1542390946506_sales & Marketing Strategy Parle G Biscuit 2016.docx

INTRODUCTION

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PROFILE OF THE ORGANIZATION

Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even to the remotest villages of India, the company has definitely come a very long way since its inception. Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance. A cream colored yellow stripped wrapper with a cute baby photo containing10 – 12 biscuits with the company’s name printed in Red and you know these are ‘Parle G’biscuits. Times changed, variety of biscuits did come and go but nothing has changed with these biscuits. Parle-G is one of the oldest brand names as well as the largest sellingbrand of biscuits in India. Parle-G or Parle Glucose is a brand of Biscuits manufactured byParle products in India.

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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. For around 75 years, Parle have been manufacturing quality biscuits and confectionery products.

Over the years Parle has grown to become a multi million-dollar company with many of the products as market leaders in their category. 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 onto become leading brand names itself for great taste and quality. Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India. 3

GENERAL INTRODUCTION Food processing dates back to the prehistoric edge when crude processing incorporate slaughtering fermenting, sun drying, preserving with salt, and various type of cooking (such as roasting, smoking, steaming, and oven baking). Salt preservation was especially common for foods that constituted warrior and sailor’s diets up until the introduction of canning methods. Evidence for the existence of these methods exists in the writing of he ancients Greek, Egyptian, Roman civilization as well as archaeological evidence from Europe, North, South America and Asia. The tried and tested processing techniques remained essentially the same until the advent of the industrial revolution. Example of ready means also exists from pre industrial revolution times such as the Cornish pasty and haggis Modern food processing technology in the 19th and 20th century was largely developed to serve military needs.

In 1809 Nicolas apart invented a vacuum bottling technique that would supply food for French troops, and this contributed to the development of the training and then canning by peter Durand in 1810.Although initially expensive and somewhat hazardous due to the lead used in the cans, canned goods would later become a staple around the world.

Pasteurization, discovered by Louis Pasteur in 1862 was a significant advance in ensuring the micro-biological safety of food. In the 20th century, World War II, the space race and the rising consumer society in developed countries (including the United State) contributed to the growth of the food processing with such advances as spray drying, juice concentrates, freeze drying and the introduction of the artificial sweeteners, coloring agents, and preservatives such as 4

sodium. Benzoate in the late 20th century products such dried instant soups, reconstituted fruits and juices, and self-cooking meals such as MRE food ration were developed. In Western Europe and North America, the second half of the 20th century witnessed a rise in the pursuit of convenience; food processors especially marketed their products to middle-class working wives and mothers. Frozen foods (often credited to Clarence Birdseye) found their success in sales of juice concentrates and TV dinners. Processors utilized the Perceived value of time to the postwar population and same appeal contributes to the success of convenience foods today Food processing sector in India is world’s second largest producer next to China, and has the potential of being the biggest with the food and agricultural sector. The total food production in India is likely to double in the next ten years. There is an opportunity for large investments in food and food processing technologies, skills and equipment, especially in areas of canning, Dairy and Food Processing, Specially processing, packaging, Frozen, food and Refrigeration and Thermo Processing. Fruits & vegetables, Fishers, Milk & Milk products, Meat & Poultry.

Packages/convenience Foods Alcoholic Beverage & Soft drink and grains are important sub sector of food processing industry. Health food and health food supplement are another rapidly rising segment of this sector, which is gaining vast popularity amongst health conscious.

Source: KPMG The Food processing industry sector in India is one of the largest in terms of production consumption, export and growth prospects. The Government has accorded it a high priority

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with a number of fiscal relief’s and Incentives, to encourage commercialization and value addition to agriculture produce, for minimizing pre /post harvest wastage, generating employment and export growth.

India ‘s food processing sector covers a wide range of the products fruits and vegetables meats and poultry, milk and milk products, alcoholic beverages fisheries, plantation, grain processing and other customer products group like confectionary chocolates and coca products, Soya – based products, mineral water, high protein foods etc.

AVAILABLE ANYWHERE Today, the great strength of Parle Products is the extremely widespread distribution network. Even at the remotest places, you can buy Parle biscuits and sweets from the local grocer. It has taken years to create this extensive network. Parle’s sales force started with one salesman in Bombay and some agents in few other cities. Gradually, Parle Products expanded. Soon sweets and biscuits were being sent by rail to Calcutta, Delhi, Karachi, Madras and other major cities. As production increased, distribution was amplified. Full time salesmen were appointed in different areas. Currently, Parle Products has over 33, 00,000 distribution outlets.

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COMPANY PROFILE

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

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MILESTONES Parle Products was established as by confectionery in the Vile Parle suburb of Mumbai, in 1929. It began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco brand of biscuits as an Indian alternative to the British biscuits. Parle-G biscuits were earlier called 'Parle Gluco' Biscuits until the 1980s. The "G" in the name Parle-G originally stood for "Glucose", though a later brand slogan also stated "G means Genius". In 2013, Parle- G became India's first domestic FMCG brand to cross the ₹ 5,000 crore mark in retail sales. Primarily eaten as a tea-time snack, Parle-G is one of the oldest brand names in India. For decades, the product was instantly recognized by its iconic white and yellow wax paper wrapper. The wrapper features a young girl (an illustration by Everest creative Maganlal Daiya back in the 1960s). Parle-G has recently become available in plastic wrapping. The modern packaging retains its traditional design. The change in materials was promoted with advertisements showing a ParleG packet placed into a fish tank. As of January 2013, Parle-G's strong distribution network covered over 6 million retail stores in India. The Brand Trust Report ranked Parle-G as the 42nd most trusted brand of India in 2014. The low price is another important factor in Parle-G's popularity. Outside India, it is sold for 99 cents for a 418 gram pack as of 2012. A more common 80 gram "snack pack" is sold for as low as 15 cents (5 INR) at Indian grocers, and 40 cents at major retailers. By 2016, smaller 56.4 gram packs were being sold as ten for one dollar at Indian grocers in the United States.

QUALITY Hygiene is the precursor to every process at Parle. From husking the wheat and melting the sugar to delivering the final products to supermarkets and store shelves nationwide, care is taken at

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every step to ensure the best product of long-lasting freshness. Every batch of biscuits, confectioneries & snacks are thoroughly checked by expert staff, using the most modern equipment. This ensures consistent and Concentrating on consumer tastes and preferences, the Parle brand has grown from strength to strength ever since its inception. The factories at Bahadurgarh, Haryana and Neemrana, Rajasthan are the largest biscuit and confectionery plants in the country. The factory in Mumbai was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle also has 10 manufacturing units for biscuits and 75 manufacturing units for confectioneries on contract. OUR CORE VALUE An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. With products created bearing in mind both health and taste, Parle products equally appeal to fun loving kids & youth. Even today, the great tradition of taste and nutrition is consistent in every pack on the store shelves. The valuefor-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. AWARDS Since the first entry at the Monde Selection in 1971, Parle Products have been shining with gold and silvers consistently. Monde Selection is an international institute for assessing the quality of foods. Currently, it is the oldest and most respected organization in the field of selecting quality foods worldwide.

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PARLE AS EXPORTS Almost all of our products are market leaders and as recognition of their quality, have won us 111 gold, 26 silver and 4 bronze Monde Selection medals since 1971. Parle Products Pvt. Ltd. is a US $ 1 Billion conglomerate started in India in 1929. We manufacture and market biscuits and confectionaries. We have state-of-the-art machinery with automatic printing and packaging facilities. Our biscuit baking oven is the largest of its type in Asia. Over the decades, the efforts of our Research & Development wing have made the repertoire of our products grow manifold. In biscuits, Parle Products has offerings in glucose, milk, sweet and salted cream, wafer crème, cumin seed and cheese categories. In confectionery, we have a range of toffees and hard-boiled candies available in chocolate, mint, cola, and tropical fruit flavors. Some of these are double layered toffees and center filled candies. IMPORT-EXPORT The immense popularity of Parle Products in India was always a challenge to our production capacity. Now, using more modern techniques for capacity expansion, we have begun spreading our wings and we are going global.

Parle biscuits and confectionaries are fast gaining acceptance in international markets, such as the Middle East, Africa and South East Asia. The more sophisticated economies like U.S.A., UK, Canada, Australia and New Zealand are also relishing Parle products. As part of the efforts towards a larger share of the global market, Parle has initiated the process of getting ISO 9000 certification.

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The Parle name symbolizes quality, health and great taste. And yet, we know that constantly innovating and catering to new tastes has built this reputation. This can be seen from the success of

its

new

brands

such

as

Hide

&

Seek,

Mango

bite

etc.

Today, the Parle brands have found their way into the hearts and homes of people all over India and abroad. The Parle biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide & Seek and confectionery brands such as Melody, Poppins, Rolacola, Mangobite enjoy a strong imagery

and

appeal

amongst

consumers

across

the

world.

This has resulted into Parle-G being the ‘Worlds Largest Selling Biscuit’.

Fruit juice Juice is a liquid naturally contained in fruit or vegetable tissue. Juice is prepared by mechanically squeezing or macerating fresh fruits or vegetables without the application of heat or solvents. For example, orange juice is the liquid extract of the fruit of the orange tree. Juice may be prepared in the home from fresh fruits and vegetables using variety of hand or electric juicers. Many commercial juices are filtered to remove fiber or pulp, but high pulp fresh orange juice is a popular beverage. Juice may be marketed NON-concentrate form, sometimes frozen, requiring the user to add water to reconstitute the liquid back to its "original state"

Alcoholic Beverages An alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although in chemistry the definition of an alcohol includes many other compounds. Alcoholic beverages, such as wine, beer, and liquor have been part of human culture and development for 8,000 years.

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Non-alcoholic Beverages Non-alcoholic beverages are drinks that would normally contain alcohol, such as beer and wine but are made with less than .5 percent alcohol by volume. The category includes drinks that have undergone an alcohol removal process such as non-alcoholic beers and de-alcohol zed wines. Non-alcoholic variants: 

Low alcohol beer



Non-alcoholic wine



Sparkling cider

Soft drinks The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard drink" and the term "drink", the latter of which is nominally neutral but often carries connotations of alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit are among the most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non-caloric sweeteners.

Hot beverages Hot beverages including infusion. Sometimes it drinks chilled. Coffee-based beverages:

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         

Cappuccino Coffee Espresso Café au lait Frappe Flavored coffees (mocha etc.) Latte Hot chocolate Hot cider Mulled cider

Tea-based beverages      

Flavored teas (chai etc.) Green tea Pearl milk tea Tea Herbal teas Yerba Mate

Roasted grain beverages 

Sanka

Other Some substances may either be called food or drink or accordingly be eaten with a spoon or drunk, depending on solid ingredients in it and on how thick it is, and on preference: 

Soup



Yogurt

2.2 INDIAN BEVERAGE INDUSTRY The size of the Indian food processing industry is around $ 65.6 billion, including $20.6 billion of value added products. Of this, the health beverage industry is valued at $230 million; bread and biscuits at $1.7 billion; chocolates at $73 million and ice creams at $188 million. 14

The size of the semi-processed/ready-to-eat food segment is over $1.1 billion. Large biscuits & confectionery units, Soya processing units and starch/glucose/sorbitol producing units have also come up, catering to domestic and international markets. The three largest consumed categories of packaged foods are biscuits, fruit juices and soft drinks. The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant market. Consumers in different parts of the country have heterogeneous tastes. Dust tea is popular in southern India, while loose tea in preferred in western India. The urban-rural split of the tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The size of the total packaged coffee market is 19,600 tones or $87 million. The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during off-season.

The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2 million during peak season.

2.3 STUDY OF GROWTH 2.3.1 The Growth Story Of The Indian Beverage Market 15

The Indian beverage market offers hot options. So Dabur, the pioneer and one of the market leaders in the packaged fruit juices market, has recently launched a new drink which is called “Real Burrst”. This drink is a light fruit beverage with 4 flavors– Mixed Fruit, Crispy Apple, Orange Bytez, & Mango Mania. Real Burrst is targeted towards consumers in the Indian cities, Dabur says, and comes in a tetra pack highlighting the”Lite and Refreshing” qualities of fruits. All 4 variants will be made available in 1 liter and 200 ml packs priced at Rs. 65 and Rs. 15, respectively, and would be made available everywhere in India. According to Dabur, the fruit beverages industry in India now stands at Rs 1100 crores (approx. Euro 180 million) and the market has grown at the rate of 30%, where Dabur India, through the new launch Real Burrst, is looking at establishing a market share of 4-5% in next 2-3 years. The 30%-growth rate is well-known figure also from other FMCG-sectors in India. The FMCG industry is set to grow 20-30% in 2009-10, up from 10-20% in 2008-09, as was reported recently by the media. The FMCG sector has grown consistently during the last three to four years, reaching a size of US$ 25 billion (Rs. 120,000 crore) at the retail level in 2008, FICCI, the industry body, has recently said when lobbying for a Goods & Services Tax which should replace the multiple indirect taxes currently levied on FMCG products. According to the market figures from FICCI, the industry is poised to grow at 10-12% for the next 10 years to reach US$ 43 billion (Rs. 206,000 crore) by 2013 and US$ 74 billion by 2018. Part of the industry of fast moving consumer goods is also the beverage industry. The total beverage industry in India is being estimated to grow at 17% this year, according to

experts. “Food and beverages segment has not suffered despite the slowdown in the economy. FMCG in our stores has done very well. In fact, we registered 10-15% growth in this segment last year,” said a spokesperson at Spencer’s Retail Ltd.

Beverage majors like Coca Cola

India, for example, again reported growing sales, this time for the eleventh consecutive quarter. Coca-Cola in India reported a solid first quarter 2009 results not only despite a challenging economic environment, but also with unit case volume increasing by 31%, as was told by a Coca Cola India spokesperson to media. And eight quarters out of the 11 quarters had a doubledigit growth. 16

To foreign observers of the market, these figures might sound unbelievable, as Western markets are saturated and have not seen such figures for long time. But in India, various positive factors drive the beverage markets. One is the rising number of people in the middle class with extra money to spend on new beverages like wine, new brands of imported whiskey, or the fancy energy drinks, some of which are really good to enable people to work longer, to listen longer during conferences, and even to party longer and have fun. Leader in this segment is Red Bull, but some other good and very effective drinks – one even very healthy - are already or would be

soon

entering

into

the

market.

Another factor is the sheer size of the number of people in India. Even the rural households, as long as the monsoon is good, get purchasing power and can participate in consumer markets. Where ever the purchasing power is still not big enough, companies offer smaller packs for Rs. 10 or Rs. 5, especially to be seen in the snack market. Hot summers in India also help a bit to sell beverages, but that phenomena we know also from Texas or Italy.

2.3.2 Study Of Growth Of Fruit Juice Market FRUIT JUICES Branded fruit juice market in India holds an immense potential. Usually confused and considered synonymous with non-aerated drinks, fruit pulps, juices and squash are high sugar beverages, which are centrifuged and filtered to give a semi- clear appearance. In the past, this sector enjoyed an excise exemption, keeping cost at minimal. However the withdrawal of exemption has inflated costs and can affect growth, with dramatic change possible on reintroduction of excise exemption.

MARKET

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

The organized fruit beverage market is estimated at Rs.500 crores market. (Nectars, drinks and juices combined).



The market has grown at a 20% to 25% rate.



Of this, more expensive juices segment has grown at rate of 40%this year. It accounted for only 15% of the fruit beverage 3 years back.



In –home consumption of juices has gone up from 30%, three years back to 80% today.



Mango based drinks account for two thirds of fruit drinks industry.

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

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

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

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

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PARLE PRODUCTS

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PARLE PRODUCTS

About Parle Product, Biscuit & Confectionary: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. Various people have various reasons to consume it, some consume it for the value it offers while others consume it for sheer taste, For some it is a meal substitute for others it is a tasty healthy nourishing snack. Patronised by millions for all this qualities, it is much more than just a biscuit brand. Little wonder than why is it the Largest selling Biscuit brand in the World.

The following are the products offered by Parle based on the market segment. 1. Biscuit 2. Confectionary 3. Snacks 4. Beverage Biscuits are small chemically leavened and baked products made principally from flour, sugar, and fat. They typically have a moisture content of less than 4% and when packed in moisture proof containers have long shelf lives, perhaps 6 months or more. Their use is becoming 24

widespread because of their ready –to –eat characteristics. The appeal to the customer is determined by the appearance and the eating qualities. They are made in various shapes and sizes and after baking may be coated with chocolate, sandwiched with a fat-based filling or have other pleasantly flavored additions.

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SEGMENTATION OF BISCUITS

sr.no

Product

sr.no

1

product Parle

Marie

Parle-g 9

2

Kreams Hide

n

seek

10

3

Milk Krack

Shakt

jack 11

4

Monaco

12

26

20-20

Cookies

5

Golden

Magix

arcs

13

6

Digestive

Marie Nimkin 14

7

Happy

Kreams

happy 15

8

Monaco

Jeera 16 Festo

CONFECTIONARIES

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Gold

Sr.No Sr.No PRODUCT

PRODUCT

1 8 Poppins

Kismi toffee

2 9 Melody

kismi toffee bar

3 10 Orang candy

Melody

4 11 Xhale

Kismi gold

5 12 Candy

mango bite

6 13 Golgappa

kaccha mango

7 14 Melody softy

Parle lites

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PARLE CONFECTIONERIES

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 Caramel meets chocolate to yield an outcome nothing less than delectable. Parle Melody comes with an irresistible layer of caramel on the outside and a delightful chocolate filling within. Pop it in your mouth and relish the unique experience. It won’t be too long before you find yourself asking the age old question ‘Melody itni chocolaty kyon hai?'

ORANGE CANDY Small. Oval. Orangee. We’ve kept it simple with the Parle Orange candy. And for over 50 years this deceptively simple candy has kept the taste buds of the entire nation in a flurry. The first product to be launched from the House of Parle and clearly, one that’s been a hit ever since.

KACCHA MANGO BITE The glider got copied and became a jet plane. Western hits got copied and became Anu Malik songs. The typewriter got copied and became a keyboard. Similarly, we have managed to copy the tangy flavour of raw mangoes in a candy which is a little sour, a little sweet and certainly a little mischievous. We call it Kaccha Mango Bite. It truly is a ‘kacche aam ka copy’

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KISMI TOFFEE It’s everything that the Kismi Toffee Bar is, only smaller. Wrapped in the distinct flavour of elaichi (cardamom) this toffee is sure to send your sweet tooth on a joyride.

MANGO BITE Need a quick escape from everything ordinary? Just pop a Mango Bite and dive into a tropical mango paradise. Sit back, roll it around and enjoy one wave after another of juicy mango treats that go on and on and on. Usage instruction: A juicy goli best enjoyed slowly.

KISMI GOLD Romantically sweet indulgence is what comes to the mind while talking about the all time favourite Parle Kismi. After romancing with everyone’s senses for over two decades, Parle Kismi is now even better and even more romantic. With a perfect blend of Caramel & Elaichi, the new Parle Kismi Gold is bound to take romance to an entirely different level and make it more irresistible than ever before. Have one to experience romance at its best.

POPPINS Give the orange to a friend and the mango to a stranger. Or try the lemon for a neighbour and the strawberry for a teacher. Give the black currant to the school bus driver and the pineapple to anyone else you please. With so many flavours in each pack of Poppins, you will have only one.

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PARLE SNACKS INDUSTORY Snacks are a part of Consumer Convenience/ Packaged Foods segment. Snack is described as a Small quantity of food eaten between meals or in place of a meal. Snack food general comprises bakery products, ready-to-eat mixes, chips, nankeen and other light processed foods According to the ministry of food processing, the snack food industry is worth Rs 100 billion in value and over 4,00,000 tones in terms of volume. Though very large and diverse, the snacks industry is dominated by the unorganized sector According to an Aped survey almost 1,000 snack items and 300 types of savories are sold across India. The branded snacks are sold at least 50% higher than the unbranded products Savory snacks have been a part of Indian food habit, since almost ages. Though there is no particular time for snacks, normally they are consumed at teatime. The variety is almost mind-boggling with specialties from all regions, which have gained national acceptance industry. he been growing around 10% for the last three years, while the branded segment is growing around 25% per annum to stand at Rs 5,000-Rs 5,500 cr, due to various reasons like Multiplex culture, snacking at home while watching TV, pubs and bars (where they are served free). AC Nielsen's retail audit shows that the large sales volumes are due to a marked preference for ethnic foods, regional bias towards indigenous snacks and good value-for-money perception. Of course the branded segment is much smaller at Rs 2,200 cr, which is what makes it so attractive to snacks Companies that are looking at bigger shares and in the branded snacks market, to get down to uncle chips, commands a share of 25% followed by parle product at 20% and diamond at 5%.

The rest is divided between a handful of new entrants, wannabes and many regional players Of the wide range of snacks available, potato chips constitute a sizeable segment of the Indian 31

snack food industry, according to India Info line. The Parle product market is generally an unorganized industry. Nearly all Parle product snack products are manufactured and sold locally. There is also no uniform standard for packaging, as there is in Indian, and other more developed regions. As the Indian economy continues to grow, and production standards improve, many snack food companies are making significant investments into plant equipment and packaging machinery. Pepsi Foods Ltd., now known as Parle Product India Ltd., produces India's snack food Manufacturer’s brands, including , Mast chips. Parle product Launched 1st time in India 2 or 3 flavor Delhi in 2008

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PARLE SNACKS

CLASSIC SALT

RED CHILI ACHAR

CREAM

‘N’ ONION

TANGY TOMATO

ALOO CHAT

MASTI

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MASALA

MASALA KACHORI

GREEN CHATNI

MASALA

MUNCH

JHALMURI

TANGY

PICKLE

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PROFILE OF THE STUDY A strategy that integrates an organization's marketing goals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve max profit potential. The sales and marketing strategy is set out in marketing plan. A well-planned sales strategy will help your business achieve its growth potential. Target and penetrate the most promising and profitable markets and sectors. Go to market in the most effective manner. Refine and maximize your competitive advantage and product differentiation to increase market share and margins. Increase sales win ratios and shorten sales cycles by refining and aligning sales and marketing messaging to capitalize on your value proposition and your competitor's weaknesses. Define the most efficient and cost-effective tactics and methods to sell parle product. Establish a specific plan to strengthen and enhance lead generation. Establish comprehensive success metrics and quantitative targets at every critical level from the number of impressions made to the number of customers gained.

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Sales and Marketing strategies: Study the market needs. See what the consumer wants. Study the market offers. What competitors are currently offering in terms of price, location, etc? Brainstorm on the approaches and strategies to be used to satisfy the customers in terms of price, location, messages, tone of voice, and so on. Tell and advice the people whom are going to meet the clients what to say and what not to say. Convince the customer to buy. Get proper feedback from the customer about their experience. Sales and marketing are another set of business terms that are often used interchangeably. Selling and marketing, however, are not one and the same. In fact, marketing and sales are two completely different activities. Marketing encompasses a broad spectrum of activities. These are, primarily: promotion, distribution, pricing, and advertising.

Product marketing deals with the first 7P of marketing which are product price promotion place packaging positioning &people. 7 P’s of marketing plays a great role in marketing mix for the better growth and achievements of the company goals and objectives.

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Product: Product should be based on the basis of customer’s actual needs and demand but the question is how does a company know that the actual need and demand of the customer? So on the basis of marketing Research Company can able to get some information about the actual need, demand, preferences of the customer so company can introduce or arrange the product varieties on the basis of collected information with high quality. Product range should be arrange in this manner which can satisfy the customer means in terms of interior design customers’ have first preference to get maximum value of their money by the help of best and innovation idea and services.

Price: Price is the very much important thing in marketing plan. Price should be competitive and reasonable. It should be so that price should be like that company can make real profit and does not go into loss. It should define all the strategy and it should bear all the costs like the marketing, product promotion etc. initially price will be little competitive but with time, it will increase as per the loyalty of customer will begin. Market penetration will occur because it is a new business for me and my team. The price will define the product development market development and the diversification etc. Price also defines our next plan, our employee’s salary, infrastructure cost; the cost which will take place in marketing is quite difficult for top managers to decide because for a new product it’s quite difficult to define that it will succeed or not so the best steps get taken by following these steps. The public wants value for everything that it purchases. In the interior business price matter a lot because here customers pay for products and services for long term.

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Promotion: If someone is opening a company in any area it is a very exciting thing for public residing there. They will get a new interest and if it makes them feel something new and different they will surely visit the company so the company promotion will be very much important for the business because promotion will help in creating a good business so firstly I will design my service and past activities list and give it to press for release it so that more number of people can be aware of the interior design company which will be really unique and attracting so that the customers can have their eyes on it. I’ll arrange a program of public relations so that not much investment will take place from my side. If I will get a successful public and media relations program I will have an increased exposure and prestigious value without spending a fortune. It should be exclusive and should be an extension of brand identity. Company will also organize events so that will be the unique and great way to position our interior design company in the market with high reputation which will also be helpful in creating a profit and attract the local customers about our achievements and USP. Company will also promote our business by providing the newsletter with whole details of our company location and price along with contact number and full address so that customer can feel easy and convenient to visit our company can provide a good high quality service. For example an interior based company. Company will provide these newsletters, pamphlets; along with the newspaper in morning time so that the daily readers can know about our shortly opening company. Along with the newsletter Company will also distribute a green color card which will describe the eco friendly environment in our interior design company. In Televisions and different local channels Company will advertise by giving a scrolling ad for our company to increase the awareness.

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Company will invite the celebrity at the day of opening the interior design company so that will be more impressing and will create a celebrity endorsement opening. Company will differentiate our company from the other interior design company and will create an excitement in a way that reinforces website will be launched with full details. Promotion of our interior design company will not be in a traditional way but in a very creative manner so that would call by our clients a smart marketing

.

Place: Place represents the location where a product can be purchased. It is often referred to as the distribution channel. This may include any physical store (supermarket, departmental stores) as well as virtual stores (e-markets and e-malls) on the Internet. This is crucial as this provides the place utility to the consumer, which often becomes a deciding factor for the purchase of many products across multiple product categories. Promotion: This represents all of the communications that a marketer may use in the marketplace to increase awareness about the product and its benefits to the target segment. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together (e.g in film promotion). Sales staff often plays a major role in promotion of a product.

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So how does a marketer strategize to attain success in a marketing program, using these 4 P’s?

The art of meeting the sales targets effectively through meticulous planning and budgeting refers to sales management. Sales Management helps to extract the best out of employees and achieve the sales goals of the organization in the most effective ways. Let us go through some sales management strategies: Identify goals and objectives of the sales team. Be clear on your sales targets. Make sure the targets are realistic and achievable. Also assign a fixed timeline to achieve the targets.

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Know your product well. Understand what benefits end-users would get from your brand. The marketers must interact with customers to find out more about their expectations from the product as well as the organization. One would not be able to convince the customers unless and until he himself is clear with the benefits of the products. Identify your target market. Selling techniques and strategies can’t be same for all individuals. Each audience has different needs, interests and requirements. Hire the right individual for the sales team. Remember the sales professionals have a major role in the success and failure of organizations. Recruit individuals who are aggressive, out of the box thinkers and nurture the dream of making it big in the corporate world. Make the sales representatives very clear about their roles and responsibilities in the team. Develop a lucrative incentive plan for them. Incentives and monetary benefits go a long way in motivating the sales team. Don’t lie to your customers. It is important to maintain transparency. Communicate what your entire product actually offers. It is unethical to make false promises. Only commit to what you actually can deliver to customers. Know what your competitors are offering. It is essential to do a SWOT analysis of your organization to know its strengths, weaknesses, threats and opportunities. A marketer must know how his product is better than his competitors. Sales representatives must do their homework before going for a sales call. One should never go unprepared. Remember the customer can ask you anything and you have to be ready with your answers. The management must promote training sessions at the workplace to upgrade the skills of the sales professionals and expect them to deliver their level best. 41

Devise strategies as per the target audience. Know your market well. The individuals must be able to relate to your products. The strategies must be formulated in the presence of all. Each one should have a say in the same. Let everyone come out with his suggestions. Be ready with alternate plans if one plan fails. The management must conduct frequent meetings with the sales team to review their performances. Keep a track on their daily activities. The sales team must prepare Daily Sales Reports (DSR) for the superiors to know what they are up to. One must assess his own performance. Recall your interactions with the clients and analyze where you went wrong and where things could have been a little better. Treat your customers well for higher customer satisfaction and retention. Don’t oversell. Once you are through with your sales presentation, don’t be after your client’s life. Give him time to think and decide. The sales pitch must be impressive for the desired impact.

Let us go through the various steps in sales operation: Sales representatives should prepare their own database. Make sure you have a long list of potential customers. Mere sitting at office doesn’t help in sales. Go out in the field, meet people and gather as much information as you can. Put canopies at strategic locations. Networking helps in sales.

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The next step is to segregate the data according to age, sex, income and so on. Classify the data under

various

sub

heads

like

working/non

working,

middle

class/upper

class,

employed/unemployed etc. Such classifications help you to understand the customers better and identify your target audience. Sales strategies ought to be different for every segment. The needs and interests of a female would be different as compared to a male. Similar products would not excite a youngster and an individual who is 50 years old. Create relevant strategies for different segments as per their needs, interests and demands. The promotional plans must excite the customers and attract them towards the organization. Speak to the customers and seek for appointment. Fix up a time as per their convenience. One should never call a customer more than twice in a single day. It irritates him and he tends to avoid you in future. Give him time to think and decide. Avoid being pushy. One can also send a soft reminder through email to the customer. Once you get an appointment, make sure you reach the venue on time. Don’t expect the customer to wait for you. Remember the customer can ask you anything related to the product. Make sure you know everything about the product and its offerings. Understand the needs and expectations of the customers. Try to make him understand how your product would benefit him? Make him realize how your product is better than the competitor’s. Don’t oversell. Attend sales deal with an open mind. Don’t be too rigid on price and other terms and conditions. Give the best deal to the customers for them to come back again to your organization.

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Sign a written agreement with the buyer. The agreement should have the description of the product, model no, date of purchase, warranty details and other necessary terms and conditions. Some organizations also give bills to the customers. Bills are required when the customer comes for an exchange. Make sure products are delivered in good and working condition to the customers. It is the duty of the sales representatives to assist the customers in installing, using or maintaining the products. Make sure you are in touch with the clients even after the deal for higher customer satisfaction, higher

customer

retention

and

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eventually

higher

revenues.

LITERATURE REVIEW The literature review or survey section examines recent (or historical significant) research studies, company data, or industry report that act as a basis for the proposed study. Research related literature and related secondary data from a comprehensive perspective, moving to more specific studies that are associated our study. The literature review helps us to understand the need for the proposed work to appraise the shortcomings and informational gap in secondary data sources. This analysis may go beyond scrutinizing the availability or conclusion of past studies and there, to examine the accuracy of secondary sources, the credibility of these sources, and the appropriateness of earlier studies. The term product mix includes decisions regarding the quality, feature, size, packaging etc. These product-related activities are directed to a specific group of customers. Customers consider a “product as a bundle of satisfaction” rather than a physical item.

Price mix involves decisions regarding the basic price of the product, discount, allowances, credit and terms of payment etc. price means the money value that the customer has to pay in exchange for the product, price mix should be decided keeping I views the cost of producing and marketing the product, purchasing power of the target group of customer, degree of competition on in the market etc.

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The marketer has the responsibility of making his product available near the place of consumption so that the consumer can easily buy it. If the brand preferred by the consumer is not easily available at a convenient location, he may buy some other brand thus the a marketer has to ensure that his product is available to the target consumer wherever is required. There are two major areas in place mix (i) Marketing channel (ii) Physical distribution

Promotion mix consist of all the activities aimed at persuading customer to buy the product the varies elements of promotion mix are as under (i) Sales promotion (ii) Advertising (iii) Personal selling (iv) Publicity. Maritz marketing research Inc. A research report: The quest for loyalty In our business, the purpose of information is to provide insight, which will help our clients achieve their business goals. And for many clients, a primary goal is to acquire and retain profitable customers; a goal of growth through loyalty. Writing about loyalty is a little like trying to explain human emotion. It is a topic, which has been explored, dissected, researched and debated. Loyalty seems fairly simple on the surface, but you better be in for the long haul once you begin to peel away the layers of the onion. For marketers and brand managers of products and ser-vices, it boils down to this: loyalty is a good thing, and having more customers who are more loyal is a goal to which all aspire.

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But there are many questions that accompany the quest. Is all loyalty equal, or is it like cholesterol, with “good” and “bad” loyalty? How, why, and to what degree are satisfaction and loyalty related? What is it that compels a customer to be loyal or disloyal to a brand? Is it the same for all types of customers? It was the need to answer tough questions like these, which led us to develop the Maritz Equity Framework. Within the context of the framework, equity is defined as the sum of an organization’s competitive strengths on critical business dimensions. It’s this framework that allows us to provide our clients information with purpose. It provides a template for planning, resource allocation, and marketing activities. It can assist decision-makers by reducing risk through market-driven insight. The attitudinal and behavioral measures and the equity drivers include some of the tools in use by most organizations. It is the Maritz Equity Manager, which provides marketplace perspective on how to best use those tools. This article will focus on the Maritz Equity Manager, and how it can assist companies make decisions, which are marketdriven. When examined as a whole, the Maritz Equity Framework allows an organization to understand better what is driving their performance in the marketplace. Because Maritz Equity Manager evaluates an organization’s equity position relative to the survey. The researcher may also recruit respondents to the website by advertising the survey on a related website. Earlier, the brand was handled by Grey. As part of the process, Parle Products initiated a pitch among its roster agencies, which includes Ogilvy, Everest Brand Solutions and Grey. The media duties for all Parle brands are handled by TME-MPG. The agency won the business in January. Before this, TME handled the confectionery part of the business, while Maxus managed the biscuits and snacks range. The size of the media duties account is said to be about Rs 50 Cr. For

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the record, Parle's Wafers is available in four flavours - Tangy Tomato, Cream and Onion, Classic Salted and Masala Masti. The wafers come at three different price points of Rs 5, Rs 10 and Rs 20.

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OBJECTIVE OF THE STUDY

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OBJECTIVE OF THE STUDY

The main objectives of our research were as follows  To find out what percentage of population likes to eat snacks.  To find out which flavor of Parle is most preferred.  To analyze the dependency of advertisement strategy on gender.  To know the satisfaction level of people who eat Parle.  To find out the preferences of people for different brands.

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SCOPE OF THE STUDY

Being student of BBA it is very essential for me to have a practical knowledge in an organization. Only to study business administration course knowledge is not the solution of the problems, which arise in practical field. There is a certain formula for any particular problem, but the aim of this study is to develop the ability of decision making. A right decision at right time and right place itself helps an organisation to run smoothly. This study gives an idea of all marketing activities. So the way a problem is solved right decision making and knowledge of different types of making activities give much importance to the study. Only in two month training it was not possible to understand it so deeply, but an overall idea could be developed.

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IMPORTANCE OF THE STUDY

 Findings are made on the views expressed by the consumers. So it may suffer from biased prejudices.  Some of the respondents were not co-operative and many seem to be having no interest.  Time limitations.  Area was specified.  It is extremely difficult to persuade to respond to questionnaire.  Small sample size.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY Research methods are the methods or techniques employed by researchers in conducting research operations. Research methodology is a scientific and systematic way to solve research problems. A researcher has to design his methodology i.e. in addition to knowledge of methods/technique he has to apply the methodology as well. The methodology may differ from problem to problem. Thus the scope of research methodology is wider than research methods.

RESEARCH DESIGN Research design is considered as a "blueprint" for research, dealing with at least four problems: which questions to study, which data are relevant, what data to collect, and how to analyze the results. The best design depends on the research question as well as the orientation of the researcher

TYPES OF RESEARCH DESIGNS: Exploratory research: The objective is to explore or search through a problem or situation to provide insight and understandings. Declining the quality of product, increased competition, inadequate or ineffective and trained salesman or use of wrong channels of distribution-in such cases an exploratory study may be carried out

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Descriptive Research: Descriptive research includes surveys and fact- finding enquiries of different kinds. Ex post facto research is a type of descriptive research. The main characteristic of this method is that the researcher has no control over the variables, he can only report what has happened or what is happening. As the name implies, the major objective of descriptive research is to describe something: usually market characteristics or functions. Research based on the descriptive research to describe the all the data through secondary collected data survey method observation and other panel. In this project descriptive research are being used.

SAMPLING DESIGN: Sampling desgin is the process of defineing the population,identify the sampling frame,specify sampling unit and sampilng method,determine the sample size and select the sample. I collect the sample from the south delhi. I choose the convenience sampling,as the name implies,the selection of the sample is left to the researcher who is to select the sample.researcher normally survey in group at some retail shop,supermarkets or stand at a prominent point and survey the person who happen to be there. Sample size(n) is taken by me is 50.

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HYPOTHESIS: A hypothesis is a proposition-a tentative assumption which a researcher wants to test for its logical or empirical consequences.Working hypothesis are more useful when stated in precise and clearly defined terms.It my be mentioned that though a hypothesis.

NULL HYPOTHESIS (Ho): A statement in which no difference or effect is expected. If the null hypothesis is not rejected, no change will be made.

ALTERNATIVE HYPOTHESIS (H1): A statement that some difference or effect is expected. Accepting the alternative hypothesis will lead to changes in opinion or change. 1) (Ho): Flavor is independent of gender. (H1): Flavor is dependant of gender. 2) I want to test hypothesis that the mean quality rating exceeds 3, the neutral value on 5 point scale and significant level is alpha (α) is 5% i.e. Ho: µ≥3 H1 µ<3

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DATA COLLECTION: A researcher has to make a plan for collecting secondary data , primary data or both,as the case may be.Primary data gives the original information for specific purpose whereas secondary data consists of information that already exists. The researcher would either select one or both type of methods.His decision depend upon the nature of the study. Two types of data: 1-Primary data 2-Secondary data Primary method: Data that has been collected from first-hand-experience is known as primary data. Primary data has not been published yet and is more reliable, authentic and objective. Primary data has not been changed or altered by human beings; therefore its validity is greater than secondary data.

In this obective or project primary data is collected through experiment or through survey. a-Questionnaire method b-Personal interview c-Observation method

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Secondary data: Secondary data is the data that have been already collected by and readily available from other sources. Such data are cheaper and more quickly obtainable than the primary data and also may be available when primary data can’t be obtained at all.It is economical. It saves efforts and expenses.It is time saving.It helps to make primary data collection more specific since with the help of secondary data, we are able to make out what are the gaps and deficiencies and what additional information needs to be collected.It helps to improve the understanding of the problem.It provides a basis for comparison for the data that is collected by the researcher.

The secondary data used in this report is a) Company websites b) Literature review

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ANALYSIS OF DATA

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ANALYSIS OF DATA In order to extract the meaningful information from the data collected an analysis of data is done using pie charts.

 Gender

FREQUENCY

PERCENTAGE

MALE

34

68%

FEMALE

16

32%

TOTAL

50

100

32%

MALE 68%

60

FEMALE

Which snacks do you preferred?

Parle Lays Bingo Uncle chips

Respondents

percentage

8 21 12 9

16% 42% 24% 18%

18%

16%

parle 24%

lays 42%

bingo uncle chips

By survey I get the frequency of having the snacks of layes with 42%. It shows maximum consumer in the snacks market of layes. After bingo with 24%,uncle chips 18% and parle comes with 16%.

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

Which flavor of Parle chips people like the most?

frequency

Percentage

Classic salt

10

20%

Cream n onion

14

28%

Tangy tomato

18

36%

Aloo chat

8

16%

16%

20%

classic salt cream n onion 28%

36%

tangy tomato aloo chat

Tangy tomato is preferred most by the customers.

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

What compels them to buy chips?

BRAND NAME QUALITY TASTE PRICE ANY OTHER TOTAL

frequency 12 28 3 3 4 50

percentage 24% 56% 6% 6% 8% 100

Quality palys a major role in buying behavoir of the consumer.being survey I get to know that quality have 56% than other factor.

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

How would you rate the Parle chips?

frequency 7 17 10 10 6 50

EXCELLENT VERY GOOD GOOD AVG BAD TOTAL

12%

percentage 14% 34% 20% 20% 12% 100

14%

20%

EXCELLENT VERY GOOD 34%

GOOD AVG

20%

BAD

Parle products image is very good in the market with the percentage of 34%. 64



Which size of Parle chips people generally prefer the most?

frequency

Percentage

20RS

9

18%

10RS

24

48%

5RS

17

34%

TOTAL

50

100

18% 34%

20RS 10RS 5RS

48%

Most of the people buy average size of the wafers which comes with the packing of 10 rupee. 65



Do you think it acquires a good name in the market?

frequency

Percentage

YES

30

60%

NO

16

32%

CANT SAY

4

8%

TOTAL

50

100

8%

32% YES 60%

NO CANT SAY

By survey I get to know that 60% people said yes it acquire good name in the market.

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

What are your sources of information regarding Parle chips?

frequency

Percentage

ADVERTISING

32

64%

DEMONSTRATION

2

4%

RETAIL OUTLETS

7

14%

HOME SHOPPING

9

18%

TOTAL

50

100

18%

14%

ADVERTISING DEMONSTRATION 64%

RETAIL OUTLETS HOME SHOPPING

4%

Advertising rises the promotion of any product such parle sales is also depend on it. During survey 64% people said they know about the parle product. Here advertisement is having lion share while live demonstration least share.

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

How often people consume Parle chips.

frequency

Percentage

VERY OFTEN

11

22%

OFTEN

12

24%

SOMETIME

20

40%

RARELY

7

14%

TOTAL

50

100

14%

22%

VERY OFTEN 24%

40%

OFTEN SOMETIME RARELY

Sometime have the more percentage 40% than other.

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

Who all in your family prefer Parle?

frequency

percentage

ALL

27

54%

CHILDREN

22

44%

1

2%

50

100

PARENTS TOTAL

2%

44% 54%

ALL CHILDREN PARENTS

As it seems that every member in the family eats parle chips.

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FINDINGS

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FINDINGS This chapter describes the findings and the analysis of the overall research study done for the project title “sales and marketing strategy”. On the basis of the analysis and after considering the various factors, the researcher found important feature that play key role in the field of sales and marketing of parle wafers and its market building. 1) lays is the big competitor of parle. Parle have only 16% of the market share. It means parle need more marketing strategy to create good market. 2) Tangy tomato having share with 36%. It requires more concentration at another variety of wafers. 3) Quality play major role in the wafers sector. Consumer gave the 56% to its quality. 4) Rating of this product is 34% which are the very good product. Excellent percentage is 14%, good and average having the share of 20%. 5) Consumer maximum buy the 10rs of wafers then 5rs and after 20rs. The percentage of the 10rs flavor is 48%,5rs 34% and 20rs have the share with 18%. 6) 60% consumer it acquirers good name in the market. Other respondents say no with 32%. 7) Sales and marketing strategy are dependant to the advertisement and the promotion strategies parle comes in known with its advertising which being survey around 64%. And other promotion strategies like demonstrations 4% home shopping 18%. 8) Student children’s and other family member used it. It requires more awareness in the market.

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CONCLUSION

72

CONCLUSION

Following are the concluding points taken into consideration after the conduct of the research study: 

Most of the respondents consume fruit juices because it is tasty and healthy.



A majority of the respondents have good opinion about the brand Parle Agro and rest of them says that it is an average brand it means there is scope of creating that.



They expect return in the form of profit margin, company schemes, window display and references of the shop. Among these, company schemes make the differences and are the highest source of motivation after profit margin. So a food and beverages company should focus both on pull and push strategy.



As per as institutions coverage is concern we need a lot of focus & hard work to grab the institutional market.



It is also observed in the survey that Tetra Packs and PET Bottles are most acceptable through the consumers.

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RECOMMENDATION

74

RECOMMENDATION

1. The companies should take care of the taste and preferences of the society because the main motto of any company is service to the society with consumer satisfaction. 2. The road show with different advertisement campaigns with attractive schemes should be introduced. 3. The company should focus on advertisement and sales promotion schemes. 4. The network should be very wide. 5. It could venture into corporate tie-ups at its various outlets. 6. Company should take care of packaging of the product. 7. Company should also carried back old product from the retailers. 8. Incentives for the sales persons. 9. Set up mini outlets inside the multinational office complexes. 10. Encouraging empowerment. Empowerment is the ability to make decisions within the work environment without having to get prior approval. Empowered employees feel ownership for their jobs and their roles in them. An improvement in this aspect is needed. 11. Introduced the more flavor with more quality.

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QUESTIONNAIRE

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QUESTIONNAIRE Please fill up the form for a market survey on “…………………” Name………………………….. Q1. Gender? a. male b. female Q2. Which snacks do you prefer? a. Parle

b. Lays

c. Bingo

d. Uncle chips

Q3. Which flavor do you like most? a. Classic salt

b. cream n onion

c. Tangy tomato

d. Aloo Chat

Q4. What compels you to consume it? a. Brand name

b. Quality

c. Taste

d. Price

e. Any other

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Q5. How would you rate this product? a. Excellent

b. Very Good

c. Good

d. Average

e. Bad

Q6. What size you prefer most? a. Rs. 20

b. Rs. 10

c. Rs. 5

Q7. Do you think it acquire a good name in the market? a. Yes b. No c. Can‘t say

Q8. What is your source of information regarding the purchase of it? a. Advertising b. Live demonstration

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c. Retail outlets d. Home shopping

Q9. How often you consume it? a. Very often

b. often

c. Sometimes

d. Rarely

Q10. Who all in your family prefer Parle? a. All

b. Children

c. Parents

Date………….. Place…………..

Thank you for filling up this questionnaire and giving your valuable time to us.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

1) Naresh k. malhotra Marketing research : An Applied Orientation, Pearson/Prentice Hall Page no.460 to 472 2) Principles of marketing 13 edition- Philip kotler, Armstrong.

Page no 37 to 55 3) Operation research by Styabhusan das 4) Negi, U.K, Research Methodology: Tools and Technique, Varity Books.

WEBSITES 1) www.google.com 2) www.pdfcoke.com 3) en.wikipedia.org/wiki/Wiki

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