Parle Agro Brand Research and Consumer Perception
Summer project report On Brand Awareness of Parle Agro products Undertaken at Parle Agro Pvt. Ltd.
Prepared by
Rohit Ajmera PGDM-054 (ITM Business School, Navi Mumbai) Under the guidance of
Company guide College guide,
Mr. Manish Joshi Prof Sudipto Chatterjee
Brand Manager, Marketing Department
Parle Agro Pvt. Ltd ITM Business School
ACKNOWLEDGMENT
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.
Contents
Executive summary: 5
Objectives of the Research: 6
Company Profile: 7
Brand image: 8
Brand awareness: 9
RETAIL 10
Prices 11
Product: 13
Frooti: 13
Product Likeability: 14
Consumer Awareness: 14
Advertisements: 16
Problem Areas 16
Appy fizz: 18
Product Likeability 18
Consumer Awareness 19
Price/Quality: 19
Problem Areas: 20
Grappo fizz: 21
LMN: 22
- Price/Quality 23
Image and advertising: 24
Packaging: 25
Saint juice: 26
Confectionaries: 28
Mintrox: 29
Buttercup: 31
Frewt éclair: 32
Promotion: 34
Competition: 36
Recommendations: 37
Suggestions: 39
Find out the right balance: 39
Value and Pricing Strategy: 40
WHAT THE FUTURE HOLDS FOR THE COMPANY? 41
Annexure 1: 43
Annexure 1.2: 51
Annexure 1.3: 62
Annexure 1.4: 69
Annexure: 1.5: 76
Annexure:
Prepared by
Rohit Ajmera PGDM-054 (ITM Business School, Navi Mumbai) Under the guidance of
Company guide College guide,
Mr. Manish Joshi Prof Sudipto Chatterjee
Brand Manager, Marketing Department
Parle Agro Pvt. Ltd ITM Business School
ACKNOWLEDGMENT
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.
Contents
Executive summary: 5
Objectives of the Research: 6
Company Profile: 7
Brand image: 8
Brand awareness: 9
RETAIL 10
Prices 11
Product: 13
Frooti: 13
Product Likeability: 14
Consumer Awareness: 14
Advertisements: 16
Problem Areas 16
Appy fizz: 18
Product Likeability 18
Consumer Awareness 19
Price/Quality: 19
Problem Areas: 20
Grappo fizz: 21
LMN: 22
- Price/Quality 23
Image and advertising: 24
Packaging: 25
Saint juice: 26
Confectionaries: 28
Mintrox: 29
Buttercup: 31
Frewt éclair: 32
Promotion: 34
Competition: 36
Recommendations: 37
Suggestions: 39
Find out the right balance: 39
Value and Pricing Strategy: 40
WHAT THE FUTURE HOLDS FOR THE COMPANY? 41
Annexure 1: 43
Annexure 1.2: 51
Annexure 1.3: 62
Annexure 1.4: 69
Annexure: 1.5: 76
Annexure: