INTRODUCTION
A long time ago, when the British ruled India, a small factory 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. 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.
ABOUT PARLE:Many of the Parle products -biscuits or Parle Products has been India's largest
manufacturer of biscuits
andconfectionery, for almost 80 years. Makers of the world 'slargest 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 the
remotest villages of India, the company has definitely come a very long way
since its inception. Confectioneries, are market dears in their category and have
won acclaim at the Monde Selection, since1997. 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.
History:
In 1929 a small company by the name of Parle products emerged in British
dominated India. The intent was to spread joy and cheer to children and adults
alike, all over the country with its sweets and candies. The company knew that it
wouldn't be an easy task, but they decided to take the brave step. A small
factory was set up in the suburbs of Mumbai, to manufacture sweets and toffees.
Apart from the factories in Mumbai and Bangalore Parle also has factories in
Bangalore Parle also has factories in Bahadurgarh in Haryana and Neemrana in
Rajasthan, which are the largest biscuit and confectionary plants in the country.
Additionally, Parle products also has 7 manufacturing units and 51 manufacturing
units on contract.
Objective:
To build successful channel relationships (vendor to partner)
To assess the critical success factors when selling through distributors
To outline terms and conditions for establishing partnerships
To integrate sales and marketing objectives
To create and understand a channel plan
To ensure that products has availability, visibility and freshness
Parle products:
Know a little more about all the delicious Parle products. From yummy biscuits to
lipsmacking sweetmeats, the Parle products range is a genuine treat for every
snack lover. The biscuits alone have suchvariety, catering to diverse palettes,
there's something for everyone. And the tantalizing array of sweetmeats is
justthe cherry ontop.
Biscuits:
Parle G Krackjack
Krackjack CrispyCreams
Monaco Creams
Hide and Seek
Hide and Seek Milano
Digestive Marie
Mayfair Cookies
Parle Marie
Confectioneries:
Melody
Mango Bite
KacchaMango Bite
Poppines
KismiToffee
KismiGold
Orange Candy
X Hale
Steps undertaken in carrying out the project:
Listening out the distributors of PARLE.
Listening out all the allotted routes of distributors in the market and
surveyed the planned routes along with salesman & supervisor.
Recording of information collected on each route visited.
Research Methodology
Data source Data -Primary & Secondary
Research Approach-Survey Method
Data Collection Technique:
Sampling Unit -Retail Outlets of Lucknow
Sampling Size -270
Sampling -Random Sampling
Sampling Plan:
Data Collection Instrument -SurveyQuestionnaire
Sampling Method -Non Probability
Analysis Of The Report
10% of the storages have no coverage, of which 63%are c -class of stores
and 37% are b-class of stores.
10.75% of the stores are A -Class, 54.4% are B -Class,while 34.8% are C
-Class.
71.5 % are General stores, 12.6% are Bakery, 10.7% areCafeteria, 1.85 %
each are Pan-bhandars and traders,while 1.5 % are superstores.
5.9 % of the stores have no visibility, 36.3 % have shelf visibility, 21.9 %
have visibility other than shelf,while35.9% excel in every kind of visibility.
Store owner ranked PARLE SERVICE on variouscriteria, on a rating scale of
10. The mean being5.73, median being 5.62 while mode being 6.
BRITANIA available at 78.52%, SUNFEAST at71.5%. PRIYAGOLD at 67.04%,
ANMOL at 29.3%,LOCAL , at 11.85% of the PARLE stores
Suggestions
The company should take effective and immediatesteps against Non
availability of stock and carriageproblem for rural market.
An awareness campaign about the company, its logomust be taken up.
A separate Rural Query team must be created whichwill the problems and
request of the serviced outlets.
Proper Supervision of salesman is required on severalroutes.
Findings
The findings of " Retail Survey " of PARLE Biscuits Ltd.can be listed down
inconjunction with the data analysispresented above. The Rural Survey has been
conductedby taking into consideration other competitors like ITCLtd & Britannia.
The Distribution of PARLE is effectiveand efficient.Thefunctioning and responses
from the respondentswere authentic leading to a better view of the
retailscenario.The findings are listed below :
CarrriageProblem:
Inability of the D. S to carry the required Stock to meetthe Demand of the Retail
Market.
He can't carry full stockon his personal transportthat's why every time he is
unable to satisfy the outletswhich in turn result into a negative impact on the
salesof the PARLE especially on recently launched FMCGproducts.
Non Availability of Stock:
Most of the time agencies are empty of stock mainlyGlucose Biscuits. Since
demand is more in the retailmarket but they are unable to meet the demand of
themarket.
Parle focus less on the Merchandising in the Ruralmarket as compare to the other
fmcg companies.
Parle glucose Biscuits are better in Quality andtastes as compare to Sunfeast
glucose biscuits. Parlehas created its value in the rural market and giving tuff
competition to the every other glucose but its nonavailability hindering the
success of the Parle glucose inthe rural market.
Conclusion
Strength, Weakness, Opportunitesand Threat are thefour tools for a individual or
group or organization togrow,improve and polish it's skills. SWOT analysis for the
Rural Survey of PARLE Biscuits Ltd has beenhighlighted below which covers all
the criticality of theproject:
