PROJECT REPORT ON

BRAND EQUITY OF PARLE-G

SUBMITTED TO
THE UNIVERSITY OF MUMBAI
FOR THE AWARD OF THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES
(V SEMESTER)

BY
PRATIK GOWDA
UNDER THE GUIDANCE
Prof. SHRAMIKA KATHEETH

BAL - BHARATIS
M.J.P COLLEGE OF COMMERCE
MUMBAI
ACADEMIC YEAR
2014-15

DECLARATION
I Pratik Gowda student of university of Mumbai B.M.S Course of
Bal-Bharatis M.J.P college of Commerce hereby submit my project
entitled as Brand Equity of Parle G in the academic year 2014-15.
The subject matter is contained in this project is research and the
work carried out is original and is under the guidance of Prof. Shramika
Katheeth However, this material has been developed to enhance the
clarity of the hypothesis and has been used for academic purpose only
Also on part this may be used and reproduce by other, either
accidentally or commercially without consent if author and his/her guide.

Yours sincerely
Date
Place

Signature of the student

Acknowledgment
It is with a sage sense of gratitude, I acknowledge the efforts of
whole hosts of well-wishers who have in some way or other contributed
in their own special ways to the success and completion of this project.
I would like to express my gratitude towards the following without
whom this dissertation would have not been possible.
Firstly I thank my college for providing facilities (library computer
lab) I would like thank Co-coordinator Mrs. Monika Chandiwala BalBharati MJP College of commerce . Would like to thank my project guide
Ms. Shramika Katheeth for helping me completing this project on Brand
equity of Parle-G. I thank her for her guidance and support and
encouragement.
I would be failing in my duty if I dont express my profound
gratitude to the entire respondent who has spent their valuable time to
answer the questionnaire.
Last but not the least; I would also like to expand my thanks to all
faculty members of MJP Bal-Bharati College who have helped a lot
during the course of my project.
Finally, I sincerely express my thanks to all my friends, family
members.

Executive Summary
The bread and biscuits constitutes the largest segments of
consumer foods in India. Both Biscuits and Bread are items of mass
consumption in our Country. Almost 2 million tons of biscuits are
produced in India each year and consumption is growing at 10-12 per
cent annually. The per capita consumption of biscuits in the country is
about 1.52 kg annually.
Contrary to popular belief that biscuits are consumed by the middle
and high income groups, it is actually the only nutritious and hygienic
food product for children, lower income groups and the rural population.
Nearly 50 per cent of biscuits produced are consumed in rural areas and
30 per cent by income groups earning below Rs 750 per month. Every
100 gm. of glucose biscuits roughly provides 20 per cent of energy,
protein and calcium required by an average adult.
So as to explore the opportunities in these sectors, a large no. of
companies is trying to increase their consumer base in these areas. For
this they are offering various promotional schemes in order to make their
brand familiar to consumers and to have a Competitive edge

Parle G Industries has made a rapid progress in the variety, quality

and quantity of biscuits and baked foods and has become Indias biggest
brands and the preeminent food brand of the country. It is equally
recognized for its innovative approach to products and marketing. The
companys offerings are spread across the spectrum with products
ranging from the healthy and economical.Table of Content
Chp.no

Content

Introduction
1.1Purpose
1.2 What does brand means
1.3 What is Equity
1.4 Brand Elements
1.5 Types of Brand
1.6 Types of Branding
1.7 Construction of Branding
1.8 Objectives of study
Methodology

2
3

Page
no
7

24

Company Profile
3.1 Highlights of the Company
3.2 Evolution of Parle G
3.3 Consumer value- Parle-g
Industry Profile

26

Biscuit Industry in India - Current Scenario

5.1 Competitors Profile
Literature Review

47

57

Data Analysis
7.1 Survey Analysis of Parle-G
Findings

Recommendation

77

10

Conclusion

79

11

Bibliography

80

12

Annexure

81

4
5
6
7

42

54

75

List of Figures

Sr.No
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19

Particulars

Page No.
Market size of FMCG industry in India
46
Segment of Indian FMCG industry
46
Age distribution
58
Manufacturer trust among people
59
Preference of people
60
Trust Among people
61
Buying preference
62
Consumption pattern
63
Satisfaction towards Parle-G
64
Sufficienency
65
Quality of Parle-G
66
Quality deviation of Parle-G
67
Complaint by consumer
68
Parle-g Preference on Regular basis
69
Consumer Preference when Parle G is not 70
available
Effectiveness of Advertisement
Advertisement preferred by consumer
Improvements for Parle-G
Associated by Consumer

71
72
73
74

Chapter 1
Introduction

Brand equity is a phrase used in the marketing industry which

describes the value of having a well-known brand name, based on
the idea that the owner of a well-known brand name can generate
more money from products with that brand name than from
products with a less well-known name, as consumers believe that a
product with a well-known name is better than products with less
well-known names. Some marketing researchers have concluded
that brands are one of the most valuable assets a company has, as
brand equity is one of the factors which can increase the financial
value of a brand to the brand owner, although not the only one.
Elements that can be included in the valuation of brand equity
include (but not limited to): changing market share, profit margins,
consumer recognition of logos and other visual elements, brand
language associations made by consumers, consumers' perceptions
of quality and other relevant brand values.
Consumers' knowledge about a brand also governs how
manufacturers and advertisers market the brand. Brand equity is
created through strategic investments in communication channels
and market education and appreciates through economic growth in
profit margins, market share, prestige value, and critical
associations. Generally, these strategic investments appreciate over
time to deliver a return on investment. This is directly related to
marketing ROI. Brand equity can also appreciate without strategic
direction. A Stockholm University study in 2011 documents the case
of Jerusalem's city brand. The city organically developed a brand,
which experienced tremendous brand equity appreciation over the
course of centuries through non-strategic activities . A booming
tourism industry in Jerusalem has been the most evident indicator of
a strong ROI.
Brand equity is strategically crucial, but famously difficult to
Many experts have developed tools to analyze this asset, but there
is no universally accepted way to measure it. As one of the serial
challenges that marketing professionals and academics find with the
concept of brand equity, the disconnect between quantitative and
qualitative equity values is difficult to reconcile. Quantitative brand
equity includes numerical values such as profit margins and market
7

share, but fails to capture qualitative elements such as prestige and

associations of interest.

1.1 Purpose
The purpose of brand equity metrics is to measure the value
of a brand. A brand encompasses the name, logo, image, and
perceptions that identify a product, service, or provider in the minds
of customers. It takes shape in advertising, packaging, and other
marketing communications, and becomes a focus of the relationship
with consumers. In time, a brand comes to embody a promise
about the goods it identifiesa promise about quality,
performance, or other dimensions of value, which can influence
consumers' choices among competing products. When consumers
trust a brand and find it relevant, they may select the offerings
associated with that brand over those of competitors, even at a
premium price. When a brand's promise extends beyond a particular
product, its owner may leverage it to enter new markets. For all
these reasons, a brand can hold tremendous value, which is known
as brand equity.
The greater a company's brand equity, the greater the
probability that the company will use a family branding strategy
rather than an individual branding strategy. This is because family
branding allows them to leverage the equity accumulated in the
core brand
Aspects of brand equity include: brand loyalty,awareness,
association and perception of quality.
Brand Equity is best managed with the development of Brand
Equity Goals, which are then used to track progress and
performance.Brands with high levels of awareness and strong,
favorable and unique associations are high equity brands.
Consumers may look on branding as an aspect of products or
services, as it often serves to denote a certain attractive quality or
characteristic From the perspective of brand owners, branded
products or services also command higher prices. Where two
products resemble each other, but one of the products has no
associated branding (such as a generic, store- branded product), ,
8

people may often select the more expensive branded product on the
basis of the quality of the brand or the reputation of the brand
owner.
A brand can also be used to attract customers by a company,
if the brand of a company is well established and has goodwill. The
recognition and perception of a brand is highly influenced by its
visual presentation. A brands visual identity is the overall look of its
communications. Effective visual brand identity is achieved by the
consistent use of particular visual elements to create distinction,
such as specific fonts, colors, and graphic elements. At the
core of every brand identity is a brand mark, or logo.
In India , brand identity and logo design naturally grew out of
the Modernist movement in the 1990s and greatly drew on the
principles of that movement simplicity and geometric abstraction.
These principles can be observed in the work of the pioneers of the
practice of
visual brand identity design,
Color is a particularly important element of visual brand
identity and color mapping provides an effective way of ensuring
color contributes to differentiation in a visually cluttered
marketplace
Iconic brands are defined as having aspects that contribute to
consumer's self-expression and personal identity. Brands whose
value to consumers comes primarily from having identity value are
said to be"identity brands". Some of these brands have such a
strong identity that they become more or less cultural icons which
makes them "iconic brands". Examples are: Apple, Nike and Harley
Davidson. Many iconic brands include almost ritual-like behaviour in
purchasing or consuming the products.

1.2 What does a Brand Means?

Brand as a tool in the field of mass-marketing originated in the
19th century with the advent of packaged goods. Industrialization
moved the production of many household items, such as soap, from
local communities to centralized factories. When shipping their
items , the factories would literally brand their logo or insignia on
the barrels used, extending the meaning of "brand" to that of a
trademark.
Manufacturers quickly learned to build their brands' identity
and personality such as youthfulness, fun or luxury. This began the
practice we now know as "branding" today, where the consumers
buy "the
brand" instead of the product. This trend continued to the
1980s, and is now quantified in concepts such as brand value and
brand equity.
A brand which is widely known is said to have brand
recognition. When brand recognition builds up to a point where a
brand enjoys a critical mass of positive sentiment in the
marketplace, it is said to have achieved brand franchise.
Brand recognition is most successful when people can
state a brand without being explicitly exposed to the
company's name, but rather through visual signifiers like logos,
slogans, and colors.

10

A brand encompasses the name, logo, image, and perceptions

that identify a product, service, or provider in the minds of
customers. It takes shape in advertising, packaging, and other
marketing communications, and becomes a focus of the relationship
with
consumers.
In time, a brand comes to embody a promise about the goods
it identifiesa promise about quality, performance, or other
dimensions of value, which can influence consumers' choices
among competing products. When consumers trust a brand and find
it relevant, they may select the offerings associated with that brand
over those of competitors, even at a premium price. When a brand's
promise extends beyond a particular product, its owner may
leverage it to enter new markets. For all these reasons, a brand can
hold tremendous value, which is known as brand equity.

1.3 What is Equity?

In accounting and finance, equity is the residual value or
interest of the most junior class of investors in assets, after all
liabilities are paid; if liability exceeds assets, negative equity exists.
At the very start of a business, owners put some funding into
the business to finance operations. This creates a liability on the
business in the shape of capital as the business is a separate entity
from its owners.
Businesses can be considered, for accounting purposes, sums
of liabilities and assets; this is the accounting equation. After
liabilities have been accounted for, the positive remainder is
deemed the owners' interest in the business.
The assets of an entity includes both tangible and intangible
items, such as brand names and reputation or goodwill. The types of
accounts and their description that comprise the owner's equity
depend on the nature of the entity and may
11

include.
In deciding the value of a company, it is important to know of
how much value its customer base is in terms of future revenues.
The greater the customer equity , themore future revenue in the
lifetime of its clients; this means that a company with a higher
customer equity can get more money from it customers on average
than another company that is identical in all other characteristics.
As a result a company with higher customer equity is more valuable
than one without it. It includes customers' goodwill and extrapolates
it over the lifetime of the customers.
There are three drivers to customer equity, all of which
refer to three sides of the same thing:
1. Value equity: What the customer assesses the value of
the product or service provided by the company to be;
2. Brand equity: What the customer assesses the value of
the brand is, above its objective value;
3. Retention equity: The tendency of the customer to
stick with the brand even whenit is priced higher than an
otherwise equal product;

1.4 Brand elements

Brands typically are made up of various elements, such as:
Name: The word or words used to identify a company,
product, service, or concept.
Logo: The visual trademark that identifies the brand.
Tagline or Catchphrase: "The Quicker Picker Upper" is
associated with Bounty paper towels.
Graphics: The dynamic ribbon is a trademarked part of Coca12

Cola's brand.
Shapes: The distinctive shapes of the Coca-Cola bottle and of the
Volkswagen Beetle are trademarked elements of those brands.
Colors: Owens-Corning is the only brand of fiberglass insulation that
can be pink.
Sounds: A unique tune or set of notes can denote a brand. NBC's
chimes are a famous example.
Scents: The rose-jasmine-musk scent of Chanel No. 5 is
trademarked.
Tastes: Kentucky Fried Chicken has trademarked its special
recipe of eleven herbs and spices for fried chicken.
Movements: Lamborghini has trademarked the upward
motion of its car doors. C

1.5 Types of brand

Derived brands:
In this case the supplier of a key component, used by a number of
suppliers of the end- product, may wish to guarantee its own
position by promoting that component as a brand in its own right.
The most frequently quoted example is Intel, which positions itself in
the PC market with the slogan (and sticker) "Intel Inside".

13

Individual and organizational brands there are kinds of branding that

treat individuals and organizations as the products to be branded.
Personal branding treats persons and their careers as brands. The
term is thought to have been first used in a 1997 article by Tom
Peters. Faith branding treats religious figures and organizations as
brands.
Religious media expert Phil Cooke has written that faith branding
handles the question of how to express faith in a media-dominated
culture.[29] Nation branding works with the perception and
reputation of countries as brands.
Social media brands:
In 'The Better Mousetrap: Brand Invention in a Media
Democracy' (2012) author and brand strategist Simon Pont
posits that social media brands may be the most evolved version of
the brand form, because they focus not on themselves but on their
users.In so doing, social media brands are arguably more
charismatic,in that consumers are compelled to spend time
withthem, because the time spent is in the meeting of fundamental
themselves but on their users.

Multi-brands:
Alternatively, in a market that is fragmented amongst a number of
brands a supplier can choose deliberately to launch totally new
brands in apparent competition with its own existing strong brand
(and often with identical product characteristics); simply to soak up
some of the share of the market which will in any case go to minor
brands. The rationale is that having 3 out of 12 brands in such a
market willgive a greater overall share than having 1 out of 10
(even if much of the share of these new brands Is taken from the
existing one). In its most extreme manifestation, a supplier
pioneering a new market which it believes will be
particularly attractive may choose immediately to launch a second
brand .

14

1.6 Types of Branding

Crowd sourcing branding

These are brands that are created by "the public" for the business,
which is opposite to the traditional method where the business
create a brand.
Private labels
Private label brands, also called own brands, or store brands have
become popular. Where the retailer has a particularly strong identity
(such as Marks & Spencer in the UK clothing sector) this "own
brand" may be able to compete against even the strongest brand
leaders, and may outper form those products that are not
otherwise strongly branded.
Nation branding (place branding and public diplomacy)
Nation branding is a field of theory and practice which aims to
measure, build and manage the reputation of countries (closely
related to place branding). Some approaches applied, such as an
increasing importance on the symbolic value of products, have led
countries to emphasise their distinctive characteristics. The
branding and image of a nation-state "and the successful
transference of this image to its exports is just as important as
what they actually produce and sell."
Place branding
Place branding (including place marketing and place promotion) is a
new umbrella term encompassing nation branding, region branding
and city branding. Place branding is the process of image
communication to a target market. It is invariably related to the
notion that places
compete with other places for people, resources, and business; the
global competition of cities is estimated to host 2.7 million small
cities/towns, 3,000 large cities, and 455 metropolises
City Branding
City branding refers to all the activities that are undergone with the
purpose of turning a City from a location into a destination.
"Successful branding", says Robert Jones, consultant director at
15

international brand consultancy Wolff Olins, "can turn a city into a

place where people want to live, work and visit".
City branding is often confused with City marketing. The difference
comes from the fact that marketing uses consumer wishes and
needs as its guiding principle for the operations of an organization,
whereas in the case of branding a chosen vision.

1.7 Construction of Brand Equity

Brand Equity is best managed with the development of Brand
Equity Goals,
performance

which

are

then

used

to

track

progress

and

Firm Level:. Firm level approaches measure the brand as a financial

asset. In short, a calculation is made regarding
how much the brand is worth as an intangible asset. For example, if
you were to take the value of the firm, as derived by its market
capitalizationand then subtract tangible assets and "measurable"
intangible assets the residual would be the brand equity.
One high- profile firm level approach is by the consulting firm
interbrand. To do its calculation, Interbrand estimates brand value
on the
basis of projected profits discounted to a present value. The
discount rate is a subjective rate determined by Interbrand and Wall
Street equity
specialists and reflects the risk profile, market leadership, stability
and global reach of the brand.

Product Level: The classic product level brand measurement

example is to compare the price of a no-name or private label
product to an
"equivalent" branded product. The difference in price, assuming all
things equal, is due to the brand.
More recently a revenue premium approach has been
advocated.Marketing mix modeling can isolate "base" and
"incremental" sales, and it is sometimes argued that base sales
16

approximate to a measure of brand equity. More sophisticated

marketing mix models have a floating base that can capture
changes in underlying bran

Consumer Level: This approach seeks to map the mind of the

consumer to find out what associations with the brand the consumer
has. This approach seeks to measure the awareness and brand
image
(the overall associations that the brand has). Free association
tests and projective techniques are commonly used to uncover
the tangible and intangible attributes, attitudes, and intentions
about a brand. Brands with high levels of awareness and strong,
favorable and unique associations

1.8 How to Build Brand Equity

The emotional attachment that links consumers to your
product, as opposed to any other,translates into steady cash flow
and a fantastic public image, two key ingredients that solidify your
companys position as a market leader. While most advertisers
would agree there are certain basic principles of product branding,
each advertiser takes a slightly
different approach when it comes to launching a marketing
campaign.
What follows here are the most widely used steps to build brand
equity.
1. Target your audience. The surest road to product failure is to try
to be Althings to all people. Decide who are the most likely users of
your product and develop marketing materials that speak
exclusively to that
group.
2. Get the consumers attention. Heres where a sound advertising
strategy comes into play. Your goal is to create public awareness
and then build on that brand. You do this by getting consumers to

17

notice that your product stands out from the rest.Design an

advertisement in the form of a mailer or
an e-mailer.
Alternatively, send out samples of a new product to a target group.
Which ever form you choose, make sure youre making a great first
impression.
3. Make the public remember your brand. Your objective is to make
consumers feel an emotional attachment to the brand.Plan your
marketing campaign around the most distinctive feature of your
product, such as its authenticity, high cost or reliability.
Design marketing materials that help consumers link to the brand
by making them perceive special benefits in your product that they
cannot find in others.
For example,advertisements for costly designer handbags create
the impression that consumers who purchase them will look like
Hollywood socialites. Consumers who view these advertisements
accept that the distinctive feature of the handbags- high cost-crea
4. Build a solid brand image. Once again, consider your products
special feature. Add to that the character of your company. Combine
these two factors to reinforce an image of the product that reflects
favorably on its
manufacturer or provider.
Pick one or two characteristics of your company and emphasize
those in every advertisement. Distinctive characteristics include
excellent customer service, company executives who are renowned
experts in a
field or a commitment to social responsibility.
5. Reinforce the brand image within the company. Make sure
employees at every level of your organization work and behave in a
way that reinforces your brand image.Design orientation programs
that introduce new hires to your companys brand image.
Emphasize your brand
image in all employee communications, such as brochures,
employee manuals, a company intranet and corporate newsletters.
18

Create incentives for employees at all levels who successfully

communicate your brand
image to the public.

1.9 Methodologies Related to Brand Equity

David Aaker, a marketing professor and brand consultant,
highlights ten attributes of a brand that can be used to assess its
strength. These
include Differentiation, Satisfaction or Loyalty, Perceived
Quality, Leadership or Popularity, Perceived Value, Brand
19

Personality, Organizational Associations, Brand Awareness, Market

Share,
and Market Price and Distribution Coverage. Aaker doesn't
weight the attributes or combine them in an overall score, as he
believes any weighting would be arbitrary and would vary among
brands and categories. Rather he recommends tracking each
attribute separately.
Aaker Model
The Aaker Model, created by David A. Aaker , a marketing professor
at the University of California-Berkeley and a management
consultant atProphet, is a marketing model which views brand
equity as a combination of brand awareness, brand loyalty and
brand awareness, brand loyalty and brand associations, which add
up to give the value provided by a product or service.
For Aaker, brand management starts with developing a brand
identity, which is a unique set of brand associations
representing what the brand stands for and offers to customers an
aspiring brand image.
Aaker primarily sees brand identity as consisting of 8-12 elements
which fall under four perspectives:

Brand as Product - consists of product scope, product

attributes, quality or value of the product, uses, users and
country of origin.
Brand as Organization - consists of organizational attributes,
local workings versus global activities.
Brand as Person - consists of brand personality and consumer
brand relationships.
Brand as Symbol - consists of audio and visual imagery,
metaphorical symbols and brand heritage.

The purpose of the Aaker Model is to help in creating a brand

strategy consisting of different brand elements or patterns, so as to
clarify, enrich and differentiate a brand from its competitors. An
organization carefully employs several of these elements to
communicate to the consumers what their brand stands for.
Brand Equity Index (Moran) :

20

Effective Market Share is a weighted average. It represents the sum

of a brand's market shares in all segments in which it competes,
weighted
by each segment's proportion of that brand's total sales.
Relative Price is a ratio. It represents the price of goods sold under a
given brand, divided by the average price of comparable goods in
the
Market.
Durability is a measure of customer retention or loyalty. It
represents the percentage of a brand's customers who will continue
to buy goods under that brand in the following year.
Conjoint Analysis :
Marketers use conjoint analysis to measure consumers' preference
for various attributes of a product, service, or provider, such as
features,
design, price, or location. By including brand and price as two of the
attributes under consideration, they can gain insight into
consumers' valuation of a brandthat is, their willingness to pay a
premium for it.

Other Aspects
Some people distinguish the psychological aspect, brand
associations
like
thoughts,
feelings,
perceptions,
images,
experiences, beliefs, attitudes,
And so on that become linked to the brand, of a brand from the
experiential aspect. The experiential aspect consists of the sum of
all points of contact with the brand and is known as the brand
experience. The brand experience is a brand's action perceived by a
person.

The psychological aspect, sometimes referred to as the

21

brand image, is a symbolic construct created within the minds of

people, consisting of all the information and expectations associated
with a
product, service or the company(ies) providing them.

People engaged in branding seek to develop or align the

expectations behind the brand experience, creating the impression
that a brand associated with a product or service has certain
qualities or characteristics that make it special or unique. A brand is
therefore one of the most
valuable elements in an advertising theme, as it demonstrates what
the brand owner is able to offer in the marketplace. The art of
creating and maintaining a brand is called brand management.
Orientation of the whole organization towards its brand is called
brand orientation. The brand orientation is developed in
responsiveness to market intelligence.
A brand which is widely known is said to have brand recognition.
When brand recognition builds up to a point
where a brand enjoys a critical mass of positive sentiment in the
marketplace, it is said to have achieved brand franchise.
Brand recognition is most successful when people can
state a brand without being explicitly exposed to the company's
name, but rather through visual signifiers like logos, slogans, and
colors.
Consumers may look on branding as an aspect of
products or services, as it often serves to denote a certain
attractive quality or characteristic . From the perspective of brand
owners, branded products or services also command higher prices.
Where
two products resemble each other, but one of the products
has no associated branding , people may often select the more
expensive branded product on the basis of the quality of the brand
or the reputation of the brand owner.
Brand Availability and SKU Availability
22

Brand availability also plays a vital role and helps the company to
increase the sales. Brand availability helps the company in the
following:
Brand Availability in the store creates a positive impact to the
company Facilitates a more predictable income stream. Increases
cash flow by increasing market share, reducing promotional costs,
and allowing premium pricing.
The existing customer will be loyal and in case if the same brand is
not available, there is a chance that the customer will switch the
brand.A strong brand increases the consumer's attitude strength
toward the
product associated with the brand. Attitude strength is built
by experience with a product. This importance of actual experience
by the customer implies that trial samples are more effective than
advertising in the early stages of building a strong brand. The
consumer's
awareness and associations lead to perceived quality, inferred
attributes, and eventually, brand loyalty.
The brand availability also shows the distribution efficiency of the
company adding value through the distribution channel. The
marketing mix should focus on building and protecting brand equity.
For example, if the brand is positioned as a premium product, the
product quality
should be consistent with what consumers expect of the brand, low
sale prices should not be used compete, the distribution channels
should be consistent with what is expected of a
premium brand, and the promotional campaign should build
consistent associations.
Stock keeping Unit
In the field of inventory management, a stock keeping unit or SKU is
a distinct item, such as a product or service, as it is offered for sale
that embodies all attributes associated with the item and that
distinguish it from all other items. For a product, these attributes
include, but are not limited to, manufacturer, product description,
material, size, color, packaging, and warranty terms. When a
business takes an inventory, it counts the quantity of each stock

23

keeping unit. SKU can also refer to a unique identifier or code that
refers to the particular stock
keeping unit.
SKUs are not always physical objects. Anything that can be sold
separately from anything else has a stock keeping unit, such as
extended warranties, delivery fees, installation fees, and licenses.
A stock-keeping unit (SKU) is a unique number which is used to
identify a billable item in a company's inventory. Using SKU
numbers, companies can keep track of the quantities they have in
inventory, and they can manage inventory effectively with the use
of computerized systems, rather than having to keep track of
everything by hand. SKUs are usually unique to the companies
which are to the companies where they are used. This means that
an identical product can have different SKUs and sold by different
companies. Because to meet the customer wants, different stores
are also willing to keep different SKUs of that product. If the stock
stock of the products is available in the store then definitely the
store can meet different customer wants. Thats why now a days
every company give special type of focus on SKU for how to avail in
all stores. keep track of the quantit to the companies

1.10 Objectives of Study

All companies are having their own planning and business
strategies but the company who is having the best, is the most
successful company among its competitors. So the company can get
success within its competitors by applying best and effective
marketing strategies
Clarify Brand Equity
Brand equity can be viewed from several
different perspectives. The hard-line perspective is that of financial
outcomes which examine price premium. That is, how much more
will a consumer pay for a product or service that is branded over a
product or service that is generic? A softer perspective is that of
brand extension where consideration is given to the value that a
24

brand lends to the introduction of other products, or considers the

reverse dynamic of the impact of a new product or service on the
existing brand. This following steps address a third perspective customer-based
Determine Brand Equity Goals Brand equity market research falls
into one of three camps: Tracking, exploring change, and/or
extending brand power. Market research that focuses on tracking
makes comparison among competitive brands or products against a
benchmark. When exploring change is the research goal, customer
brand attitude is tapped regarding branding decisions that might
result in repositioning or renaming products or services
Understand Customer Brand Attitude A customer-based perspective
in the measurement of brand equity focuses on the experiences that
consumers have with a brand. The stronger the brand, the stronger
the customer's attitude toward the products or services associated
with the brand
Identify Brand Equity Components to Measure Brand awareness,
brand reach, and brand image association are aspects of brand
equity that may not be closely associated with consumer
experience. These measures of brand equity may reflect the impact
of traditional advertising campaigns, and the influence of social or
interactive media.
Qualitative and Quantitative Approaches to Brand Equity Data
Ideally, brand equity measurement will include both qualitative and
quantitative approaches. Focus groups can provide a good forum for
exploring customer perceptions and motivation. Conjoint analysis
can reveal key consumer decision-making processes.

To understand the product of the company and develop new

market
To build successful relationship between consumer and
organization through effective services.
To ensure that product has availability, visibility and freshness
To create and understand a channel plan
To ensure customers are satisfied with the product and its
attributes
To understand customer behavior towards various price
changes in a given time period.
25

To ensure customers are satisfied with the product and its

attributes

26

Chapter 2
METHODOLOGY
Many companies that invent new products set high initial
value to the products and similar to the practice in the industry and
these rates are typically decided on the basis of products
positioning, demand, competition, inflation and other factors. Even
small differences in prices create product differences. Many direct
marketers monitor inventories, costs and demand at any given
moment and adjust prices instantly. Throughout most of history,
prices were set by negotiations between buyers and sellers.
Formulate the problem:
The first valuable function of any marketing research is to define the
problem, that needed to be solved and the most important part is to
specify the objective.The projects' main objective is to undertsand
the brand equity of Parle G among people.
Determine the research design
The sources of information and research design, depends on how
much is known about the problem.
As per the study descriptive research design is selected and the
questionnaire is prepare to meet the canteen owner.
Sources of data collection
This project depends upon the primary as well as secondary sources
which are as follows.

Primary Source:
Questionnaire
Observation

Interaction with customers as well as canteen owner during the

project
Secondary Source:

Management of Parle Agro.

Various magazines.
Internet.

27

Sample Design
Probability sampling method has been used in this study and all the
units of population had equal chances of being included in the
sample size. Under probability sampling, Simple random sampling
technique was undertaken since there was a definite sampling
frame and prior information on the objects or sampling units were
available before the sampling process
Simple random sample was undertaken because the population
from which the sample is to be chosen is homogenous. The data
was collected through questionnaire and the research was designed
to employ appropriate statistical tools.
SAMPLE DESIGN
In designing a sample there must be three steps

Sampling frame: Sampling frame is the least f the population

elements from which the sample will be drawn. As per the
study my target respondents are people from all the age
group which also includes, school going kids , workers ,
employees etc.

Sample selection process: It requires specifications as whether

it as a probability or non-probability sample. The study is
conducted on the basis of simple random sampling method.
because in these sampling method each population element
has a known, non-zero chance of being included in the
sample.

Sample size:A subset of the population intended to be

representative of the population and the information obtained
about the sample was used to make inferences about the
population. The sample size was 50 for the project activity.

Collection of primary data:

As per the survey I have designed the sample as follows:The units selected for my survey were people from age group.
The sample size is 50.
The method used for collecting data was simple random
sampling.

28

Chapter 3
COMPANY PROFILE
Parle based in Mumbai, India 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. Its reach spans even to the remotest
villages of India. 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 confectionery
market in India, Parle has grown to become a multi-million dollar
company. Parle Agro is a food and beverage company based in
Mumbai, India. Parle is a leading Indian Food and Beverage
Company, the only Indian transnational giant with the past
experience of having successfully launched leading soft drink brands
like Frooti, Appy, Saint Juice, N-Joi and Bailley. Today its brand
portfolio consists of No. 1 brands like Frooti along with Appy, Saint
Juice, N-Joi and Bailley. Parle agro was the first to identify the
dormant mango segment in India and launch Indias first national
Mango drink - Frooti Mango. Today Frooti has an 25% market in the
Fruit Drink segment. Today, the Parle Group turnover is over Rs.600
crore with group strength of over 1000 employees, including over
400 professionals.

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
29

Haryana and Neemrana in Rajasthan, which are the largest biscuit

and confectionary plants in the country. Additionally, Parle products
also have 7 manufacturing units and 51 manufacturing units on
contract.
Parle Products company was founded in 1929 in British India.
It was owned by the Chauhan family of Vile Parle, Mumbai. Parle
began manufacturing biscuits in 1939. In 1947, when India became
independent, the company launched an ad campaign, showcasing
its Glucobiscuits as an Indian alternative to the British biscuits.The
Parle brand became well known India following the success of
products such as their Parle-G biscuits and the Thums Up soft drink.
The year was 1929 and the market was dominated by famous
international brands that were imported freely.Despite the odds and
unequal competition the company survived and succeeded,by
adhering to high quality and improvising from time to time.A decade
later, in 1939 Parle began manufacturing biscuits, inaddition to
sweets and toffees Having already established a reputation for
quality,the Parle brand name grew in strength with this
diversification. Parle Glucose andParle Monaco were the first brands
of biscuits to be introduced, which later went onto become leading
names for great taste and qualityFor around 75 years, Parle have
been
manufacturing
quality
biscuits
and
confectionery
products.Over the years Parle has grown to become a multi milliondollar company with many of the products as market leaders in their
category. The recent introduction of Hide & Seek chocolate chip
biscuits is a product of innovation and caters to a new taste, being
Indias first ever chocolate-chipbiscuits.
The original Parle company was split into three separate
companies, owned by the different factions of the original Chauhan
familyParle Products, led by Vijay, Sharad and Raj Chauhan (owner
of the brands Parle-G, Melody, Mango Bite, Poppins, Kismi toffee bar,
Monaco and KrackJack)
Parle Agro, led by Prakash Chauhan and his daughters Schauna,
Alisha and Nadia (owner of the brands such as Frooti and Appy)Parle
Bisleri, led by Ramesh Chauhan
All three companies continue to use the family trademark
name "Parle". The original Parle group was amicably segregated into
three non-competing

30

businesses. But a dispute over the use of "Parle" brand

arose,when Parle Agro diversified into the confectionary business,
thus becoming a competitor to
Parle Products. In February 2008, Parle Products sued
ParleAgro for using the brand Parle for competing confectionary
products. Later, Parle Agro
launched its confectionery products under a new design which
did not include the Parlebrand name.
In 2009, the Bombay High Court ruled that Parle Agro can sell its
confectionery brands under the brand name "Parle" or "Parle Confi"
on condition that it
clearly specifies that its products belong to a separate company,
which has no
relationship with ParleProducts.

Infrastructure
Parle has 10 mother units in India and more than 50 CMUs (Contract
Manufacturing Units). Parle is the company in world which runs on
its own capital. All production is done in their own plants. They have
their own machines for manufacturing of packaging and printing
material.
Apart from the original factory in Mumbai, Parle has manufacturing
facilities at Neemrana (Rajasthan),Bangalore (Karnataka), Kutch
(Gujarat), Khopoli (Maharashtra) and Bahadurgarh (Haryana). It also
has several manufacturing units on contract
With the upcoming unit, Parle's biscuit manufacturing facilities on
contract extends to over 15.Parle has manufacturing facilities at
Neemrana (Rajasthan), Bangalore and Bahadurgarh (Haryana).
Further, it has 14 manufacturing units for biscuits and five units for
confectioneries on contract.
The plant coming up at Kappalurindustrial estate would cater tothe
Parle depot set up at MaduraiParle would supply the raw materials,
fix the targets and pay the agreed cost of
conversion.
31

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

NATURE OF ORGANIZATION:
"PARLE AGRO is a trusted name in the Indian beverage
industry and hasbeen refreshing India since more than two decades
with leading brands like Frooti, Apply Classic, Apply Fizz, Bailley,
Saint Juice, and LMN & recently launched Grappo Fizz. Parle Agro
Pvt., Ltd. manufactures, distributes, sells, and exports fruit drinks in
India and internationally. The company offers fruit and milk drinks,
packaged water, and apple and mango drinks in polyethylene
terephthalate (PET) bottles, containers and tetra packs. The
company also operates a health and fitness studio for woman. The
company distributes its products through franchisees. Parle Agro
Pvt., Ltd. was founded in 1985 and is based in Mumbai, India.

Parle Agro has been a trusted name in the beverage industry

providing wholesome and healthy agro-based drink brands. It has
successfully launched some of India's leading beverages like Frooti,
Appy and N-Joi, and packaged drinking water, Bailley, over the last
two decades. In a country where health consciousness is growing at
a rapid pace, Parle Agro, with its numerous fruit-based drinks, has
struck a chord with the masses. It brings to the consumers the
magic of premium quality fresh fruit drinks conveniently packed and
available all through the year. Fruit beverages are wholesome, easy
to digest, highly refreshing with natural nutritional values as
compared to synthetic and aerated drinks. Parle Agro's Frooti is
India's first national mango drink. The mango segment is 95% of the
Indian fruit drink market and Frooti has 40% market share in the
32

tetra pack segment. Made from fresh and premium Indian mangoes,
Frooti has grown to be one of India's top 50 most trusted brands.
When Parle Agro launched N-Joi with real fruits and fresh milk, it not
only launched a new healthy beverage, but also created a whole
new category in India. The milk shake claims to contain no
preservatives and is full of nutritional goodness. Its delicious filler
and apt quick refreshing nourishment for today's hectic stressful life.
ORGANIZATIONAL STRUCTURE :
An organizational structure is a mainly hierarchical concept of
subordination of entities that collaborate and contribute to serve
one common aim. Organizations are a variant of clustered entities.
An organization can be structured in many different ways and styles,
depending on their objectives and ambience. The structure of an
organization will determine the modes in which it operates and
performs. Organizational structure allows the expressed allocation of
responsibilities for different functions and processes to different
entities such as the branch, department, workgroup and individual.
Individuals in an organizational structure are normally hired under
time-limited work contracts or work orders, or under permanent
employment contracts or program orders.

VISION
The main vision of Parle is to concentrate on consumers taste and
preferences. The Parle brand has grown from strength to strength
ever since its inception. For fulfilling its vision they do every batch of
biscuits and confectionaries are thoroughly checked by experts staff,
using the most modern equipment hence ensuring the same perfect
quality across the nation and abroad.

MISSION
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. 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
33

meal substitute for others it is a tasty healthy nourishing snack.

Patronized by
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.
Today Parle is a multimillion$ company and is the market leader in
many categories of biscuits and confectionaries. Today Parle enjoys
a 40% share of the total biscuit market and a 15% share of the total
confectionary market in India.

MARKETING STRATEGIES
Intiatives taken by parle for parle -g as a marketing strategies
includes targeting young generation, i.e. school going children,
Associate with various Government initiative like, Primary Education
scheme,As an intiative taken by National Rural health mission
centres , Mid-day meals are being serve in primary school, this will
help in brand registration for Parle in rural areas. Thus rural masses
are most likely to associate Parle G as health food with and
complete nutrition package.
Parle G has adopted the Market Penetration strategy i.e. low price
along with capturing of a large market Also they focus on providing
good quality products at the same time, which means it uses the
value pricing method.
The value-for-money positioning helps generate large sales volumes
for the products. Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25
packet Profit margin for distributors is 4% and for retailers is 1012% Parle-G maintained its price of Rs.4.00 for the last 12 yrs & has
seen the variation in its sales due to increase in price by mere 50p.
As per the Gdsouza Coordinator of Parle products, variation of the
price of Parle-G from Rs.4-5 in different states. But due to factories
at strategic locations Parle-G is moving towards Uniform Pricing all
over India.

Advertising
34

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. In1989 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.
The year 2002 went down as a special year in Parle-G's advertising
history. A 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
was not just new to the audiences but one that involved a
completely new way of execution that was loved by children all over
the world . 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.
Another campaign that was launched by Parle for Parle-G was - G
mane GENIUS. For this a series of ads were shown in which a little
kid eats Parle G and tricks the wise and experienced people. Within
few months a reminder TV commercial was launched for Parle-G
where the product is being called hindustan ki takat.Most of the
Parle-G TV commercials tell us that brand awareness is being done
by capturing consumer emotion.
Heavy promotion plays a major role in creating brand awareness.
Such is the case of Parle hide & seek biscuits television
advertisements. The ads of Parle hide and seek are portraying actor
Hrithik Roshan. This tells us that the product is being promoted by
celebrity endorsement to increase awareness of this product and
help capture the consumers attention.
Sales Promotion
Parle uses the Sales force promotion tool for all its employees. Every
year it holds day fairs at branded venues where games and fun
35

events are organized for the employees of Parle and their families;
where Parle products are give away prize.
Price differentiation: Different Price in Malls & Local Grocery Shops
Reason 1:People go to malls & supermarkets when they require to
stock food & grocery items. So when they visit a supermarket, they
buy in large quantities From our local grocery shops, we buy food &
grocery items as & when required. We do not buy in bulk quantities
from local grocery shops.
Reason 2: The products purchased by malls & supermarkets are on
wholesale basis & in very large quantities. So they can afford to give
a discount to their customers The products purchased by a grocer
are also on wholesale basis but not in very large quantities as
compared to the malls. So they generally quote the MRP There is a
difference in the price of all products that are available in malls & at
our local grocery shop.

Distribution decision
The extensive distribution network, built over the years, is a major
strength for Parle Products.
Parle G biscuits are available to consumers, even in the most remote
places and in the smallest of villages with a population of just 1500.
Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail
outlets directly or indirectly. A two hundred strong dedicated field
force services its huge wholesalers & retailers network.
Additionally, there are 31 depots and C&F agents supplying goods to
the wide distribution networks
Factories at strategic locations & Establishment of manufacturing
units in rural areas
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.
So it is seen that Parle has 1 level, 2 level & 3 level distribution
channels levels.
36

Level 1 - availability to all departmental stores.

Level 2- Since its an FMCG product this channel exists for
customers scattered throughout the country.
Level 3- Mass consumption & suitable for national &
international coverage. e.g. Parles international operations
consist of serving markets in the Middle East, Africa, South
America, Sri Lanka, Australia and North America for which the
3 level distribution channel exists.

3.1 Highlights of the company

Established in 1929 its first brands were Parle Glucose and
Parle Monaco. Which eventually made Parle a market leader in many
products markets . Parle has 14 manufacturing units for biscuits & 5
manufacturing units for confectioneries Parle has largest such
manufacturing units in India. With Annual turnover 2000 crores It
has provided its products to the mass with the affordable range.
Involved in the overall development of younger generation
with focused endeavor to built New Face of India and spread
happiness & joy all over. As an institution it is dedicated to enrich
the lives of people through conducting various cultural programs
across all region to facilitate the all round development of the
children.
Every year, Parle organises Saraswati Vandana in the state of
West Bengal during the festival of Saraswati Puja, inviting schools
from all across the state to participate. The event is one of much
fanfare and celebration, keeping alive the culture and traditions of
ages.
Its gives a platform to all the members of a household to
showcase their creativity and being judged by immanent
personalities. Thousands of families participate and celebrate the
occasion on a grand scale. These events give Parle a chance to
interact with children on a one-to-one basis, and promote their
belief of fun and health for the whole family.
Today, the great strength of Parle Products is defined by the
extremely widespread distribution network . Even at the remotest
places, you can buy Parle biscuits and sweets from the local grocer.
Parles 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,

37

Karachi, Madras and other major cities. As distribution was amplified

. Full time salesmen were appointed in different areas.
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 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 perfect quality across the
nation and abroad.
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.
Core Values :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
value-for- money positioning allows people from all classes and age
groups to enjoy Parle products to the fullest.
Product :A cream colored yellow stripped wrapper with a kid photo
containing10 12 biscuits with the companys name printed in Red
and you know these are Parle G biscuits. Times changed, variety of
biscuits did come and go but nothinghas changed with these
biscuits. The size of their packing has definitely changed but for the
consumers good as these are money savers pack.
Public relation: In the year 1997 Parle-G sponsored the tale-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. 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 Hoga' Was run for a period of 6 month.
38

CSR: As a part of Corporate Social Responsibility Policy Parle is

keenly involved in the overall development of younger generation
with focused endeavor to built New Face of India and spread
happiness & joy all over.
Parle Centre of Excellence as an institution is dedicated to enrich the
lives of people through conducting various cultural programs across
all region to facilitate the all round development of the children Parle
Saraswati Vandhana Parle Golu Galata My Green Planet Distribution
of stationery to students Sponsors for six mentally retarded children
Tree plantation drive for students Empowering women by teaching
them new skills.
AWARDS: Since the first entry at the Monde Selection in 1971, Parle
Products have been shining with golds 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.

3.2 Evolution of Parle - G

Parle Products was established 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.
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 selling brand of biscuits in India.
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 incities & in villages.While some have it for breakfast,for
others it is acomplete 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
39

Parle-G biscuits were earlier called 'Parle Gluco' Biscuits until

1980s. The "G" in the name Parle-G originally stood for "Glucose",
though a later brand slogan also stated "G means Genius".
Consumer behavior
In India it is a habit to have biscuits along with chai or tea - Parle G
is referred to as "biskut" in rural areas - thus when asked for biskut
to a shopkeeper it simply means Parle-G biscuit in rural areas.
Understanding consumer behavior is tough. The study of consumer
behavior includes the knowledge about the consumer, his buying
motives & buying habits Keeping all this in mind, the factors
influencing the buying behavior of consumers are:
1. Reference Group :People, especially kids are always influenced by
the people around them. They are influenced by friends, relatives,
family members specially elder siblings,etc. so if they see anyone
around them having parle-G biscuit, they too want to eat it.
2. Family: In his case also, if its a usual habit of the family members
to have pale-G with tea or coffee, the kids in the growing stage or
any new member joining thefamily for tea will form a similar habit or
the later will be offered the same biscuit.

Personal Factors
The factors whose intensity differs from person to person are
together termed as personal factors. They are as follows: 1) Age: Parle-g is consumed maximum by the kids in the age group
of 5-10 years i.e. the growing age group. Kids, who have formed the
habit of having Parle-G in their early stages of life, continue this
practice even after growing up. They continue their consumption of
Parle-G even after they grow up.
2) Occupation: The buying behavior of the consumer is influenced
also by the occupation he or she belongs to. In case of Parle-G, the
purpose for buying the product varies from a person with a high
post in a M.N.C. to a poor laborer For the executive employee, he
may or may not buy the product He may buy a more expensive or
an imported biscuit brand because he can afford it. Also he may buy
it only to be one of the many snacks available to him. On the other
hand, a poor laborer would buy a packet of Parle-G simply to satisfy

40

his hunger. For him, it is not matter of choice or luxury, but a

necessity because its the easiest & the cheapest he can get
3) Income: Income of a person decides its core expenditure
segment. If a laborer earns affixed amount & if a biscuit like parle-g
which for sure ensures high level glucose content & immediate
energy regained, he would defiantly opt to buy a parle biscuit
packet & not spend even that minimal amount of Rs.5 on anything
else.
But since Parle-G is a low-priced, value for money product a
persons income does not really play a role in influencing the
purchase of the product. Consumers of all income groups do buy
the product
Psychological Factors
1. Motivation: For Parle-G the main & the basic motivation which
pulls consumers towards buying it is simply hunger. This is what
pulls the consumers towards the purchase of Parle-G. Also, since
biscuits are perceived as snacks, when a consumer is drinking tea
he or she is motivated to buy Parle-G at that time.
2. Perception: Consumers believe Parle-G to be a good quality
product which is cheap too. They also perceive it to be a great snack
with tea

3.3 CONSUMER VALUE of Parle-G

Parle-G has been a strong household name across India since
so many years. The great taste, high nutrition, international quality
makes Parle-g the winner amongst the consumer. Number of brands
did come & go but nothing has changed with this biscuit and its
loyal consumers. Parle-G is consumed by people of all ages, from
the rich to the poor, living in cities & in villages.
Parle- G means a lot than just a biscuitpacket to its consumers
& population of this country. While some have it for breakfast, for
others it is a complete wholesome meal. For some it's the best
41

accompaniment for chai. While for some it's a way of getting

charged whenever they are low on energy.
The early 50s produced over150 tones of biscuits produced in
the Mumbai factory.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. Looking at the success of Parle glucose
biscuits, a lot of other me-too brands were introduced in the
market. And these brands had names that were similar to Parle
Glucose Biscuits so that if not by anything else, the consumer would
make mistake in picking the brand. This forced Parle to change the
name from Parle Glucose Biscuits to PARLE G biscuits.
Parle-G Has a market share of 60% in the glucose biscuits
category, worth about Rs2, 000 crore.It is the flagship brand and
sells over 25 crore packs every month. This kind of facts & instances
just gives us the glimpse of what Parle G means to its consumers
because it is the consumer who makes BRAND PARLE G not the
marketer. Positive values of life like honesty, sharing and caring as
well as symbolism of healthy, tasty, and nutritious helps Parle-g to
enhance its consumer value to the new heights. From its first ad
campaign in 80s till date Parle-G has emphasized on its core values
which are mentioned above.
Since its inception Parle-G has successfully delivered what it
had promised to its consumers. High quality product, excellent
pricing, great taste, building loyalty through various ways,
availability across India.These are the major factors that helped
Parle-g to create a strong consumer value.
The brand trust report ranked Parle in the 58th place as the most
trusted brand in India according to Nielsen.

PRICING
If we do the SWOT analysis of Parle-G.The first strength we can
consider with full confidence is the Pricing.Parle company practices
mass marketing for Parle- G which appeals to masses. It is a
product liked by everyone and does not cater only to a specific

42

group or part of the whole market. Thus it is mass production,

mass distribution and mass promotion of Parle- G for all buyers.
The Parle-Gs marketing philosophy emphasizes catering to the
masses thus we can say that Parle G has adopted the Market
Penetration strategy. Parle-Gs objective is- low price along with
capturing of a large market. Also they focus on low prices and
provide good quality products at the same time, which means it
uses the value pricing method.

In
an
interview
Pravin
Kulkarni,
General
Manager
(Marketing),Parle Products says We want to cater to the
masses and have consciously tried not to increase the price.
Parle-G is available for Rs 50 a kg. There are very few food
items that are available for Rs 50-60 a kg,

This benefits Parle G by having a competitive edge in terms of large

market share which is around 40%: both rural and urban presently.
The value- for-money positioning helps generate large sales
volumes for the product. Parle G is available in Re 1,Rs 2, Rs 4 to Rs
25 packet. Profit margin for distributors is 4% and for retailers is 1012%. Parle-G maintained its price of Rs.4.00 for the last 12 yrs & has
seen the variation in its sales due to increase in price by mere 50p.
Increasing prices of basic Raw material like, Sugar, Wheat, Milk
powder. This triggered to increase in manufacturing cost of the
biscuits. Parle G is a very price sensitive product. Small increase in
price (by 50 paise) in past had seen high decline in sales. But now
Parle has learnt to keep the price consistent since last few years.
Parle-G is the only brand that has held its price line at Rs 4 for 25
years now the price was last raised in 1994 by 25 paise So, its
not for nothing that Parle-G is the worlds largest- selling biscuit by
volumes.
As we all now due to various factors in economy its very difficult to
keep the price same for a very long time but the previous only
50paise hike and drastic decline in volume gave an idea to Parle
that for Parle-G how much the pricing is sensitive & it really matters.
But Parle- G solved this problem very smartly they opted for
reducing the weight of the biscuit than increasing the price ,first
from 100 gm to 92.5 gm in January 2008, and then to 88 gm in
January later this year , in line with other biscuit-makers and FMCG
players.

43

In an interview given to Business standard Nirmalaya Kumar,

professor of marketing at London Business School, feels its a
very smart strategy. At this price point, price becomes more
important than the weight of the biscuit. Its very interesting
and similar to the dollar stores in the US

BRANDING
The Parle Biscuits 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, 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 and Hide & Seek Milano.
Brand name strategy Parle follows
Company brand name strategy - since all its products are named
using the companys name as a prefix such as Parle-G, ParleMonaco, Parle hide&seek, Parle digestive Marie, etc.
Brand strategy decision:
Parle follows both line extension and brand extension for its
products. For a product like Parle-G it followed line extension with
the introduction of Parle-G milk Shakti and Parle-G magix which has
2 flavors- choco and cashew. For Parle Monaco too it followed line
extension when a new favor Monaco jeera was introduced. Similarly
when it introduces any new product in the biscuit category, it follows
line extension.
Following are the major characteristic that Parle uses for creating
the brand Parle-G.Since its inception Parle-G was positioned in the
market by keeping in mind the following. Brand Positioning

Positive values of life like honesty, sharing and caring.

Synonymous to energy & nutrition.

symbolizes quality, health and great taste.

44

PRODUCT MIX
The number of products carried by a company at a given point of
time is called its Product Mix.
The Product is a bundle of satisfaction that a customer buys. It
represents a solution to a customers problem. It includes:- Physical
Products Services Persons Places ,Organizations Ideas
Product Mix is a
companys assortment of product lines and
individual offerings.
1. Product Mix Width - The number of product lines offered.
2. Product Line Length - The number of different products a firm
sells under a product line .
3. Product Line Depth - Total number of items under each brand
in the line in terms of variants, shades, models, pack sizes etc.
4. Product Consistency - The uniformity of product.
In reference with Parle

PARLE Product Length: PARLE has 43 different products in its

product line.

PARLE Product Depth: Parle product depth is defined by

various categories such as Parle Sweets and Parle Sweets.

PARLE Product Consistency: The consistency of Parle is that

the whole product mix consists of Food products only.

Aspects of Product mix

1. Core benefit - The core benefit of biscuits is to satisfy hunger of
the consumer
2. Basic product - In the second level, the basic product is biscuits.
3. Expected product - The consumers expect the product to have a
good taste and also give nutrition.
4. Augmented product - Parle biscuits increase a persons energy
levels. This is not always expected by the consumers and hence
exceeds customers expectations.
5. Potential product - In the future Parle could come up with different
products such as a snack which could be a combo of chocolate and
biscuit.
45

PLC OF PARLE
Parle as a company has reached the maturity stage in its products
life cycle; since products such as Parle-G, Parle Monaco, Parle
Krackjack which form a major part of Parle products sales have
captured most of Indias market.
But for its premium biscuits Parle hide and seek and Parle hide and
seek Milanothel products are in the growth and introduction stages
respectively.
Rural Market of Parle - G
Parle is concentrating heavily on rural marketing to have high
growth rate in rural areas Rural market penetration is 50 65% Parle
G market reach very high due to distribution network Consumer
psyche: Recognize Not as Parle G but as biscuit ka puda. Parle G is
increasing awareness to know parle G as brand Target young
generation, i.e. school going children Parle G is a market leader in
glucose biscuit category in rural marketing.
Positioning of parle -g in rural market Parle-G the company has used
channel and image differentiation tools in rural market Parle G by
far has the most intensive distribution coverage as compared to any
other biscuit company in Indian rural market . Also the name PARLE
has an image that generates respect and a belief of good quality in
the minds of the buyers The value-for-money positioning helps to
generate large sales volumes for the parle-g. Positioning parle -g
firmly in the consumer mindset was easy because of healty and
nutrious quality biscuits.
The success of Shaktiman from Parle-G again has tremendous scope
in retailing, merchandising and event marketing. May be this was a
deliberate strategy from Parle to reposition its biscuits with a shakti
(power) aura against the much hyped biscuit brands. Parle-G
eventually might use the Shaktiman umbrella strategy to replicate
the success for its other brands in these markets.

46

Chapter 4
Industry Profile

The new name of the game in the world of fast moving

consumer goods
is branded upon different segments. Different
company lays special emphasis on sales and distribution and merely
the day to day need of the people. While the product were at high
speed and given that demand is growing and the supply side is
ready to go, infrastructure could found a robust foundation for
building the trajectory for the return to high growth. The potential
gains are enormous in Britannia and sustain to p potential gains are
enormous in Britannia and sustain to pave its feet to gain new
height in foreign countries.

Performance tracking lets you step back and evaluate your

competitiveness in the market by taking a critical look at your
products and the important metrics associated with them .The
products are used to satisfythe customers within a stipulated period
of time with low cost and earning high profits. In this industry, there
is distribution part which wide open for other retailers to maintain
special products which are more likely to move in the market. For a
start up, cash is the most critical element in FMCG industry and
keep operating smoothly. The cash flows for the distribution process
could be positive.

GENERAL VIEW
Products which have a quick turnover, and relatively low cost are
known as Fast Moving Consumer Goods (FMCG).
47

FMCG products are those that get replaced within a year,

examples of FMCG generally include a wide range of
frequently purchased consumer products such as toiletries,
soap, cosmetics, and tooth cleaning products, shaving
products and detergents, as well as other non-durables such
as glassware, bulbs, batteries, paper products, and plastic
goods

FMCG may also include pharmaceuticals, consumer electronics,

packaged food products, soft drinks, tissue paper, and chocolate
bars.
The volume of money circulated in the economy against FMCG
products is very high.
Number of products the consumer use is very high, competition in
the FMCG sector is very high resulting in high pressure on margins
FMCG companies maintain intense distribution network, companies
spend a large portion of their budget on maintaining distribution
networks
New entrants who wish to bring their products in the national level
need to invest huge sums of money on promoting brands.

Manufacturing can be outsourced. A recent phenomenon in the

sector was entry of multinationals and cheaper imports, also the
market is more pressurized with presence of local players in rural
areas and state brands.

Scope of FMCG industry:-

The term FMCG refers to those retail goods that are generally
replaced or fully used up over a short period of days, weeks,
or months, and within one year.

This contrasts with durable goods or major appliances such as

kitchen appliances, which are generally replaced over a period
of several years.
48

FMCGs have a short shelf life, either as a result of high

consumer demand or because the product deteriorates rapidly

FMCG industry in Indian perspective

Indias FMCG sector is the fourth largest sector in the economy
and creates employment for more than three million people in
downstream activities. Its principal constituents are Household Care,
Personal Care and Food & Beverages. The total FMCG market is in
excess of a high growth. It is currently growing at double digit
growth rate and is expected to maintain a high growth rate. FMCG
Industry is characterized by a well-established distribution network,
low penetration levels, low operating cost, lower per capita
consumption and intense competition between the organized and
unorganized segments.
Market share movements indicate that companies such as
Marico Ltd and Nestle India Ltd, with domination in their key
categories, have improved their market shares and outperformed
peers in the FMCG sector. r. This has been also aided by the lack of
competition in the respective categories. Single product leaders
such as Colgate Palmolive India Ltd and Britannia Industries Ltd
have also witnessed strength in their respective categories, aided by
innovations and strong distribution. Strong players in the economy
segment like Godrej Consumer Products Ltd in soaps and Dabur in
toothpastes have also posted market share improvement, with
revived growth in semi-urban and rural markets.
Overview Indian FMCG Sector

FMCG Industry is expected to have a market of 40,000 crore

by 2020 according to ministry of food.
Fourth largest sector in the economy with a total market size
in excess of US$ 13.1 billion.
Strong MNC presence and is characterized by a wellestablished distribution network, intense competition between
the organized and unorganized segments and low operational
cost.
Availability of key raw materials, cheaper labor costs and
presence across the entire value chain gives India a
competitive advantage.
The FMCG market is set to treble from US$ 11.6 billion in 2003
to US$ 33.4 billion in 2015.
49

Penetration level as well as per capita consumption in most

product categories like jams, toothpaste, skin care, hair wash
etc. in India is low indicating the untapped market potential.
Burgeoning Indian population, particularly the middle class
and the rural segments, presents an opportunity to makers of
branded products to convert consumers to branded products.
Growth is also likely to come from consumer 'upgrading' in the
matured product categories.
With 200 million people expected to shift to processed and
packaged food by 2010, India needs around US$ 28 billion of
investment in the food-processing industry.

Factors affecting Indian FMCG industry:

Large domestic market
India is one of the largest emerging markets, with a population of
over one billion. India is one of the largest economies in the world in
terms of purchasing power and has a strong middle class base of
300 million.
Rural and urban potential
Around 70 per cent of the total households in India (188 million)
reside in the rural areas. The total number of rural households is
expected to rise from 135 million in 2001-02 to 153 million in 201112.
The Indian rural market with its vast size and demand base offers a
huge opportunity for investment. Rural India has a large consuming
class with 41 per cent of Indias middle-class and 58 per cent of the
total disposable income. With population in the rural areas
estimated to have risen to 153 million households by 2009-10 and
with higher saturation in the urban markets, future growth in the
FMCG sector will come from increased rural and small town
penetration. Technological advances such as the Internet and ecommerce will aid in better logistics and distribution in these areas.
Critical operating rules in Indian FMCG sector:

Heavy launch costs on new products on launch

advertisements, free samples and product promotions.
Majority of the product classes require very low investment in
fixed assets
Existence of contract manufacturing

50

Marketing assumes a significant place in the brand building

process
Extensive distribution networks and logistics are key to
achieving a high level of penetration in both the urban and
rural markets
Factors like low entry barriers in terms of low capital
investment, fiscal incentives from government and low brand
awareness in rural areas have led to the mushrooming of the
unorganised sector
Providing good price points is the key to success

Market size of FMCG industry in India:

Fast moving consumer goods (FMCG) sector in India is one of
the largest sectors in the economy with estimated total market size
of around Rs 120,000 crore in 2012. After sluggish growth for
couple of years through 2002-2004, the segment has picked up the
speed again and has been clocking substantial growth numbers
during last 5-6 years. The sector also continued to do reasonably
well following the global financial crisis as the rural India, which has
become the new demand heaven for the industry, remained largely
aloof from the slowdown. With the Indian economy now back on the
high growth trajectory, the industry has massive potential to grow
further, particularly in rural Indian and the high end products as
expected size will be around Rs. 180 crore in 2015.
FMCGs growth story started the deregulation of Indian
economy in early 1990s which saw dismantling of the license raj,
resulting in a spurt in new companies and entry of a number of
foreign brands. With relatively lesser capital and technological
requirements, a number of new brands emerged domestically as
well while the relaxed FDI conditions led to induction of many global
players in the segment. Both these factors resulted in leading to
rapid development of the FMCG market in India.

51

Segment of Indian FMCG industry

Indian FMCG sector is characterized by strong presence of
multinational companies. The segment of Indian FMCG industry has
various segments like personal care, household, food products etc.
Compared to other manufacturing sectors, FMCG is relatively much
less capital-intensive. But the sector demands high expenditure on
branding and distribution. Most companies in the sector create
value through product differentiation, package innovation, and
differential pricing and highlighting the functional aspect of their
products.

Here we can see in the above pie chart it shows that the other
segment occupied 43% whereas hare care, over the counter (i.e.
52

drug), household, food products, personal care, baby care, fabric

care occupied 8%, 4%, 4%, 5%, 22%, 2%, 12% respectively.

Chapter 5
Biscuit Industry in India - Current Scenario
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 units in the country, as at
2000-01. The unorganized sector is estimated to have
approximately 30,000 small & tiny bakeries across the country. 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,
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.
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%.
The Indian biscuit industry has a yearly production of almost
INR 3 thousand crores and is the biggest among all the food based
industries operating in the country. The Indian subcontinent on the
whole is regarded to be one of the top producers of biscuits in the
world along with countries like the US.
The industry can be classed into two separate sectors
organized and unorganized. Biscuits and breads are the major
components of the Indian bakery industry and together these two
account for almost 80 percent of the aggregate production. The
biscuit industry is said to have a better production and value level
than the bread.
Nowadays the biscuit industry contributes approximately 33
percent of the total production of the bakery industry. 70 percent of

53

the biscuits in India are produced by the small scale sector that is
made up of both the non factory and factory workers.
These smaller entities have also prevented leading companies
like Cadbury, Brooke Bond, and Nestle from entering the biscuit
market. The Federation of Biscuit Manufacturers of India (FBMI),set
up by the Union Government in 1953, has stated that in the coming
years the industry will see an approximate yearly growth of 15
percent and the exports will also successfully reach the global
markets. Per capita consumption of biscuits in India has been
estimated at 2 kilos. India is also one of the leading producers of
biscuits in the world along with the US and China. Approximately 17
percent of the biscuits produced in India is exported to locations
such as Haiti, Gahana, Angola, UAE &The US. It has also been
calculated that the biscuit imports do not form a significant part of
the production, which has been estimated at INR 4350 crores. A
huge appetite for Indian biscuits is being created abroad as the
World Food Programme (WFP) supplies cartons of 100 gm packs of
fortified glucose biscuits carrying the slogan "Gift of the Govt. and
People of India" to feed Pakistani and Iraqi kids.
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.
Growth rate of the Indian biscuits market.
The Indian biscuit industry is the largest among all the food
industries and has a turnover of around Rs80bn and it is growing at
the rate of 12-15% pa. Biscuit Biscuit industry in India in the
organized sector produces around 70% of the total production, the
balance 30% being contributed by the unorganized bakeries. The
unorganized share is shrinking over a period of time.
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%.
Challenges faced by the industry
Biscuit is a nutritious snack food hygienically processed & packaged
and being a highly price sensitive and low margin industry, it is
54

being threatened by VAT by the State Government @ 12.5% on

biscuits, compared to VAT @ 4% or 0% on other similar food
products. The imposition of Value-Added Tax (VAT) at the highest
rate of 12.5% on biscuits is resulting in low demand pick-up and
subsequent losses to the biscuit industry.
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. Industries such as Biscuit are 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.
Other areas of concern to industries of food products like Biscuits
include multiplicity of food laws and their enforcing agencies in the
Central and State Governments with overlapping functions &
implementation. At the persistent instance of industry organizations
including FBMI the Ministry of FPI took the initiative in evolving an
Integrated Food Act, harmonizing the existing multifarious
legislations enabling better compliance. The Draft Unifled Food Bill
2002 has been prepared and now awaits approval by the Cabinet
and the Parliament, which will fulfill an important need of the
industry and pave way for accelerated development and growth.

Impact of the health biscuit category

With the changing trend of consumers becoming more healthconscious, the health biscuit category is expected to grow at a very
fast rate over the next few years. Presently it is about 12% of the
total biscuit market. The health biscuits category in India accounts
for only about Rs2bn of the Rs80bn biscuit market in India, in which
the unorganized small units account for about 40%.
Among the major players, Britannia has recently introduced a new
range of high- value, high-fiber extension of its Nutri Choice brand.
ITC Foods, a late entrant into the biscuit sector with its Sunfeast
55

brand, had launched a similar multigrain biscuit. Some of the US

brands of biscuits like Nature Valley & McVites are already into the
health biscuit segment and other global players are also planning to
enter this category.
Strategically important : Health biscuit category is important for the
companies to please their health-conscious customers and brandconcious young urban professionals. Also, the health biscuits are
high on fibre content and low on fat and sugar and act as a
substitute for confectionary products such as pizzas and burgers. It?
s very difficult to say at this stage that the companies are enjoying
higher margins as compared to other biscuits because the health
biscuit category is in a nascent stage but finding its way with
health-conscious consumers.
Social Responsibility 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

5.1 Competitors Profile

Britannia Industries Ltd
Based in Bangalore Britannia Industries Ltd is reputed as being one
of the top biscuit brands in India. The company was established way
back in 1892 and till today has managed to maintain a distinctive
position in the Indian biscuit industry specially with its most popular
brand called Tiger.
Britannia is presently one of the biggest brands in India and also
the leading food related brand. It is well known for its ground
breaking approach towards product manufacturing and marketing.
Forbes Global has rated it as one of the Top 200 Small Companies of
the World and it is also the second most trusted brand in India.
Priya Gold
Priya Gold is a part of Surya Foods & Agro Ltd that was established
during November 1992. Its commercial operations, which included
selling and making biscuits under the brand name Priya Gold started
during October 1993.Over a period, they have established strong
manufacturing capabilities and have invested substantially in
56

developing consumer preference for different products. Priyagold

has emerged as one of the most powerful brands in the FMCG
sector. The company has committed to invest in brands,
manufacturing capabilities, deliverables and distribution strength.
Priyagold accounts for 5% of the total Glucose biscuit market since it
has its market leadership in the non-glucose biscuit segment, which,
according to industry estimates, accounts for 30% of the overall
biscuits market. Priyagold is providing other premium biscuits like
Butter Bite, Cream, Marie Lite, Cheese Cracker CNC etc. at very
reasonable prices.
Anmol
Anmol Biscuits is especially popular in eastern and northern India. It
has a couple of top class production units at Noida and Dankuni in
West Bengal.
Anmol Biscuits Private Limited, the flagship company of the Anmol
Group, boasts of a strong and committed workforce of more than 90
Super Stockists, 2000 Distributors, 7 Depots and about 3,00,000
Retail Outlets. We are a prominent player in the highly competitive
biscuit industry.
From the initial capacity of 5 lakh cartons, today we have managed
to expand our production to a whopping 8 lakh cartons per month.
This achievement has been made possible due to the immense
popularity of the brand and its ever increasing demand from the
consumers.
Anmol offers its customers a wide variety of biscuits in various
tempting flavors to suit all tastes. The consumers can take their pick
from flavor of cakes like Vanilla Cup Cake, Orange Cup Cake, Fruit
Bar Cake, Choco Bar Cake, Pineapple Tiffin Cake, etc.
Horlicks
Horlicks Biscuits were introduced during 1992 and since then the
brand has witnessed increasing popularity. These are liked by both
children and parents. Every pack provides 100 percent calcium and
the biscuits are available in elaichi and standard flavors.
A brand of biscuits from GlaxoSmithKlien company Horlick's flagship
brand Horlicks milk additive has lanched it. Its avilability is restricted
to posh markets only.Its yet another addition to the glucose biscuits
category. Rs10/- for a pack of 15-20 biscuits.
57

Its taste is almost like PARLE-G which has a huge share in biscuit
market. The pricing for this glucose biscuits is much higher than its
comparitive glucose biscuits brands like Parle-G, 20-20,Sunfeast.
CREMICA
CREMICA is one of the most prominent biscuit brands in northern
India. Its products are primarily available in four categories
crackers, cookies, cream biscuits, and glucose biscuits. The
company is setting up a new plant in Himachal Pradesh, which is
expected to have a capacity of 5 thousand tons on a monthly basis.
This will be a fully automated plant and is supposed to be one of the
very best in its kind in the country.
In a recent survey done by Insight, a famous consumer magazine,
as per parameters stated by the BIS, the glucose biscuits of
CREMICA came first in the category for sweet biscuits.
It is also a part of the Indian governments program to create
fortified biscuits for people in Afghanistan. The whole program is
being done under the guidance of the World Food Organization. It
has also been entrusted with the responsibility of exporting biscuits
to Iraq as part of the World Food Program.
SUNFEAST
Sunfeast is the biscuit brand of ITC and was initiated during July
2003. To start with the brand dealt with glucose, Marie, and cream
biscuits.
In July 2003, ITC made a foray into the biscuits market by launching
the Sunfeast range of biscuits. Since then, Sunfeast biscuits have
always stood for quality and are known for offering innovative and
wholesome biscuits. Sunfeast connotes happiness, contentment,
satisfaction and pleasure. Within a span of 12 years, Sunfeast has
well- established presence in almost all categories of biscuits and is
also a key player in the pasta and instant noodles segments.
Sunfeast Biscuits straddle all segments of the market led by Dark
Fantasy at the premium end. High quality married with exciting
innovations has helped drive this category. Dark Fantasy Choco Fills
has wowed the Indian consumer with its innovative centre-filled
format and high- quality packaging.

58

In addition, the launch of the Dream Cream range of biscuits in two

exciting and innovative dual cream formats further reinforces ITCs
commitment to continuously delight the consumer.

Sunfeast Dark Fantasy : Inspired by the Master Chefs of ITC

hotels, it is the richest of chocolate vanilla biscuits. These
biscuits are created using carefully chosen premium
ingredients for a sensory experience unlike any other. Dark
Fantasy is more than a biscuit, itsa luxurious mix of aromatic
cocoa and vanilla.

Sunfest Glucose : For the light hunger pangs, a wholesome &

nutritious choice as these golden brown biscuits is made from
the best quality wheat. Sunfeast Glucose biscuits are ideal not
just for kids but for adults too.

Sunfeast Dream Cream : A truly scrumptious range of cream

biscuits that have become an instant hit withchildren. ITC's
chefs havep ut their legendary skills intothese biscuits to
deliver truly Special Flavor Crystals intasty cream biscuits.
the Strawberry variant keeps the creamy flavor linger on.

Sunfeast Sweet n Salt The thin and crisp biscuits come with a
distinctive sundry taste, that of salt and sweetness.

Biskfarm
Biskfarm was established during 2000. It is marketed and held by
SAJ Food Products (P) Ltd, which is a sister concern of Aparna Group
of Companies. It is primarily available in North Eastern and Eastern
part of the country as well as several parts in South , Northern, and
Central India. It is among the top 3 bakery brands in all the markets
where it enjoys a substantial presence.
Sobisco
Sobisco is part of the Sona Biscuits Ltd group, which was
incorporated during 1992. Its head offices are at Kolkata and it is
presently an ISO 22000 organization. It also enjoys the membership
of the American Institute of Bakery. It offers 54 different products
under 4 major categories such as sweet biscuits, salted biscuits,
semi sweet biscuits, and cream biscuits. Majority of its annual
production is done in the sweet biscuits, and cream biscuits
segments.
Nezone
59

Nezone Biscuits started off as an organization during 1996 and

presently has a yearly production of INR 100 crore. Its present
production capacity is 60 tons and offers 40 different types of
biscuits.
Britannia 50-50
Launched in 1993, 50-50 because of its taste and youthful appeal
quickly emerged as the leader of category with more than onefourth of market share.

In 2001, the delicious Maska Chaska was launched as a

variant of the original brand and became an instant success

In 2008 50-50 sharpened its focus on housewives and

positioned as a snack.

50-50 Snackuits- the latest entry will give housewives one more
reason to be happy...snack happy. Being aware of the needs of his
consumers, 5050 Snackuits comes in three unique international
flavors- Italiano Pizza, Swiss cheese & Chilly and Chinese Hot &
Chilly and Chinese Hot & Sweet.
50-50 Snackuits bridges the gap between biscuits & snacks and tries
to bring the best of many worlds- Biscuits bhi Snack bhi, Sweet bhi
Spicy bhi, Baked bhi Chatapata bhi. The new product being baked
and in bag format allows guilt free snacking both in and out of home
and thus making housewives "Snack happy".
Britannia Good Day Biscuits
Good Day biscuits customer pool comprises of people of all ages
and backgrounds. Further its image of premium biscuits makes it a
biscuit that could be served in gatherings and parties. Good day is
synonymous to a type of treat that induces happiness in peoples
daily life.
Targeting as evident from its segmentation strategy, Good day
biscuits are targeting to people from all walks of life. May they be
elderly parents, young students or just school going kids. Its mass
marketing and pricing makes it available to people from every
section and region.

60

Chapter 6
Literature Review
The concept of brand equity has been a popular and important
marketing concept since 1980. The concept of brand equity,
however, has been defined by various researchers for different
purposes resulting in a number of definitions (Keller, 1998). The
emergence of brand equity has raised the importance of marketing
strategies and provided focus for managers and researchers (Keller,
2003).
(Keller, 1998). The Marketing Science Institute (1989) described
brand equity in the perspective of customers as the value that is
added by the name and rewarded in the market with better profit
margins or market shares. It can be viewed by customers and
channel members as both a financial asset and as a set of favorable
associations and behaviors.
Aaker (1991) defined brand equity as a set of brand assets and
liabilities linked to a brand, its name and symbol add to or subtract
from the value provided by a product or service to a firm and/or that
firms customers.

His approach to brand equity is viewed as a managerial and

corporate strategy perspective. He stated that the assets and
liabilities linked to a brands name or symbol can be grouped
into five dimensions: brand loyalty, brand awareness,
perceived quality, brand associations, and other proprietary
brand assets. He suggested that we can generate brand
equity by strengthening those dimensions.

Keller (1998), who approached the concept of brand equity from

the perspective of the consumer, defined customer-based brand
equity as the differential effect that brand knowledge has on the
consumer or how customers respond to the marketing of that brand.

He also suggested that as customers respond more favorably

to a product whose brand is identified, the brand has positive
customer-based brand equity and it exists when the consumer
has a high level of awareness and familiarity and strong,
favorable, and unique brand associations in their memory.

61

Brand equity can be extremely powerful and when developed in the

proper manner it can yield significant product acceptance and
exposure ultimately leading to further sales and leadership within an
industry. Researching brand equity re
Brand equity importance is clearly a key factor for gaming
consoles as they strive to compete for market share. Brand equity
across titles can have an impact on the console brand equity and is
thought to also play a role in the purchase decisions of lower less
informed consumers and act as a proxy for quality valuation when
traditional quality factor data is not available.
Brand equity is very important to marketers of consumer
goods and services. Brand equity facilitates in the extensions
effectiveness of brand and brand introductions. This is because
consumers who trust and display loyalty toward a brand are willing
to try to adopt brand extensions.
While there have been methods to measure the financial
value of brand equity, measurement of customer- based brand
equity has been lacking. Presents a scale to measure customerbased brand equity. The customer-based brand equity scale is
developed based on the five underlying dimensions of brand equity:
performance, value, social image, trustworthiness and commitment.
In empirical tests, brands that scored higher on the customer- based
brand equity scale generally had higher prices Discusses the
implications for managers.
Strong brand equity tends to convey premiums such as more
favorable customer response to price change, brand extension and
licensing opportunities. Brand equity perceived by customers can
have significant influence on a hotel firms financial performance.
A direct relationship between hotel brand equity and
customers revisit intention with all dimensions of brand equity
(brand loyalty, perceived quality, and brand awareness/association)
and perceived value as a mediating role in building the brand equity
i
The benefits created by strong brand equity as follows:

Improved perceptions of product performance.

Greater loyalty.

62

Less vulnerability to competitive marketing actions and

marketing crisesLarger margins.

More inelastic consumer response to price increases and more

elastic consumer response to price decreases

Greater trade cooperation and support

Increased marketing communication effectiveness

Licensing opportunities
opportunities.

and

additional

brand

extension

Brand equity has been interpreted by paying attention to four

inter-related viewpoints: the customer, the firm owning the brand,
the channel distribution and the financial markets. In the field of
business management, in order to identify the potential sources of
brand equity, the consumer- based analysis of brand equity proves
to be critical to the brand for the firm.
It must be considered whether the consumer, in his perception of
the brand characteristics, makes a distinction between the
characteristics related to the product and those associated to the
brand. This distinction between the product and the brand is
supported by those authors who defend the classic definition of the
brand as they conceive this as an addition to the product, which
enables its identification.

63

Chapter 7
DATA ANALYSIS
Data Analysis is the process of systematically applying
statistical and/or logical techniques to describe and illustrate,
condense and recap, and evaluate data.
Research in FMCG is very essential, as customer preferences
and choices are dynamic and change frequently, the FMCG
Company needs to understand these before redesigning its
processes for enhancing business and many more. Since customer
interaction takes place at the store and near store, there is a big
opportunity to gather first-hand information and feedback from
customers through research and survey. Research is carried out at
the FMCG retail level for concept testing, business feasibility
analysis, identification of the effect of brand availability, brand
visibility customer needs, activities of competitors etc.
The information gathered usually requires additional analysis
and managers may need help applying the information to gain
customer and market insights that will improve the marketing
decisions. This help may include advanced statistical analysis to
learn more about the relationships within a set of data. Information
analysis might also involve the application of analytical models that
help marketers make better decisions.

Collection of primary data:

As per the survey I have designed the sample as follows:The units selected for my survey were people from age group.
64

The sample size is 50.

The method used for collecting data was simple random
sampling.

7.1 Survey Analysis of Parle-G

Age Group
5-20
20-35
35-50

Respondent
30
15
5

5 to 20
15

20 to 35
30

35 to 50

Figure 3 Age distribution

65

Interpretation:

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.

Q1.Would you have bought the Parle-G if it was manufactured

independently with no connection with Parle Argo?
Yes
No

25
25

30
25
20
15
10
5
0
Yrs

No

Figure 4 Manufacturer trust among people

66

Interpretation

The question was put forward to check whether the customer

are loyal towards Parle-G
It can be clearly seen that the customers are actually loyal
and conscience about their product.

Q2.Most of the time you prefer?

35
15

Parle-G
Any other brand

15
Parle G
Any other
35

Figure 5 Preference of people

67

Interpretation:
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.

Q3.Do you trust Parle-G bought from local stores?

Yes
No

39
11

11

Yes
No

39

Figure 6 Trust Among people

68

Interpretation:

A good majority of respondent trusted the Parle-G packets

which they've bought from the local stores.
This can be helpful in establishing brand trust among the
customers.

Q4.From where do you prefer buying Parle-G?

Company Stores
Local Store

16
34

16
Company Stores

34

Local Stores

Figure 7 Buying preference

69

Interpretation:

This question was asked to check consumer behaviour relating

to buying preference.
Most of the time they preferred their local store to buy ParleG.

Q5.How often do you have Parle-G?

Weekly
Monthly

19
31

19
31

Weekly
Monthly

70

Figure 8 Consumption pattern

Interpretation:

The question covers how often people like to consume Parle-G

It can be seen that vast majority likes to consume Parle-G on
monthly basis than weekly this can due to availability of their
branded biscuit in the market.

Q6.Do you think the price of Parle-G is satisfactory?

Yes
No

45
5

71

Yes
No

45

Figure 9 Satisfaction towards Parle-G

Interpretation:
During the survey it was found that around 90% of the respondents
were satisfied with the price of Parle-G biscuit.

Q7.Is one packet of Parle-G (Rs 5) sufficient to fill your hunger?

Yes
No

23
27

72

23
27

Yes
NO

Figure 10 Sufficienency

Interpretation:

The question was intended to check whether the size of the

packaging is according to the demand for it.
It can be seen that good number of people were able to satisfy
their hunger , while on the contrary basis some of them were
notable to satisfy.

Q8.How do you rate the quality of Parle-G

Good
Satisfactory

33

17
73

17
Good
Satisfactory
33

Figure 11 Quality of Parle-G

Interpretation:

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 satisfactory category
The product meets the expectation of the customers.

Q9.Have you ever faced deviation in quality of biscuits?

Yes
No

17
33

74

17
Yes
No
33

Figure 12 Quality deviation of Parle-G

Interpretation:

The seen that the changes the current quality was at par with
their expectation.
It was seen that the changes observed by the people were
very rare.
Deviation must have been due to the cost cutting in the
process, automation or changes in the original recipewithout
prior notice but still the number of people who faced this was
minimal.

Q10.If yes have you made a complain?

75

Yes
No

8
42

Yes
No

42

Figure 13 Complaint by consumer

Interpretation:

The question is continuation of the above respone to

unsatisfactory quality.
It turns out large number of people did not complain because
their were satisfied with the quality of biscuit but a small
portion of the respondent did actually faced deviation in
quality and they did complained about the same.

76

Q11.Why do you prefer Parle-G?

Taste
Glucose
Cheap

14
19
17

20
18
16
14
12
10
8
6
4
2
0
Taste

Glucose

Cheap

Figure 14 Parle-g Preference on Regular basis

Interpretation:

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.

77

Q12.If Parle-G is not available?

31

Than you buy some other biscuit

Try if it is available in other shop

19

19

Than you buy other

biscuit
31

Try if it is available in
other shop

Figure 15 Consumer Preference when Parle G is not available

Interpretation:

It was seen that about respondents were ready to take any

biscuit if Parle-G was not available to them.
It also shows that not many people are so much specific with
what kind of biscuit they eat.

78

Q13.Does Advertisement make you feel that you should buy ParleG?
Yes
No

23
27

23
27

Yes
No

Figure 16 Effectiveness of Advertisement

Interpretation:

The survey was intended to check whether the advertising

efforts are appealing to customer.
It turns out not many were influenced to buy Parle-G on
contrary there was also some good response.

79

Q14.What kind of advertisement you prefer?

TV
Newspaper
Magazine
Outdoors

20
16
9
5

25

20

15

10

0
TV

Newspaper

Magzine

Outdoors

Figure 17 Advertisement preferred by consumer

Interpretation:

The question checks which is the most appealing medium of

advertising to market Parle G.
The response was good for visual media i.e.T.V, the printed
media was also doing quite satisfactory effort.

80

Q15.What further improvement do you want in Parle-G?

Quality
Price
Taste
Freshness

14
12
11
13

16
14
12
10
8
6
4
2
0
Quality

Price

Taste

Freshness

Figure 18 Improvements for Parle-G

Interpretation:

The question acts an feedback to improve the quality of

biscuits.
The survey conducted shows quality of the biscuits needs
improvement followed freshness and price.

81

Q16What do you associate Parle - G?

Its advertisements
Its attributes (smell, taste, flavor) etc.

17
33

17
Advertisement
Attributes
33

Figure 19 Associated by Consumer

Interpretation:

The question checks what customers associate Parle G with.

It turns out customer are in favor of its attributes rather than
its advertising.

82

8. FINDINGS

Product

The customers were quite satisfied with the product offered to

them by Parle Argo.
The quality which they were offered was quite satisfactory for
a reasonable price.
It was seen that customer associated Parle g with its attributes
i.e. taste and smell rather than advertising thus company can
save their expenditure on advertising and can instead
concentrate on improving quality of the biscuits.

Price & Quality

It was seen in the survey that price and quality were the major
factor to influence the customer behavior.
The quality was good and the price was also affordable for
most of the respondent.
This could be due various new innovative methods used by
the company in production and packing.

Brand Loyalty

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

The fall in brand loyalty can be due existence of other brands

of biscuit.

Brand loyalty was affected due to changes in quality

experienced by some of the respondent.

Consumer Preference

The survey conducted showed most of the respondents were

more likely to consume Parle G at least once in a week while
some of them also perfered on monthly basis

The respondent usually purchased the biscuits packets from

their local stores.

83

The consumer preference was influenced by other brands of

biscuits in the market.

Consumer Satisfaction.

The overall quality of the biscuits was satisfactory for the

respondent.

The respondents were also satisfied by the packing and

pricing.

Other attributes such smell, taste and biscuits size were also
satisfactory.

Advertisement

During the survey it was seen that most of the respondents

were not satisfied by the advertising activities undertaken by
Parle Argo to market Parle G

The some of the prominent media which were appealing to the

respondents were the visual and print media.

There was little to no additional media of advertising such the

outdoor media.

Overall Brand Equity.

The Brand equity in Parle-G's case was usually described by

the respondent in association with its taste and affordable
price.

The respondent were satisfied by the quality to offered to

them ,this are positive signs towards building customer
satisfaction and in turn developing brand equity.

On the other hand some of the respondent did faced some

deviation in qualities, the numbers of such respondents was
few and some of this problem were also taken into
consideration by the shopkeeper and in turn Parle Argo ,this is
another vital towards strengthen brand equity by
understanding customer problem in day to basis. A proper
follow up in also necessary.

84

9. RECOMMENDATION

Product

The respondents were satisfied with the product they were

offered with only the quality of baking needs improvement.

The price on the biscuit packet needs to be displayed properly.

All the information regarding ingredients needs to display with

larger fonts.

Price & Quality

The price of the biscuit regarding various packets should be

update with time and as per the need of the customer.

The quality in biscuit as mentioned was satisfactory but the

packing needs improvement.

Due to faulty packing some of the biscuits were damaged this

should be taken into consideration.

Brand Loyalty.

Due to presence of other brands in market Parle G's brand

loyalty has been reduced investment in advertising needs to
be taken into consideration.

Parle agro can undertake CSR activities in accordance with

Parle G to improve its brand loyalty.

Customer Preference

85

This objective can be met through proper advertising by

various media such TV Newspaper and Magazine.

This will help attracting new customer and also maintain

existing ones.

Customer Satisfaction

During the survey it was found that single packet of Parle-G is

not enough to satisfy the hunger of respondent by providing
more biscuits and healthy ingredients can he helpful to
achieve this objective.

The biscuit size should be increased to satisfy the customer

needs .

Advertisement

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 by

providing quality biscuit through advancement in production
and packaging techniques.

Brand Equity

The brand equity of Parle G can be increased by providing

good quality in biscuit; this will ultimately develop trust and
confidence in the minds of customer towards Parle G which is
vital to pace market competition. This customer can thus
further develop Brand equity of Parle G towards customer.

Apart from quality, the price are also vital factor quality good
at reasonable price can be helpful to attract new customer

86

and maintain existing ones, this is also vital in developing

brand equity.

Customer complain needs to be handled with proper care and

needs to be executed accordingly, which thus further build a
good Brand image and Brand equity .

10. CONCLUSION

While concluding the project, there is an immense learning in

the Parle Agro. The lesson from the downturn is clear, the customer
satisfaction and complaint handling will definitely plays great role in
building brand equity. It attracts existing customers but the special
attraction for new customer is done through banners, posters and
stickers which is laid outside the outlets.
The company spends excess amount of money on different
products but they do not spend extra money on advertising
activities to increase visibility Parle-G in the market .So as a result,
brand equity is also affected to a greater extent. For an instance
people today prefer other brands of biscuits than just Parle G .It has
been seen that people today consume Parle G on weekly or monthly
basis rather than regularly.
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.

87

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 survey it was found that some of the respondents did
faced some deviation in biscuit quality such as over to less baked.
The complaint so made by them are to seen apart in order to
understand what are their preference and demand from the
company This could prove valuable to in terms of consumer
confidence which is essential to develop Brand equity among the
consumer.
During the survey most of the people or the respondent
associated Parle-G with its attributes such as taste and smell over
advertising .An expenditure in developing production technique over
advertising activates could be helpful to satisfy the customer as per
their needs and in turn leads to developing good image which will
be ultimately followed by Brand equity for the company.

11. BIBLIOGRAPHY

Books referred:

Marketing management (Philip Kolter)

Marketing management (N.G.Kale & M.Ahmed.)

Sales and Distribution (Jaykumar Paradava)

Research methodology (N.G.Kale & M.Ahmed.)

Articles

Consumer Behavior towards Parle-G (Jaykumar Paradava)

Indian FMCG

The Economic Times

88

Website referred:

http://www.parleagro.com/

http://en.m.wikipedia.org

http://www.biscuitfederation.com/indus_profile.htm

http://www.indiainfoline.com/Aboutus/

http://marketresearch.about.com/

http://business.mapsofindia.com/

http://anmolbiscuits.tradeindia.com/

http://www.ibef.org/

www.business.mapsofindia.com

12. ANNEXURE

Q1.Would you have bought the product if it was manufactured independently with no
connection with the company group?
Yes No
Q2.Most of the time you prefer
Parle-G Any other brand
Q2.Do you trust our product bought from local stores?
Yes No
Q4.From where do you prefer buying our products?
Company stores Local store
Q5.How often do you have Parle-G?
89

 Weekly Monthly
Q6.Do you think the price of Parle -G is satisfactory?
Yes No
Q7.Is one packet of Parle-G (Rs 5) sufficient to fill your hunger?
Yes No
Q8.How do you rate the quality of Parle-G
Good Satisfactory
Q9.Have you ever faced deviation in quality of biscuits?
Yes No
Q10.If yes have you made a complain
Yes No
Q11.Why do you prefer Parle-G?
Taste Glucose Cheap
Q12.If Parle-G is not available
Than you buy some other biscuit.
Try if it is available in other shop
Q13.Does Advertisement make you feel that you should buy Parle-G?
Yes No
Q14.What kind of advertisement you prefer?
TV Newspaper Magazine Outdoors
Q15.What further improvement do you want in Parle-G?
Quality Price Taste Freshness
Q16What do you associate Parle - G?
Its advertisements Its attributes (smell, taste, flavor) etc.

90