GOLD STAR COOKIES

HISTORY OF BISCUITS Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits, but do they know how biscuits began?

The history of biscuits can be traced back to a recipe created by the Roman chef Apicius, in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp, then served with honey and pepper." The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store. As people started to explore the globe, biscuits became the ideal travelling food since they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits when these were sealed in airtight containers to last for months at a time. Hard track biscuits (earliest version of the biscotti and present-day crackers) were part of the staple diet of English and American sailors for many centuries. In fact, the countries which led this seafaring charge, such as those in Western Europe, are the ones where biscuits are most popular even today. Biscotti is said to have been a favourite of Christopher Columbus who discovered America!

Making good biscuits is quite an art, and history bears testimony to that. During the 17th and 18th Centuries in Europe, baking was a carefully controlled profession, managed through a series of 'guilds' or professional associations. To become a baker, one had to complete years of apprenticeship - working through the ranks of apprentice, journeyman, and finally master baker. Not only this, the amount and quality of biscuits baked were also carefully monitored. The English, Scottish and Dutch immigrants originally brought the first cookies to the United States and they were called teacakes. They were often flavoured with nothing more than the finest butter, sometimes with the addition of a few drops of rose water. As technology improved during the Industrial Revolution in the 19th century, the price of sugar and flour dropped. Chemical leavening agents, such as baking soda, became available and a profusion of cookie recipes occurred. This led to the development of manufactured cookies. Interestingly, as time has passed and despite more varieties becoming available, the essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains less protein than the flour used to bake bread) sugar, and fats, such as butter and oil. Today, though they are known by different names the world over, people agree on one thing -nothing beats the biscuit! Some interesting facts on the origin of other forms of biscuits: The recipe for oval shaped cookies (that are also known as boudoir biscuits, sponge biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900 years and dates back to the house of Savoy in the 11th century France. Peter the Great of Russia seems to have

enjoyed an oval-shaped cookie called "lady fingers" when visiting Louis XV of France. The macaroon - a small round cookie with crisp crust and a soft interior seems to have originated in an Italian monastery in 1792 during the French Revolution. SPRING-uhr-lee, have been traditional Christmas cookies in Austria and Bavaria for centuries. They are made from a simple egg, flour and sugar dough and are usually rectangular in shape. These cookies are made with a leavening agent called ammonium carbonate and baking ammonia. The inspiration for fortune cookies dates back to the 12th and 13th Centuries, when Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their defence against Mongolian invaders.

 BISCUIT INDUSTRY IN INDIA: 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. Biscuits constitute about 7% of the Rs 478 billion FMCG markets in India.

While the growth rate has been stagnating over the years, it picked up momentum during 2007-08 and 2008-09 mainly on account of exemption from Central Excise Duty on biscuits with MRP up to Rs.100/per kg, as per Union Budget for 2007-08. However growth further declined from 2009-10 to 2011-12 and the first half of 2012-13.

 Market capitalization India Biscuits Industry is the largest among all the food industries and has a turnover of around Rs.4350 crores as on 2011-12 Total contribution to the economy/ sales Biscuit industry contribute Rs. 8,000 crore to the FMCG industry today, provides vast opportunity for growth, as the per capita consumption of biscuits is less than 2.1 kg in our country. Apart from Big 3(Britannia, Parle, ITC) there are around 150 medium to small biscuit factory in India. Top leading Companies

Parle Britannia Sunfeast Priya Gold Cremica Kraft Anmol Biskfarm

Employment opportunities The Biscuit industry employs almost 3.5 lakh people directly and 30 lakh people indirectly. Britannia brand is now available in nearly 1.8 million outlets. Britannia claims that it has a superior distribution clout with its presence which is nearly 3.3 million outlets. Parle, the seasoned player itself, says it is available in 1.5 million outlets. Sunfeast's next step was to step up its branding and promotion.

 SEGMENTS The organized and unorganized sector of the biscuit industry is in the proportion of 65%: 35% ratio.

EXPORTS of Biscuit were 14% of the annual production during the year 2010-11 which declined to around 12.5% in 2011-12.

IMPORTS of biscuits into India (mainly high end products) have not shown any significant growth during the last five years and have not affected production/sales by the Indian Biscuit industry.

According to Indian Biscuits Manufacturing Association, recently, PER CAPITA CONSUMPTION of Biscuits in the country is only 1.8 kg, as compared to 2.5 kg to 5.5 kg in South East Asian countries and European countries, and 7.5 kg in USA

 ORGANISED AND UNORGANISED SECTOR Biscuit industry in India in the organized sector produces around 65% of the total production, the balance 35%beingcontributed 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. Biscuits are estimated to enjoy around 37% share by volume. The organized sector caters to the medium and premium segments, which are relatively less price-sensitive. The organized sector is unable to compete at the lower price range due to the excise advantage enjoyed by the informal sector. The organized segment in biscuits has witnessed a steady growth of about 7.5%, conforming broadly to the growth rate of GDP. The unorganized sector is estimated to have approximately 30,000 small & tiny bakeries across the country. The unorganized sector is estimated to have approximately 30,000 small & tiny bakeries across the country.

 PREMIUM COOKIE INDUSTRY Indias Rs 150-billion ($3 billion) biscuit industry, the third largest in the world, is witnessing a major shift towards premiumisation as consumer preferences change, fuelled by soaring disposable incomes in smaller towns and health awareness. People with lower incomes are also upgrading from the affordable glucose biscuits to mass cream biscuits and mass cookies. The biscuit industry, which consists of Economy, middle, premium and superpremium segments, is likely to grow at 20 percent annually in the next few years. But the premium and super-premium segments, according to industry experts, are believed to be growing at a much faster rate, probably more than 30 percent on a year-on-year basis. While biscuits priced at Rs.100-150 per kg are categorized as middle segment, biscuits with an MRP of Rs.125-150 per kg fall in the premium category. Priced at below Rs.100 a kg is in the economy segment and above Rs.150 a kg in the super-premium segment.

In the next five years, the share of the mass segment would come down to 60 percent and the rest would be premium and super-premium segments. The biscuit market in India is expected to grow at a minimum 12% a year over the next 3-5 years, driven by the premium segment. Also forcing a shift to the premium segment is the fact that the biscuit business has become a challenging one over the last two years, with the prices of key raw materials wheat, sugar and milk doubling and the volumes dwindling. Yet, at the lower end of the market, there is lesser scope for the players to pass on the hike and protect their rmargins. One reason for the rush to the premium end is the pace of growth the glucose segment has been growing at a sluggish 810% compared with the premium segments 25-30%.

Consumers in India are now reaping the benefits of globalization as they are more discerning about quality and taste. This growing awareness and changing consumer preferences is resulting in the customer being more quality conscious and on a lookout of variety of options leading to the demand of more value driven products.

 SEGMENTS

 KEY PLAYERS IMPORTANT BRANDS PITCHED AGAINST EACH OTHER CATERGORY Glucose BRITANNIA Tiger PARLE Parle G ITC Sunfeast Glucose Marie Salty Snack Marie Gold 50-50 Time Pass Parle Marie Krack jack Monaco Nim kin Choc chips Milk Bourbon Nice Multigrain Good day Milk bikkis Bourbon Nice Nutri choice grain, sugar out Cream Cream treat Pure Magic Kreams Jam in Dream Cream Hide&seek Fab Sunfeast Fantasy Dark Parle Hide n seek Milk shakti Hide & seek Bourbon Sunfeast Nice Sunfeast benne vita Sunfeast Milky Magic Sunfeast Marie Sunfeast snacky

Oat, Ragi, 5 digestive

Festo Cookies Britannia Cookies Gold star Good Day 20- 20 Happy Happy Milano Sunfeast special Golden bakery

COMPETITORS MARKET SHARE:

PARLE

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 and sweets. Initially a small company 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 brands of biscuits to be introduced, which later went on to become leading names for great taste and quality. For around 75 years, Parle have been manufacturing quality biscuits and confectionary products. Over the years Parle has grown to become a multimillion dollar company with many of the products as market leaders in their category. The recent introduction of Parle Gold Star also follows the same legacy and caters to a new taste. Apart from the factories in Mumbai and Bangalore Parle also have factories in Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and confectionery plants in the country. Additionally, Parle Products also has 7 manufacturing units and 51 manufacturing units on contract. All these factories are located at strategic locations, so as to ensure a constant output and easy distribution.

THE MARKETING STRENGTH

The Parle marketing philosophy emphasizes catering to the masses. They 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 their c u l t i v a t e d u n d e r s t a n d i n g of t h e I n d i a n c o n s u m e r p s y c h e . T h e v a l u e - f or - m o n e y 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. Maximizing value to consumers and forging enduring customer relationships are the core endeavors at Parle.

THE CHANNEL MEMBERS OF THE DISTRIBUTION NETWORK OF PARLE

The Parle distribution network for biscuits has essentially four levels as enlisted below: Parle Depot Wholesalers and Distributors Carry Forward Agents Retailers The Channel Members and Logistics

 Parle has nearly 1500 wholesalers, catering to 425000 retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers and retailers. Additionally, there are 31 depots and Carry and Forward agents supplying goods to the wide distribution network.

BRITANNIA

Britannia incepted in 1892, in Calcutta (now Kolkata) .The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Britannia mechanised its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'. Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognised for its innovative approach to products and marketing. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand.

MARKETING STRATEGY OF BRITANNIA Eat Healthy. Think Better. Buy Britannia The 80-year-old biscuit king is reinventing itself . Britannia now wants to become a foods giant, with the newly-added tag of health and nutrition. The marketing strategies for any company are not about a fixed concept. Rather it is full of new challenges every day, and the companies must respond to it very positively. The market process is applicable to more than goods and services. Anything related to market including ideas, events, policies, prices and personalities comes under market strategy. However it is important to emphasize opportunity in the market through market strategy.

The following strategies are basically adopted by Britannia in order to capture a good market share. 1. 2. 3. 4. 6. A strong quality of the product and customer satisfaction A growing relationship with customer and customer retention Focus on competitors activity A growing emphasis on global thinking and local marketing planning New innovative Promotional Strategies Promoting their brands is a very essential idea for their marketing strategy as it helps understand the consumers the variety of benefits they get while purchasing the product. They also believe in advertising and publicizing their message clearly stating the facts.

BRITANNIA GOOD DAY:

Britannia is the Top Leader in the Cookies Sectors and God Day Biscuits is considered as the topmost cookies in the premium cookie segment. Britannia Good Day was launched in 1986 which were available in two delicious kind one with Cashew and other with Butter. In year 1989, Good Day Pista Badam was launched. In year 2000 Good Day Chocochips was launched and in year 2004 Good Day Choconut was launched.

This brand of cookies has grown tremendously which is stepping at a higher margin and satisfying consumer needs by giving superior quality of biscuits. Britannia Good Day Biscuits consists of Good Day Butter, Cashew, Rich Butter Cookies (Butter and Cashew), Choconut Cookies, Butter Scotch cookies, Honey & Raisin Cookies, Chocolate Chip, Rich Cashew Cookies ATC, and Rich Pista Badam ATC. Today Good Day known as one of Britannias power brands is the largest and fastest growing brand for Britannia and is estimated to have two-third market share in the indulgence segment valued at Rs. 3,300 crore.

The price varies from Rs 5 to Rs 50.

BRITANNIA GOODAY CURRENT COMMUNICATION OBJECTIVE:

In a market being increasingly swarmed by competitors like Sunfeast, Parle, Priya Gold and more, Britannia Industries Good Day has been able to hold its stead. As the cookie brand turns 25, Britannia has rolled out a campaign, conceptualised by McCann Erickson, that attempts to remind consumers of the brands large-heartedness and the role that Good Day has been playing in the lives of Indians for the last 25 years.

Prasoon Joshi, Executive Chairman & CEO, McCann Worldgroup India & President South Asia, who has written and conceptualised the campaign, said, Britannia is about human connect and adding value to the life of the consumer through its quality products. The subtext of goodness, both in the product and the brand, runs deep. And we are simply reinforcing it gently. The campaign had me emotional in the concept and script stage itself and am glad that the film establishes this endearing connect with the brand.

While the range increased with variants such as butter scotch, and rich butter, it was only later that Good Day added the major chocolate variant, with Choco-chip and Choco nut. By then, it had already conquered a giant market share, easily becoming the cookie for all times and pockets. The biscuit has always been talking to the masses in a language they understand, that of warmth and family values. In its infancy, it began with lines such as Kaju ho ya khushi dikhni chaiye, Acchayi jo chha jaaye, Khushiyon ke ghar naya mehmaan aaya, to the more recent Khushi jo dil se chalke, and Ho jao chocolate khush.

 In 2008, the campaign Iska toh ho gaya Good Day did wonders for its brand recall. As Good Day extends itself into a good third decade, McCann Erickson has created the latest TVC in celebration of the quarter life. The new TVC perseveres to infuse cheer, hearten the nation and enliven lives with its line suraj dhup baat ke khush hain, Good day khushiyan baat ke

SWOT Analysis of Biscuit Industry in India:

Strength: Brand building capabilities Diversified product range of industry covering all segments The depth of the distribution Low & Mid price range of the products Industry catering to masses, as in the most developing economies increasing purchasing power is aiding to shifting to affordable options. Weakness: Lack of technology up gradation Dependence on retailers & grocery for displaying diversified product on shelf. Opportunities: Per Capita consumptions of biscuits in India only 1.8KG. Growing demand for Sugar free Biscuits. IBMA estimates annual growth of around 20% in next couple of years. The $220 billion of food industry is expected to grow to $300 billion by 2015. The packaged of fiscal incentives provided by various state govt.

Threats:

 Fluctuations in the price of raw materials, transportation & distribution. Cost due to high wedges & oil prices . Entry of ITC (having very good distribution channel) in to biscuit industry Emerging local bakery products.

PEST ANALYSIS of Biscuits Industry in India Political factors: Exemption limit of excise duty for SSI rose to 1.5 crores Excise duty on biscuits removed on biscuits priced below Rs 100 per kg. Custom duty on food processing machinery reduced from 7.5% to 5%. Custom duty on sunflower oil (crude) reduced from 65% to 50% and for refined sunflower oil it is levied at 60% compared to 75% earlier. SAD of 4% waived for refined edible oil. CST is levied at 3%.These changes were brought in 2007 08 budgets by the government. The government has shown favorable policies for the development of biscuits industry which is a boost for the current producers and an incentive for the new entrants. Economic factors: Per capita income in India is $950 in year 2008 GDP $2.96 trillion (2007) www.worldstatesmen.org/India.htm

 Population of 1,027,015,247 www.surfindia.com/india-facts/populationof-india.html. The population of India has made the country a consumption market for almost every product traded in the world. This gives good indication for the launch of a new product in India as compared to other countries. Also there are better chances of success in Indian market where people are ready to spend more on consumable goods.

Social factors: There has been a cultural transmission in India. Gone are those days where Indians were considered orthodox. The new India is very well placed in matter of cultural diversity as well as cultural adoption. The people are not hesitant to try out new things. Even the quality of life has improved which has led people to spend more. Indians are well known for saving their income for future unpredictable situations and invest more in gold but the encouraging sign is that Indians never hesitate to spend on food.

Technological factors: Automation in India is widespread in most industries. Even for manufacture of biscuits the imported machinery is available which will help in mass production and reap benefits of economies of scale. So the technological know how and equipments are available for development of the biscuits industry.

Central Excise Duty on Biscuits According to the Union Budget 2011-12: Biscuits cleared in packaged form, with per kg. retail sale price equivalent not exceeding `100 Explanation 1. For the purposes of this entry, "retail sale price" means the maximum price at which the excisable goods in packaged form may be sold to the ultimate consumer and includes all taxes, local or otherwise, freight, transport charges, commission payable to dealers, and all charges towards advertisement, delivery, packing, forwarding and the like, as the case may be, and the price is sole consideration for such sale. Explanation 2. For the purposes of this entry, per kg. retail sale price equivalent shall be calculated in the following manner, namely :If the package contains X gm of biscuits and the declared retail sale price on it is ` Y, then, the per kg. retail sale price equivalent = (Y*1000)/X Illustration.If the package contains 50 gm of biscuits and the declared retail sale price on it is `2, then, per kg. retail sale price equivalent = ` (2*1000)/50 = `40

PARLE GOLDSTAR COOKIES Parle products the makers of Parke G and Monaco have launched its Gold star range of premium cookies in February 2013 to cement its hold in the 12,000 crore biscuit market, where it competes with Britannia industries, ITC and Kraft. The company has introduced Gold star to increase its volume in the premium cookie segment. Gold star is available in four variants at price points of Rs 10, 15, 20 and 30 with pack sizes of 75 mg to 200 mg. The names of the four variants are as follows: Gold star Butter Gold star Cashew butter Gold star Chocolate chip Gold star Chocolate nut

MARKETING MIX OF PARLE GOLD STAR COOKIES Product mix Gold star cookies had been launched in February 2013 in the Premium cookie segment by the most prestigious brand in the biscuit industry- Parle It has been launched in four variants namely- Gold star Butter, Gold star Cashew butter, Gold star Chocolate chip, Gold star Chocolate nut , keeping in mind the consumer preferences of all age group as well as income groups It is available in base packs as well as family packs with pack sizes of 75 mg to 200 mg.

Price mix Parle Gold Star 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 reasonable price 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 Gold Star is available in Rs. 10,Rs 15, Rs 20 to Rs 30 packet

 Profit margin for distributors is 4% and for retailers is 10-12% Place mix Parle has nearly 1500 wholesalers, catering to 425000 retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers and retailers. In just a short span of time, since its launch, Parle has made sure that Gold star cookies are easily available to the masses

Promotion mix The next level of communication associated the brand with the positive values of life like honesty, sharing and caring. Just a few months back a TV commercial was launched for Parle-Gold Star where the product is being endorsed by Amitabh Bachchan Recently for Parle Gold star they have started placing hoardings for brand recognition

SWOT ANALYSIS OF PARLE GOLD STAR COOKIES Strengths: A recognised and an esteemed brand ambassador.

 A reputed brand name- Parle A good reputation of the brand amongst the consumers Favourable access to distribution network Good product quality and packaging Pricing is reasonable which gives advantage for a high quality product Weakness: Lack of promotion Food product means limited shelf life Low brand recall in retail outlets Low top of the mind recall for the consumers Breakage issues Opportunities: Demand of the category biscuits is quite high Huge size of the market More new flavours and sizes at affordable prices More promotional strategies Threats: To compete with the other larger brands in the same segment Fluctuations in the price of raw materials, transportation & distribution.

 PARLE

GOLDSTARS

CURRENT

COMMUNICATION

OBJECTIVE Parle has roped Amitabh Bachchan to be the brand ambassador for Parle Gold star cookies. The objective of communication of the current campaign was to launch and establish Gold star in the premium cookie category. The campaign idea was to create a communication concept that successfully integrates business strategy and creative insight to convey premium ness of the product. The current campaign aims to establish credibility for the new brand and how it is better than the existing biscuit brands available in the Indian market. The company has already unveiled a new TV commercial, created by Everest Brand Solutions. After a thorough understanding of the category, product and market, the idea was to create a communication concept that successfully integrates business strategy and creative insight to convey the premiumness of the product. The objective of this communication was to launch and establish Gold Star as a premium cookie in the Indian biscuit market. The TVC communicates and reinforces the unique appeal of the product. It is inspired by an everyday slice of life that is laced with subtle humour. The company plans to launch a multimedia campaign straddling television, outdoor and radio

RESEARCH METHODOLOGY

RESEARCH OBJECTIVE The objective of the research is the test the effectiveness of the ongoing campaign and does the current communication lead to brand awareness, harness visibility and generate a favorable brand recall to break through the clutter of the other ongoing campaigns by the competitive brands operating in the market., for which we have made a questionnaire and selected a sample size of xxxx people for which we have set a questionnaire of xxxx questions which comprises of both open ended as well as close ended questions

OTHER OBJECTIVE:

1. To find out the consumer preference according to retailer view. 2. To find out the satisfaction levels of consumers towards Parle Gold Star 3. To find out how far Parle Gold Star has been successful in entering into the market as well as how well is it doing against its major competitor Britannia Good day

 SCOPE OF THE STUDY: FMCG Sector is a growing sector in India at high pace. Biscuit m a n u f a c t u r i n g industries has lot of scope in the Indian economy. Company manufactures according to c o n s u m e r s i n t e r e s t . T h e r e i s a h i g h competition in biscuit manufacturing industrys such as P a r l e , b r i t a n n i a , i t c e t c consumer prefers to take that product which not only satisfies him but also his colleagues, family and natives. This study helps in determining.. DATA COLLECTION METHOD Data collection is an elaborate process in which the researchers m a k e a p l a n n e d research for all relevant data. Data is the foundation of all market research. Data are facts obtained from several sources. Data can be classified as: Primary data Secondary data

 PRIMARY DATA It is gathered for the first time by the researchers. If the secondary data is found to be inadequate or unavailable, the researcher goes for primary data. COLLECTION OF PRIMARY DATA The researcher was assigned to do a comparative study on Parle Gold Star In order to accomplish the job, the researcher adopted the two-way strategy to collect the primary data. to complete the job in a more genuine way, retailer survey was conducted sample of 50rational retailers were taken and they were supplied with a structured nondisguised questionnaire. The idea was to seek out the market position of Parle Gold Star. The data collected was collected from different retail outlets of biscuit namely: Shops Confectioners Kirana and general stores

SECONDARY DATA Secondary data is the data borrowed from secondary sources by t h e r e s e a r c h e r . S e c o n d a r y d a t a c a n b e i n t e r n a l or e x t e r n a l i . e , i n t e r n a l r e c or d s o f t h e c o m p a n y or information available from library

and other statistical organization. In a Market Research Project Field Work has a very vital role to play. As a matter of fact, its the back bone of any Market Research Project. Field work basically consists of collection of primary data. In this project, researcher had to undergo a lot of Fieldwork. T h e w h o l e a r e a w h i c h w a s t o b e s u r v e y e d w a s d i v i d e d i n t o di f f er e n t s e g m e n t s randomly. Simultaneously survey of both retailers and consumers was carried out. The researcher worked in the field for a span of one & half week. Whole data which was collected from field was well scrutinized & tabulated for analysis. Its interpretation has been provided in most easy to understand manner with the help of suitable diagram & charts. http://businesstoday.intoday.in/story/parle-diversifies-from-biscuits-tosnacks/1/194174.html http://www.businessworld.in/en/storypage/-/bw/fortunes-hinge-oncookies/573388.37489/page/-1

MARKETING RESESARCH PROCESS Step 1: Defining the problem, the decision alternatives and the research objectives. The decision making situation on hand is to check the effects of promotion on the production of a new brand- parle Gold star cookies that are retailed in the market. The research objectives are to define a market for the product and understand the consumer behavior and also to analyze the effectiveness of current promotion strategies on the product Step 2: Developing the research plan Data source: In this research both primary data sources as well as secondary data will be used for a comprehensive study.

Research approaches: Survey research A survey research will enable the company to know about consumer behavior, beliefs, preferences and satisfaction. Research instruments: Questionnaire - It is the most used primary research instrument because of its flexibility. It seems very easy to construct a questionnaire but all the common mistake researchers do is while framing the questions itself which may defeat the very purpose of research. So it is very necessary that the questions are relevant as well as unambiguous. Also the no. of questions must be limited. Sampling plan: Sampling unit - Since biscuits are consumed by the masses the population consisting of children to adults are the sampling units. For better understanding the behavior of consumers age group between 10 55 is taken as sampling unit. Sample size- A size of 100 respondents which represent the males and females as well as the child and adult will be the sample size. Step 3: Data collection It is the heart of the research. If this step fails to work as expected then the survey will not bear fruitful results. One most important thing is that the data needs to be consistent. Honesty and integrity on part of respondent as well as fieldworker are equally of prime importance. Step 4: Analyzing the information

This step will help to extract meaningful information from the data gathered. Here various softwares and other statistical tools are available to the researcher which will facilitate the research work. Step 5: Present the findings This step is the face of the research. The researcher has to present his findings and show his ability to interpret the data. The researcher must have good communication skills so that he is able to project his findings aptly in front of the management.

Step 6: Make the decision The management will consider the quantitative and the qualitative aspects of the data in deciding about the product promotion.

Questionnaire

Sex: male/female Occupation: Age:

Q. Which category of biscuits you prefer? Glucose please specify. Marie Sweet Digestive other, -

Q. Who buys biscuits at your place? ---------------------------------------------

Q. Which factors you keep in mind while purchasing biscuits? Taste Brand Ingredients Health others plz specify-------------------------- Flavor Variety Cost Advertising

Q. Do you like trying new brands of biscuits in market? Yes No

Q. Would you like to have something that is going on for years or you would like to try something new by a reputed brand? Existing product New product

Q. Are you aware of a new launch of biscuits from parle? Yes No

Q. If yes, how? TVCs Friends Family

any other------------------------------

Q. If no, have you heard of GoldStar Cookies? Yes No

Q. Have you tried the product? Yes No

Q. If yes, have you made a repeat purchase of that product? Yes No

Q. Were you satisfied when you consumed Gold Star cookies? Rate from 1to 5 where 5 being the highest 1 Taste Price Bite Packaging Value for money Others specify----------------------2 3 4 5

Q. Do you think the quantity of cashew/ butter in gold star cookies is equivalent to that of competitors? Yes No

Q. Is parle Gold Star available to you at the places where you usually shop?

 Yes

No

Q. How would you rate Gold Star Cookies as a product? Excellent Very good Good Fair Poor

Q. Do you like its packaging? Do you find it attractive? Yes No

Q. Have you seen the Gold Star cookies advertisement? Yes No

Q. What in that advertisement makes you recall the product Gold Star cookies? brand ambassador (amitabh bachchan) servant

others plz specify----------------------------------------

Q. What attribute of the product you liked the most? Taste Mouthful experience Crunch

any other plz specify------------------Q. Do you find Gold Star cookies as a value for money product?

 Yes

No

Q. According to you do you think that Gold Star cookies can compete with Gooday and turn out to be a better one? Yes No

ANALYSIS: Who buys biscuits at your place?

Who buys biscuits at your place?

90% 80% 7 0% 60% 5 0% 40% 30% 20% 1 0% 0% M ale Fem ale 23% 77%

The respondent response was tabulated in a 23% male and 77% female ratio. Thereby, we can arrive at the inference that biscuits are predominantly purchased by women in he household and they are the decision makers of the choice of the biscuits being purchased. What factors do you keep in mind while purchasing biscuit?

Which factors you keep in m ind w hile purchasing biscuits?

3% 2% 1 2% 1 9%

21 %

1 5%

1 7%

1 1 %

Taste

Flavor

Variety

Cost

Advertising

Brand

Ingredients

Health

The survey depicts that

advertising plays the most important role in forming the brand preference amongst all other parameters followed by the taste. A favourable advertising campaign will be thereby beneficial in inducing brand preference and make the product breakthrough the clutter of existing brands. The cost plays a role in determining the preference.

Are you aware of the new launch of biscuits by Parle?

Are you aw are of a new launch of biscuits from Parle?

98% 1 00% 90% 80% 70% 60% 50% 40% 30% 20% 1 0% 0% Y es No 2%

98% of the respondents replied in favour of the awareness of launch, Thereby inferring that is the consumers are aware of a launch of a new product from the brand.

 If yes, how?
If yes, how ?
90% 80% 70% 60% 50% 40% 30% 20% 1 0% 0% TVCs Friends Fam ily 1 1 %

81 %

8%

We can thereby infer that TVC is the main platform through which consumers are aware of launch of the product. Followed by recommendation from friends and family. The survey deduced that campaign is the most effective in garnering awareness for the product in the minds of the consumer. . Which is the most preferred flavour?

What flavor is preffered the m ost?

45% 40% 35% 30% 25% 20% 1 5% 1 0% 5% 0% Choco Chip Choco Nut Butter Butter Cashew 39%

23% 20% 1 8%

The respondents preferred the chocolate variant over the butter and cashew.

However, the results differed from the zones which the survey was conducted. The areas of juhu and bandra preferred the chocolate variant over the butter and cashew which were more favoured in Kandivili and Borvili.

Have you heard of any offer associated with the product?

Have you heard of any offer associated w ith the product?

87% 90% 80% 70% 60% 50% 40% 30% 20% 1 0% 0% Y es No 1 3%

The survey revealed that the current offer of 20% extra offered by the brand has not gained awareness in the minds of the consumer. The reason for this can be attributed to the fact that the ongoing communication (TVC) makes no mention of the offer and hence the consumers are unaware of the added 20% extra. Have you made a repeat purchase of the product?

Have you m ade a repeat purchase of that product? 53% 52% 52% 51% 50% 49% 48% 48% 47% 46% Yes No

The majority of the respondents revealed that the purchase of the product has not being repeated. The reasons of this can be attributed that over the years they have have formed a fixed preference and though the campaign has resulted them to try the product once but they are resistant towards replacing their regular brand and making a shift to a new brand permanently. Were you satisfied when you consumed Goldstar cookies?

Were you satisfied w hen you consum ed Gold Star Cookies?

20% 30%

12%

10% 28%

Taste

Price

Bite

Packaging

Value for money

Value for money was attributed was the most influencing factor that determined the purchase decision. Packaging also is an important factor that determines the favourability of brand in the minds of he consumer. The matte finished on the packaging is more liked as opposed to the glossy finish.

Do you think the quantity of cashew and butter in Goldstar cookies is equivalent to that of the competitor?

Do you think the quantity of cashew /butter in Gold Star cookies is equivalent to that of com petitors?

32%

68%

Yes

No

The majority of the respondents revealed that the quantity of butter and cashew is less as compared to that of the competitor. The insight that we gained from this question is that the competitor has small bits of cashew visible on the biscuit which is absent in Goldstar cookies. Are the Goldstar cookies available at the places you shop?

Are the biscuits available to you at the places w here you usually shop? 120% 100% 80% 60% 40% 20% 1% 0% Yes No 99%

99% of the respondents replied in favour of the availability of Goldstar cookies. Thereby revealing the strong distribution channel and effective sales management on part of Goldstar cookies.

How do you rate Goldstar cookies as a product?

How w ould you rate Gold Star Cookies as a product?

50% 40% 30% 20% 10% 0%

36%

40% 16%

6%

2%
G oo d Po or Fa ir

Ex ce lle nt Ve ry G oo d

Goldstar cookies were rated as a good product by the majority of consumers. The overall response was positive in parameters ranging from taste, packaging and price. 2% of respondents gave a negative feedback as they were resistant to change and made a direct comparison with competitor giving it preference over the visibility of cashew and the size of the biscuit appearing to be bigger.

Do you like the Goldstar packaging?

Do you like its packaging?

99% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No 1%

The survey revealed that the packaging is liked by the consumers. The packaging plays an important role in determining brand preference especially in modern trade. The matte finish of the chocolate variants is most liked as opposed to the glossy finish of butter and cashew.

 Have you seen the Goldstar cookies advertisement?

Have you seen the Gold Star Cookies advertisement?

18%

82%

Yes

No

The survey revealed that 82% of the consumers have been exposed to the communication message of the brand. The exposure increased during the IPL. Despite of TVC being the only medium it was been effective in awareness of the brand and breaking through the clutter of existing brands operating in the cookie segment.

What in the advertisement makes you recall the product?

What in the ad m akes you recall the product?

98% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Brand Ambassador Servant 2%

The survey revealed that consumer associate the brand with Amitabh Bachchan. The brand ambassador is beneficial in facilitating brand awareness. The attributes the brand ambassador of quality are transferred on to the brand and hence there is a favourable recall in the minds of the consumer

What attribute of the product is the most favoured by you?

What attribute of the product you like the m ost? 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Taste Mouthful Experience Crunch 11% 47% 42%

The survey revealed the taste is the most preferred attribute followed by the mouthful experience and richness of cashew, butter and chocolate. However, the respondents pointed that the crunch of the cookie was amiss.

 Do you find Goldstar as a value for money product?

Do you find Gold Star Cookies as a value for m oney product? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No 13%

87%

The majority respondents believed that Goldstar is a value for money product, The cashew butter and chocolate variants in both base and family packs are regarded as value for money products.

Do you think that Goldstar cookies can compete with gooday and turn out to be better?

Do you think that Gold Star Cookies can com pete w ith Gooday and turn out to be better?

38%

62%

Yes

No

The survey revealed that all respondents have a fixed brand preference that have been formulated over the years. They are resistant for replacing theyre regular cookie brand gooday with Goldstar.