Presented By – Vaibhavi Satam 23 Shefali Kadam 10 Priyanka W. 32 Mallika Yadav 33 Shubhash Kanojia 12 Neelam Waghela 31

Points :• Define Research Problem• Hypothesis Formulation• Introduction Phase of PARLE-G• History & Product range Parle• Introduction of Parle• Research Design• Data and Analysis (Execution & Test Hypothesis)

• Conclusion (Interpret & Report)

• Recommendation• Bibliography

• Why the Parle-G is no. 1 in glucose biscuits segments?

• Why people buy Parle-G ?

• Why Parle-G is being called ‘Hindustan ki takat’ ?

Define Research Problem :

• The hypothesis for our survey have been formulated as follows:

H: There is a reason for Parle-G being number one in the glucose biscuit segment and we need to find out the reason for it.

•Hypothesis Formulated:

Once a researcher knows what his problem is, he can make a guess or

number of guesses. The guess which researcher makes is the hypotheses

which either solve the problem or guide him in further investigation or research

Introduction Phase – Parle• Founded in 1929 as a Confectionary

Factory • Decade later Introduced Biscuits• Imported Biscuits shipped by British • Introduced better glucose biscuits• Initially sold only in Suburbs of Mumbai• Wax wrappers for packaging

Product Range Biscuits• Parle – G• Milk Shakti• Parle - Magix• Krackjack• Monaco• Digestive Marie• Hide & Sick• Mayfair Cookies

Confectionary• Melody• Mango bite• Poppins• Kismi Toffee• Orange Candy• Must Bites• Sixer

Introduction –PARLE G• Largest Selling Brand in world.• Identified with baby on pack,

affectionately called as Parle-G baby

• Winner of 8 gold and 11 silver monde selection awards.

• Liked by all age and income groups

• 40% share of biscuit market and a 15% share of confectionary

• Ranked 7th in the Brand Equity’s Most Trusted Brand 2012

HIDUSTAN KI TAKAT - PARLE G• Largest manufacturer of biscuits

since 80 years• Quality, nutrition and great taste.• More than 1500 Wholesalers an

1.3 Million retail outlets • Faith and trust• Example of marketing brilliance

for Competitors• 65 % of Glucose Biscuit market.

Research Design

• Research Goal – attributes which makes parle no. 1 in Glucose segments.

• Data Collection Method – The initial study of the product was done online and the data collected for it was from the companies website : “www.parleproducts.com“.

• Questionnaire – We have made a questionnaire and selected a sample size of 30 people that is a sampling base technique for which we have set a questionnaire of 15 questions which is done on the basis of structured (closed ended) interview .

Questionnaire:1) What is your age?Ans :

2)You are (please tick)?Ans : □ Male □ Female

3)Until now; have you once tested Parle-G

Ans : □ Yes □ No

4)Most of the time you prefer Ans :□ Parle-G □ any other brand

5) How often do you have Parle-G ?Ans : ________/Weekly OR

________/Monthly

Questionnaire:

6) Is one packet of Parle-G (Rs 4-100gm) sufficient to fill your hunger?

Not at allComplete

ly1 2 3 4 5

7) How do you rate the quality of Parle-G

Very bad

Very good

1 2 3 4 5

8) Have you ever faced deviation in quality of biscuits?

Never Often1 2 3 4 5

Ans:

Ans :

Ans :

Questionnaire:

10) Why do you prefer Parle-G?Ans: □ Taste □ Glucose □ Cheap11) Does Advertisement make

you feel that you should buy Parle-G?

Ans : □ Yes □ No12) If Parle-G is not available Ans : □ than you buy some other biscuit. □ try if it is available in other shop

9) If yes have you made a complainAns : □ Yes □ No

13) Do you think company should change the packaging & color of the cover?Ans: □ Yes □No

14) What further improvement do you want in Parle-G?

15) What kind of advertisement you prefer?Ans: □ TV □ Newspaper □ Magazine □ Outdoors

Lower Higher1 2 3 4 5

QualityPriceAvailabilityPackaging Freshness Taste

Ans :

Analysis of Data

•The there was no particular age group for consideration and the population studied contained individuals from all ages.

•The pie chart above shows that the sample size was a good representative of the actual population which has almost the same demographics.

1) Age Group :

•The question was intended to check whether the size of the packaging is according to the demand for it.

•It can be seen that majority of the people belong to the group who feel that Parle-G can take care of hunger of a person.

2) Hunger satisfaction :

Analysis of Data

•Three attributes were tested as to why the biscuit was liked by the individuals.

•The response from the survey shows that approximately equal amount of people belonged to each category and it could be suggested that different individuals liked it for different reasons.

3) Which attribute is stronger?

Analysis of Data

Analysis of Data

4) Quality of biscuit:•The survey conducted shows

that the respondents were happy with the current quality of the biscuits.

•The plot above shows that most of the population falls under the good and Ok category.

•The product meets the expectation of the customers

Analysis of Data5) Quality/ Price/ Availability improvements :•It could be seen that 3 attributes were major for success of the biscuit the quality, price and its distribution channel.

•The graph above shows that there is a major concentration in the people who accepted that these attributes were excellent for the product and only some changes if required should be done.

Analysis of Data

6) Brand Loyalty:

•It was seen that about 60% of the respondents were not brand loyal and were ready to take any biscuit if Parle-G was not available to them.

•The plot also shows that not many people are so much specific with what kind of biscuit they eat.

Analysis of Data

7) Add impact and kind of channel:

•It was seen that most of the people say that they would prefer T.V. commercials out of the given Medias of advertisements.

•But at the same time they say that advertisements do not have impact on their buying decision.

Analysis of Data

8) Quality and Deviation:•Quality :The majority of the people said that the current quality was at par with their expectation.

•Deviation : It was seen that the changes observed by the people were very rarely.

•Deviation must have been due to the cost cutting in the process, automation or changes in the original recipe with out prior notice but still the number of people who faced this was minimal.

9) Preference :

Analysis of Data

•It can be seen that majority of the people preferred Parle-g as their first choice in selecting the biscuit.

•This means that the product has been successfully placed in the minds of the people as their first choice.

Analysis of Data 10) Preference and Age group :

•It can be seen from the cross tab above that no such relation could be built or found out from the data collected.

•The numbers of individuals are distributed evenly on both the sides of preference.

Conclusion :

• The three major attributes which influence the position of the biscuit in the market were Quality, Price and Distribution of the biscuit.

• The distribution channels takes into consideration and see to it that there is no lag in the supply of the biscuits in the market, there have been lag in supply of competitors biscuit.

• The Quality of the competitor is not up to the mark as compared to Parle-G. The price is highly competitive in the market and it is the cheapest among all the biscuits in the glucose biscuit segment. The value for money that people get from Parle-G is much better as compared to any other biscuit.

• During the study it was seen that people are not influenced by commercials of Parle-G hence the

company can save the cost on promotion and the funds could be used at some other needed

place.This cost reduction can be conveyed to the customer or the profits of the company.

Recommendation:

Bibliography

• www.parleproducts.com

• www.indiainfoline.com

• www.managementparadise.com

• Wikipedia

• Marketing Management-Philip Kotler

Thank You….!!!!