A Project Report On Comparative Study Between Parle Britannia and Sunfeast With Reference To Five Category Biscuits in Belgaum City at

COMPARATIVE STUDY BETWEEN PARLE, BRITANNIA AND SUNFEAST
WITH REFERENCE TO FIVE CATEGORY BISCUITS IN BELGAUM CITY

ATVIJAY MARKETERS BELGAUM
Executive Summary
The study was conducted in Belgaum city with reference to Biscuits. Under the guidance
of Vijay Agency, one of the oldest distributor of Parle Biscuits in Belgaum city. The
study is carried out on the topic titled as "Comparative study between Parle, Britannia
and Sunfeast with reference to five category Biscuits in Belgaum city" The objective of
the study is to know the performance of the Parle products, the sales, distribution and
factors influencing the consumption of Biscuits. The scope of the study was limited to
Belgaum city. The primary data was collected from the Retailers and secondary data was
collected from distributor. The survey was conducted for both consumers and retailers of
the Belgaum City. The study reveals that Majority of the consumers consumes Parle
biscuits followed by Britannia and Sunfeast. In that majority of consumers consume
Parles Glucose, Cream and Crispy category biscuits. Britannia has good market in
Marie, Cashew and Butter category biscuits. Sunfeast in case Glucose category biscuits it
comes after Parle and in Cashew and Butter category it follows Britannia and rest of
categories have low market share. Majority of the respondents of retailers said Britannia
is having good distribution Network followed by Sunfeast and Parle. Majority of the
respondents of the retailers said that Parle has good sales followed by Britannia and
Sunfeast. Parle has to take some promotional activities in Marie category biscuits and in
Cashew and Butter currently it has promotional activities and it has to continue the same,
Study reveals that as compared to the competitors Parle has good sales but the
distribution is not so good as compared to the competitors, it has to improve in
distribution so that it can maintain good market share.
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COMPARATIVE STUDY BETWEEN PARLE, BRITANNIA
AND SUNFEAST WITH REFERENCE TO FIVE
CATEGORY BISCUITS IN BELGAUM CITY ATVIJAY
MARKETERS BELGAUM
Introduction
As biscuit is a consumable good, many local and branded companies are manufacturing
the biscuits and are offering into the market. The main players of biscuit are Parle,
Britannia and sunfeast. Parle is one of the old players of Biscuit manufacturers in India,
and was a monopolist at one time. But after entry of Britannia, this monopoly was broken
and the recent entry of Sunfeast and other players has made the competition very stiff. All
the players are now fighting for their share of market pie. Hence all players want to
improve upon their marketing strategies and related activities to gain a major share. This
study was conducted on Parle products considering five different category of biscuits to
know their performance, sales and distribution in the market of Belgaum city against the
competitors.
RESEARCH DESIGN & METHODOLOGY
Title of Study:
Comparative study between Parle, Britannia and Sunfeast

with reference to five category biscuits in Belgaum City
Objectives of the study
To know the satisfaction level of the consumers towards Parle Products.
To know the factors influencing towards purchasing of biscuits.
To know the brand position of the Parle.

MARKETERS BELGAUM
To know the sales of Parle products.

.
METHODOLOGY:
The preparation of the report included extensive study of the organization and
market research, which was primary source of the report.
a. A study on Comparative study between Parle, Britannia and Sunfeast with

reference to five category biscuits at Belgaum City
b. Framing the objectives.
c. Initial questionnaire preparation
d. Preparing the questionnaire based on objectives.
e. Analyzing the data.
f. Giving conclusions and recommendations based on findings.
I have collected information from consumers of the Parle, Britannia & Sunfeast by
preparing questionnaire and also collected the data from secondary sources such as
company brochures, books & websites.
RESEARCH METHODOLOGY:
Data Collection Methods:
Primary Data:
Primary data is collected directly from respondents through interview method
using structured questionnaire. Systematic collection of information is done directly
MARKETERS BELGAUM
from consumers at random basis. Primary data is nothing but it is the data collected
for the first time.
Secondary Data:
Secondary data sources are the annual reports of the organization as well as
monthly report of the organization.
Sample Plan
As the project work is dependent on the study of the consumer & retailer
Sampling unit : Individual consumers & retailers
Sampling method : Convenient sampling
Sample size : 90 consumers & 45 retailers
Data collection method : Questionnaire and personal interview
Scope of Study
The study covers only in Belgaum City.
Only five categories of Biscuits are taken to conduct study.
The survey conducts for both Retailers and consumers.
The survey conducts for 135 respondents (90 consumers and 45 retailers).
The study covers sales and distribution.
Limitation of the study:
The respondents are chosen randomly from the different places of the Belgaum city.
As the sample was chosen randomly which might not be an actual representative of
MARKETERS BELGAUM
the total population, due to which their may be an error.
The information given by few consumers were seen to be correct at the beginning and
later on were found to be partially incorrect which caused inconvenience.
Even after assuring the respondents that the data will not be made publics and will be
used for the study only still the respondents hesitated to reveal certain information
Many of the respondents gave negative answers in order to finish the
interview quickly this affected the study
Literature Review
States Pravin Kulkarni, Marketing Manager, Parle Products Pvt. Ltd, "We want
to give children a platform to fulfill their dreams. After all, dreaming is synonymous with
the brand values of Parle-G, which brings about all-round development to achieve their
dreams." The promotion is the largest of its kind and gives contestants the opportunity to
win whatever they dream of in contrast to the traditional promos where prizes are fixed.
This contest has only first prizes and these prizes are defined as per the child's dream.
Launched in 1939, the more than 50-year-old brand of Parle-G is India's first
glucose biscuit to be introduced from the House of Parle. With a dominant volume share
in the glucose biscuit market, Parle-G is pegged as the largest-selling biscuit brand in the
world, making up almost 80 per cent of Parle Products' turnover of Rs 1,300 crore.
While the high profile Britannia Industries has been busy stretching its portfolio
of brands with more premium offerings, Parle Products has never felt the need to be wary
of competition. It has been enjoying a `far too' comfortable position in the biscuit market,
especially in the largest segment of glucose, with its Parle-G brand. Today it wants to
MARKETERS BELGAUM
stay primarily focused on its oldest biscuit brands, Parle-G, Monaco and Krackjack, and
is intentionally staying away from the premium end of the Rs 2.400-crore market.
Considering Parle-G has already topped charts worldwide as revealed by the US-
based Bakery Manufacturers' Association, there seems to be no apparent need for
concern. But there is, since Britannia has priced its offerings on par with Parle, especially
with respect to the latter's three main brands (Parle-G, Monaco and Krackjack). Closing
the gap in market share is thus an imminent possibility.
While Parle-G may be leading in the glucose category with a 65 per cent volume
share, Tiger (Britannia's Glucose brand) is trailing at 23 per cent volume share, as per
ORG-MARG. The difference in share between Monaco and Snax is also substantial but
Krackjack and 50:50 are on par both in terms of pricing as well as shares.
Today Parle is exploring more variants for its flagship brand, especially popular
flavours such as chocolate, with more price points and SKUs (it already has eight)
ranging from its glucose biscuit brand between Re 1 for 25 gm and Rs 37 for one kg. For
the company, it makes sense to stretch the franchise of its mass brand than that of
premium brands such as Hide & Seek.
Launched in 1998, Hide & Seek was Parle's foray into the premium biscuit
market with offerings in chocolate, orange, coffee and mint. Moving away from its earlier
baseline, `Game with taste buds', and its new message is `Best of both worlds'. Today
Parle believes in delivering both taste and health through its chocolate and biscuit
MARKETERS BELGAUM
offering through Hide & Seek. Adds B. P. Aggarwal, Managing Director, Surya Foods,
manufacturer of the Priya Gold brand of biscuits, "Hide & Seek has failed to make an
impact. However, its glucose brand of Parle-G continues to rule the market."
In fact, it is Britannia which is expected to have a greater value share among
biscuits due to its premium offerings and continues to hold a dominant position in the Rs
35-crore, 2,000 tonnes per annum premium biscuit market while Parle reigns over the
popular biscuit market with its flagship brand, Parle-G.
Meanwhile, there are certain changes happening within Parle's portfolio. It's more
salty offering of the Nimkin brand of biscuits, which is present in the East, is preparing
for a national roll-out while its cream biscuit brand (Fun Centre) will add more flavours
to the current chocolate, orange, pineapple and elaichi with more SKUs catering to
family packs. Besides, there will be extensions among its namkeen offerings of
cheeselings, Jeffs and Sixer to include more products to the portfolio.
A new toffee brand of Cafechino has just been launched at Re 1 down South
while it has stretched the franchise of its Mango Bite to a juicy centre-filled offering at
the same price point. Confectionery brands in the rolls category include another heritage
brand, Poppins, which was relaunched two years ago with new flavours and packaging
while Rol.a.Cola is on the threshold of a similar exercise.

MARKETERS BELGAUM
However, confectionery is not really a thrust area for the company now and
contributes only 15 per cent to the turnover, although the business is nearly as old as its
biscuits, having been launched way back in 1929.
While core brands in the glucose and Marie category comprise the bulk (65 per
cent) of the biscuit market, the higher growth rates of 10-12 per cent seem to be coming
from the non-core segments. Explains Nair, "There is magnified value growth due to the
higher margins in the non-core biscuit category." Pegging growth rate for the core biscuit
market between seven and 10 per cent, the glucose biscuit category in India is now
estimated at Rs 1,500 crore. .
Considering India is supposed to be the world's second largest biscuit industry
(after China), in the past, several MNCs tried entering the biscuit segment but failed due
to the existence of unorganized players in the popular segment of the market. According
to the Federation of Biscuit Manufacturers, the per capita consumption in India is about
1.2 kg per annum, compared to 15 kg per annum in developed countries. Now there are
more players preparing to set up shop including the likes of United Biscuits and Nestle
(which has increased its stake in Excelsia Foods). But such players will have to tackle
Britannia in the premium market. Competing with Parle will never be easy in the popular
biscuit market in India, especially now that it has taken the onus of fulfilling its
consumers' dreams.
MARKETERS BELGAUM
Industry Profile
Company Profile
Organization Profile
Sampling Method
Data collection
Tools and instruments

MARKETERS BELGAUM
Industrial Profile
A biscuit is a small baked product; the exact meaning varies markedly in
different parts of the world. The origin of the word "biscuit" is from Latin via Middle
French and means "cooked twice" (similar to the German Zwieback). Some of the
original biscuits were British naval hard tack. That was passed down to American culture,
and hard tack (biscuits) was made through the 19th century.
FBMI PROFILE
Established in 1950, from gathering of CEOs of small, medium and large Biscuit
manufacturing organizations in the countrys capital city, the Federation of Biscuit
Manufacturers of India, popularly known as FBMI has come to stay as the premier forum
of the organized segment the biscuit industry in India, by virtue of its effective servicing
and result oriented activities, with the prime objective of protecting and promoting the
interests and development of the Biscuit industry. During the five and a half decades of
post-independent India, the biscuit industry in the country has achieved a position of pre-
eminence as the third largest producer of Biscuits in the world, after the USA and China.
The FBMI its members and leadership, have played a pivotal role in the unprecedented
growth, development and reach into all parts of the huge domestic market in India, as
also in exports of biscuits.
The FBMI represents the organized biscuit industry consisting of small scale,
medium and large biscuit manufacturers located in all zones and all States of the country.
As the apex body of the biscuit industry, the Federation strives to serve its members in
particular and the biscuit industry in general.
MARKETERS BELGAUM
As an integral part of the industrial scenario in the country and belonging to the food
processing sector which has been identified as the sunrise group of industries by the Govt
of India, biscuits along with similar packaged food products, has a place of prideThe
FBMI estimates indicate that the proportion of biscuit production in the country, in the
organized and unorganized segments of manufacturing is 60% : 40%. (Please see
Biscuit Industry Profile for further detailed data/information).
Aims and Objectives of FBMI
(1) To take over as a going concern the working and management of the All India Biscuit
Manufacturers Association with all rights Including rights of recovery of dues, if any,
from the members of the Association or the Government of India, assets and liabilities,
records, books of account, emoluments, etc., belonging to the Association.
(a) To promote, 'protect, and safeguard the Interests of the Biscuit Industry and
Biscuit Trade In India,
(2) To collect, compile and circulate statistics, market reports, and all other useful
Information relating to the biscuit Industry and trade.
(3) To promote, support or oppose legislation affecting the biscuit Industry and. trade
according to circumstances.
(4) To promote and safeguard the Interest of Its members In all possible manner.
(5) To arrange to collect and maintain sufficient funds to enable the association to carry
out its objects.
MARKETERS BELGAUM
(6) To arbitrate and adjust disputes when called upon to do so.
(7) To protect the members of the association against dealing with persons who for any
reason should not be given credit by the collection and distribution of Information
concerning the credit of persons engaged in trade and others and by other means.
(8) To organize and aid the realization to the best advantage of the estates of bankrupts
and persons who have executed a deed of arrangement or made a composition or similar
deed with their creditors.
(9) To make inquiries, collect Information and search such registers and records as are
available In order to provide members with knowledge of the standing and
responsibility of the persons to whom they propose to give credit.
(10) To collect debts for members and such other persons who may employ the
Association for the purpose upon such terms as the parties may agree.
(11) To enter into agreements with and to support Chambers of Commerce and similar
bodies for the protection and advancement of the trade and traders.
(12) To subscribe to and promote the aims an objects of any society or societies formed
for a similar purpose and to encourage and support in any way any society or movement
for the improvement of commercial law.
(13) To act as Trustees for the liquidation, by persons indebted, of debts due to Members
of the Association, and others, and to make arrangements for obtaining payment of such
debts by installments to take security therefore in, the name of the Association and to
enforce security where necessary.
(14) To purchase or otherwise acquire and undertake all or any part of the
property,
MARKETERS BELGAUM
assets, liabilities, and engagements of any one or more of the companies, Institutions,
societies or associations with which this Association is authorized to amalgamate.
(15) To transfer all or any part of the property, assets, liabilities and engagements of this
Association to anyone or more of the companies, institutions, societies or
associations with which this Association Is authorized to amalgamate.
(16) To sell, improve, manage, develop, lease, mortgage, dispose off, or otherwise deal
with all or any part of the property of the Association.
(17) To remunerate any person or company for services rendered or to be rendered in

placing or assisting to place or guaranteeing the placing of any debentures or other
securities of the Association.
(18) To assign to any member or class of members any preferential, special or qualified
rights or privileges over or as compared with any other member as regards voting or so
otherwise howsoever.
(19) To enter into any arrangement with any Government or authority, supreme,
provincial, municipal, local or otherwise that may seem conducive to the
Association's objects or any of them, and to obtain from any such Government or
authority all rights, concessions and privileges which the Association may think it
desirable to obtain and to carry out, exercise and comply with any such arrangements,
rights, privileges and concessions.
(20) To draw, make, accept, endorse, discount, execute and issue bills of exchange, bills
of lading, warrants, debentures and other negotiable or transferable instruments or
securities
BISCUIT INDUSTRY IN INDIA - AN OVERVIEWs:

MARKETERS BELGAUM
1) Biscuit industry in India in the organized sector produces around 60% of the total
production, the balance 40% being contributed by the unorganized bakeries. The industry
consists of two large scale manufacturers, around 50 medium scale brands and small
scale units ranging up to 2500 unit in the country, as at 2000-01. The unorganized sector
is estimated to have approximately 30,000 small & tiny bakeries across the country. The
annual turnover of the organized sector of the biscuit manufacturers (as at2001-02) is Rs.
4,350 crores.
2) In terms of volume biscuit production by the organized segment in 2001-02 is

estimated at 1.30 million tonnes. The major Brands of biscuits are - Brittania, Parle
Bakeman, Priya Gold, Elite, Cremica, Dukes, Anupam, Horlicks, Craze, Nezone, besides
various regional/State brands.
3) Biscuit industry which was till then reserved in the SSI Sector, was unreserved in
1997-98, in accordance with the Govt Policy, based on the recommendations of the Abid
Hussain Committee.
4) The annual production of biscuit in the organized sector continues to be

predominantly in the small and medium sale sector before and after de-reservation. The
annual production was around 7.4 Lakh tonnes in 1997-98 in the next five years biscuit
production witnessed an annual growth of 10% to 12%, up to 1999-00.
5).The annual Growth showed a decline of 3.5% in 2000-01, mainly due to 100% hike in
Central Excise Duty (from 9% to 16%). Production in the year 2001-02 increased very
marginally by 2.75% where in 2002-03 the growth is around 3%.
6).The Union Budget for 2003-04 granted 50% reduction in the rate of Excise Duty on
Biscuit i.e. from 16% to 8%. The Federation's estimate for the current year indicates a
growth of approximately 8% to 9%.
MARKETERS BELGAUM
7).However the average utilization of installed capacity by biscuit manufacturers in the

country has been a dismal 60% over the last decade up to 2001-02.
8).Though degeneration resulted in a few MNCs, i.e. Sara Lee, Kellogs SmithKline
Beecham, Heinz etc entering the biscuit industry in India, most of them, with the
exception of SmithKline Beecham (Horlicks Biscuits), have ceased production in the
country.
9).On the other hand, import of biscuits especially in the high price segment has started
from 1998-99, but however, the quantum of imports has not so far increased alarmingly
and has remained at around 3.75% of the consumption of biscuits in the country in the
year 2001-02. However, recent imports from china industries cheaper verities of biscuit,
needs to be examined with cautions, especially in the context of the price as the low
margin based domestic industry, which is operating at 60 % of the total installed capital.
Exports of biscuits from India have been to the extent of 5.5% of the total production.
Exports are expected to grow only in the year 2003-04 and beyond.
10).Biscuit is a hygienically packaged nutritious snack food available at very competitive

prices, volumes and different tastes. According to the NCAER Study, biscuit is
predominantly consumed by people from the lower strata of society, particularly children
in both rural and urban areas with an average monthly income of Rs. 750.00.
11). Biscuit can he broadly categorized into the following segments:

(Based on productions of 2000-01)
Glucose44%
Marie13%
Cream10%
MARKETERS BELGAUM
Crackers13%
Milk12%
Others 8%.
12). In recognition of industry's obligations towards the community, being a part of it,
biscuit manufacturers supply biscuits to the social welfare agencies in all States for the
benefit of school children, senior citizens and other needy sections of the society. FBMI
Members have always responded positively to our appeal as also by the Government, to
rush truck loads of biscuits to the people affected by earthquakes, floods, famine etc. Our
industry has also participated in supplying biscuits to the people of war ravaged
Afghanistan and presently to the Iraqi people, under the aegis of the UN.
13).As regards the consumption pattern is concerned. surveys and estimates by industry
from time to time indicate the average consumption scenario in the four Zones have been
more or less close to each other, as below:
Northern States: 28%

Southern States: 24%
Western States: 25%
Eastern States: 23%
14).Though India is considered as the third largest producer of Biscuits after USA and
China, the per capita consumption of biscuits in our country is only 2.1 Kg, compared to
more than 10 kg in the USA, UK and West European countries and above 4.25 kg in
south cast Asian countries, Le. Singapore, Hong Kong& Thailand,
15).In view of the meager per capita consumption even as penetration of biscuits
manufactured by the organised sector, into rural areas in India, has been very good during
the last 10 years, as also in the metro and other cities, small towns etc. However, in spite
of this, the industry has not been able to utilize about half of their installed capacities.
MARKETERS BELGAUM
16).Biscuit is a comparatively low margin food product in the PMCG (Packaged Mass
Consumption Goods) sector. The commodity is also price sensitive, as a consequence
of which, even when the Excise Duty was doubled on biscuits in 2000-01 biscuit
manufacturers, including the major brands, were not able hike MRPs to the extend of the
steep increase in the Duty. Taxation, both Central Excise Duty as also State Sales Tax,
other miscellaneous levies i.e. turnover tax, local area tax, mandi taxes, purchase tax,
octroi etc etc, has been a major deterrent in the growth of the biscuit industry. The CII
Study Report has identified Biscuit as one of the products that should treated as "Merit
Good for the purpose of liberal tax policy both by the Centre and States.
17).Besides lack of technology upgradation in manufacturing, packaging etc has also

been a factor affecting our industry, along with inadequate financial credit and support
particularly for the medium and small scale biscuit units.
18).On the other hand, the Government of India has identified food processing industries
as a priority area to be encouraged for growth and development and created the Ministry
of Food Processing Industries (which was till then a Dept in the Ministry of Agriculture),
headed by an Ministry of State with Independent charge.
19).The Food Processing Ministry has been rendering yeomen service to the industry, of
which biscuit manufacturing is an important part. The ministry with the objective of
enabling food processing Industries to undertake technology up gradation diversification.
As also to set up new units has formulated scheme of Grants and Financial Assistance.
20).Biscuit manufacturing as well as other bakery products like Bread etc are agro based
industries, with the major inputs - wheat flour/atta sugar, milk vanaspati/vegetable oil etc
all being agriculture produces.
MARKETERS BELGAUM
21).Industries such as Biscuit is also languishing as they are not able to achieve their
potentials for higher production, in the absence of the concrete food Processing Industry
Policy. FBMI in close coordination with other organizations and apex Chambers,
initiated to urge the Govt of India to formulate a comprehensive Policy Document, for
smooth growth and harmonious development of the industry. The Food Processing
Industry Policy, which has been evolved as a result of various workshops, deliberations
and representations by a large cross section of food processing industries, is yet to be
finalized. It is hoped that the Ministry of Food Processing Industries, GOI would initiate
action for implementation of the Policy expeditiously.
COMPANY PROFILE
Introduction
A long time ago, when the British ruled India, a small factory was set up in the
MARKETERS BELGAUM
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.
How Parle fought to make biscuits affordable to all.
Biscuits were very much a luxury food in India, when Parle began production in
1939. Apart from Glucose and Monaco biscuits, Parle did offer a wide variety of brands.
However, during the Second World War, all domestic biscuit production was diverted to
assist the Indian soldiers in India and the Far East. Apart from this, the shortage of wheat
in those days, made Parle decide to concentrate on the more popular brands, so that
people could enjoy the price benefits.
Thankfully today, there's no dearth of ingredients and the demand for more
premium brands is on the rise. That's why we now have a wide range of biscuits and
mouthwatering confectionaries to offer.
The strength of the Parle Brand
Over the years, Parle has grown to become a multi-million US Dollar company.
MARKETERS BELGAUM
Many of the Parle products - biscuits or confectionaries, are market leaders in their
category and have won acclaim at the Monde Selection, since 1971. Today, Parle enjoys
a 40% share of the total biscuit market and a 15% share of the total confectionary market,
in India. The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack and
confectionery brands, such as, Melody, Poppins, Mangobite and Kismi, enjoy a strong
imagery and appeal amongst consumers.
Be it a big city or a remote village of India, the Parle name symbolizes quality,
health and great taste! And yet, we know that this reputation has been built, by constantly
innovating and catering to new tastes. This can be seen by the success of new brands,
such as, Hide & Seek, or the single twist wrapping of Mango bite. In this way, by
concentrating on consumer tastes and preferences and emphasizing Research &
Development, the Parle brand grows from strength to strength
The Quality Commitment
Parle Products has one factory at Mumbai that manufactures biscuits &
confectioneries while another factory at Bahadurgarh, in Haryana manufactures biscuits.
Apart from this, Parle has manufacturing facilities at Neemrana, in Rajasthan and at
Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana are the largest such
manufacturing facilites in India. Parle Products also has 14 manufacturing units for
biscuits & 5 manufacturing units for confectioneries, on contract.
All Parle products are manufactured under the most hygienic conditions. Great
care is exercised in the selection & quality control of raw materials, packaging materials
& rigid quality standards are ensured at every stage of the manufacturing process. Every
batch of biscuits & confectioneries are thoroughly checked by expert staff, using the most
modern equipment.
The Marketing Strength

MARKETERS BELGAUM
The extensive distribution network, built over the years, is a major strength for
Parle Products. Parle biscuits & sweets are available to consumers, even in the most
remote places and in the smallest of villages with a population of just 500. Parle has
nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or indirectly. A two
hundred strong dedicated field force services these wholesalers & retailers. Additionally,
there are 31 depots and C&F agents supplying goods to the wide distribution network.
The Parle marketing philosophy emphasizes catering to the masses. We

constantly endeavor at designing products that provide nutrition & fun to the common
man. Most Parle offerings are in the low & mid-range price segments. This is based on
our cultivated understanding of the Indian consumer psyche. The value-for-money
positioning helps generate large sales volumes for the products. However, Parle Products
also manufactures a variety of premium products for the up-market, urban consumers.
And in this way, caters a range of products to a variety of consumers.
The Customer Confidence
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
& sweets. Today, the Parle brands have found their way into the hearts and homes of
people all over India & abroad. Parle Biscuits and confectioneries, continue to spread
happiness & joy among people of all ages. The consumer is the focus of all activities at
Parle. Maximizing value to consumers and forging enduring customer relationships are
the core endeavours at Parle.
Our efforts are driven towards maximizing customer satisfaction and this is in
synergy with our quality pledge. "Parle Products Limited will strive to provide
consistently nutritious & quality food products to meet consumers' satisfaction by using
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quality materials and by adopting appropriate processes. To facilitate the above we will
strive to continuously train our employees and to provide them an open and participative
environment."
PARLE - G
THE EVOLUTION
Parle-G has been a strong household name across India. The great taste, high
nutrition, and the international quality, makes Parle-G a winner. No wonder, it's the
undisputed leader in the biscuit category for decades. Parle-G is consumed by people of
all ages, from the rich to the poor, living in cities & in villages. While some have it for
breakfast, for others it is a complete wholesome meal. For some it's the best
accompaniment for chai, while for some it's a way of getting charged whenever they are
low on energy. Because of this, Parle-G is the world's largest selling brand of biscuits.
Launched in the year 1939, it was one of the first brands of Parle Products. It
was called Parle Gluco Biscuits mainly to cue that it was a glucose biscuit. It was
manufactured at the Mumbai factory, Vile Parle and sold in units of half and quarter
pound packs.
The incredible demand led Parle to introduce the brand in special branded packs
and in larger festive tin packs. By the year 1949, Parle Gluco biscuits were available not
just in Mumbai but also across the state. It was also sold in parts of North India. By the
early 50s, over 150 tonnes of biscuits were produced in the Mumbai factory. Looking at
the success of Parle-G, a lot of other me-too brands were introduced in the market. And
these brands had names that were similar to Parle Gluco Biscuits so that if not by
MARKETERS BELGAUM
anything else, the consumer would err in picking the brand. This forced Parle to change
the name from Parle Gluco Biscuits to Parle-G.
Parle-G was the only biscuit brand that was always in short supply. It was
heading towards becoming an all-time great brand of biscuit. Parle-G started being
advertised in the 80's. It was advertised mainly through press ads. The communication
spoke about the basic benefits of energy and nutrition. In 1989, Parle-G released its
Dadaji commercial, which went on to become one of the most popular commercials for
Parle-G. The commercial was run for a period of 6 years.
Parle-G grew bigger by the minute. Be it the packs sold, the areas covered or the
number of consumers. It became a part of the daily lives of many Indians. It wasn't a
biscuit any more. It had become an icon. The next level of communication associated the
brand with the positive values of life like honesty, sharing and caring.
In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero, Shaktimaan
that went on to become a huge success. The personality of the superhero matched the
overall superb benefits of the brand. Parle extended this association with Shaktimaan
and gave away a lot of merchandise of Shaktimaan, which was supported by POS and
press communication .The children just could not get enough of Parle-G and
Shaktimaan.
In the year 2002, it was decided to bring the brand closer to the child who is a
major consumer. A national level promo - `Parle-G Mera Sapna Sach Hoga was run for a
period of 6 months. The promo was all about fulfilling the dreams of children. There
were over 5 lakh responses and of that, over 300 dreams were fulfilled. Dreams that were
fulfilled ranged from trips to Disneyland at Paris & Singapore; meeting their favorite
film star Hrithik Roshan free ride on a chartered plane; 20 scholarships worth Rs
50,000; a special cricket coaching camp with the Australian cricketer - Ricky Ponting etc.
MARKETERS BELGAUM
The year 2002 will go down as a special year in Parle-G's advertising history.
This year that saw the birth of G-Man -a new ambassador for Parle-G. Not just a hero
but also a super-hero that saves the entire world, especially children from all the evil
forces. A campaign that is not just new to the audiences but one that involves a
completely new way of execution that is loved by children all over the world -
Animation. A TV commercial that showed G-Man saving the children from the evil
force called Terrolene launched this campaign. It was also supported by print medium
through posters and streamers put up at the retail outlets. G-Man, a new superhero of
Parle-G has the potential of making it big. And will be supported by a campaign that will
see many a new creative in the future so as to keep the children excited and generate
pride in being a consumer of Parle-G.
To make the brand much more interesting and exciting with children, it was
decided to launch a premium version of Parle-G called Parle-G Magix in the year 2002.
Parle-G Magix is available in two exciting tastes - Choco and Cashew The year 2002
also witnessed the launch of Parle-G Milk Shakti which has the nourishing combination
of milk and honey, especially launched for the southern market. Parle-
G continues to climb the stairs of success. Take a look at the global market where it is
being exported. First came the Middle East then USA followed by Africa and then
Australia. An Indian brand, that's exported to almost all parts of the world. After all
that's what you would expect from the Parle-G World's Largest Selling Biscuit.
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 are going global.
MARKETERS BELGAUM
Parle biscuits and confectionaries are fast gaining acceptance in international markets,
such as, Abu Dhabi, Africa, Dubai, South America and Sri Lanka.
Even the more sophisticated markets like USA & Australia, now relish 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. Many Parle Products have also
won Gold, silver and bronze medals at the Monde Selection. Parle products aim to use IT
to manage escalating advertising budgets. Parle Products is deploying an online

advertising solution from Mediaware Infotech, to help get a grip on its media and
advertising budget.
Advertising media budgets escalate every year. And advertising/promotion related

activities demand a host of related tasks for monitoring media activities and expenses.
There's a huge amount of paper-work involved in approving estimates and bills. All this
was compounded by the lack of timely information retrieval, ultimately affecting decision
making with problems like tracking of consumption related to budgets.
Organization Profile
Vijay Agency
It is partnership type of Business, the partners are Patil brothers. The company
has five different types of business viz.
Vijay Marketers.
MARKETERS BELGAUM
Vijay Telecom.
Vijay Health Care.
RCM Business.
Vijay Marketing
Vijay Marketing is sub branch of Vijay Agency. Vijay Marketing was established in
the year 2000. It was established to distribute the Parle products in the Belgaum city. It
distributes the A group products of Parle products, means some of lines of the products of
the Parle Companys products. B Group products are distributed by Yash Enterprises
situated at Vadagoun, Belgaum.
Vijay Marketing distributes the product in the city and also surrounding villages of
Belgaum. In the city it distributes to both retailers and Whole sellers. The distribution of
products to the surrounding villages is called upcountry distribution
It distributes around 45 whole sellers in the city and around 50 EPS (Exclusive Parle
Shop) these are identified by the Parle company on the basis sales, the company suggest
these shops regarding marketing strategy, display of products. Company visits these
shops on monthly basis to study the performance of the products. These shops are
distributed all over the Belgaum city. Company offers 1% incentive on sales at shop,
company claim 450 Rs mothly electricity bill of EPS members

MARKETERS BELGAUM
Founders
General Manager
Vijay Marketers Vijay Marketing Vijay Health Care Vijay Telecom RCM
Business
Manager
Accountant Salesmen Computer Operator
Delivery Boys
Founders
MARKETERS BELGAUM
Vijay Agency was established in the year by five brothers of Patil family of Belgaum
city. The agency was started with business and extended to 14 types businesses. But now
the agency has reduced the number of businesses to five. Right now the agency has Parle
distribution, RCM Business, Spice Telecom agencyri, Health Care (Condom distribution)
Sales Manager:
He manages all work at Vijay Marketing (Parle Distributor). He negotiates with

Area Manager of Parle Company regarding ordering and distribution of products to the
retailers. He schedules the distribution plan and directs to salesmen regarding distribution
of products. His work is to manage the distribution of products to both wholesalers and
retailers. He also looks after the complaints from the retailer towards the salesmen and
distribution. He informs to both General Manager of Vijay Agency and Area manager of
Parle Company.
Salesman:
His duty is take orders from the wholesalers and retailers. He takes the order
according to availability of stock at the store house of Vijay Marketing. After taking
orders from the Wholesalers and Retailers, He informs to the Manager and manager
according to the order he dispatches the stock to different areas with delivery boys on
MARKETERS BELGAUM
vehicles. There are 10 salesmen at the company, 8 are working in the city and other 2
work for upcountry.
Delivery Boy:
His work is to deliver the goods to the Wholesalers and retailers. He delivers the goods as
per the order given by the wholesalers and Retailers. There are 8 delivery boys working.
Accountant:
His work is to maintain the account of the Vijay Marketing.
Products
Product Name Quantity
Chocolate Cream 65gm
Mono Bite Cheese 160gm
Mono Bite Cheesling 320gm
Cheesling(tin) Tin
Funcenter-Bourbon 100gm
Elachi Cream 90gm
Hide & Seek Chocolate 100gm
Hide & Seek Jar Jar
Hide & Seek Miland 135gm
KrackJack Lemon Cream 90gm
M.Bite Tangy Tomato 30 gm
M.Bite Tangy Tomato 60 gm
M.Bite Garden Spice 30 gm
M.Bite Garden Spice 60gm
M. Bite Chaat Chaska 25gm
M.Bite Chatpat Chat 60gm
M.BiteMast Masala 60gm
M.BiteMast Masala 30gm
Mango Cream 90gm
MARKETERS BELGAUM
Marie Choice 88gm

Monaco Zeera 60gm
Orange Cream Biscuits 180gm
Monaco Roll 75gm
Parle-G 88gm
Parle-G 350gm
Parle Milk Shakti 75gm
Sixer Zeera Tin 5kg
Sixer Salted Tin %kg
20-20 Cookies Butter 75gm
20-20 Cookies Butter 225gm
Krack Jack 120 gm
Parle G
Parle G
Hide & Seek 100gm
Monaco 65gm
Hide & Seek 200gm
Pineapple Cream 90gm
Hide & Seek 62gm
Krack-Jack 75gm
Kreams Elachi 180gm
Kaccha Mango 400gm
Kismi Toffee 340gm
Parle Marie 176gm
Monaco roll Roll
Monaco roll 240gm
Orange Cream 90gm
Parle G 935gm
Parle G 44gm
Parle G 220gm
Sixer Zeera 200gm
Cashew Butter 20-20 75gm
Cashew Butter 20-20 110gm
Sampling Method
Population: People of Belgaum city.
Sampling Frame: Shopkeepers around Belgaum and Consumers.
Sample Unit: Retailers and Consumers.

MARKETERS BELGAUM
Sample Size: 90 consumers and 45 Retailers.
Sampling Method: Convenience Sampling Method.
Data collection
Primary Data: The primary data is collected from retailers and consumers through
Questionnaire.
Secondary Data: The secondary data is collected from Internet and Company
Reports, Journals.
Tools and instruments
The tools and instruments used are questionnaire for collecting primary data and
SPSS software to analysis the data.
Analysis
MARKETERS BELGAUM
Findings
Suggestions
Conclusion
Analysis
Consumer questionnaire
1. Do you consume Biscuits?

MARKETERS BELGAUM
Cumulati
Frequenc Percen ve
y t
Yes 90 100.0 Percen
100.0
INTERPRETATION:
As per the survey conducted 100% respondents said that they all consume biscuits.
MARKETERS BELGAUM
2. What comes to your mind when you think of Biscuits?
Cumulati
Frequenc Percen ve
Parle 49 5 Percen
54.4
4.
Britan 25 2 82.2
7.
nia 14 1 97.8
5.
Sunfe 2 2.2 10
0.0
ast 90 10
Others
INTERPRETATION:
MARKETERS BELGAUM
As per the survey conducted, 54.4% people said that Parle biscuits come to their mind when
they think about the biscuits, remaining 27.8%Britannia, 15.6%Sunfeast, and 2.2% Others
3. Which brands biscuits you consume more?
Cumulati
Frequenc Percen ve
y t
Parle 57 6 Percen
63.3
3.
Britannia 21 2 86.7
3.
Sunfeast 10 1 97.8
Others 2 2.2 100.0
Total 90 10
0.0
MARKETERS BELGAUM
INTERPRETATION:
As per the survey conducted, 63.3% people said they consume Parle biscuits, remaining
27.8%Britannia, 11.1%Sunfeast, 2.2% others
4. Why you consume the above biscuits?
Cumulati
Frequency Percen Valid ve
Percent
It is cheap 33 3 36.7 36.7
6.
Family recommends 17 1 18.9 55.6
8.
My child likes them the 11 1 12.2 67.8
most My relatives 9 1 10.0 77.8
recommend 18 2 20.0 97.8
My friends recommend 2 2.2 2.2 100.0
Total 90 10 10
0.0 0.0
MARKETERS BELGAUM
INTERPRETATION:
As per the survey conducted, 36.7% people said they consume because its cheap, 18.9%
Family recommends, 12.2% My child likes them the most , 10.0% My relatives recommend, 20.0% My
friends recommend, 2.2% others.
5. State the level of satisfaction for the Biscuits you have consumed?
Cumulati
Frequenc Percen Valid ve
Highly satisfied 11 1 12.2 12.2
Satisfied 58 6 64.4 76.7

neither satisfied
15 1 16.7 93.3
nor dissatisfied 6.
Dissatisfied 6 6.7 6.7 100.0
Total 90 10 10
0.0 0.0
MARKETERS BELGAUM
INTERPRETATION:
As per the survey conducted, 12.2% people said they were highly satisfied, 64.4% Satisfied, 16.7%
neither satisfied nor dissatisfied, 6.7% Dissatisfied.
.
6. How much quantity (pack) do you consume in a week?
Cumulati
Frequenc Percen ve
y t
Percen
O 2 2.2 2.2
ne 19 21.1 23.3
Tw 58 64.4 87.8
o 11 12.2 100.0
Thr 90 100.0
ee
MARKETERS BELGAUM
INTERPRETATION:
As per the survey conducted, 2.2% people said they were consume one pack of biscuit in a
week, 21.1% two, 64.4% three, 12.2% more than three.
.
7. Select the factors you feel good against each company

(Brand name)
Cumulati
Frequency Percent Valid ve
Percent
Percen
Parle 43 47.8 47.8 47.8
MARKETERS BELGAUM
Britan 25 27.8 27.8 75.6
nia 20 22.2 22.2 97.8
Sunfe 2 2.2 2.2 100.0
ast 90 100.0 100.0
INTERPRETATION:
As per the survey conducted, 47.8% people mention that the brand name Parle, 27.8% Britannia,
22.2% Sunfeast, 2.2%others.
.
Select the factors you feel good against each
company(Packaging)
Cumulati
y t Percent
Percen
Parle 22 2 24.4 24.4
MARKETERS BELGAUM
Britan 41 4 45.6 70.0

5.
nia 24 2 26.7 96.7
6.
Sunfe 3 3.3 3.3 100.0
ast 90 10 10
0.0 0.0
INTERPRETATION:
As per the survey conducted, 24.4% people mention the packaging of Parle, 45.6% Britannia,
.
MARKETERS BELGAUM
Select the factors you feel good against each company (Quality)
Cumulati
y t Percent
Percen
Parle 35 3 38.9 38.9
Britan 30 3 33.3 72.2

3.
nia 21 2 23.3 95.6
3.
Sunfe 4 4.4 4.4 100.0
ast 90 10 10
Others
INTERPRETATION:
As per the survey conducted, 38.9% people mention the quality of Parle, 33.3% Britannia, 23.3%
Sunfeast, 4.4%others.
MARKETERS BELGAUM
Select the factors you feel good against each company (Price)
Cumulati
y t Percent Percen
Parle 41 4 45.6 45.6
Britan 15 1 16.7 62.2
nia 24 2 26.7 88.9
Sunfe 10 1 11.1 100.0
ast 90 10 10
INTERPRETATION:
MARKETERS BELGAUM
As per the survey conducted, 45.6% people mention the price of Parle, 16.7% Britannia, 26.7%
.
Select the factors you feel good against each company (availibity)
Cumulati
Parle 37 4 41.1 41.1
Britan 28 3 31.1 72.2
nia 17 1 18.9 91.1
Sunfe 8 8.9 8.9 100.0
ast 90 10 10
0.0 0.0
MARKETERS BELGAUM
INTERPRETATION:
As per the survey conducted, 41.1% people mention the availability of Parle, 31.1% Britannia,
.
Select the factors you feel good against each company (taste)
Cumulati
Parle 36 4 40.0 40.0
Britan 28 3 31.1 71.1
nia 15 1 16.7 87.8

6.
Sunfe 11 1 12.2 100.0
2.
ast 90 10 10
0.0
MARKETERS BELGAUM
INTERPRETATION:
As per the survey conducted, 40.0% people mention the taste of Parle, 31.1% Britannia, 16.7%
Retailer questionnaire
MARKETERS BELGAUM
1. Do you sell Biscuits?
Cumulati
y t Percent
Percen
Yes 45 10 10 100.0
INTERPRETATION:
As per the survey conducted, 100.0% retailers sell the biscuits.
MARKETERS BELGAUM
2. Do you sell Parle Biscuits?
Cumulati
y t Percent
Percen
Ye 44 9 97.8 97.8
s 1 2.2 2.2 100.0
N 45 10 10
0.0 0.0
o
INTERPRETATION:
As per the survey conducted, 97.8% retailers sell the Parle biscuits, 2.2%no
MARKETERS BELGAUM
3. Do you sell other company Biscuits?
Cumulati
y t Percent Percen
Yes 45 10 10 100.0
INTERPRETATION:
MARKETERS BELGAUM
As per the survey conducted, 100.0% retailers sell the other company biscuits.
4. How do you rate the sales of each company products?

(Parle)
Cumulati
Percent
Good 29 6 64.4 64.4
Moder 14 3 31.1 95.6
ate 2 4.4 4.4 10
Poor 45 10 100

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COMPARATIVE STUDY BETWEEN PARLE, BRITANNIA AND SUNFEAST

WITH REFERENCE TO FIVE CATEGORY BISCUITS IN BELGAUM CITY

biscuits followed by Britannia and Sunfeast. In that majority of consumers consume

distribution is not so good as compared to the competitors, it has to improve in

distribution so that it can maintain good market share.

RESEARCH DESIGN & METHODOLOGY

Comparative study between Parle, Britannia and Sunfeast

Objectives of the study

To know the satisfaction level of the consumers towards Parle Products.

To know the factors influencing towards purchasing of biscuits.

To know the brand position of the Parle.

To know the sales of Parle products.

a. A study on Comparative study between Parle, Britannia and Sunfeast with

Data Collection Methods:

Sampling unit : Individual consumers & retailers

Sampling method : Convenient sampling

Sample size : 90 consumers & 45 retailers

Data collection method : Questionnaire and personal interview

The study covers only in Belgaum City.

Only five categories of Biscuits are taken to conduct study.

The survey conducts for both Retailers and consumers.

The study covers sales and distribution.

Limitation of the study:

the total population, due to which their may be an error.

based Bakery Manufacturers' Association, there seems to be no apparent need for

the gap in market share is thus an imminent possibility.

premium brands such as Hide & Seek.

In fact, it is Britannia which is expected to have a greater value share among

popular biscuit market with its flagship brand, Parle-G.

cheeselings, Jeffs and Sixer to include more products to the portfolio.

while Rol.a.Cola is on the threshold of a similar exercise.

biscuits, having been launched way back in 1929.

estimated at Rs 1,500 crore. .

Considering India is supposed to be the world's second largest biscuit industry

Tools and instruments

Aims and Objectives of FBMI

Biscuit Trade In India,

(6) To arbitrate and adjust disputes when called upon to do so.

(17) To remunerate any person or company for services rendered or to be rendered in

BISCUIT INDUSTRY IN INDIA - AN OVERVIEWs:

2) In terms of volume biscuit production by the organized segment in 2001-02 is

4) The annual production of biscuit in the organized sector continues to be

7).However the average utilization of installed capacity by biscuit manufacturers in the

10).Biscuit is a hygienically packaged nutritious snack food available at very competitive

11). Biscuit can he broadly categorized into the following segments:

Northern States: 28%

17).Besides lack of technology upgradation in manufacturing, packaging etc has also

How Parle fought to make biscuits affordable to all.

The strength of the Parle Brand

The Quality Commitment

The Marketing Strength

The Parle marketing philosophy emphasizes catering to the masses. We

The Customer Confidence

to manage escalating advertising budgets. Parle Products is deploying an online

Advertising media budgets escalate every year. And advertising/promotion related

has five different types of business viz.

Vijay Health Care.

COMPARATIVE STUDY BETWEEN PARLE, BRITANNIA

Accountant Salesmen Computer Operator

He manages all work at Vijay Marketing (Parle Distributor). He negotiates with

His work is to maintain the account of the Vijay Marketing.

Marie Choice 88gm

Population: People of Belgaum city.