Professional Documents
Culture Documents
Parle G Product Servey
Parle G Product Servey
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.
Page 2
GOVT. COLLEGE OF ENGINEERING AURANGABAD
Brands
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
Page 3
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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
Page 4
GOVT. COLLEGE OF ENGINEERING AURANGABAD
Page 5
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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
Page 6
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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
GOVT. COLLEGE OF ENGINEERING AURANGABAD
Page 8
GOVT. COLLEGE OF ENGINEERING AURANGABAD
Page 9
GOVT. COLLEGE OF ENGINEERING AURANGABAD
P a g e 10
GOVT. COLLEGE OF ENGINEERING AURANGABAD
P a g e 11
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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.
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.
P a g e 12
GOVT. COLLEGE OF ENGINEERING AURANGABAD
Establishment
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.
P a g e 13
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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.
P a g e 14
GOVT. COLLEGE OF ENGINEERING AURANGABAD
SWOT ANALYSIS:-
STRENGTHS:
SWOT ANALYSIS
P a g e 16
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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:
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:
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.
P a g e 18
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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 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
GOVT. COLLEGE OF ENGINEERING AURANGABAD
500 people
PUBLIC RELATION:
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
P a g e 22
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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).
WEAKNESS:
OPPORTUNITIES:
THREATS:
P a g e 27
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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
P a g e 28
GOVT. COLLEGE OF ENGINEERING AURANGABAD
By
Ankush Dattataray Chavanke
(BE20F02F013)
P a g e 29
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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
DECLARATION
Place: Aurangabad
Date:
Name of student
BE202F02F013
(Enrollment No .)
P a g e 30
GOVT. COLLEGE OF ENGINEERING AURANGABAD
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
GOVT. COLLEGE OF ENGINEERING AURANGABAD
INDEX
1. COMPANY PROFILE
2. Parle Confectionaries
7. Swot analysis
8.
Weakness /opportunity
9, Conclusion
10. References
P a g e 32