Parle Agro Brand Research and Consumer Perception

Topics: Brand, Brand management, Branding Pages: 59 (13042 words) Published: September 23, 2009
Summer project report
Brand Awareness of Parle Agro products
Undertaken at

Parle Agro Pvt. Ltd.

Prepared by
Rohit Ajmera
(ITM Business School, Navi Mumbai)
Under the guidance of
Company guide College guide,
Mr. Manish JoshiProf Sudipto Chatterjee
Brand Manager,Marketing Department
Parle Agro Pvt. LtdITM Business School

Firstly, I would like to thank the ‘Almighty’ for blessing me with the opportunity to work with a FMCG major company. Than I would like to thank ‘PARLE AGRO’, for the confidence and support showed upon me to successfully finish this project. Thirdly, I would like to thank Mr. Manish Joshi, Brand Manager, Parle Agro & Mr. Sudipto Chatterjee, Prof. Marketing, ITM Business School for taking me as a mentee and guiding me through my way with the project. Finally and most importantly I would like to thank all the respondents whom I surveyed for being kind enough to take time from there valuable schedule and providing valuable inputs/responses which will add to the brands continuous effort to deliver quality product to its consumers.

Executive summary:5
Objectives of the Research:6
Company Profile:7
Brand image:8
Brand awareness:9
Product Likeability:14
Consumer Awareness:14
Problem Areas16
Appy fizz:18
Product Likeability18
Consumer Awareness19
Problem Areas:20
Grappo fizz:21
Image and advertising:24
Saint juice:26
Frewt éclair:32
Find out the right balance:39
Value and Pricing Strategy:40
Annexure 1:43
Annexure 1.2:51
Annexure 1.3:62
Annexure 1.4:69
Annexure: 1.5:76
Annexure: 1.680

Executive summary:
The title of the project was ‘Brand Awareness of Parle Agro Products’. The idea behind the project was to survey respondents based in Jaipur(Rajasthan) on all the nine brands of the company and seek information mainly on parameters like: brand awareness, brand image, product likeability, changing needs and also to capture their responses in terms of their liking for adverts, packaging and promotional offers/schemes. Separate questionnaires were made on each product and survey was conducted for a sample size of 180 respondents each week for every product. The nine products which were surveyed were: Mango Frooti, Appy and Grappo Fizz, LMN, Saint Juice, Frewt Eclairs, Buttercup, Buttercup Softease & Mintrox. The survey recorded good responses for Products Frooti, Appy Fizz and LMN but for the rest of the products it was felt that still a lot to be done in terms of developing consumer awareness and likeability for the products. The research highlighted main competitors for Parle Agro are beverage giants ‘Coca Cola’ and ‘Pepsi’ in non carbonated drinks segment. ‘Dabur‘and ‘Pepsi’ for 100% juice segment and ‘Perefetti’ in Confectionaries segment. Research also concluded lower ad recalls by respondents which is majorly because of lack of advertisements aired by the company compared with the competitors. In terms of brand name, it was found that ‘Parle’ was a household name and people easily relate their needs with the company’s product. Also the consumers were seen excited about the way the ‘brand’ has changed itself and revamped over the years. The research concluded that the future holds bright for the company with the roll of new products at correct time and most importantly entries being made in the right market. After studying the growth plans of the company till 2011 the conclusion can be made that the Indian market will see Parle Agro coming up as a major player in ‘FMCG’ industry in years to come.

Objectives of the Research:
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