Parle G Product Servey

GOVT.
COLLEGE OF ENGINEERING AURANGABAD
PROFILE OF THE COMPANY
Parle Products Pvt. Ltd.: A cream colored yellow stripped

paper with a cute baby photo containing 10-12 biscuits with
the company’s name printed with in Red. Times changed,
variety of biscuits did come and go but nothing has changed
with these biscuits. Yes, the size of their packing has
definitely changed but for the consumer good as these are
money saver pack. 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,
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GOVT. COLLEGE OF ENGINEERING AURANGABAD
in addition to sweets and toffees. Having already established

a reputation for quality, the Parle brand name grew in
strength with this diversification. Parle Glucose and Parle
Monaco were the first brands of biscuits to be introduced,
which later went on to become leading names for great taste
and quality. For around 75 years, Parle have been
manufacturing quality biscuits and confectionary products.
Over the years Parle has grown to become a multimillion
dollar company with many of the products as market leaders
in their category. The recent introduction of Hide & Seek
chocolate chip biscuits is a product of innovation and caters
to a new taste, being India’s first ever chocolate chip biscuits
Apart from the factories in Mumbai and Bangalore Parle also has
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.
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Brands
An in-depth understanding of the Indian consumer psyche has

helped Parle evolve a marketing philosophy that reflects the needs
of the Indian masses. With products designed keeping both health
and taste in mind, Parle appeals to both health conscious mothers
and fun loving kids. The great tradition of taste and nutrition is
consistent in every pack on the store shelves, even today. The
value-for-money positioning allows people from all classes and
age groups to enjoy Parle products to the fullest.
Parle 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
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kids to senior citizens. They have found their way into the Indian
hearts and homes. Parle G Pa Parle-G
For over 65 years, Parle G has been a part of the lives of every
Indian. From the snow capped mountains in the north to the sultry
towns in the south, from frenetic cities to laid back villages, Parle
G has nourished strengthened and delighted millions. Filled with
the goodness of milk and wheat, Parle G is not just a treat for the
taste buds, but a source of strength for both body and mind. Tear
over a packet of Parle G to experience what has nourished
Generations of Indians since last sixty five years, making it truly
Hindustan Ki Taakat. Pack Sizes available: 16.5G, 38.5G, 60.5G,
82.5G, 99G, 209G, 313.5G, 418G, 825G
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Rich butter and tempting cashews. An irresistible combination.

Parle Twenty-20 cookies. Baked to perfection to deliver the
perfect experience of taste and aroma, they melt in your mouth to
give you a cookie eating experience unlike one you have ever had
before enjoy a feast of crunchy, crispy scrumptious cookies. Pack
Sizes available: 75 G, 110 G, 225G
Share the company of great taste anytime, anywhere with Monaco.

A light crispy biscuit sprinkled with salt, Monaco adds a namkeen
twist to life’s ordinary moments. Pack Sizes available: 75 G, 120
G, 240G
Hide and Seek
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The ingredients that go into making this prized cookie are a well
guarded secret. What is is the effect it has on those who eat it. A
cookie with a reputation for romance. Indulge in the sinful taste of
Milano and everything that follows it. Pack Sizes available: 25 G,
62 G, 100 G, and 200 G
Krackjack
The original sweet and salty biscuit is one of the most loved
biscuits in the country. It's not just a biscuit, it’s the taste of
relationships captured in a_ biscuit. A little sweet and a little salty
crafted in such a delicate and delicious balance, you can never get
enough of it. Have it anytime you like with anything you like. Pack
Sizes available: 75G, 170G, 240G
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Parle 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 & joy among people of all ages.
Page 7
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. Parle G, a premium glucose biscuit is the world’s
largest selling biscuit. A factory of these glucose biscuits is
situated in Neemrana is producing 7000 metric tonnes every
month. A list of premium quality biscuits and confectioneries is
produced and distributed across nations.
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Parle-G - Founder and History
The biscuit brand, Parle-G is owned by the Chauhan family.

Parle-G is a production of the Parle Products part of the company.
The owners of the company were Vijay Chauhan, Sharad, and
finally Raj Chauhan. The headquarters were set up in a
neighborhood called 'Vile Parle.' This was located in the Western
part of Mumbai.
Historically, this brand was one of the first Indian brands. The
factory of Parle was established as early as 1929. The Parle-G
was started to be made in the year of 1939. And finally, after
independence, this company started putting up ads to promote its
biscuits. The ads showcased glucose biscuits and were favored by
Indians in a large number.
The biscuit was at first named as Parle-Glucose till the year 1980.
After this, it became Parle-G ( G stands for glucose that was
present in the biscuit, but in recent slogans, it stands for genius).
This biscuit is now being sold worldwide, in the United States,
Europe, and Africa.
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Parle-G - Logo and Meaning
The logo of Parle-G is one of the most well-known in India.

The logo shows a young girl child, about the age of 4-5. The logo
is significant as it shows that all age groups can eat the biscuit and
the glucose components are suitable for kids even.
Parle-G never changed the logo as it is crucial to illustrate the
originality and stability of the product. The same logo in the
packaging can help customers to remember and recognize
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Parle-G - Revenue and Growth
The main characteristic of the Parle-G biscuits is their low cost

and affordability. Brand Parle-G biscuit sells for rupees seventy-
seven (77) per kilogram and is a part of below 100 'affordable'
biscuits. This quality is most important for the growth of this
brand of biscuit.
Parle – G comes under the Rs 100 per Kg category, which makes
it affordable for everyone and makes it the popular choice for
people during such desperate times.
Parle-G alone generates one-third of revenue for the company.
Parle-G is dominating the sale volume of around 50% of the total
production of the company. Recently the company calculated an
overall growth of 5% in the marketplace, and surprisingly Parle-G
contributed more than 80% of this growth rate. Parle-G became
the world's most giant selling biscuit in 2011; it was recognized
worldwide.
The first factory, which was set up in a suburb of Mumbai, soon
came to be spread nationwide. As soon as Parle-G became a hit in
India, it started exporting its biscuits worldwide. At present,
Parle-G has manufacturing units in 7+ countries. The United
States, Nepal, Nigeria, Europe, and several parts of the African
continents are where these biscuits are currently sold. The
company started with the right strategy - making a popular,
affordable snack, and this is the prime reason for its growth and
expansion.
The company currently has 130+ factories in India out of which 120+
factories are currently producing continuously. This makes the biscuits
available at most of the retail stores.
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Parle-G, the most loved and the most widely recognized biscuit brand in
India saw its sales skyrocketing during the initial months of 2020, and
made headlines for breaking its own eight-decade-old record of sales. The
company said in an official statement that it has registered the best sales
figures breaking the 82-year-old record. Parle also gained a 5% market
share in the biscuit sector during the same time, which is a highly
competitive one, during March, April and May of 2020. These were the
best months of its business since the company started.
Owing to the lockdown due to the Corona Virus (COVID-19) pandemic

in 2020, people started stocking essential and easily available food items
including the popular biscuit Parle–G. Other than this, many NGOs and
Government Agencies bought many Parle–G packets for the distribution
of relief packages. These facts led to the large sales of the biscuit. The
company itself distributed 3 crore packs as relief packages to the needy.
The very affordable 5 Rupee packs came in handy to many migrant
workers and laborers who had to travel by foot to return to their native
places.
Parle gained the highest growth rate among all the other biscuit brands.
The growth rate increase is also its best growth rate in the last 40 years.
The company also said that this type of growth is also previously
experienced during other phases of crisis in the country like earthquakes
and tsunamis when the sales of Parle–G went up exponentially.
Parle – G, which is very popular for many decades is one of India’s oldest
and best biscuit brands and has been serving constantly as people’s
favorite tea-time snack for many generations. It has also maintained its
taste and quality during all these years. Known as ‘Bharat ka Apna
Biscuit’, the biscuit company supports the #VocalForLocal campaign,
started by our Honorable Prime Minister. It was also declared the world’s
largest selling biscuit brand by Nielsen in the year 2013.
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Parle-G - Challenges Faced
Establishment
In the initial few days, the company of Parle-G was struggling as

it was established during British rule. At that
time, advertising was very problematic and rare. They even took
the risk of challenging the British-made biscuits, which was a
very bold move made by them. Also, setting up factories at that
time was difficult, and it was all done manually.
Low-cost margin
The consumers of Parle-G are primarily rural populations. Due to
its profound locality, most of its revenue and product growth is
dependent upon the population's needs.
They tried to increase the price of the brand, which dramatically
decreased the volume of the brand. Consumers demanded stable
prices. They are bound to keep a fixed price, so they manipulate
the net quantity by keeping the price stable.
Risk of withstand
The real identity of Parle-G is its unique packaging, taste, and
low-cost margin. The market is flooded with such other brands
having cookies and cream biscuits. They provide attractive
packaging and glucose-based biscuits with a similar price range.
Parle-G as a driver product penetrates the biscuit market. They
come up with multiple size packs with strong distribution
management. Make the product available everywhere.
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Parle-G - Achievements
Parle-G is at the top of all biscuit brands in India. Its affordability
makes it the most widely-eaten biscuit. It became the very first
indigenous biscuit brand to cross the 5000 crore mark. Parle-G
has also become the number one FMCG brand in India. It is one
of the trustworthy brands. It has been awarded for its regular and
consistent quality. In 1976 the biscuits Parle-Glucose won the
award world selection at Geneva.
Its recognition in foreign markets has made it a very well-known
brand in the United States, parts of Africa, and Europe. From a
small confectionery, Parle-G is now the largest biscuit producer
in India. And this is what makes it unique.
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SWOT ANALYSIS:-
STRENGTHS:
(1) Low price as compared to competitors:

They constantly endeavor at designing products that provide
nutrition and taste to the common man. Most Parle offerings are
in the low and mid-range price segments. The value-
for-money positioning helps generate large sales volumes for the
products.
(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.
(3) 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-G.
Parle-G is available to consumers, even in the most remote of
places. Parle has nearly 1,500
wholesalers, catering to 4, 25,000 retail outlets directly or
indirectly. A two hundred strong
P a g e 15
dedicated field force services these wholesalers and retailers.

Additionally, there are 31
depots and C&F agents supplying goods to a 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
SWOT ANALYSIS
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QUALITY:
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.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.
EXPORTS:
The immense popularity of Parle products in India was always a

challenge to their production capacity. Now, using more modern
techniques for capacity expansion, they have begun
spreading their wings and are going global.Parle bisuits and
confectionaries are fast gaining acceptance in international
markets, such as, Abu Dhabi, Africa, Dubai, South America and
Sri Lanka. Even the more sophisticated markets like USA &
Australia, now relish Parle products.As part of the efforts towards
a larger share of the global market, Parle has initiated the
process of getting ISO 9000 certification. Many Parle Products
have also won Gold, silver and bronze medals at the Monde
Selection
.
P a g e 17
MARKET:
According to a Nielsen report released in 2011, Parle-G is the
largest selling biscuit in the
world. It has 70% market share in India in the glucose biscuit
category followed by Britannia,
Tiger (17-18%) and ITC's Sunfeast (8-9%). The brand is
estimated to be worth over Rs 2,000
crore (Rs 20 billion), and contributes more than 50 per cent of the
company's turnover (Parle
Products is an unlisted company and its executives are not
comfortable disclosing exact
numbers). Last fiscal, Parle had sales of Rs 3,500 crore (Rs 35
billion). It also is popular
across the world and is starting to sell in Western Europe and
USA.
AWARDS:
Parle is the winner of 111 Gold and 26 Silver and 4 bronze

awards at the Monde Selection
Awards, the global standard for quality in Food category.
LATEST STRATEGY:
As part of its marketing initiative, Parle Products has recently
adopted a major pricing strategy whereby a 5 kg ‘Parle-G’ Atta
will be available to consumers and, along with ‘Parle-
G’ biscuit pack for free at Rs 90. However, competitors,
‘Pillsbury’ Atta are priced at Rs 104, and, ‘Kissan Annapurna’ at
Rs 102, in similar capacity.
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MARKET STRENGTH
:
The extensive distribution network, built over the years, is
a major strength for Parle products. Parle biscuits & sweets
are available to consumers, even the most remote places
and in the smallest retail outlets. Parle has nearly 1,500
wholesalers, careering to 4,25,000 retail outlets directly or
indirectly. A two hundred strong dedicated field force services
there wholesalers and retailers. Additionally, there are 31 depots
and C&F agents supplying goods to the wide distribution
network. Parle constantly endeavors at creating 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
PARLE- G & PRICE MIX:
Parle G 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 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 G is available in Rs.2,Rs.5, Rs. 10, Rs. 20 and Rs.40
packets. Profit margin for distributors is 4% and for retailers is
10-12%. Parle-G maintained its price of Rs.4.00 for the last 25
years& has seen the variation in its sales due to increase in price
by mere 50p. An in-depth understanding of the Indian consumer
psyche has helped Parle develop amarketing philosophy that
P a g e 19
reflects the needs of the Indian masses. With products created

bearing in mind both health and taste, Parle products equally
appeal to fun loving kids & youth. Even today, the great tradition
of taste and nutrition is consistent in every pack on the
store shelves. The value-for-money positioning allows people
from all classes and age groups to enjoy Parle products to the
fullest.
PARLE–G & PLACE MIX:
The extensive distribution network, built over the years, is a

major strength for Parle Products. Parle G biscuits are available to
consumers, even in the most remote places and in
the smallest of villages with a population of just 1500.Parle has
nearly 1,500 wholesalers,catering to 4,25,000 retail outlets
directly or indirectly. A two hundred strong dedicated field
force services its huge wholesalers & retailers
network.Additionally, there are 31 depots and C&F agents
supplying goods to the wide distribution network. It has even set
up factories at strategic locations & Establishment of
manufacturing units in rural areas.
PRICING STRATEGY OF PARLE-G:
The product is appealing to the consumers as the target audience

is basically kids. This product is suitable to all Income groups.
Low and mid-range price Segments - The pricing of
the product is of low and mid-range so as it suits every ones
pocket.
VALUE OF MONEY:
Value for money allows all age group to enjoy Parle products to
their fullest. Strict cost control at every point in supply Chain - It
reaches 2.5 million outlets, including villages with a population of
P a g e 20
500 people
PUBLIC RELATION:
Parle has done the following for enhancing public relations:

In the year 1997, Parle-G sponsored the tale-serial of the Indian
superhero, Shaktimaan that went on to become a huge success.
In the year 2002, a national level promo - `Parle-G Mera Sapna
Sach Hoga' was run for a period of 6 months. The promo was all
about fulfilling the dreams of children.Parle Saraswati Vandana,
one of its initiatives, is an inter-school contest based on the
Saraswati Puma celebrations. Since it started in 2002 it has seen a
tremendous increase in participating each year, with entries
coming from schools of West Bengal. In 2005Parle had
introduced the novel promotion called Parle Gollum Galati
contest in South India. (Gollum means Doll & Galati means
Duhamel) Reason of Parle-G Maintaining It’s Price of Rs.4.00 for
the Last 25 Years ?
• Low profit margin.
• Decrease in weight per biscuit.
• Bulk purchase of raw material.
• Reduced wastage - 1% of the 115 tons
• Increased productivity.
• Availability in remote places.
• Avoid sophisticated packing
• 100g pack costing Rs 4 has net weight of 93.5g from Jan 2008
• Parle-G has seen the variation in sales due to increase in price.
By mere 50 paisa in 1995it’s a brand that has held its price line at
Rs 4 for 25 years now --
the price was last raised in 1994 by 25 paisa. So, it's not for
nothing that Parle-G is the
world's largest-selling biscuit by volumes.
Not that the company didn't try to raise prices to offset the overall
P a g e 21
hike in costs. Three years ago it did so, but quickly rolled it back
after volumes fell sharply and consumers wrote to lodge their
protest.
"We want to cater to the masses and have consciously tried not to
increase the price. Parle-G is available for Rs 50 a kg. There are
very few food items that are available for Rs 50-60 a
kg," says Pravin Kulkarni, general manager (marketing), Parle
Products. Parle is, of course, not doing it for charity. Soaring
input prices meant it opted for reducing the weight of the biscuit
than increasing the price -- first from 100 gm. to 92.5 gm. in
January 2008, and then to 88 gm. in January 2012 - in line with
other biscuit-makers and FMCG players.
Regular customers would have noticed the number of biscuits in a
pack come down from 16 to 15 even as each biscuit became
lighter, but they seemed to understand the cost pressures on the
firm. The gamble paid off: Parle was able to sustain its volumes.
Strict cost control at every point in its supply chain also helped --
Parle entered into forward contracts with suppliers, outsourced
production, increased the number of manufacturing locations to
60 and consolidated buying. Raw material costs account for 60
per cent of the total costs in this segment and packaging costs
(plastic films) account for 20-25 per cent of this. What makes the
Parle G brand tick is also that it has been positioned on the health
platform (a single pack of biscuit offers 450 calories). Its earlier
punch-line was Parle-G: swadh bhare, shakti bhare (full of taste
and energy). Currently, the brand uses two punch lines. Parle-G:
G for Genius and Hindustan ki Taakat (the country's strength).
It reaches 2.5 million outlets, including villages with a population
of 500 people, on a par with Unilever's Lifebuoy, ITC's cigarettes
or mobile pre-paid cards. Competition has, of course, been trying
to wean away customers from Parle. Britannia relaunched its
Glucose-D biscuit as Tiger in 1995 and boasts of 17-18 per cent
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share, while ITC's Sunfeast glucose has captured 8-9 per cent,
according to industry sources.Even Levers had forayed into this
segment in 2003 and launched a glucose biscuit branded as
Modern, after it acquired the bakery business of Modern. There
are strong regional brands, including Priya Gold (west), Cremica
(north) and Anmol (east).
Parle-G - Target Base:
Parle-G is consumed by people of all ages, from the rich to the

not cater only to a specific group or part of the whole
market. Thus it is mass production, mass distribution and mass
promotion of Parle- G for all buyers. poor, living in cities & in
villages. While some have it for breakfast, for others it is a
complete wholesome meal. For some it's the best accompaniment
for tea. While for some it's a way of getting charged whenever
they are low on energy.Parle Company practices mass marketing
for Parle- G which appeals to masses. It is a product liked by
everyone and does
WEAKNESS:
(1) Breakage of biscuits while delivering to retailers:

Sometimes biscuits get damaged while being delivered to
retailers. Company should adopt
innovative packaging techniques. So that the quality of biscuits
are good till it reaches 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
P a g e 23
timely supply and replacement. This will help in increasing their

sales.
(3) Improper and irregular supply: There is improper supply of
products to retailers and distributors. 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
shouldn’t 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:
Should adopt innovative packaging techniques, 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 should implement more
innovative schemes for retailers and distributors
OPPORTUNITIES:
(1) Rising demand for innovative packaging in packaged foods:

Parle should adopt new innovative packaging techniques. Due to
P a g e 24
proper packaging the quality of the biscuits will be retained and

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 with good incentives and programs. The
Parle Company should maintain the loyal retailers and
wholesalers since one of the most important strengths of the
company is its wide spread distribution network
(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.
(4) New innovative promotion techniques: 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.
(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 such as mid-day meals.
(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
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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 Markets: 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 Porter’s
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-
biscuit” 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.
THREATS:
(1) Highly advertised brands such as Britannia:Parle faces the

adverse competition from Britannia. Now-a-days Britannia has
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
P a g e 26
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.
P a g e 27
CONCLUSION
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.
Hence, there is lot of scope in marketing strategy. Parle
company had made huge profit by marketing their products in
India and in foreign countries. It was concluded that Parle is the
first preference of both the customers and retailers
(Organized and unorganized both) because of its price and brand
image. The Parle Biscuit brands, such as, Parle-G, Monaco,
Krackjack, Marie, Hide and Seek enjoy a strong imagery and
appeal amongst consumers across the world. Which has resulted
into Parle-G being the “world’s largest selling biscuit".
The Parle name symbolizes quality, health and great taste.
Constantly innovating and catering to new tastes PARLE-G has
built its reputation. Parle Products Pvt. Ltd. is now lagging in
services to retailers because of improper supply and distribution
in some areas and competitors taking advantage of these points.
Parle Company should take into consideration the opportunities
and threats as discussed above. This will help the company to
maintain its brand image for long time
References
Websites
wikipedia search: (www.wikipedia.com)
www.parleproduct.com
www.tradeindia.com
Marketing Management -- Philip Kotler, 2000.
Marketing Management -- Philip Kotler, 2000.
P a g e 28
BASIC PRODUCT SURVEY

on
“Title of Project”
Submitted in partial fulfilment for the Degree of

B. Tech. in Mechanical Engineering
By
Ankush Dattataray Chavanke
(BE20F02F013)
Under the Guidance of
Prof. Lajari Patil
Department of Mechanical Engineering,

Government College of Engineering, Aurangabad,
Usmanpura 431005, Maharashtra State, India.
(An Autonomous Institute of Government of Maharashtra)
P a g e 29
CERTIFICATE
This is to certify that the project report titled "BASIC PRODUCT SURVEY OF
PARLE-G prepared by Mr. Ankush Dattatray Chavanke (BE20F02F013) in FIFTH
semester of Tech in Mechanical Eng. subject BPS(AC001) for academic year 2022-21
a approved for submission at Government College Of Engineering, Aurangabad
Place: Aurangabad
Date:09/11/2022
Prof. Lajri patil mam
Department of Mechanical Engmeeting GECA
DECLARATION
Thereby declare that the project report entitled "BASIC PRODUCT

SURVEY OF PARLE -G submitted in the partial fulfilment of the degree
of Bachelor of Technology to Government College Of Engineering,
Auragabad is a record of the project work carried out by me wider the
guidance of Prof. Lajit pati mam Department Mechanical Engineering
I affirm that I have adhered to all principles of academic bonesty and
integray and have not misrepresented or falified any violation of the above
will cause for disciplinary action by the Institute.
Place: Aurangabad
Date:
Ankush Dattatray Chavanke
Name of student
BE202F02F013
(Enrollment No .)
P a g e 30
ACKNOWLEDGEMENTS
First of all, we are indebted to the God Almighty for giving us an opportunity to excel in our efforts
to complete this project on time. I would like to express my deepest gratitude and sincere thanks to
my Basic Product Survey guide Prof.Lajari Patil, Department of Mechanical Engineering,
Government College of Engineering, Aurangabad for his valuable suggestions and guidance in the
preparation of the mini project for his valuable time and keen interest in my project work. His advices
has helped me in every step of my project work and motivated my efforts. We will be failing in duty
if we do not acknowledge grateful thanks to the authors of the references and other literatures
referred in this Basic Product Survey
P a g e 31
INDEX
Sr.no. Particulars Page Number
1. COMPANY PROFILE
2. Parle Confectionaries
3. Parle-G - Founder and History
4. Parle-G - Logo and Meaning
5. Parle-G - Revenue and Growth
6. Parle-G - Challenges Faced
7. Swot analysis
8.
Weakness /opportunity
9, Conclusion
10. References
P a g e 32

Parle G Product Servey

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GOVT.

COLLEGE OF ENGINEERING AURANGABAD

PROFILE OF THE COMPANY

Parle Products Pvt. Ltd.: A cream colored yellow stripped

in addition to sweets and toffees. Having already established

An in-depth understanding of the Indian consumer psyche has

Rich butter and tempting cashews. An irresistible combination.

Share the company of great taste anytime, anywhere with Monaco.

Hide and Seek

Many of the Parle products - biscuits or confectioneries, are

Parle-G - Founder and History

The biscuit brand, Parle-G is owned by the Chauhan family.

Parle-G - Logo and Meaning

The logo of Parle-G is one of the most well-known in India.

Parle-G - Revenue and Growth

The main characteristic of the Parle-G biscuits is their low cost

Owing to the lockdown due to the Corona Virus (COVID-19) pandemic

Parle-G - Challenges Faced

In the initial few days, the company of Parle-G was struggling as

(1) Low price as compared to competitors:

(2) Sizeable market share in the country:

(3) An experienced team of sales and marketing executives:

(5) Largest distribution system:

dedicated field force services these wholesalers and retailers.

(6) Wide coverage area of manufacturing units:

The immense popularity of Parle products in India was always a

Parle is the winner of 111 Gold and 26 Silver and 4 bronze

PARLE- G & PRICE MIX:

reflects the needs of the Indian masses. With products created

The extensive distribution network, built over the years, is a

PRICING STRATEGY OF PARLE-G:

The product is appealing to the consumers as the target audience

Parle has done the following for enhancing public relations:

Parle-G - Target Base:

Parle-G is consumed by people of all ages, from the rich to the

(1) Breakage of biscuits while delivering to retailers:

timely supply and replacement. This will help in increasing their

(1) Rising demand for innovative packaging in packaged foods:

proper packaging the quality of the biscuits will be retained and

market. In order to follow an aggressive expansion plan and to

(1) Highly advertised brands such as Britannia:Parle faces the

Dravid and Virender Sehwag who are doing heavy duty

Marketing Management -- Philip Kotler, 2000.

Marketing Management -- Philip Kotler, 2000.

BASIC PRODUCT SURVEY

Submitted in partial fulfilment for the Degree of

Under the Guidance of

Prof. Lajari Patil

Department of Mechanical Engineering,

Prof. Lajri patil mam

Department of Mechanical Engmeeting GECA

Thereby declare that the project report entitled "BASIC PRODUCT

Ankush Dattatray Chavanke

Sr.no. Particulars Page Number

3. Parle-G - Founder and History

4. Parle-G - Logo and Meaning

5. Parle-G - Revenue and Growth

6. Parle-G - Challenges Faced

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