COMPARATIVE STUDY BETWEEN PARLE, BRITANNIA AND SUNFEAST

WITH REFERENCE TO FIVE CATEGORY BISCUITS IN BELGAUM CITY

ATVIJAY MARKETERS BELGAUM

Executive Summary
The study was conducted in Belgaum city with reference to Biscuits. Under the guidance

of Vijay Agency, one of the oldest distributor of Parle Biscuits in Belgaum city. The

study is carried out on the topic titled as "Comparative study between Parle, Britannia

and Sunfeast with reference to five category Biscuits in Belgaum city" The objective of

the study is to know the performance of the Parle products, the sales, distribution and

factors influencing the consumption of Biscuits. The scope of the study was limited to

Belgaum city. The primary data was collected from the Retailers and secondary data was

collected from distributor. The survey was conducted for both consumers and retailers of

the Belgaum City. The study reveals that Majority of the consumers consumes Parle

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

Parle‟s Glucose, Cream and Crispy category biscuits. Britannia has good market in

Marie, Cashew and Butter category biscuits. Sunfeast in case Glucose category biscuits it

comes after Parle and in Cashew and Butter category it follows Britannia and rest of

categories have low market share. Majority of the respondents of retailers said Britannia

is having good distribution Network followed by Sunfeast and Parle. Majority of the

respondents of the retailers said that Parle has good sales followed by Britannia and

Sunfeast. Parle has to take some promotional activities in Marie category biscuits and in

Cashew and Butter currently it has promotional activities and it has to continue the same,

Study reveals that as compared to the competitors Parle has good sales but the

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

distribution so that it can maintain good market share.

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Introduction

As biscuit is a consumable good, many local and branded companies are manufacturing
the biscuits and are offering into the market. The main players of biscuit are Parle,
Britannia and sunfeast. Parle is one of the old players of Biscuit manufacturers in India,
and was a monopolist at one time. But after entry of Britannia, this monopoly was broken
and the recent entry of Sunfeast and other players has made the competition very stiff. All
the players are now fighting for their share of market pie. Hence all players want to
improve upon their marketing strategies and related activities to gain a major share. This
study was conducted on Parle products‟ considering five different category of biscuits to
know their performance, sales and distribution in the market of Belgaum city against the
competitors.

RESEARCH DESIGN & METHODOLOGY

Title of Study:

“Comparative study between Parle, Britannia and Sunfeast

with reference to five category biscuits in Belgaum City”

Objectives of the study

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

• To know the factors influencing towards purchasing of biscuits.

• To know the brand position of the Parle.

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• To know the sales of Parle products.

.

METHODOLOGY:

The preparation of the report included extensive study of the organization and
market research, which was primary source of the report.

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

reference to five category biscuits at Belgaum City”
b. Framing the objectives.
c. Initial questionnaire preparation
d. Preparing the questionnaire based on objectives.
e. Analyzing the data.
f. Giving conclusions and recommendations based on findings.

I have collected information from consumers of the Parle, Britannia & Sunfeast by
preparing questionnaire and also collected the data from secondary sources such as
company brochures, books & websites.

RESEARCH METHODOLOGY:

Data Collection Methods:

 Primary Data:
Primary data is collected directly from respondents through interview method
using structured questionnaire. Systematic collection of information is done directly

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from consumers at random basis. Primary data is nothing but it is the data collected for
the first time.

 Secondary Data:
Secondary data sources are the annual reports of the organization as well as
monthly report of the organization.

 Sample Plan

As the project work is dependent on the study of the consumer & retailer

Sampling unit : Individual consumers & retailers

Sampling method : Convenient sampling

Sample size : 90 consumers & 45 retailers

Data collection method : Questionnaire and personal interview

Scope of Study

• The study covers only in Belgaum City.

• Only five categories of Biscuits are taken to conduct study.

• The survey conducts for both Retailers and consumers.

• The survey conducts for 135 respondents (90 consumers and 45 retailers).

• The study covers sales and distribution.

Limitation of the study:

 The respondents are chosen randomly from the different places of the Belgaum city.
 As the sample was chosen randomly which might not be an actual representative of

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

 The information given by few consumers were seen to be correct at the beginning and
later on were found to be partially incorrect which caused inconvenience.
 Even after assuring the respondents that the data will not be made publics and will be
used for the study only still the respondents hesitated to reveal certain information
 Many of the respondents gave negative answers in order to finish the interview
quickly this affected the study

Literature Review
States Pravin Kulkarni, Marketing Manager, Parle Products Pvt. Ltd, "We want

to give children a platform to fulfill their dreams. After all, dreaming is synonymous with

the brand values of Parle-G, which brings about all-round development to achieve their

dreams." The promotion is the largest of its kind and gives contestants the opportunity to

win whatever they dream of in contrast to the traditional promos where prizes are fixed.

This contest has only first prizes and these prizes are defined as per the child's dream.

Launched in 1939, the more than 50-year-old brand of Parle-G is India's first

glucose biscuit to be introduced from the House of Parle. With a dominant volume share

in the glucose biscuit market, Parle-G is pegged as the largest-selling biscuit brand in the

world, making up almost 80 per cent of Parle Products' turnover of Rs 1,300 crore.

While the high profile Britannia Industries has been busy stretching its portfolio

of brands with more premium offerings, Parle Products has never felt the need to be wary

of competition. It has been enjoying a `far too' comfortable position in the biscuit market,

especially in the largest segment of glucose, with its Parle-G brand. Today it wants to

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stay primarily focused on its oldest biscuit brands, Parle-G, Monaco and Krackjack, and

is intentionally staying away from the premium end of the Rs 2.400-crore market.

Considering Parle-G has already topped charts worldwide as revealed by the US-

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

concern. But there is, since Britannia has priced its offerings on par with Parle, especially

with respect to the latter's three main brands (Parle-G, Monaco and Krackjack). Closing

the gap in market share is thus an imminent possibility.

While Parle-G may be leading in the glucose category with a 65 per cent volume

share, Tiger (Britannia's Glucose brand) is trailing at 23 per cent volume share, as per

ORG-MARG. The difference in share between Monaco and Snax is also substantial but

Krackjack and 50:50 are on par both in terms of pricing as well as shares.

Today Parle is exploring more variants for its flagship brand, especially popular

flavours such as chocolate, with more price points and SKUs (it already has eight)

ranging from its glucose biscuit brand between Re 1 for 25 gm and Rs 37 for one kg. For

the company, it makes sense to stretch the franchise of its mass brand than that of

premium brands such as Hide & Seek.

Launched in 1998, Hide & Seek was Parle's foray into the premium biscuit

market with offerings in chocolate, orange, coffee and mint. Moving away from its earlier

baseline, `Game with taste buds', and its new message is `Best of both worlds'. Today

Parle believes in delivering both taste and health through its chocolate and biscuit

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offering through Hide & Seek. Adds B. P. Aggarwal, Managing Director, Surya Foods,

manufacturer of the Priya Gold brand of biscuits, "Hide & Seek has failed to make an

impact. However, its glucose brand of Parle-G continues to rule the market."

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

biscuits due to its premium offerings and continues to hold a dominant position in the Rs

35-crore, 2,000 tonnes per annum premium biscuit market while Parle reigns over the

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

Meanwhile, there are certain changes happening within Parle's portfolio. It's more

salty offering of the Nimkin brand of biscuits, which is present in the East, is preparing

for a national roll-out while its cream biscuit brand (Fun Centre) will add more flavours

to the current chocolate, orange, pineapple and elaichi with more SKUs catering to

family packs. Besides, there will be extensions among its namkeen offerings of

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

A new toffee brand of Cafechino has just been launched at Re 1 down South

while it has stretched the franchise of its Mango Bite to a juicy centre-filled offering at

the same price point. Confectionery brands in the rolls category include another heritage

brand, Poppins, which was relaunched two years ago with new flavours and packaging

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

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However, confectionery is not really a thrust area for the company now and

contributes only 15 per cent to the turnover, although the business is nearly as old as its

biscuits, having been launched way back in 1929.

While core brands in the glucose and Marie category comprise the bulk (65 per

cent) of the biscuit market, the higher growth rates of 10-12 per cent seem to be coming

from the non-core segments. Explains Nair, "There is magnified value growth due to the

higher margins in the non-core biscuit category." Pegging growth rate for the core biscuit

market between seven and 10 per cent, the glucose biscuit category in India is now

estimated at Rs 1,500 crore. .

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

(after China), in the past, several MNCs tried entering the biscuit segment but failed due

to the existence of unorganized players in the popular segment of the market. According

to the Federation of Biscuit Manufacturers, the per capita consumption in India is about

1.2 kg per annum, compared to 15 kg per annum in developed countries. Now there are

more players preparing to set up shop including the likes of United Biscuits and Nestle

(which has increased its stake in Excelsia Foods). But such players will have to tackle

Britannia in the premium market. Competing with Parle will never be easy in the popular

biscuit market in India, especially now that it has taken the onus of fulfilling its

consumers' dreams.

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 Industry Profile

 Company Profile

 Organization Profile

 Sampling Method

 Data collection

 Tools and instruments

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Industrial Profile
A biscuit is a small baked product; the exact meaning varies markedly in
different parts of the world. The origin of the word "biscuit" is from Latin via Middle
French and means "cooked twice" (similar to the German Zwieback). Some of the
original biscuits were British naval hard tack. That was passed down to American culture,
and hard tack (biscuits) was made through the 19th century.

FBMI PROFILE

Established in 1950, from gathering of CEOs of small, medium and large Biscuit
manufacturing organizations in the country‟s capital city, the Federation of Biscuit
Manufacturers of India, popularly known as FBMI has come to stay as the premier forum
of the organized segment the biscuit industry in India, by virtue of its effective servicing
and result oriented activities, with the prime objective of protecting and promoting the
interests and development of the Biscuit industry. During the five and a half decades of
post-independent India, the biscuit industry in the country has achieved a position of pre-
eminence as the third largest producer of Biscuits in the world, after the USA and China.
The FBMI its members and leadership, have played a pivotal role in the unprecedented
growth, development and reach into all parts of the huge domestic market in India, as
also in exports of biscuits.

The FBMI represents the organized biscuit industry consisting of small scale,
medium and large biscuit manufacturers located in all zones and all States of the country.
As the apex body of the biscuit industry, the Federation strives to serve its members in
particular and the biscuit industry in general.

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As an integral part of the industrial scenario in the country and belonging to the food
processing sector which has been identified as the sunrise group of industries by the Govt
of India, biscuits along with similar packaged food products, has a place of prideThe
FBMI estimates indicate that the proportion of biscuit production in the country, in the
organized and unorganized segments of manufacturing is 60% : 40%. (Please see
“Biscuit Industry Profile” for further detailed data/information).

Aims and Objectives of FBMI

(1) To take over as a going concern the working and management of the All India Biscuit
Manufacturers Association with all rights Including rights of recovery of dues, if any,
from the members of the Association or the Government of India, assets and liabilities,
records, books of account, emoluments, etc., belonging to the Association.

(a) To promote, 'protect, and safeguard the Interests of the Biscuit Industry and

Biscuit Trade In India,

(2) To collect, compile and circulate statistics, market reports, and all other useful
Information relating to the biscuit Industry and trade.

(3) To promote, support or oppose legislation affecting the biscuit Industry and. trade
according to circumstances.

(4) To promote and safeguard the Interest of Its members In all possible manner.

(5) To arrange to collect and maintain sufficient funds to enable the association to carry
out its objects.

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

(7) To protect the members of the association against dealing with persons who for any
reason should not be given credit by the collection and distribution of Information
concerning the credit of persons engaged in trade and others and by other means.

(8) To organize and aid the realization to the best advantage of the estates of bankrupts
and persons who have executed a deed of arrangement or made a composition or similar
deed with their creditors.

(9) To make inquiries, collect Information and search such registers and records as are
available In order to provide members with knowledge of the standing and
responsibility of the persons to whom they propose to give credit.

(10) To collect debts for members and such other persons who may employ the
Association for the purpose upon such terms as the parties may agree.

(11) To enter into agreements with and to support Chambers of Commerce and similar
bodies for the protection and advancement of the trade and traders.

(12) To subscribe to and promote the aims an objects of any society or societies formed
for a similar purpose and to encourage and support in any way any society or movement
for the improvement of commercial law.

(13) To act as Trustees for the liquidation, by persons indebted, of debts due to Members
of the Association, and others, and to make arrangements for obtaining payment of such
debts by installments to take security therefore in, the name of the Association and to
enforce security where necessary.

(14) To purchase or otherwise acquire and undertake all or any part of the property,

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assets, liabilities, and engagements of any one or more of the companies, Institutions,
societies or associations with which this Association is authorized to amalgamate.

(15) To transfer all or any part of the property, assets, liabilities and engagements of this
Association to anyone or more of the companies, institutions, societies or
associations with which this Association Is authorized to amalgamate.

(16) To sell, improve, manage, develop, lease, mortgage, dispose off, or otherwise deal
with all or any part of the property of the Association.

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

placing or assisting to place or guaranteeing the placing of any debentures or other
securities of the Association.

(18) To assign to any member or class of members any preferential, special or qualified
rights or privileges over or as compared with any other member as regards voting or so
otherwise howsoever.

(19) To enter into any arrangement with any Government or authority, supreme,
provincial, municipal, local or otherwise that may seem conducive to the
Association's objects or any of them, and to obtain from any such Government or
authority all rights, concessions and privileges which the Association may think it
desirable to obtain and to carry out, exercise and comply with any such arrangements,
rights, privileges and concessions.

(20) To draw, make, accept, endorse, discount, execute and issue bills of exchange, bills
of lading, warrants, debentures and other negotiable or transferable instruments or
securities

BISCUIT INDUSTRY IN INDIA - AN OVERVIEWs:

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

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

estimated at 1.30 million tonnes. The major Brands of biscuits are - Brittania, Parle
Bakeman, Priya Gold, Elite, Cremica, Dukes, Anupam, Horlicks, Craze, Nezone, besides
various regional/State brands.

3) Biscuit industry which was till then reserved in the SSI Sector, was unreserved in
1997-98, in accordance with the Govt Policy, based on the recommendations of the Abid
Hussain Committee.

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

predominantly in the small and medium sale sector before and after de-reservation. The
annual production was around 7.4 Lakh tonnes in 1997-98 in the next five years biscuit
production witnessed an annual growth of 10% to 12%, up to 1999-00.

5).The annual Growth showed a decline of 3.5% in 2000-01, mainly due to 100% hike in
Central Excise Duty (from 9% to 16%). Production in the year 2001-02 increased very
marginally by 2.75% where in 2002-03 the growth is around 3%.

6).The Union Budget for 2003-04 granted 50% reduction in the rate of Excise Duty on
Biscuit i.e. from 16% to 8%. The Federation's estimate for the current year indicates a
growth of approximately 8% to 9%.

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

country has been a dismal 60% over the last decade up to 2001-02.

8).Though degeneration resulted in a few MNCs, i.e. Sara Lee, Kellogs SmithKline
Beecham, Heinz etc entering the biscuit industry in India, most of them, with the
exception of SmithKline Beecham (Horlicks Biscuits), have ceased production in the
country.

9).On the other hand, import of biscuits especially in the high price segment has started
from 1998-99, but however, the quantum of imports has not so far increased alarmingly
and has remained at around 3.75% of the consumption of biscuits in the country in the
year 2001-02. However, recent imports from china industries cheaper verities of biscuit,
needs to be examined with cautions, especially in the context of the price as the low

margin based domestic industry, which is operating at 60 % of the total installed capital.
Exports of biscuits from India have been to the extent of 5.5% of the total production.
Exports are expected to grow only in the year 2003-04 and beyond.

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

prices, volumes and different tastes. According to the NCAER Study, biscuit is
predominantly consumed by people from the lower strata of society, particularly children
in both rural and urban areas with an average monthly income of Rs. 750.00.

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

(Based on productions of 2000-01)

Glucose44%
Marie13%
Cream10%

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Crackers13%
Milk12%
Others 8%.

12). In recognition of industry's obligations towards the community, being a part of it,
biscuit manufacturers supply biscuits to the social welfare agencies in all States for the
benefit of school children, senior citizens and other needy sections of the society. FBMI
Members have always responded positively to our appeal as also by the Government, to
rush truck loads of biscuits to the people affected by earthquakes, floods, famine etc. Our
industry has also participated in supplying biscuits to the people of war ravaged
Afghanistan and presently to the Iraqi people, under the aegis of the UN.

13).As regards the consumption pattern is concerned. surveys and estimates by industry
from time to time indicate the average consumption scenario in the four Zones have been
more or less close to each other, as below:

Northern States: 28%

Southern States: 24%
Western States: 25%
Eastern States: 23%

14).Though India is considered as the third largest producer of Biscuits after USA and
China, the per capita consumption of biscuits in our country is only 2.1 Kg, compared to
more than 10 kg in the USA, UK and West European countries and above 4.25 kg in
south cast Asian countries, Le. Singapore, Hong Kong& Thailand,

15).In view of the meager per capita consumption even as penetration of biscuits
manufactured by the organised sector, into rural areas in India, has been very good during
the last 10 years, as also in the metro and other cities, small towns etc. However, in spite
of this, the industry has not been able to utilize about half of their installed capacities.

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16).Biscuit is a comparatively low margin food product in the PMCG (Packaged Mass
Consumption Goods) sector. The commodity is also price sensitive, as a consequence
of which, even when the Excise Duty was doubled on biscuits in 2000-01 biscuit
manufacturers, including the major brands, were not able hike MRPs to the extend of the
steep increase in the Duty. Taxation, both Central Excise Duty as also State Sales Tax,
other miscellaneous levies i.e. turnover tax, local area tax, mandi taxes, purchase tax,
octroi etc etc, has been a major deterrent in the growth of the biscuit industry. The CII
Study Report has identified Biscuit as one of the products that should treated as "Merit
Good for the purpose of liberal tax policy both by the Centre and States.

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

been a factor affecting our industry, along with inadequate financial credit and support
particularly for the medium and small scale biscuit units.

18).On the other hand, the Government of India has identified food processing industries
as a priority area to be encouraged for growth and development and created the Ministry
of Food Processing Industries (which was till then a Dept in the Ministry of Agriculture),
headed by an Ministry of State with Independent charge.

19).The Food Processing Ministry has been rendering yeomen service to the industry, of
which biscuit manufacturing is an important part. The ministry with the objective of
enabling food processing Industries to undertake technology up gradation diversification.
As also to set up new units has formulated scheme of Grants and Financial Assistance.

20).Biscuit manufacturing as well as other bakery products like Bread etc are agro based
industries, with the major inputs - wheat flour/atta sugar, milk vanaspati/vegetable oil etc
all being agriculture produces.

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21).Industries such as Biscuit is also languishing as they are not able to achieve their
potentials for higher production, in the absence of the concrete food Processing Industry
Policy. FBMI in close coordination with other organizations and apex Chambers,
initiated to urge the Govt of India to formulate a comprehensive Policy Document, for
smooth growth and harmonious development of the industry. The Food Processing
Industry Policy, which has been evolved as a result of various workshops, deliberations
and representations by a large cross section of food processing industries, is yet to be
finalized. It is hoped that the Ministry of Food Processing Industries, GOI would initiate
action for implementation of the Policy expeditiously.

COMPANY PROFILE

Introduction

A long time ago, when the British ruled India, a small factory was set up in the

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suburbs of Mumbai city to manufacture sweets and toffees. The year was 1929 and the
market was dominated by famous international brands that were imported freely. Despite
the odds and unequal competition, this company called Parle Products, survived and
succeeded, by adhering to high quality and improvising from time to time.
A decade later, in 1939, Parle Products began manufacturing biscuits, in addition
to sweets and toffees. Having already established a reputation for quality, the Parle brand
name grew in strength with this diversification. Parle Glucose and Parle Monaco were the
first brands of biscuits to be introduced, which later went on to become leading names for
great taste and quality.

How Parle fought to make biscuits affordable to all.

Biscuits were very much a luxury food in India, when Parle began production in
1939. Apart from Glucose and Monaco biscuits, Parle did offer a wide variety of brands.
However, during the Second World War, all domestic biscuit production was diverted to
assist the Indian soldiers in India and the Far East. Apart from this, the shortage of wheat
in those days, made Parle decide to concentrate on the more popular brands, so that
people could enjoy the price benefits.

Thankfully today, there's no dearth of ingredients and the demand for more
premium brands is on the rise. That's why we now have a wide range of biscuits and
mouthwatering confectionaries to offer.

The strength of the Parle Brand

Over the years, Parle has grown to become a multi-million US Dollar company.

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Many of the Parle products - biscuits or confectionaries, are market leaders in their
category and have won acclaim at the Monde Selection, since 1971. Today, Parle enjoys
a 40% share of the total biscuit market and a 15% share of the total confectionary market,
in India. The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack and
confectionery brands, such as, Melody, Poppins, Mangobite and Kismi, enjoy a strong
imagery and appeal amongst consumers.

Be it a big city or a remote village of India, the Parle name symbolizes quality,
health and great taste! And yet, we know that this reputation has been built, by constantly
innovating and catering to new tastes. This can be seen by the success of new brands,
such as, Hide & Seek, or the single twist wrapping of Mango bite. In this way, by
concentrating on consumer tastes and preferences and emphasizing Research &
Development, the Parle brand grows from strength to strength

The Quality Commitment

Parle Products has one factory at Mumbai that manufactures biscuits &
confectioneries while another factory at Bahadurgarh, in Haryana manufactures biscuits.
Apart from this, Parle has manufacturing facilities at Neemrana, in Rajasthan and at
Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana are the largest such
manufacturing facilites in India. Parle Products also has 14 manufacturing units for
biscuits & 5 manufacturing units for confectioneries, on contract.
All Parle products are manufactured under the most hygienic conditions. Great
care is exercised in the selection & quality control of raw materials, packaging materials
& rigid quality standards are ensured at every stage of the manufacturing process. Every
batch of biscuits & confectioneries are thoroughly checked by expert staff, using the most
modern equipment.

The Marketing Strength

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

The Parle marketing philosophy emphasizes catering to the masses. We

constantly endeavor at designing products that provide nutrition & fun to the common
man. Most Parle offerings are in the low & mid-range price segments. This is based on
our cultivated understanding of the Indian consumer psyche. The value-for-money
positioning helps generate large sales volumes for the products. However, Parle Products
also manufactures a variety of premium products for the up-market, urban consumers.
And in this way, caters a range of products to a variety of consumers.

The Customer Confidence

The Parle name conjures up fond memories across the length and breadth of the
country. After all, since 1929, the people of India have been growing up on Parle biscuits
& sweets. Today, the Parle brands have found their way into the hearts and homes of
people all over India & abroad. Parle Biscuits and confectioneries, continue to spread
happiness & joy among people of all ages. The consumer is the focus of all activities at
Parle. Maximizing value to consumers and forging enduring customer relationships are
the core endeavours at Parle.

Our efforts are driven towards maximizing customer satisfaction and this is in
synergy with our quality pledge. "Parle Products Limited will strive to provide
consistently nutritious & quality food products to meet consumers' satisfaction by using

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quality materials and by adopting appropriate processes. To facilitate the above we will
strive to continuously train our employees and to provide them an open and participative
environment."

PARLE - G
THE EVOLUTION

Parle-G has been a strong household name across India. The great taste, high
nutrition, and the international quality, makes Parle-G a winner. No wonder, it's the
undisputed leader in the biscuit category for decades. Parle-G is consumed by people of
all ages, from the rich to the poor, living in cities & in villages. While some have it for
breakfast, for others it is a complete wholesome meal. For some it's the best
accompaniment for chai, while for some it's a way of getting charged whenever they are
low on energy. Because of this, Parle-G is the world's largest selling brand of biscuits.

Launched in the year 1939, it was one of the first brands of Parle Products. It
was called Parle Gluco Biscuits mainly to cue that it was a glucose biscuit. It was
manufactured at the Mumbai factory, Vile Parle and sold in units of half and quarter
pound packs.

The incredible demand led Parle to introduce the brand in special branded packs
and in larger festive tin packs. By the year 1949, Parle Gluco biscuits were available not
just in Mumbai but also across the state. It was also sold in parts of North India. By the
early 50s, over 150 tonnes of biscuits were produced in the Mumbai factory. Looking at
the success of Parle-G, a lot of other me-too brands were introduced in the market. And
these brands had names that were similar to Parle Gluco Biscuits so that if not by

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anything else, the consumer would err in picking the brand. This forced Parle to change
the name from Parle Gluco Biscuits to Parle-G.

Parle-G was the only biscuit brand that was always in short supply. It was
heading towards becoming an all-time great brand of biscuit. Parle-G started being
advertised in the 80's. It was advertised mainly through press ads. The communication
spoke about the basic benefits of energy and nutrition. In 1989, Parle-G released its
Dadaji commercial, which went on to become one of the most popular commercials for
Parle-G. The commercial was run for a period of 6 years.

Parle-G grew bigger by the minute. Be it the packs sold, the areas covered or the
number of consumers. It became a part of the daily lives of many Indians. It wasn't a
biscuit any more. It had become an icon. The next level of communication associated the
brand with the positive values of life like honesty, sharing and caring.
In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero, Shaktimaan
that went on to become a huge success. The personality of the superhero matched the
overall superb benefits of the brand. Parle extended this association with Shaktimaan
and gave away a lot of merchandise of Shaktimaan, which was supported by POS and
press communication .The children just could not get enough of Parle-G and
Shaktimaan.

In the year 2002, it was decided to bring the brand closer to the child who is a
major consumer. A national level promo - `Parle-G Mera Sapna Sach Hoga „was run for a
period of 6 months. The promo was all about fulfilling the dreams of children. There
were over 5 lakh responses and of that, over 300 dreams were fulfilled. Dreams that were
fulfilled ranged from trips to Disneyland at Paris & Singapore; meeting their favorite
film star Hrithik Roshan free ride on a chartered plane; 20 scholarships worth Rs
50,000; a special cricket coaching camp with the Australian cricketer - Ricky Ponting etc.

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The year 2002 will go down as a special year in Parle-G's advertising history.
This year that saw the birth of G-Man -a new ambassador for Parle-G. Not just a hero
but also a super-hero that saves the entire world, especially children from all the evil
forces. A campaign that is not just new to the audiences but one that involves a
completely new way of execution that is loved by children all over the world -
Animation. A TV commercial that showed G-Man saving the children from the evil
force called Terrolene launched this campaign. It was also supported by print medium
through posters and streamers put up at the retail outlets. G-Man, a new superhero of
Parle-G has the potential of making it big. And will be supported by a campaign that will
see many a new creative in the future so as to keep the children excited and generate
pride in being a consumer of Parle-G.

To make the brand much more interesting and exciting with children, it was
decided to launch a premium version of Parle-G called Parle-G Magix in the year 2002.
Parle-G Magix is available in two exciting tastes - „Choco and „Cashew‟ The year 2002
also witnessed the launch of Parle-G Milk Shakti which has the nourishing combination
of milk and honey, especially launched for the southern market.
Parle-G continues to climb the stairs of success. Take a look at the global market where
it is being exported. First came the Middle East then USA followed by Africa and then
Australia. An Indian brand, that's exported to almost all parts of the world. After all
that's what you would expect from the Parle-G World's Largest Selling Biscuit.

Import-Export

The immense popularity of Parle products in India was always a challenge to our
production capacity. Now, using more modern techniques for capacity expansion, we
have begun spreading our wings and are going global.

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Parle biscuits and confectionaries are fast gaining acceptance in international markets,
such as, Abu Dhabi, Africa, Dubai, South America and Sri Lanka.

Even the more sophisticated markets like USA & Australia, now relish Parle
products. As part of the efforts towards a larger share of the global market, Parle has
initiated the process of getting ISO 9000 certification. Many Parle Products have also
won Gold, silver and bronze medals at the Monde Selection. Parle products aim to use IT

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

advertising solution from Mediaware Infotech, to help get a grip on its media and
advertising budget.

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

activities demand a host of related tasks for monitoring media activities and expenses.
There's a huge amount of paper-work involved in approving estimates and bills. All this
was compounded by the lack of timely information retrieval, ultimately affecting decision
making with problems like tracking of consumption related to budgets.

Organization Profile

Vijay Agency

It is partnership type of Business, the partners are Patil brothers. The company

has five different types of business viz.

Vijay Marketers.

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Vijay Telecom.

Vijay Health Care.

RCM Business.

Vijay Marketing

Vijay Marketing is sub branch of Vijay Agency. Vijay Marketing was established in
the year 2000. It was established to distribute the Parle products in the Belgaum city. It
distributes the A group products of Parle products, means some of lines of the products of
the Parle Company‟s products. B Group products are distributed by Yash Enterprises
situated at Vadagoun, Belgaum.

Vijay Marketing distributes the product in the city and also surrounding villages of
Belgaum. In the city it distributes to both retailers and Whole sellers. The distribution of
products to the surrounding villages is called “upcountry distribution”

It distributes around 45 whole sellers in the city and around 50 EPS (Exclusive Parle
Shop) these are identified by the Parle company on the basis sales, the company suggest
these shops regarding marketing strategy, display of products. Company visits these
shops on monthly basis to study the performance of the products. These shops are
distributed all over the Belgaum city. Company offers 1% incentive on sales at shop,
company claim 450 Rs mothly electricity bill of EPS members

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Founders

General Manager

Vijay Marketers Vijay Marketing Vijay Health Care Vijay Telecom RCM Business

Manager

Accountant Salesmen Computer Operator

Men

Delivery Boys

Founders

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Vijay Agency was established in the year by five brothers of Patil family of Belgaum
city. The agency was started with business and extended to 14 types businesses. But now
the agency has reduced the number of businesses to five. Right now the agency has Parle
distribution, RCM Business, Spice Telecom agencyri, Health Care (Condom distribution)

Sales Manager:

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

Area Manager of Parle Company regarding ordering and distribution of products to the
retailers. He schedules the distribution plan and directs to salesmen regarding distribution
of products. His work is to manage the distribution of products to both wholesalers and
retailers. He also looks after the complaints from the retailer towards the salesmen and
distribution. He informs to both General Manager of Vijay Agency and Area manager of
Parle Company.

Salesman:

His duty is take orders from the wholesalers and retailers. He takes the order
according to availability of stock at the store house of Vijay Marketing. After taking
orders from the Wholesalers and Retailers, He informs to the Manager and manager
according to the order he dispatches the stock to different areas with delivery boys on

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vehicles. There are 10 salesmen at the company, 8 are working in the city and other 2
work for upcountry.

Delivery Boy:

His work is to deliver the goods to the Wholesalers and retailers. He delivers the goods as
per the order given by the wholesalers and Retailers. There are 8 delivery boys working.

Accountant:

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

Products
Product Name Quantity
Chocolate Cream 65gm
Mono Bite Cheese 160gm
Mono Bite Cheesling 320gm
Cheesling(tin) Tin
Funcenter-Bourbon 100gm
Elachi Cream 90gm
Hide & Seek Chocolate 100gm
Hide & Seek Jar Jar
Hide & Seek Miland 135gm
KrackJack Lemon Cream 90gm
M.Bite Tangy Tomato 30 gm
M.Bite Tangy Tomato 60 gm
M.Bite Garden Spice 30 gm
M.Bite Garden Spice 60gm
M. Bite Chaat Chaska 25gm
M.Bite Chatpat Chat 60gm
M.BiteMast Masala 60gm
M.BiteMast Masala 30gm
Mango Cream 90gm

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Marie Choice 88gm

Monaco Zeera 60gm
Orange Cream Biscuits 180gm
Monaco Roll 75gm
Parle-G 88gm
Parle-G 350gm
Parle Milk Shakti 75gm
Sixer Zeera Tin 5kg
Sixer Salted Tin %kg
20-20 Cookies Butter 75gm
20-20 Cookies Butter 225gm
Krack Jack 120 gm
Parle G
Parle G
Hide & Seek 100gm
Monaco 65gm
Hide & Seek 200gm
Pineapple Cream 90gm
Hide & Seek 62gm
Krack-Jack 75gm
Kreams Elachi 180gm
Kaccha Mango 400gm
Kismi Toffee 340gm
Parle Marie 176gm
Monaco roll Roll
Monaco roll 240gm
Orange Cream 90gm
Parle G 935gm
Parle G 44gm
Parle G 220gm
Sixer Zeera 200gm
Cashew Butter 20-20 75gm
Cashew Butter 20-20 110gm

Sampling Method

 Population: People of Belgaum city.

 Sampling Frame: Shopkeepers around Belgaum and Consumers.
 Sample Unit: Retailers and Consumers.

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 Sample Size: 90 consumers and 45 Retailers.

 Sampling Method: Convenience Sampling Method.

Data collection

• Primary Data: The primary data is collected from retailers and consumers through
Questionnaire.

• Secondary Data: The secondary data is collected from Internet and Company
Reports, Journals.

Tools and instruments

The tools and instruments used are questionnaire for collecting primary data and
SPSS software to analysis the data.

 Analysis
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 Findings

 Suggestions

 Conclusion

Analysis

Consumer questionnaire

1. Do you consume Biscuits?

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Cumulative
Frequency Percent Percent

Yes 90 100.0 100.0

INTERPRETATION:
As per the survey conducted 100% respondents said that they all consume biscuits.

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2. What comes to your mind when you think of Biscuits?

Cumulative
Frequency Percent Percent

Parle 49 54.4 54.4

Britannia 25 27.8 82.2

Sunfeast 14 15.6 97.8

Others 2 2.2 100.0

Total 90 100.0

INTERPRETATION:

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As per the survey conducted, 54.4% people said that Parle biscuits come to their mind when
they think about the biscuits, remaining 27.8%Britannia, 15.6%Sunfeast, and 2.2% Others

3. Which brands biscuits you consume more?

Cumulative
Frequency Percent Percent

Parle 57 63.3 63.3

Britannia 21 23.3 86.7

Sunfeast 10 11.1 97.8

Others 2 2.2 100.0

Total 90 100.0

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INTERPRETATION:
As per the survey conducted, 63.3% people said they consume Parle biscuits, remaining
27.8%Britannia, 11.1%Sunfeast, 2.2% others

4. Why you consume the above biscuits?

Cumulative
Frequency Percent Valid Percent Percent

It is cheap 33 36.7 36.7 36.7

Family recommends 17 18.9 18.9 55.6

My child likes them the most 11 12.2 12.2 67.8

My relatives recommend 9 10.0 10.0 77.8

My friends recommend 18 20.0 20.0 97.8

Others 2 2.2 2.2 100.0

Total 90 100.0 100.0

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INTERPRETATION:
As per the survey conducted, 36.7% people said they consume because its cheap, 18.9% Family
recommends, 12.2% My child likes them the most , 10.0% My relatives recommend, 20.0% My friends
recommend, 2.2% others.

5. State the level of satisfaction for the Biscuits you have consumed?

Cumulative
Frequency Percent Valid Percent Percent

Highly satisfied 11 12.2 12.2 12.2

Satisfied 58 64.4 64.4 76.7

neither satisfied nor

15 16.7 16.7 93.3
dissatisfied

Dissatisfied 6 6.7 6.7 100.0

Total 90 100.0 100.0

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INTERPRETATION:
As per the survey conducted, 12.2% people said they were highly satisfied, 64.4% Satisfied, 16.7%
neither satisfied nor dissatisfied, 6.7% Dissatisfied.
.

6. How much quantity (pack) do you consume in a week?

Cumulative
Frequency Percent Percent

One 2 2.2 2.2

Two 19 21.1 23.3

Three 58 64.4 87.8

More than three 11 12.2 100.0

Total 90 100.0

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INTERPRETATION:
As per the survey conducted, 2.2% people said they were consume one pack of biscuit in a
week, 21.1% two, 64.4% three, 12.2% more than three.
.

7. Select the factors you feel good against each company (Brand
name)

Cumulative
Frequency Percent Valid Percent Percent

Parle 43 47.8 47.8 47.8

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Britannia 25 27.8 27.8 75.6

Sunfeast 20 22.2 22.2 97.8

Others 2 2.2 2.2 100.0

Total 90 100.0 100.0

INTERPRETATION:
As per the survey conducted, 47.8% people mention that the brand name Parle, 27.8% Britannia,
22.2% Sunfeast, 2.2%others.
.
Select the factors you feel good against each company(Packaging)

Cumulative
Frequency Percent Valid Percent Percent

Parle 22 24.4 24.4 24.4

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Britannia 41 45.6 45.6 70.0

Sunfeast 24 26.7 26.7 96.7

Others 3 3.3 3.3 100.0

Total 90 100.0 100.0

INTERPRETATION:
As per the survey conducted, 24.4% people mention the packaging of Parle, 45.6% Britannia,
26.7% Sunfeast, 3.3%others.
.

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Select the factors you feel good against each company (Quality)

Cumulative
Frequency Percent Valid Percent Percent

Parle 35 38.9 38.9 38.9

Britannia 30 33.3 33.3 72.2

Sunfeast 21 23.3 23.3 95.6

Others 4 4.4 4.4 100.0

Total 90 100.0 100.0

INTERPRETATION:
As per the survey conducted, 38.9% people mention the quality of Parle, 33.3% Britannia, 23.3%
Sunfeast, 4.4%others.

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Select the factors you feel good against each company (Price)

Cumulative
Frequency Percent Valid Percent Percent

Parle 41 45.6 45.6 45.6

Britannia 15 16.7 16.7 62.2

Sunfeast 24 26.7 26.7 88.9

Others 10 11.1 11.1 100.0

Total 90 100.0 100.0

INTERPRETATION:

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As per the survey conducted, 45.6% people mention the price of Parle, 16.7% Britannia, 26.7%
Sunfeast, 11.1%others.
.

Select the factors you feel good against each company (availibity)

Cumulative
Frequency Percent Valid Percent Percent

Parle 37 41.1 41.1 41.1

Britannia 28 31.1 31.1 72.2

Sunfeast 17 18.9 18.9 91.1

Others 8 8.9 8.9 100.0

Total 90 100.0 100.0

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INTERPRETATION:
As per the survey conducted, 41.1% people mention the availability of Parle, 31.1% Britannia,
18.9% Sunfeast, 8.9%others.
.

Select the factors you feel good against each company (taste)

Cumulative
Frequency Percent Valid Percent Percent

Parle 36 40.0 40.0 40.0

Britannia 28 31.1 31.1 71.1

Sunfeast 15 16.7 16.7 87.8

Others 11 12.2 12.2 100.0

Total 90 100.0 100.0

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INTERPRETATION:
As per the survey conducted, 40.0% people mention the taste of Parle, 31.1% Britannia, 16.7%
Sunfeast, 12.2%others.

Retailer questionnaire

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1. Do you sell Biscuits?

Cumulative
Frequency Percent Valid Percent Percent

Yes 45 100.0 100.0 100.0

INTERPRETATION:
As per the survey conducted, 100.0% retailers sell the biscuits.

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2. Do you sell Parle Biscuits?

Cumulative
Frequency Percent Valid Percent Percent

Yes 44 97.8 97.8 97.8

No 1 2.2 2.2 100.0

Total 45 100.0 100.0

INTERPRETATION:
As per the survey conducted, 97.8% retailers sell the Parle biscuits, 2.2%no

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3. Do you sell other company Biscuits?

Cumulative
Frequency Percent Valid Percent Percent

Yes 45 100.0 100.0 100.0

INTERPRETATION:

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As per the survey conducted, 100.0% retailers sell the other company biscuits.

4. How do you rate the sales of each company products?

(Parle)

Cumulative
Frequency Percent Valid Percent Percent

Good 29 64.4 64.4 64.4

Moderate 14 31.1 31.1 95.6

Poor 2 4.4 4.4 100.0

Total 45 100.0 100.0

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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

INTERPRETATION:
As per the survey conducted, 64.4 % retailer said that the sale of the Parle is good, 31.1%
Moderate, 4.4% Poor.

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How do you rate the sales of each company products?

(Britannia)

Cumulative
Frequency Percent Valid Percent Percent

Good 19 42.2 42.2 42.2

Moderate 21 46.7 46.7 88.9

Poor 5 11.1 11.1 100.0

Total 45 100.0 100.0

INTERPRETATION:
As per the survey conducted, 42.2% retailer said that the sale of the Britannia is good, 46.7%
Moderate, 11.1% Poor.

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 COMPARATIVE STUDY BETWEEN PARLE, BRITANNIA AND
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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

How do you rate the sales of each company products? (Sunfeast)

Cumulative
Frequency Percent Valid Percent Percent

Good 16 35.6 35.6 35.6

Moderate 21 46.7 46.7 82.2

Poor 8 17.8 17.8 100.0

Total 45 100.0 100.0

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 COMPARATIVE STUDY BETWEEN PARLE, BRITANNIA AND
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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

INTERPRETATION:
As per the survey conducted, 35.6% retailer said that the sale of the Sunfeast is good, 46.7%
Moderate, 17.8% Poor.

5. Which category biscuits have got more sales in each company?

(Parle)

Cumulative
Frequency Percent Valid Percent Percent

Glucose 16 35.6 35.6 35.6

Marie 4 8.9 8.9 44.4

Cashew&Butter 6 13.3 13.3 57.8

Cream 15 33.3 33.3 91.1

Crispy 4 8.9 8.9 100.0

Total 45 100.0 100.0

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 COMPARATIVE STUDY BETWEEN PARLE, BRITANNIA AND
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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

INTERPRETATION:
As per the survey conducted, retailer mention that in the Parle glucose category has 35.6% of
sale, 8.9% Marie, 13.3%Cashew&Butter. 33.3%Cream, 8.9% Crispy.

Which category biscuits have got more sales in each company?

(Britannia)

Cumulative
Frequency Percent Valid Percent Percent

Glucose 7 15.6 15.6 15.6

Marie 21 46.7 46.7 62.2

Cashew&Butter 12 26.7 26.7 88.9

Cream 2 4.4 4.4 93.3

Crispy 3 6.7 6.7 100.0

Total 45 100.0 100.0

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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

INTERPRETATION:
As per the survey conducted, retailer mention that in the Britannia glucose category has 15.6%
of sale, 46.7% Marie, 26.7%Cashew&Butter. 4.4%Cream, 6.7% Crispy.

Which category biscuits have got more sales in each company?

(Sun feast)

Cumulative
Frequency Percent Valid Percent Percent

Glucose 8 17.8 17.8 17.8

Marie 5 11.1 11.1 28.9

Cashew&Butter 11 24.4 24.4 53.3

Cream 14 31.1 31.1 84.4

Crispy 7 15.6 15.6 100.0

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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

Which category biscuits have got more sales in each company?

(Sun feast)

Cumulative
Frequency Percent Valid Percent Percent

Glucose 8 17.8 17.8 17.8

Marie 5 11.1 11.1 28.9

Cashew&Butter 11 24.4 24.4 53.3

Cream 14 31.1 31.1 84.4

Crispy 7 15.6 15.6 100.0

Total 45 100.0 100.0

INTERPRETATION:

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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

As per the survey conducted, retailer mention that in the Sunfeast glucose category has 17.8%
of sale, 11.1% Marie, 24.4%Cashew&Butter. 31.1%Cream, 15.6% Crispy.

Findings:

1) 54.4% of the respondents said that when they think about biscuits, Parle
Company biscuits come to their mind

2) They consume because of cheap price & their friends and family recommended
them.

3) 64.4% of the people consume three packs of biscuits per week. & 78.8% of
people are satisfied with the product.

4) 45% of the respondents said that Parle brand name, quality, taste& availability is
good.

5) All retailer sell biscuits, above 90% retailer sell Parle biscuits & other company
biscuits.

6) 64.4% of the respondents said that the Parle have good sale in market.

7) Majority of the responds said that in Parle category about 35.5% Glucose &
33.3% Cream category biscuits got highest sale. In case of Britannia, Marie
46.7% got highest sale, in case of sunfeast 31.1%Creamgot highest sale.

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Suggestions:

Parle has maintained good brand image in the minds of the consumers so Parle has to
Maintain same by manufacturing good quality biscuits and maintaining affordable Price.

1) 54.4% of the consumers consume the Parle biscuits because it is economically

cheap, has good quality and majority of friends, families recommend. So Parle
has to mainly focus on family‟s advertisement because it is recommended by
families.

2) Parle has good market in Glucose & Cream category. It has been consumed above
40% of consumers. In case of Marie, Cashew and Butter category it has very low
market Share, it has to take some promotional activities like giving extra biscuits
in pack, and focus on distribution as there is some problem in availability of
biscuits in many grocery shops.

3) Parle has to improve its packaging. As per the study packages are damaging
during transportation, due to loose packaging biscuits will break down. Packaging
has to be improved.

4) 90% of the retailers sell the Parle biscuits but few of other retailer sell other
company biscuits, so Parle has to identify these retailers and distribute the Parle

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products to them, so that consumers around these retail shops can be the potential
consumers for Parle products, company can increase their sale by doing so.

Conclusion

As Parle is old Brand in Biscuits so it has good brand position in the minds of the

Consumers and also it has good market due to its economic price, taste, quantity and

quality but consumers are shifting to some other brands because of attractiveness

competitors & the local products as well as ineffective distribution net work. If Parle

improve its distribution it can have good market share and Parle has to carry some

promotional activities in slow moving products so it can increase market share in

those products also.

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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

 Annexure

 Bibliography
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SUNFEAST WITH REFERENCE TO FIVE CATEGORY BISCUITS
IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

QUESTIONNIRE
Dear Sir/Madam,

I am pleased to introduce myself Basavaraj. F. Mundinamani an MBA student of KLS -

Institute of Management Education and Research Belgaum. As a part of our curriculum, I am
doing my major concurrent project in Vijay Marketers Parle Belgaum, and am under taking a
survey on “Comparative Study between Parle, Britannia and Sunfeast with reference to five
category Biscuits in Belgaum City”. The information provided by you will be strictly kept
confidence and used for academic purpose only.
Your co-operation will be highly appreciated.

1) Do you sell Biscuits?

a) Yes b) No
2) Do you sell Parle Biscuits?
a) Yes b) No

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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

3) Do you sell other company biscuits?

a) Yes b) No

4) How do you rate the distribution of each company?

Company/Rate Good Moderate Poor

Parle
Britannia
Sunfeast

5) How often do the distributors visit the shop by each company?

Company/Rate Once in Fortnightly Monthly Once in Quarterly

Week Two month
Parle
Britannia
Sunfeast

6) How do you rate the sales of each company products?

Company/Rate Good Moderate Poor
Parle
Britannia
Sunfeast

7) Which category biscuits has got more sales in each company?

Parle Britannia Sunfeast
Glucose

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Marie
Cashew& Butter
Cream
Crispy

8) How do you rate the sales of each category biscuits in Parle Company?

Good Moderate Poor

Glucose
Marie
Cashew& Butter
Cream
Crispy

9) How do you rate the sales of each category biscuits in Britannia Company?

Good Moderate Poor

Glucose
Marie
Cashew& Butter
Cream
Crispy

10) How do you rate the sales of each category biscuits in Sunfeast Company?

Good Moderate Poor

Glucose

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Marie
Cashew& Butter
Cream
Crispy

11) Any Suggestions for improvement

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

Thank You Signature

QUESTIONNAIRE

Dear Sir/Madam,

I am pleased to introduce myself Basavaraj. F. Mundinamani an MBA student of

KLS -Institute of Management Education and Research Belgaum, as a part of our
curriculum, I am doing my major concurrent project in Vijay Marketers Parle
Belgaum, and am undertaking a survey on “Comparative Study between Parle,
Britannia and Sunfeast with reference to five category Biscuits in Belgaum City”.
The information provided by you will be strictly kept confidence and used for academic
purpose only.

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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

Your co-operation will be highly appreciated.

Name __________________________________.

Profession (occupation) __________________

Income (Rs/ Month)

1) Less than 5,000 3)10,001-20,000
2) 5000-10,000 4) Above 20,000
Age
1) Below 15 2) 16-25 3) 26-35
4) 36-45 5) 46-55 6) Above55

1) Do you consume Biscuits?

a) Yes b) No

2) What comes to your mind when you think of Biscuits?

a) Parle b) Britannia c) Sunfeast

3) Which brands biscuits you consume more?

a) Parle b) Britannia c) Sunfeast

4) In the above marked option, which category do you eat?

Parle Britannia Sunfeast

Glucose
Marie

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Cashew& Butter
Cream
Crispy

5) Why you consume the above biscuits?

a) It is cheap/ economical
b) Family recommends
c) My child likes them the most
d) My relatives recommend
e) My friends recommend
f) Others_________________

6) State the level of satisfaction for the Biscuits you have consumed

a) Highly Satisfied b) Satisfied c) Neither Satisfied nor Dissatisfied

d) Dissatisfied e) Highly Dissatisfied

7) How much quantity (pack) do you consume in a week?

a) One b) Two c) Three d) More than Three

9) Select the factors you feel good against each company.

Parle Britannia Sunfeast

Brand name
Packaging

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Quality
Price
Availability
Taste

Thank You Signature

Bibliography

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IN BELGAUM CITY ATVIJAY MARKETERS BELGAUM

www.parle.com
www.google.com
Organization journal

Book
Market research: Tull & Hawkins
Marketing management: Philip kotler

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