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A

SYNOPSIS
On

A STUDY ON PROMOTIONAL STRATEGY


ADOPTED BY Parle in Gondia city
Submitted to
The Department of Business Administration
N.M.D College, Gondia

In partial fulfillment of the requirement of


Bachelor of Business Administration
B.B.A III
(2014-2015)
Submitted by
Mr. Rajat Jaiswal

Under Guidance of
Pro- Reeti Mishra

Introduction
Biscuits derive its name from a French word meaning twice backed bread; Biscuits in general
have a good shelf life, which is higher than all other snack items available in the market.India is
the second largest producer of biscuits in the world after the U.S.A. but still the per capita
consumption is only 2.3 kg/year of developed countries. As per the latest survey done by
N.C.A.E.R., 49 biscuits are consumed in rural areas.The penetration of biscuits into households
stands at an average of 83.2% with the rural penetration at 77% and urban penetration at 88%.
Biscuits are reserved for the small scale sector but there are strong possibilities of the industry
being deserved in line with the government policy of liberalization.

Company profile :
A cream colored yellow stripped wrapper with a cute baby photo containing 10 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 nothing has changed with these biscuits. Yes, the size of
their packing has definitely changed but for the consumers good as these are money savers pack.
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.
Initially a small factory was set up in the suburbs of Mumbai city, to manufacture
sweets and toffees. The year was 1929 and the market was dominated by famous international
brands that were imported freely. Despite the odds and unequal competition, this company called
Parle Products, survived and succeeded, by adhering to high quality and improvising from time
to time.
A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to
sweets and toffees. 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 brand of
biscuits to be introduced, which later went to become leading names for great taste and quality.

Objectives:

To study the promotional activities adopted by Britannia & Parle.


To study the distribution network of Britannia & Parle.
To study market share of Britannia & Parle.

Hypothesis:

Promotional strategy of Parle is better than Britannia.


Effective promotional strategy of Parle leads to more market share than Britannia.
Customers are satisfied with the products of Parle.

Research Methodology:
The objective of this course to pay attention to the most important dimension of Research i.e.
Research Methodology.

Source of Data:
The data will be collected in the two Forms

a. Primary data :

Questionnaire & Interviews.

b. Secondary data: Book & Websites.


Sampling Type: Convenient Sampling Method.
Sampling Size: 100 respondents
Sampling Unit: All retail outlets in rural area.
Data Analysis & Interpretation: Table, Graphs, Chart & Statistical Methods will be
used for analyzing the data.

Hypothesis testing: It is useful to prove that your hypothesis is Accepted Or Rejected.


Conclusion: It will be based on survey.
Limitation:

a) Study is limited due to time constrain.


b) Limited in Gondia city.

Suggestion: It will based on survey.


Books which are referred:
Marketing management Philip kotler
Research Methodology - C.R. Kothari
Websites:
www.britannia.co.in

www.parleproducts.com

www.google.com