) Many retailers don’t express their original perception and
views because of biasness.
ANALYSIS
After Doing the PARLE Products Survey as the researchers analyzed that the
best selling branded biscuit company offers its customers with large variety of biscuits
(parle-g, krack-jack, 20-20, Monaco, hide and seek etc.), confectionaries (mangobite,
melody, poppins).
It aims “TO SERVE PEOPLE AND NATION”
The privately owned self financed company provides motivation and
confidence to its staff and other related members by providing various facilities and
organizing certain events. It has a very open work culture. The atmosphere is so
comfortable and relaxed that helps in increasing productivity and efficiency. It lunches
and outstation team-building exercises that augment inter-personal relations and
mutual understanding.
Parle has found its way into the Indian hearts and home. It spreads happiness
and joy among the people of all ages.
SWOT ANALYSIS OF PARLE PRODUCTS
STRENGTH
1. Low price as compared to competitors
2. Sizeable market share in the country.
3. Offers variety of products under its brand.
4. Different sizes of packets are available.
5. An experienced team of sales and marketing executives.
6. Deep and effective coverage
7. Largest distribution system.
WEAKNESS
1. Breakage of biscuits while delivering to retailers
2. No proper replacement system for broken biscuits to retailers
3. Improper and irregular supply.
4. Less share in Premium biscuit market.
5. Dependent on its flagship brand, Parle-G
6. Poor packaging in family pack of glucose biscuits.
7. Lack of schemes for retailers and distributors.
OPPORTUNITY
1. Rising demand for innovative packaging in packaged foods.
2. Retaining loyal retailers or wholesalers.
3. Improving supply system for established brands.
4. Huge scope for some Parle products in medical shops.
5. Information revolution brought about by the television.
6. Good scope for snacks and namkeens, if launched and properly promoted by Parle.
THREAT
1. Highly advertised brands such as Britannia.
2. Ever increasing competition from multinationals and local companies.
3. Increase in sale of cheap local bakery products.
4. Emerging substitutes like wafers, snacks and toast.
5. Margin war among the major Brands
FINDINGS:
After close study of the present market situation prevailing in the
areas assigned the researchers, following are the observations.
1. Breakage problem in the Family packs of glucose biscuits is
leading to the decline in sales in this category.
2. Schemes, Discounts, offers, coupons etc. are not reaching to
the retailers and customers whereas Britannia and ITC on the
other hand are doing that.
3. Retailers and even wholesalers is satisfied with the supply
system of Parle.
4. It was found that Parle (especially Parle- glucose) is most
favored brand and is sold most. Parle biscuits are the retailers
and consumers prime choice.
5. Very little range of Parle biscuits were visible in organized
retail outlets.
6. Britannia is emerging as Major Competitor in the organized &
unorganized retail outlets.
RECOMMENDATIONS & SUGGESTIONS:
1. 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.
2. The packaging of Parle Glucose biscuits (1/2 and 1 kilogram
packs) must be improved for its better sales. The company
should come up with double packaging as people refuse to buy
family pack biscuits with loose packaging.
3. Salesmen should be properly dressed and should have good
communication skills to effectively promote the new products
recently launched, by making sure that the product reaches
each and every retailer and also increase the visibility of the
products by arranging the product clearly on the shelf or rack
and show its prominence.
4. To increase the number of stock keeping units {SKU} available
in the retailers store. Each salesman should stress the retailers
to keep the maximum SKUs and to maintain 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 goods.
5. The company should take proper measures that the schemes
and offers are not gulped by the middlemen, and that it
benefits the retailers and customers.
CONCLUSION:
After conducting the survey on 470 unorganized retailers, 10
organized retailers and 4 Distributors, the researchers found that
there is a bigger market for biscuits and Confessionary in
unorganized retail stores if proper supply of goods without breakage
is there.
It was also concluded that Parle is the first preference of both
the customers and retailers (Organized and unorganized both)
because of its price and brand image.
Brand Parle G dominates the volume-dominated biscuit
market. Even in today’s times when multinationals are beefing up
their operations and trying to change the dynamics of the market,
Parle G’s numbers & Quality position is unchallenged. Its
competitors have roped in superstars like King Khan and Sachin
Tendulkar, but Parle G has only gone from strength to strength.
Brand Parle G is iconic and has evolved over the years. Trust,
relevance, affordability are its hallmarks, which have withstood
pressures from the hyper-competitive marketplace.
The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack,
20-20, Marie Choice, Hide & Seek and confectionery brands, such as,
Melody, Poppins, Mangobite enjoy a strong imagery and appeal
amongst consumers across the world. Which has resulted into Parle-
G being the “world’s largest selling biscuit".
The Parle name symbolizes quality, health and great taste.
Constantly innovating and catering to new tastes PARLE-G has built
its reputation. This can be seen from the success of its new brands
such as 20-20, Imli Bite etc.
Parle Products 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.
Appendix:
QUESTIONNAIREName of the shop: ..........................................................................Name of the shop owner: ..............................................................Address: .........................................................................................Contact No. : ......................... Shop Category: ............................
1. Weather the retailer keeping Biscuit of any company.
Parle Britannia ITC Other
2. If not keeping, weather they are interested to keep? Yes No
3. How much Biscuits brand the retailers have?Parle Britannia ITC Other
4. Space share by Biscuits? Parle Britannia ITC Other
5. Glucose Biscuit Depth.Parle-G Tiger Sun fest other
6. Salted Biscuit Depth.Monaco 50-50 Snacky
7. Cookies Biscuit Depth.20-20 Good Day Sunfest butter cookies
8. Marie Biscuit Depth.Marie Marie Gold Marie Light
9. Cream Biscuit Depth.Hide-n-Seek Bourbun Spacial
10. Chocolate Brand in Shops?
i)Perfeti ii)Parle iii)ITC iv)Nastle v)Cadbary vi)Nutrien vii)Others
11. Space share by chocolates.
Perfeti Parle ITC Nastle Cadbary
12. Are you satisfied with distributor services? Parle Britannia ITC Other
Remark: ________________________________________________
BIBLIOGRAPHY:
I. KOTHARI .C.R.
Research Methodology, New Delhi
New Age International Publishers
II. KOTLER PHILIP & KELLER KEVIN LANE ,Marketing
Management ,Practice Hall ,New Delhi
III. Websites:
wikipedia search: (www.wikipedia.com)
www.parleproducts.com
www.tradeindia.com