PRESENTATION REPORT IN THE SUBJECT {COC203} MARKETING

MANAGEMENT

TOPIC: PARLE AS A BRAND

ROLLNO: 105-2015
CLASS: MCOM I

POST GRADUATE DEPARTMENT OF COMMERCE

ST. XAVIERS COLLEGE, MAPUSA-GOA
ACADEMIC YEAR 2015-2016

INDEX
CHAPTER

CONTENT

PG.NO

1.

INTRODUCTION

3-12

DATA ANALYSIS

13-38

CONCLUSION

39-40

BIBLIOGRAPHY

41

NO.

CHAPTER 1: INTRODUCTION
1.1 OVERVIEW OF BISCUIT INDUSTRY :
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).
Biscuit which Constitute an important item of bakery industries have now become a common
item of consumption among all classes of People with tea or coffee biscuits make a taste
nutritious Snack. Biscuits have become more and more popular as a convenient food with the
changes taking place in the economic life of the masses. The consumption of biscuits has seen
increasing over the years and this envisages the scope of biscuit industry.
Federation of Biscuit Manufacture of India (FBMI)
FBMI, was established in 1950. It is the premier forum of the organized segment of the biscuit
industry in India and it consisting of small scale, medium and large biscuit manufacturers
located in all zones and all States of the country. It is serving with the prime objective of
protecting and promoting the interests and development of the Biscuit industry.
Overview Of The Indian Buscuit Industry

Biscuit industry contribute Rs 8,000 crore to the FMCG industry and provide a
vast opportunity for growth, per capita consumption of biscuits is 1.8 kg in our
country

but it is

increasing day by day. India Biscuits Industry came into

limelight and started gaining a sound status in the later part of 20th century when
the urbanized society called for ready-made food products at a tenable cost.

Biscuits were assumed as sick-man's diet in earlier days. Now, it has become
one of the most loved fast food products for every age group. Biscuits are easy to
carry, tasty to eat, cholesterol free and reasonable at cost.

Maharashtra and West Bengal, the most industrially developed states, hold the
maximum amount of consumption of biscuits.The rural sector consumes around
55 percent of the biscuits in the bakery products. Apart from Big 3 ( Britannia
,Parle , ITC ) there are around 150 medium to small biscuit factory in India.

Few years back, large scale bakery manufacturers like cadbury, nestle, and brooke
bond tried to trade in the biscuit industry but couldn't hit the market because of
the local companies that produced only biscuits.

The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright

future of India Biscuits Industry. According to FBMI, a steady growth of 15
percent per annum in the next 10 years will be achieved by the biscuit industry of
India.

Main categories of biscuits:

Glucose,

Marie,

Sweet,

Salty,

Cream & Milk.

Major brands: The Indian biscuit industry is dominated by major brands like,

Parle

Britannia

Sunfeast

Also the category has strong regional brands such as

Priya Gold-North,

Cremica-North & West,

Dukes-South

Anmol-East & North.

Other populer brands: Horlicks, Biskfarm-East, Rose-Andhra Pradesh & South, SobiscoEast and North East also launched in Andhra Pradesh and Madhya Pradesh., Nezone- North
East, Bakewell
IMPORTANT BRANDS PITCHED AGAINST EACH OTHER

OR PRODUCT

COMPARISION
Category

Britannia

Parle

Leader

Glucose

Tiger

Parle-G

Parle G

Marie

Marie Gold

Parle Marie

Marie Gold

Salty snacks

50-50

Krack Jack

Krack jack

Choco chips

Good day

Hide n seek

Good day

Milk

Milk bikis

Milk Shakti

Milk bikis

Bourbon

Bourbon

Hide n seek

Bourbon

Nice

Nice

-----------------

Britannia Nice

Multi grain

Nutri choice

-------------------

Nutri choice

Cream

Cream Treat

Kreams

Cream treats

Cookie

Good day

20-20

Good day

So the battle for market share continues and advantage is for consumers who will get better
product from both these biscuit majors.

1.2 OVERVIEW OF COMPANY

PARLE PRODUCTS PVT. LTD.
Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80
years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular
brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even
to the remotest villages of India, the company has definitely come a very long way since its
inception.

Many of the Parle products - biscuits or confectioneries, are market leaders in their category and
have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit
market and a 15% share of the total confectionary market in India, Parle has grown to become a
multi-million dollar company. While to the consumers it's a beacon of faith and trust,
competitors look upon Parle as an example of marketing brilliance.
HISTROY
A long time ago, when the British ruled India, a small factory was set up by Mohanlal Dayal
Chauhan 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.
The original Parle company was split into three separate companies, owned by the different
factions of the original Chauhan family:

Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G,

Melody, Mango Bite, Poppins, Monaco and KrackJack)

Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner

of the brands such as Frooti and Appy)

All three companies continue to use the family trademark name "Parle". The original Parle group
was amicably segregated into three non-competing businesses. But a dispute over the use of
"Parle" brand arose, when Parle Agro diversified into the confectionary business, thus becoming
a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the
brand Parle for competing confectionary products. Later, Parle Agro launched its confectionery
products under a new design which did not include the Parle brand name In 2009, the Bombay
6

High Court ruled that Parle Agro can sell its confectionery brands under the brand name "Parle"
or "Parle Confi" on condition that it clearly specifies that its products belong to a separate
company, which has no relationship with Parle Products.
MISSION AND VISION
MISSION: We will be the leaders in our business by- maintaining high quality, introducing
new and innovative products, reaching every part of India, remaining customer-centric,
constantly upgrading our knowledge and skills.
VISION: To be the leaders in our business. We will stand apart from the competition by being
the first in the market to innovate.
1.3 PARLE AS A BRAND GROWING TOWARDS SUCCESS
Over the years Parle has grown to become a multimillion-dollar company with many of the
products as market leaders in their category. 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 onto become leading brand names itself
for great taste and quality.
Today, the great strength of Parle Products is the extremely widespread distribution network.
Even at the remotest places, you can buy Parle biscuits and sweets from the local grocer. It has
taken years to create this extensive network. Parles sales force started with one salesman in
Bombay and some agents in few other cities. Gradually, Parle Products expanded. Soon sweets
and biscuits were being sent by rail to Calcutta, Delhi, Karachi, Madras and other major cities.
As production increased, distribution was amplified. Full time salesmen were appointed in
different areas. Currently, Parle Products has over 33, 00,000 distribution outlets.
Hygiene is the precursor to every process at Parle. From husking the wheat and melting the sugar
to delivering the final products to supermarkets and store shelves nationwide, care is taken at
every step to ensure the best product of long-lasting freshness. Every batch of biscuits,
confectioneries & snacks are thoroughly checked by expert staff, using the most modern
equipment. This ensures consistent and perfect quality across the nation and abroad.
7

Concentrating on consumer tastes and preferences, the Parle brand has grown from strength to
strength ever since its inception. The factories at Bahadurgarh, Haryana and Neemrana,
Rajasthan are the largest biscuit and confectionery plants in the country. The factory in Mumbai
was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle also has 10
manufacturing units for biscuits and 75 manufacturing units for confectioneries on contract.
All Parle products are manufactured under the most hygienic conditions. Great care is exercised
in the selection & quality control of raw materials, packaging materials & rigid quality standards
are ensured at every stage of the manufacturing process. Every batch of biscuits &
confectioneries are thoroughly checked by expert staff, using the most modern equipment.
The Care is taken at every step to ensure the best product of long-lasting freshness. Every batch
of Biscuits, Confectionaries & Snacks are thoroughly checked by expert staff using the most
modern equipment. This ensures consistent and perfect quality across the nation and abroad.
1.4 PRODUCTS MANUFACURED BY PARLE COMPANY:

BISCUITS:

Parle biscuits are linked with factors of power and wisdom providing nutrition and strength.
Parle biscuits are indeed much more than a tea- time snack, they are considered by many to be an
important part of their daily food. Parle can treat you with a basket of biscuits which are not only
satisfying but are also of good and reliable quality. Parle biscuits cater to all tastes from kids to
senior citizens. They have found their way into the Indian hearts and homes.

CONFECTIONARIES:

Right from candies to toffees, the sweet 'n' treat category of the Parle product range is a genuine
treat for every snack lover. This category can satisfy one's taste and at the same time create a
desire for more. These confectioneries are a sheer delight to the taste buds and have a universal
appeal. Parle Biscuits and confectioneries, continue to spread happiness and joy among people of
all ages.

SNACKS:

Salty, crunchy, chatpata and crispy caters to the bunch of Parle snacks. You can now treat your
loved ones with this yummy lot.Parle snacks are a complete delight to the taste buds and can
create the desire for more and more. These snacks will not only satisfy your tummy but will also
sustain a feel in your mouth to associate you with the bond of Parle.

BEVERAGES:

All the brands referred in the above table , except Bisleri, under the beverage category are owned
by Parle Agro Pvt. Ltd., a company owned by Mr. Prakash Chauhan. Mr. Ramesh Chauhan,
brother of Mr. Prakash Chauhan, heads Parle Products Pvt. Ltd., and controls Parle Bisleri Ltd.
which manufactures and markets mineral water under the trade name Bisleri.
BUSCUITS
Parle-G
Monaco

SWEETS
Londonderry
Melody

SNACKS
Parles wafers
Namkeen

Golden Arcs
Parle Actifit Digestive
marie
Parle Marie
Hide & Seek
Hide & Seek Fab
Hide & Seek Bourbon
Festo
Happy Happy
Milano
Nimkin
Coconut
20 20 cookies
Jam In
Gold Star
Kreams
Top
Magix
Coconut

Mango Bite
Kaccha Mango Bite

fulltoss
Munchies

Chox
Poppins
Mazelo
2 in 1
2 in 1 Eclair
Kismi
Kismi Toffee Bar
Fruit Drops

Cheeslings

BEVERAGE
Frooti
Grappo and Appy
Fizz
LMN

BISCUITS

SWEET AND SNAKS

10

SOME OF THE POPULAR SOLGANS OF PARLE PRODUCTS

.
SLOGANS

PRODUCT

1.

Crispy Jerra Biscuits

Jeffs

2.

Crispy Salty Munchies

Sixer

3.

Cheesier !

4.

Jeera Ka Jabardast Jalwa

Jeffs

5.

Curcure Namkin Ka Karara Maja

Cheeslings

6.

Khile Khile ! Cheese Bhare ! Swad Bhare !

7.

Thoda Mitha Thoda Namkin

8.

Tiagling Fresh Extra Strong Mint

Parle Extra

9.

Cola Ka Gola

Rol A Cola

10.

Jeene Ki Raah Yahi Hai Sahi

11.

Swad Bhare Shakti Bhare

12.

Melody Kho Khud Jaan Jao

13.

Mast Mast Falon Ka Naya Maja

14.

The Big Toffee Bar

Munchies

Cheeslings

Cheeslings
Krack Jack

Parle G
Parle G
Melody
Poppins
Kismi Toffee

11

1.5 MAJOR ACHIEVMENTS

OTHER ACHIEVMENTS

Amongst the top best brands

Winning awards at Monde selection Since 1971

111 gold, 26 silver and 4 bronzes

Parle G as the proudest product

Gaining popularity in international market

Worlds largest selling biscuit

12

CHAPTER 2: DATA ANALYSIS

2.1 MARKETING MANAGEMENT BY PARLE
The extensive distribution network, built over the years, is a major strength for Parle Products.
Parle biscuits & sweets are available to consumers, even in the most remote places and in the
smallest of villages with a population of just 500.
Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or indirectly. A
two hundred strong dedicated field force services these wholesalers & retailers. Additionally,
there are 31 depots and C&F agents supplying goods to the wide distribution network.
The Parle marketing philosophy emphasizes catering to the masses. They constantly endeavour
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 understanding of the Indian
consumer psyche. The value-for-money 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.

2.2 PORTERs FIVE FORCE MODEL:

The below figure indicates the application of Porters five force model to the Parle Company
products and functioning.

13

THREAT OF
SUBSTITUTE
-traditional
homemade
bread,

BARGAINING
POWER OF
SUPPLIERS

indian
snacks,

package snacks, bakery

products etc.

THREAT OF NEW
ENTRANTS
Capital Sensitive
Manufacturing,
Advertising,
Distribution
network,

basic commodities
wheat, suger,
-increasing price
BARGAINING POWER
OF CUSTOMERS
many biscuits from
low to moderate
range
-like of bakery
products

COMPETITION
RIVARLY
High competition
Among existing
players

2.3 MARKETING MIX ADOPTED BY PARLE

The term marketing mix refers to unique blend of Product, Place, Promotion & Pricing
strategies designed to produce mutually satisfying exchanges with a target market.
Marketers have to make many decisions in developing a marketing mix that will satisfy
their target customers. However, all of the variables that make up the marketing mix can
be reduced to four basic categories.
1. Product Mix
Product is a thing possessing utility. If stands for goods &
services. In a narrow sense, a product is a set of attributes
assembled in an identical benefits that satisfy their needs.
Product mix:
A product mix is the set of all products and items that a
particular seller offers for sale to buyers. A companys product
mix has a certain width, length, depth, and consistency.

14

The width of product mix offers to how many different product lines the company
carries.

The length of product mix refers to total number of items in its product mix.

The depth of product mix refers to the total number of items in its product mix.

The depth of product mix refers to how variants are referred of each product in the line.

In Parle Product the length of the Product mix carries two different lines. That means the
company concerned with manufacturing of biscuits and confectioneries.
The biscuits market is divided into following segments:

Glucose e.g. Parle G, Tiger, Gluco-Gold Kwality Gluyco, etc.

Low count stated e.g. Monaco, snax, topate.

More and thin arrow work e.g. parle Marie choice.

Low count sweets e.g. milk Bikkies, Nice, coconut.

High count sweet. E.g. Brita, Zoological etc.

High count Salted e.g. Sixer. Jeffs, Chakra

Other cookies, crea crackers, etc.

Cream Variety.

Confectionary is broadly divided into:

Hard Boiled Confectionery e.g. orange candies, mango bite, poppins, etc.

Toffee Modified Toffee, e.g. Kismi, Lux Dairy, Myfair.

Chocolates e.g. Melody, Cadbury Nestle etc.

Low count sweets e.g. milk Bikkie, Nice, coconut.

High count sweet e.g. Brita, Zoological etc.

High count salted e.g. Sixer, Jeffs, chakra

Other cookie, crea crackers, etc.

PRODUCT PLAN STRATEGY

15

First of all Parle Ltd. concentrate on the need of consumers and then produces to satisfy those
needs of the consumers. Product planning is defined as the process of deciding in advance every
factor related to product. Each company has their own product planning and strategy. Parle while
dealing their product plan and strategy keeps in mind the following points:

Market SIZE

Consumer NEED

Competition CLUTTERS

After going through the above factors plans are made for the production and distribution of
products, but the main aim remains to meet with consumers needs and demands to know the
consumer needs market research is carried out, through small market research team.
PRODUCT ANALYSIS RESEARCH & INNOVATION
Product Analysis refers to the finding out of pros and cons of any products of the company. The
product of the company is compared with similar products of other companies and then the
product it evaluated on the basis of results obtained. Product Analysis is done through Research
work. The market and Consumer Research shows the position of the Product and also indicate
whether any modification or change is to be made in the product.
The Parle Company has their own Marketing Research Department. If the company wants to
launch any new product then they first of all make segmentation of cities. If the questionnaires
are prepared and people are interviewed about which type of product they need. Feed back from
the customers are collected and they are scrutinized on the basis of data collected from the
people. Top Level Executives takes action on that. The Manager of Marketing Research
Department and Manager of Production Department both gets concerned with each other and
then the finalization of the product is mad. As the product gets finalized, they are launched in
selected cities for test marketing and gets the response about whether the product is going to
accept or not. They are test marketing and getting feedback for six months. If they feel that the
product is fitted according to Customer demand. Then the products are produced for the market.

16

The depth of Parle Product ltd. can be measured for the sizes, colours, models, price and quality
of the Parle Products. Parle Product ltd. has a products in various Sizes which means the biscuits
packets are available in 50gms., 75gms., 100gms., 150gms., 500gms., with various Prices and
colours and colours and quality.
MANUFACTURING PROCESS LAYOUT OF PARLE PRODUCTS

PARLE G is made at parle products ltd. at vile parle. First of all the parle products buys RAW
MATERIAL from the various suppliers and stored into the store room. This raw material is then
sent to laboratory for testing and after testing only it is used for manufacturing. The raw material
consist of Wheat flour, Sugar, Partially hydrogenated edible vegetable oils, Invert syrup,
Leavening agents (503 Baking powder) Milk, solids Salt Emulsifiers (E 322 or E 471 or E 481)
and Dough conditioners (E 223).
Such a mixture of raw material is taken and mixed into STEPHAN MIXTURE, which is high
power mixture machine. Specially made for mixture of dough, from which the mixture is passed
to moulder called ROTARY MOULDER. Through that moulder approximately 10,000 come out
in a minute. Moulder had 260 cups fitted in it which gives shape to the biscuits and an
impression embossed on it of parle-g.
From rotary moulder the dough is passed through a 260 feet long OVEN which is approximately
340* c. In oven there are three stages to be followed 17

1. Removal of moisture.
2. Building the structure of biscuits.
3. Colourings of biscuits take place.
From oven the hot biscuits are placed on the COOLING CONVYOR, which is 260 feet long and
the biscuits continues to run on it for 5 to 7 minutes so that the biscuits become cool and all the
moisture that biscuits contain gets evaporated. And because of the above reason the factory has
S FLOW LAYOUT in the factory.
The conveyor continues to move to COUNTING UNIT where biscuits are counted and seen that
it is going on properly or not. The conveyor continues till the biscuits reach the STALKING
TABLE at which the biscuits are packed in very orderly manner.
From cooling conveyor sum biscuits are diverted through AUTO FEEDING MACHINE to
another stalking machine where packing is done. From stalking table the biscuits are moved on
conveyor to MULTI PACK WRAPPING MACHINE were 16 biscuits are packed into a regular
parle g wrapper so that the weight of 16 biscuits comes up to 100 grams.
Then 24 packets of parle g biscuits are packed into a POLY BAG. And after packing it into poly
bag it is sent to SEALING MACHINE where it is sealed, Then it is sent to CORRUGATE BOX
SECTION in which 6 poly bags are placed and then the boxes are kept on conveyor and sent to
DISPATCH SECTION from where the biscuits are sent to various places in India and all over
the world.
INVENTORY
The inventory of the company that is the raw material is of a week. They store such inventory in
store room and then are sent for testing in laboratory and after testing it is sent for production.
SHIFTS
There is nearly 10,000 employees working in the company and are working in three shifts.35,000
tons of biscuits are manufactured in a day of one particular product, and there are such nine
product manufactured in the factory
WASTAGES
There are two type of wastage in factory. First is the waste materials fallen on ground. Such
waste material is of 1% which is marginal and acceptable which goes into total waste. Second
18

types of waste are the biscuit collected in tray of the multi-pack wrapping machine, since these
biscuit are broken they are not packed and sold to the customer but collected in other tray and
sold as broken pieces and sold for less price for cattle feeding.
LOOSE BISCUIT
On the stalking table one to two rows of baked biscuits are kept aside for selling it as loose
biscuits. They are normally assumed to be damaged biscuits but they are not damaged or broken
but company keep such loose packets of biscuits to sell it to the local people for marginal rate of
33 Rs / kg.
PRODUCT STRATEGY

New

Old

New
Line
Extension

Brand
Extenstion

Multi
Brand

New Brand

Brand Name

Old

Parle follows both line extension and brand extension for its products .For a product like Parle-G
it followed line extension with the introduction of Parle-G milk Shakti and Parle-G magic which
has 2 flavours- Choco and cashew.
Initially Parle used to produce only confectionaries. Parle followed brand extension with the
introduction of products in the biscuits and snacks category.
In this way, by concentrating on consumer tastes and preferences and emphasizing Research &
Development, the Parle brand grows from strength to strength.

PRODUCT LIFE CYCLE

19

Parle as a company has reached the maturity stage in its products life cycle; since products such
as Parle-G, Parle Monaco, Parle Krack jack
which form a major part of

parle

products sales have captured most of

Indias market.
But for its premium biscuits parle hide
and seek and parle hide and seek Milano
the products are in the growth and
introduction stages respectively.
Parle hide and seek was introduced in
1998 with flavours such as mint, orange and chocolate. But it did not really succeed in capturing
the consumers attention. So after a few years it was re launched with just one flavour i.e.
chocolate flavour with new packaging. After the re-launch it has started gaining attention of its
potential buyers and hence is in the growth stage of its life cycle. It has to fight for its stand in
the market since it faces competition from Britannias good-day Choco nuts.

PACKAGING AND LABELLING

Packaging: The time spent by a customer for picking up a product from a retail outlet is a few
seconds; therefore a package should appeal to a customer within such a small interval of time. In
this, both packaging & labelling play an important role in attracting customers both visually &
psychologically.

Packaging:

For Parle G: Parle G was initially recognized by its iconic white and yellow stripped wax

paper wrapper with the baby face on it. Many competitors have tried to sell their lower quality
products by copying the packaging, trying to sell their biscuits as Parel-G; Parle-Jee etc. Due to
increasing competition Parle G now uses plastic wrappers for its packaging. Parle-G comes in 8
different sizes: 25gms, 44gms, 93.5 gms, 231gms, 340.5gms, 462gms, 577.5gms and a 1kg pack
just for Rs.30 which is not usually offered by other brands.

Parle Hide & Seek: It initially came out with 3 variants: Mint, Orange & Chocolate which

wasnt accepted by the masses. However, the production of Mint & orange flavors was stopped.
20

Chocolate is the only flavour that is running successfully since it is Indias first chocolate chip
biscuit. . Hide & seek biscuit's current packaging has been modified along with lower prices &
better affordability rates. Thus there is a change in size of the product which is prevalent in the
ads. One of the advertisements shows movie actor, Hrithik Roshan walking with a pack of hide&
seek biscuits in the back pocket of his jeans emphasizing on the small size of the product.

Parle hide & seek Milano: This product of Parle has a flashy purple coloured packing

which attracts customers with the whole look of Italian chocolate chip cookies.

Labelling: Consumers are becoming increasingly health conscious. So it is essential to display

the contents of every product. Every packet of Parle G, Parle hide & seek, Parle hide& seek
Milano and other products has information about the ingredients used, nutrition facts, mailing&
emailing addresses asking for feedback, phone number, packaging date etc. All this along with
the brand name and directions are printed in Hindi too.

2. PRICING MIX

The Parle marketing philosophy emphasizes catering to the masses. It constantly endeavours 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 its cultivated understanding of the
Indian consumer psyche. The value-for-money positioning helps generate large sales volumes for
the products.

Parle G has adopted the Market Penetration strategy i.e. low price along with capturing of a large
market Also they focus on low prices and provide good quality products at the same time, which
means it uses the value pricing method. This benefits Parle G by having a competitive edge in
terms of large market share which is around 40%: both rural and urban presently.

For setting the price of Parle hide & seek biscuit, a survey was taken in the urban &semi-urban
markets; on the basis of which hide & seek was introduced. It was found that the potential
consumers were ready to pay a premium price for an innovative product like chocolate chip
biscuits. Thus, Parle adopted market skimming where the product is high priced and also of high
21

quality. It includes the cost of chocolates, packaging & other processing cost. All these show
customer status, which is also one of the reasons for parle hide & seeks high price.
A separate example for explaining the pricing strategy of Parle is its product Parle Creams For
this product Parle uses going rate method only as a reference rate. In this case, Parle Creams
were introduced after Britannias Cream Treats with similar variants but at Rs.5 per packet of
biscuit and not Rs.10 like that of Britannias cream treats.

3. PLACE MIX
The extensive distribution network, built over the years, is a major strength for Parle Products.
Parle biscuits & sweets are available to consumers, even in the most remote places and in the
smallest of villages with a population of just 500.

Distribution Channel levels:

Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or indirectly. A
two hundred strong dedicated field force services these wholesalers &retailers. Additionally,
there are 31 depots and C&F agents supplying goods to the wide distribution network. So it
is seen that Parle has 1 level, 2 level & 3 level distribution channels levels.

Level 1- availability to all departmental stores.

Level 2- Since its an FMCG product this channel exists for customers scattered throughout the
country.
Level 3 - Mass consumption & suitable for national & international coverage. For e.g. Parles
international operations consist of serving markets in the Middle East, Africa, South America,
Sri Lanka, Australia and North America for which the 3 level distribution channel exists.
Parle has a multi-channel marketing system since it uses more than two marketing channels to
reach all its customer segments.

4. PROMOTION MIX
Parle used various promotion mix strategies: they are:

Parle-G biscuit:
22

Parle-G started being advertised in the 80's. It was advertised mainly through press ads. The
communication spoke about the basic benefits of energy and nutrition. In1989,

Parle-G

released its Dadaji commercial, which went on to become one of the most popular commercials
for Parle-G. The commercial was run for a period of 6 years. Parle-G grew bigger by the minute.
Be it the packs sold, are as covered or the number of consumers. It became a part of the daily
lives of many Indians. It wasn't a biscuit any more. It had become an icon . The next level
of communication associated the brand with the positive values of life like honesty, sharing and
caring.

The year 2002 went down as a special year in Parle-G's advertising history. A year that saw the
birth of G-Man a new ambassador for Parle-G. Not just a hero but also a super-hero that saves
the entire world, especially children from all the evil forces. A campaign that was not just new
to the audiences but one that involved a completely new way of execution that was loved by
children all over the world -Animation. A TV commercial that showed G-Mansaving the
children from the evil force called Terrolene launched this campaign. It was also supported by
print medium through posters and streamers put up at the retail outlets. Another campaign that
was launched by Parle for Parle-G was - G maaneGENIUS. For this a series of ads were
shown in which a little kid eats Parle G and tricks the wise and experienced people.

Just a few months back a reminder TV commercial was launched for Parle-G where the product
is being called hindustan ki takat . Most of the Parle-G TV commercials tell us that brand
awareness is being done by capturing consumer emotion.Heavy promotion plays a major role
in creating brand awareness. Such is the case of Parle hide & seek biscuits television
advertisements. The ads of parle hide and seek are portraying actor Hrithik Roshan. This tells us
that the product is being promoted by celebrity endorsement to increase awareness of this
product and help capture the consumers attention.

ADVERTISEMENTS:

The following are some of themes based on which Parle has been advertising to market its brand.

23

Healthy Products, Iconic Brand Ambassadors:

Parle has maintained its brand position as a low cost and a healthy product, but in order to
promote several other products it has made several major changes in its campaign. Referring to
section 4, in past few years, like Britannia, Parle approved of cricket players endorsing its
products. Parles Milk Shakti faces a competition from Britannias similar product Milkbikis. In
a snapshot of an advertisement in which the Indian cricket team captain MS Dhoni endorses
Parles Milk Shakti biscuits.

Product Metaphor:
It also promoted its product by metaphorically claiming its products as a Genius. It also
continues to associate its brand with celebrities while asserting its position of being genius.

Celebrity Endorsing:
It continues its association with a celebrity-star like Hrithik Roshan to promote its premium
segment product such as Parle Hide and Seek.

Product Association with Audience:

In yet another strategy, it associates its product with famous characters rather than the celebrity
or a cricket player. One of its major achievements was its association with Shaktimaan, an Indian
superhero. It also advertises its products by associating them with individual traits.
For example, when Parle launched their new product (a first one then) Parle Monaco- Life
Namkeen Banaye biscuits, in order to attract the audience interest they correlated the salty part of
the biscuit to an individuals wittiness.
With another advertisement on Parle Marie, with the slogan Baatcheet Bakbak aur Parle
Marie, it appealed to the family rather than focusing on specific age group, unlike what it used
to do initially for Parle-G.

EVENTS AND CAMPAIGNS

Promotional campaigns - Parle-Gramin Swastha Yojana

Parle had launched a new scheme called a Parle-Gramin Swastha Yojana, which was a
network of ambulance van visiting rural areas giving basic medical treatments, educating people
24

on nutrition deficiency problems, and promoting Parle nutritious products. Using this it
penetrated into those areas where direct penetration using just advertisements was not possible.

Parle-G Mera Sapna Sach Hoga

In 2002, Parle decided to launch Parle-G Mera Sapna Sach Hoga contest to stay as a popular
brand among children. This was an initiative taken after its successful branding with Shaktimaan.
The national level promos run for a period of 6 months which promised free scholarship and free
trips to Disneyland at Paris and Singapore. In past, it had also launched TV serial called Parle
Sakthi, mainly oriented towards the women consumers.

Parle-Golu Galata Contest

This event was specifically focused in Tamil Nadu where household women decorate clay dolls.
Then the women display the dolls on the specially prepared Koulpasis or steps made of wood
and covered with a thick cloth. This was then displayed to friends and relatives. This tradition
was slowly losing its charm, but Parle saw an opportunity to reach out to the people and
organized the contest as a novel promotion strategy. Thus, it also promotes its products at
regional level through traditional activities.
Sales promotion consists of activities that have the purpose of making other sales efforts (e.g.
advertisement) more effective. Some popular sales promotion techniques of Parle are:
a. Special displays
b. Offering Scholarship
c. Running contest
d. Distribution of free samples
e. Offering free introductory services
f. Demonstrating products
In spite of all efforts spent in doing market research, sales forecasting and advertising and sales
promotion, some one ultimately must do some personal selling of products or services.
Selling through Agent Middlemen

Selling Agent: The selling agents perform on the basis of extended contracts and
negotiate all sales of a specialized line of merchandise or the manufacturers entire

25

output. Usually, the agent has full authority concerning prices and terms and is the sole
seller for the line represented and is not given market area.

Manufacturers Agent: the manufacturers agent or representatives is an independent

business person who sell a part of output of two or more client manufacturers whose
products are related but non-competing, on a continuous or contractual basis in a limited
or exclusive territory. Manufacturers use agents more often than any other type of agent
middlemen. The agents do not take title to the goods, are paid a commission and have
little or no control over prices, credit or other terms of sales.

2.3 SWOT ANALYSIS OF PARLE

STRENGTHS
(1) Low price as compared to competitors:
They constantly endeavor at designing products that provide nutrition and fun to the common
man. Most Parle offerings are in the low and mid-range price segments. This is based on their
understanding of the Indian consumer psyche. The value-for-money 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.
Affordability:
Parle G offers 1Rs. pack which contains 4 biscuits which is affordable to anyone aims to satisfy
hunger.
(2) Sizeable market share in the country:
Many of the Parle products - biscuits or confectioneries, are market leaders in their category and
have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit
market and a 15% share of the total confectionary market in India, Parle has grown to become a
multi-million dollar company. While to consumers it's a beacon of faith and trust, competitors
look upon Parle as an example of marketing brilliance.

26

(3) Offers variety of products in different sizes under its brand:

Parle offers a variety of biscuits at different pricing range. The Parle marketing philosophy
emphasizes catering to the masses. We constantly endeavor at designing products that provide
nutrition and fun to the common man. Most Parle offerings are in the low and mid-range price
segments. This is based on our cultivated understanding of the Indian consumer psyche.
The value-for-money 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.
(4) An experienced team of sales and marketing executives:
Sales and Marketing executives are selected through a special process. A proper verification of
identity and financial background are done for a better structure of the human resource in the
company.
(5) Largest distribution system:
The extensive distribution network, built over the years, is a major strength for Parle Products.
Parle biscuits and sweets are available to consumers, even in the most remote places and in the
smallest of villages with a population of just 500.Parle has nearly 1,500 wholesalers, catering to
4, 25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services
these wholesalers and retailers. Additionally, there are 31 depots and C and F agents supplying
goods to the wide distribution network.
(6) Wide coverage area of manufacturing units:
Parle Products has one factory at Mumbai that manufactures biscuits and confectioneries while
another factory at Bahadurgarh, in Haryana manufactures biscuits. Apart from this, Parle has
manufacturing facilities at Neemrana, in Rajasthan and at Bangalore in Karnataka. The factories
at Bahadurgarh and Neemrana are the largest such manufacturing facilities in India. Parle
Products also has 14 manufacturing units for biscuits and 5 manufacturing units for
confectioneries, on contract. All these factories are located at strategic locations, so as to ensure a
constant output and easy distribution.
Each factory has state-of-the-art machinery with automatic printing and packaging facilities.

27

(7) The quality commitment:

All Parle products are manufactured under the most hygienic conditions. Great care is exercised
in the selection and quality control of raw materials, packaging materials and rigid quality
standards are ensured at every stage of the manufacturing process. Every batch of biscuits and
confectioneries are thoroughly checked by expert staff, using the most modern staff, using the
most modern equipment.
(8) The customer confidence:
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. Today,
the Parle brands have found their way into the hearts and homes of people all over India and
abroad. The consumer is the focus of all activities at Parle. Maximizing value to consumers and
forging enduring customer relationships are the core endeavors at Parle. Their efforts are driven
towards maximizing customer satisfaction and this is in synergy with their quality pledge. Parle
Products Limited will strive to provide consistently nutritious and quality food products to meet
consumers' satisfaction by using quality materials and by adopting appropriate processes. To
facilitate the above we will strive to continuously train our employees and to provide them an
open and participative environment.
WEAKNESS
(1) Breakage of biscuits while delivering to retailers:
Sometimes biscuits get damaged while delivering to retailers. Company should adopt innovative
packaging techniques. So that the quality of biscuits are good till it reaches the customer, also
attractive for the customer.
(2) No proper replacement system for broken biscuits to retailers:
There is no proper replacement system for broken biscuits to retailers. Company should start a
program for the loyal retailers and wholesalers to reduce their complaints by providing timely
supply and replacement. This will help in increasing their sales.

(3) Improper and irregular supply:

28

There is improper supply of products to retailers and distributors. Hence it is advised to increase
the number of stock keeping units {SKU} available in the retailers store. Each salesman should
stress the retailers to keep the maximum SKUs and to maintain these SKUs throughout. With
this, the replacement of the damaged and expired biscuits should be prompt and without any
hassles, so that retailer can be saved from the loss of the expired and damaged goods.

(4) Dependent on its flagship brand, Parle-G:

The major income source for Parle Company is the Parle-G biscuits. The biggest concern for
Parle -G is that the brand shouldnt become outdated as it is a historic brand. The brand has
managed to retain its leadership position because it has evolved its campaign with every
consumption trend. Hence Parle Company should opt for innovative techniques to maintain the
brand of Parle-G
(5) Poor packaging in family pack of glucose biscuits:
Company should adopt innovative packaging techniques, as they have their own packaging unit
as consumers are highly attracted towards new packaging. The packaging of Parle Glucose
biscuits (1/2 and 1 kilogram packs) must be improved for its better sales. The company should
come up with double packaging as people refuse to buy family pack biscuits with loose
packaging. The company should take proper measures that the schemes and offers are not gulped
by the middlemen, and that it benefits the retailers and customers.

(6) Lack of schemes for retailers and distributors:

One of the advantages of Parle Company is the wide range of retailers and Distributors. Parle
Company should implement more innovative schemes for retailers and distributors. So there is
better relationship between the company and retailers, distributors.
OPPORTUNITIES
(1) Rising demand for innovative packaging in packaged foods:
Parle should adopt new innovative packaging techniques. Since it can attract more customers
specially kids through innovative packaging techniques. Due to proper packaging the quality of

29

the biscuits will be retained and the retails will not suffer loss if goods are spoiled before it
reaches their place.
(2) Retaining loyal retailers or wholesalers:
Parle can motivate retailers and wholesalers good incentives and programs. The Parle Company
can maintain the loyal retailers and wholesalers. Since one of the most important strength of the
company is wide spread distribution network. The wholesalers and retailers are one of the main
reasons for the same. Hence it is advised that new innovative programs and more incentives
should be given to them.
(3) Improving supply system for established brands:
As discussed in the earlier point the company can attract more retailers and wholesalers. Due to
this the company can expand the supply system and attract more customers. This in turn will
earn good profit to the company.
(4) New innovative promotion techniques:
Promote Parle brand through schemes such as Parle Gramin Swastha Yojana (a network of
ambulance van visiting rural areas giving basic medical treatments educating people on nutrition
deficiency problems and promoting Parle nutritious products) Promote Parle brand through T.
V. shows such as Parle Sakthi (Parle - Friend of Women). The weekly T. V. show will cater
to health issues of women and children and will explain long term benefits of healthy diet)
Results Expected Improved sales through Top of mind recall.
Parle is weak in Eastern India and Tamil Nadu. To cover up this loop hole, they are giving
scholarships to children in these states to cover up the corporate equity which is less than
Britannia in these states. Based on the above mentioned facts, the following are some of the
suggestions that may help Parle Products Pvt. Ltd. to maintain its position as a leading company
in the food and beverage market in India.

(5) Penetrate the Market Share of the Unorganized Sector

The Indian biscuit industry is divided into the organized sector that has 60% market share and
the unorganized sector that has the rest 40% market share. Parle can take a pie of the market
share of the unorganized sector by tapping rural markets through several government schemes
30

such as mid-day meals. They can also be a part of NRHM centers. By this, they would be able to
improve their visibility in the rural biscuit market in India.

(6) Innovation and Rural Market:

Innovating new products, especially non-glucose type biscuits, and its test marketing in the rural
market with its existing distribution channel would help them establish a new market in rural
India. This would be similar to replication of their strategy of innovation following which they
launched their product - Hide and Seek that is a premium segment product mainly focused in the
urban or semi-urban market.

(7) Going Public:

Parle is one of the oldest companies in the biscuit market and except for its glucose biscuit
business, no other product has had a significant impact in the market. In order to follow an
aggressive expansion plan and to foster world class R & D, it may need funds, which it can
easily generate through an IPO because of its brand name. This can also help them diversify into
different related markets. It is important to note that both of its major competitors, namely,
Britannia and ITC are publicly listed companies that have aggressively pursued advertising and
R & D.
(8) Diversify in New Market:
Today, though Parle has a commanding position in the biscuit industry, the future may be much
more competitive in this industry. This is because of entry of several new companies into this
market. The entry of new product suppliers in the market is also one of the Porters five forces
which can alter the market scenario. Hence, Parle being an established brand should diversify
into different market such as dairy products like cheese, butter, etc.
The image that it has among the Indian masses is that of a chai-biskut providing company in
the rural India. Specifically, in this context, in the urban sector Parle can create a new image of
itself in the confectionary market by catering to high end

Parle should go in for exclusive outlets in at least all the shopping malls and in medical
shops coming up these days and any location where footfalls are large in number. The
advantages of this channel will be:
i. Full range display
31

ii. Easier to promote new products

iii. Easy to push impulse purchase products
iv. Brand building will be facilitated

Pushcarts should be increased in number in order to increase the market reach this can
provide with e very effective channel

Trade promotion should be formulated for newly launched products instead of just
tagging them onto best sellers.

The company should start a home delivery where a particular household will order full
range of products required by it over a period of time. For this the company could
provide a deliveryman with cycle to reach the different houses.

In order to motivate the channel members it is also very essential for the company to
increase the margins for the hard selling items

In order to remain sensitive to market demand, it is essential for the company to place
additional salesmen on the field since the brand as such commands a high demand in
the market but fails to match it with the supply.

THREATS
32

(1) Highly advertised brands such as Britannia:

Parle faces the adverse competition from Britannia. Now-a-days Britannia have adopted
intensive advertisement such as through media to promote their products. This can result in less
attraction for the brand products of Parle.
(2) Ever increasing competition from multinationals and local companies:
ITC is promoting their Sun Feast brand by using strong promotional campaign with Brand
ambassador Shah Rukh khan. ITC Foods Ltd has expanded network and is promoting its Sun
feast biscuits across 1000 schools in the country. Britannia Tiger has brand ambassador Rahul
Dravid and Virender Sehwag who are doing heavy duty endorsement on their personal equity
line for the brand.
(3) Increase in sale of cheap local bakery products:
There is sudden increase in bakery products for past certain period of time in the market. Due to
this the Parle biscuits are facing competition. This can affect the performance of the company.
(4) Emerging substitutes like wafers, snacks and toast:
Earlier it was just the biscuit which was available as snacks item. Now there are many other
products like wafers and toast. Thus company is facing threat due to the new substitute products.
(5) Margin war among the major Brands:
The following are some of the brands of Britannia and Parle which are pitched against each
other:
Category

Britannia

Glucose

Tiger

Marie

Marie Gold

Sweet
Snacks
Bourbon

Salty 50-50

Bourbon

Differentiation from Parles Point of

View
Parle G
Established brand associated with health
and low price.
Parle Marie
Introduced Parle Digestive Marie
biscuits, which have five times more fiber
than the regular Marie. It also offers
lower fat and calories than other digestive
biscuits.
Krack Jack
These products at par with each other and
it modified its image as ek hein bite
mein sweet bhi salty bhi.
Hide
and Bourbon is an established brand and is
Seek
perceived as cream biscuit. Parle
Parle

33

Sweet Biscuits Nice

---------

Multi grain

---------

Nutri choice

introduced chocolate biscuits in form of

Hide and Seek endorsed by celebrity like
Hrithik Roshan
It offers sweet biscuits in form of Parle-G
with glucose but does not offer product
based on hard sugar
Parle does not have any specific product
in this segment to counter Britannias
product. (serves as opportunity to Parle)

2.4MAJOR COMPETITORS OF PARLE PRODUCTS LTD

The major competitors of parle products is Britannia , Sunfeast, Priya Gold, cadburry, and
others local brand.
Britannia

OTHERS

The company was established in 1892, with an

ITC

investment of Rs.295. Initially, biscuits were

manufactured in a small house in central Kolkata.

BRITANNI
A
PARLE

Later, the enterprise was acquired by the Gupta

brothers mainly Nalin Chandra Gupta, a renowned
attorney, and operated under the name of "V.S.
Brothers." In 1918, C.H. Holmes, an English

businessman in Kolkata, was taken on as a partner and The Britannia Biscuit Company Limited
(BBCo) was launched. The Mumbai factory was set up in 1924 and Peek Freans UK, acquired a
controlling interest in BBCo. Biscuits were in big demand during World War II, which gave a
boost to the companys sales. The company name finally was changed to the current "Britannia
Industries Limited" in 1979. In 1982 the American company Nabisco Brands, Inc. became a
major foreign shareholder.The company's factories have an annual capacity of 433,000 tonnes.
The brand names of biscuits include VitaMarieGold, Tiger, Nutrichoice Junior,Good day, 50 50,
Treat, Pure Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice, Little Hearts and
many more.
ITC
34

In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie
and Cream Biscuits. Sunfeast's brand essence connotes happiness, contentment, satisfaction and
pleasure. In a span of 9 years, Sunfeast has well-established presence in almost all categories of
biscuits and is also a key player in the pasta and instant noodles segments.
Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at the premium end.
High quality married with exciting innovations has helped drive this category. Dark Fantasy
Choco Fills has wowed the Indian consumer with its innovative centre-filled format and highquality packaging. In addition, the launch of the Dream Cream range of biscuits in two exciting
and innovative dual cream formats further reinforces ITCs commitment to continuously delight
the consumer.
Priya Gold
Surya Food & Agro Ltd. was incorporated in November 1992 and commenced its commercial
operations of manufacturing & selling of biscuits under brand Priyagold in October 1993. Over
a period, we have established strong manufacturing capabilities and have invested substantially
in developing consumer preference for our products. trademarks / brands Haq Se Maango &
Priyagold have emerged as one of the most powerful brands in the FMCG sector. They are
committed to invest in brands, manufacturing capabilities, deliverables and distribution strength.
After establishing foothold in biscuit industry, they continued to adopt strategy to identify and
commercialize profitable growth opportunities by leveraging established brand and distribution
network. Following this strategy, they diversified into manufacturing of fruit juices through
wholly owned subsidiary. They are continuing with our effort of strengthening the brand with a
scientific approach, which will result in growth of customer base, price premium, consumer
loyalty which is expected to result in increased earning and ultimately enhancing enterprise value
of company.

2.5 POSITIONING STRATEGY OF PARLE

The relevance and importance of conventional marketing, especially in the fast moving
consumer goods category, has slid down to give way for more aggressive market savvy solutions
35

that can revolutionise the way products sell these days. While dealer productivity and market
penetration are still important in the overall marketing activity, the brand has to evolve and
revolve in a different orbit "" it has to reposition itself if it really wants to make a difference in
the highly competitive market.
Positioning a product firmly in the consumer's mind-set has been one of the major marketing
challenges that has enamoured many a marketing guru. As organisations are re-engineering
themselves to be more productive, products also need to reposition themselves if they want to
stay ahead in the marketing war game. Consequent to the changing parameters, both tangible and
intangible, if the products do not respond and reorient themselves to the new environment, they
run the risk of becoming obscure. The point here is that however much financial wizardry an
organisation might deploy, however much R&D they get into, however much technology they
enjoy, unless brand building takes the front seat with clear-cut strategies that predispose the
product behaviour, the chances of creating a winner is quite remote.
The name of the marketing game is therefore repositioning your brand and thereby, the
competition. When the stakes are high and when you are not able to take the competition headon, the only way to survive and build on equity is through repositioning.The success of
Shaktiman from Parle-G again has tremendous scope in retailing, merchandising and event
marketing. May be this was a deliberate strategy from Parle to reposition its biscuits with a
shakti(power) aura against the much hyped biscuit brands. Parle-G eventually might use the
Shaktiman umbrella strategy to replicate the success for its other brands in these markets. Small
wonder then, that Parle-G, with its mass market appeal and distribution in over 4.25 lakh retail
outlets, is today the number one biscuit brand in the world.
2.6 IMPORT-EXPORT:
The immense popularity of Parle Products in India was always a challenge to Parle Company
production capacity. Now, using more modern techniques for capacity expansion, Parle have
begun spreading our wings and we are going global.
Parle biscuits and confectionaries are fast gaining acceptance in international markets, such as
the Middle East, Africa and South East Asia. The more sophisticated economies like U.S.A.,
UK, Canada, Australia and New Zealand are also relishing Parle products.
36

As part of the efforts towards a larger share of the global market, Parle has initiated the process
of getting ISO 9000 certification. The Parle name symbolizes quality, health and great taste. And
yet, we know that constantly innovating and catering to new tastes has built this reputation. This
can be seen from the success of its new brands such as Hide and Seek etc.
Today, the Parle brands have found their way into the hearts and homes of people all over India
and abroad. The Parle biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide
and Seek enjoy a strong imagery and appeal amongst consumers across the world. This has
resulted into Parle-G being the Worlds Largest Selling Biscuit.
2.7 LATEST NEWS AND UPDATES ABOUT PARLE COMPANY
Articles:

Parle Products looks to double turnover in snacks by 2018

Four years after relaunching its snacks portfolio, Parle Products, the maker of the Parle range of
wafers and namkeens and the Full Toss range of snacks, is looking to double turnover of the
division by 2018, the company's general manager, marketing, Pravin Kulkarni, said.
Currently, Parle derives around Rs 450-500 crore in topline from its snacks division, which it is
looking to take to Rs 1,000 crore in four years, Kulkarni said. "We've been growing at a fairly
fast pace in the last few years. We see this growth rate picking up even further given the sales
traction we are now seeing in Indian snacks (namkeens)," Kulkarni said.
Kulkarni says that the snacks division has now stabilised after its initial years of struggle and
products such as Parle's Wafers today command a 6% market share in a segment dominated by
PepsiCo's Lays. While Full Toss's market share was not disclosed by Kulkarni, the namkeen
range promoted by the firm, now has a share of about 4% in two years since launch, he said.
Parle's Full Toss competes with PepsiCo's Kurkure in extruded snacks, while in namkeems, it
has rivals such as Haldiram's, Bikaji and Bikano among others. Kulkarni says that Parle's hopes
of clocking a higher growth rate in namkeens are on account of the largely regional players that
dominate the segment, besides a growing preference for these products by consumers during tea
time. "We will be launching more variants under namkeens in a bid to beef up our portfolio,"
37

Kulkarni said. While the western snacks market comprising chips/wafers is pegged at around Rs
4,000-Rs 5,000 crore in size, the Indian snacks market is around Rs 3,500 crore in size. The
latter, however, is growing faster than the western snacks market, experts say, on account of the
variety that is available in the segment.
2.Parle Products topped the charts among food companies
PARLE topped the charts among food companies in India during 2014-15, with sales exceeding
Rs8,300 crore, according to a recent Nielsen report sourced from industry executives. The 85year old company, the market leader in the largest category of biscuits and owner of Parle G,
India's biggest food brand, had a 29% share in the biscuits category during the year with sales of
over `5,000 crore. Britannia, India's second-largest biscuit maker, and chocolate giant Mondelez
shared the second spot with revenues of ` 6,800 crore. In the non-food segment, HUL led the
pack with sales of Rs 25,400 crore, nearly thrice of its nearest rival, P&G, which clocked sales of
`8,600 crore. RSPL, the maker of Ghari detergent, came in third in the home and personal
segment, with sales of Rs 4,900 crore.

38

CHAPTER 3: CONCLUSION

Parle Company has reached its zenith in the world of food items preparing biscuits and
confectioneries. It has always adapted a futuristic approach i.e. anticipated the companys
need in the year to come.

Parle Company always keeps in mind the needs of consumers and thats why they have
launched recently cream biscuits, considering the requirement of modern consumers. In
Parle from factory to the ultimate consumers all the people are working co operatively.
In the factory, employee relations are harmonious.

I want to conclude my project by saying that marketing strategy is 4ps such as product,
promotion, price and place. These are all important aspects of marketing strategy.
Without these aspects marketing is not possible. Marketing strategy is all about
marketing a product .In these marketing mix sellers, retailers, buyers, and wholesalers
play an important role. There is lot of scope in marketing strategy. Parle company had
made huge profit by marketing there products in India and in foreign countries.

The Parle name symbolizes quality, health and great taste. Constantly innovating and
catering to new tastes PARLE as a brand has built its reputation.

39

SUGGESTIONS

Parle Products Pvt. Ltd. is a large scale unit having very wide market in India and other
foreign countries like Geniva, Paris, Brussels, Amsterdam , London, Lisbern, Athens the
Marshelona. It is the first company who has started manufacturing biscuits and
confectioneries.

Parle should start the selling of its products not only in the above mentioned countries, but
also all over the world.

Right now, the company is producing many brands of biscuits like Parle G, Cream
biscuits, KrackJack, Monaco, but in future it should go for such type of products which
suits above and over the all companys product connected with production of biscuits and
confectioners.

All the advertising campaign of the company is limited to television and wall painting, etc.
The company should start advertising through other media which suits the product. No
doubt the company is also giving sales promotion once in a year, but the company should
adopt new and modern technique of attracting kids for biscuits conducting competitions,
quiz, etc. and gifting like participated with Parle products.

40

BIBLIOGRAPHY
Websites and pdf
www.wikipedia.com
www.parleproducts.com
www.slideshare.com
www.managementpardise.com
www.economictimes.com
www.lawteacher.com
www.scribd.com

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