7/28/2019 FInal Goldstar
1/52
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 ona 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 waferswhich, 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!
7/28/2019 FInal Goldstar
2/52
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
7/28/2019 FInal Goldstar
3/52
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.
7/28/2019 FInal Goldstar
4/52
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.
7/28/2019 FInal Goldstar
5/52
7/28/2019 FInal Goldstar
6/52
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
7/28/2019 FInal Goldstar
7/52
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.
7/28/2019 FInal Goldstar
8/52
7/28/2019 FInal Goldstar
9/52
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 8-
10% compared with the premium segments 25-30%.
7/28/2019 FInal Goldstar
10/52
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 consciousand on a lookout of variety of options leading to the demand of more value driven
products.
7/28/2019 FInal Goldstar
11/52
SEGMENTS
7/28/2019 FInal Goldstar
12/52
KEY PLAYERS
IMPORTANT BRANDS PITCHED AGAINST EACH OTHER
CATERGORY BRITANNIA PARLE ITC
Glucose Tiger Parle G Sunfeast
Glucose
Marie Marie Gold Parle Marie Sunfeast Marie
Salty Snack
50-50
Time Pass
Krack jack
Monaco
Nim kin
Sunfeast snacky
Choc chips Good day Hide n seek -
Milk Milk bikkis Milk shakti Sunfeast Milky
MagicBourbon Bourbon Hide & seek
Bourbon
Nice Nice Sunfeast Nice
Multigrain Nutri choice
Oat, Ragi, 5
grain, sugar out
Parle
digestive
Sunfeast benne
vita
Cream Cream treat
Pure Magic
Hide&seek
Fab
Kreams
Jam in
Sunfeast Dark
Fantasy
Dream Cream
7/28/2019 FInal Goldstar
13/52
Festo
Cookies Britannia
Cookies
Good Day
Milano
Gold star
20- 20
Happy Happy
Sunfeast special
Golden bakery
COMPETITORS MARKET SHARE:
PARLE
7/28/2019 FInal Goldstar
14/52
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 andParle 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 ofParle 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
7/28/2019 FInal Goldstar
15/52
The Parle marketing philosophy emphasizes cater ing 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 cu lt iv a te d un de rs ta nd in g of th e In di an
con su me r ps yc he . Th e va lu e- fo r- mo ne 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 enlistedbelow:
Parle Depot
Wholesalers and Distributors
Carry Forward Agents
Retailers
The Channel Members and Logistics
7/28/2019 FInal Goldstar
16/52
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
7/28/2019 FInal Goldstar
17/52
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.
7/28/2019 FInal Goldstar
18/52
The following strategies are basically adopted by Britannia in order to capture a
good market share.
1. A strong quality of the product and customer satisfaction
2. A growing relationship with customer and customer retention
3. Focus on competitors activity
4. A growing emphasis on global thinking and local marketing planning
6. 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.
7/28/2019 FInal Goldstar
19/52
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:
7/28/2019 FInal Goldstar
20/52
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, itwas 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.
7/28/2019 FInal Goldstar
21/52
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:
7/28/2019 FInal Goldstar
22/52
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:
7/28/2019 FInal Goldstar
23/52
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 forrefined 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
7/28/2019 FInal Goldstar
24/52
Population of 1,027,015,247 www.surfindia.com/india-facts/population-
of-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.
http://www.surfindia.com/india-facts/population-of-india.htmlhttp://www.surfindia.com/india-facts/population-of-india.htmlhttp://www.surfindia.com/india-facts/population-of-india.htmlhttp://www.surfindia.com/india-facts/population-of-india.html7/28/2019 FInal Goldstar
25/52
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
7/28/2019 FInal Goldstar
26/52
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
7/28/2019 FInal Goldstar
27/52
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
7/28/2019 FInal Goldstar
28/52
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.
7/28/2019 FInal Goldstar
29/52
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.
7/28/2019 FInal Goldstar
30/52
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
7/28/2019 FInal Goldstar
31/52
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
7/28/2019 FInal Goldstar
32/52
SCOPE OF THE STUDY:
FMCG Sector i s a growing sector in India at h igh pace. Biscui t
manufac tur ing 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
c o m p e t i t i o n i n b i s c u i t m a n u f a c t u r i n g i n d u s t r y s s u c h a s
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 col lect ion i s an ela borate process in which the researchers
make a planned research for all relevant data. Data is the foundation
of all market research. Data are facts obtained from several sources. Data canbe classified as:
Primary data
Secondary data
7/28/2019 FInal Goldstar
33/52
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 StarIn 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 i s the data borrowed f rom secondary sources by
the researcher . Secondary data can be in ternal or external i .e ,
internal records of the company or information available from library
7/28/2019 FInal Goldstar
34/52
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. The
whole area which was to be surveyed was d iv ided in to d i f ferent
segments 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-to-
snacks/1/194174.html
http://www.businessworld.in/en/storypage/-/bw/fortunes-hinge-on-
cookies/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.
http://businesstoday.intoday.in/story/parle-diversifies-from-biscuits-to-snacks/1/194174.htmlhttp://businesstoday.intoday.in/story/parle-diversifies-from-biscuits-to-snacks/1/194174.htmlhttp://www.businessworld.in/en/storypage/-/bw/fortunes-hinge-on-cookies/573388.37489/page/-1http://www.businessworld.in/en/storypage/-/bw/fortunes-hinge-on-cookies/573388.37489/page/-1http://businesstoday.intoday.in/story/parle-diversifies-from-biscuits-to-snacks/1/194174.htmlhttp://businesstoday.intoday.in/story/parle-diversifies-from-biscuits-to-snacks/1/194174.htmlhttp://www.businessworld.in/en/storypage/-/bw/fortunes-hinge-on-cookies/573388.37489/page/-1http://www.businessworld.in/en/storypage/-/bw/fortunes-hinge-on-cookies/573388.37489/page/-17/28/2019 FInal Goldstar
35/52
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 thevery 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
7/28/2019 FInal Goldstar
36/52
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.
7/28/2019 FInal Goldstar
37/52
Questionnaire
Sex: male/female
Occupation:
Age:
Q. Which category of biscuits you prefer?
Glucose Marie Sweet Digestive other, -
please specify.
Q. Who buys biscuits at your place?
---------------------------------------------
Q. Which factors you keep in mind while purchasing biscuits?
Taste Flavor Variety Cost Advertising
Brand
Ingredients Health others plz specify---------------------------
7/28/2019 FInal Goldstar
38/52
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
7/28/2019 FInal Goldstar
39/52
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 2 3 4 5
Taste
Price
Bite
Packaging
Value for money
Others specify-----------------------
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?
7/28/2019 FInal Goldstar
40/52
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?
7/28/2019 FInal Goldstar
41/52
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?
23%
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
M ale Female
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?
7/28/2019 FInal Goldstar
42/52
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 advertisingcampaign 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?
98%
2
0%
10%
20%
30%40%
50%
60%
70%
80%
90%
100%
Yes No
Are you aware of a new launch of biscuits from Parle?
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.
Which factors you keep in mind w hile purchasing
biscuits?
19%
15%
11%17%
21%
12%
2%
3%
Taste Flavor Variety Cost Advertising Brand Ingredients Health
7/28/2019 FInal Goldstar
43/52
If yes, how?
If yes, how?
81
11%8
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
TVCs Friends Family
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 pre ffered the most?
23
39
20%18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Choco Chip Choco Nut Butter Butter Cashew
The respondents preferred the chocolate variant over the butter and cashew.
7/28/2019 FInal Goldstar
44/52
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?
13%
87%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No
Have you heard of any offer associated with the
product?
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?
7/28/2019 FInal Goldstar
45/52
Have you made a repeat purchase of that product?
48%
52%
46%
47%
48%
49%
50%
51%
52%
53%
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 consumed Gold Star
Cookies?
20%
12%
10%
28%
30%
Taste Price Bite Packaging Value for money
7/28/2019 FInal Goldstar
46/52
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 cashe w/butter in Gold Star
cookies is equivalent to that of competitors?
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?
7/28/2019 FInal Goldstar
47/52
Are the biscuits available to you at the places w here you
usually shop?
99%
1%
0%
20%
40%
60%
80%
100%
120%
Yes No
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 would you rate Gold Star Cookies as a product?
6%
36%40%
16%
2%
0%
10%
20%
30%
40%
50%
Excelle
nt
Very
Goo
dGoo
dFa
irPo
or
7/28/2019 FInal Goldstar
48/52
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?
99%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
Do you like its packaging?
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.
7/28/2019 FInal Goldstar
49/52
Have you seen the Goldstar cookies advertisement?
Have you seen the Gold Star Cookies advertisement?
82%
18%
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?
98%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brand A mbassador Servant
What in the ad m akes you recall the product?
7/28/2019 FInal Goldstar
50/52
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 most?
47%
42%
11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Taste Mouthful Experience Crunch
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.
7/28/2019 FInal Goldstar
51/52
Do you find Goldstar as a value for money product?
Do you find Gold Star Cookies as a value for money
product?
87%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
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?
7/28/2019 FInal Goldstar
52/52
Do you think that Gold Star Cookies can compete with
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.
Top Related