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Parle 3

Parle Products is a leading Indian biscuit manufacturer established in 1929. It has a diverse product portfolio including biscuits, candies, and toffees. Parle has the largest market share for glucose biscuits in India, dominated by their iconic Parle-G brand. They employ over 10,000 workers across 10 mother plants and 65 manufacturing units. Parle utilizes a widespread distribution network and celebrity brand ambassadors to promote affordable, quality products to consumers across income groups. Though facing competition, Parle continues to be India's largest selling biscuit through consistent production, low prices, and corporate social responsibility initiatives.

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Manas Kumar
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74 views24 pages

Parle 3

Parle Products is a leading Indian biscuit manufacturer established in 1929. It has a diverse product portfolio including biscuits, candies, and toffees. Parle has the largest market share for glucose biscuits in India, dominated by their iconic Parle-G brand. They employ over 10,000 workers across 10 mother plants and 65 manufacturing units. Parle utilizes a widespread distribution network and celebrity brand ambassadors to promote affordable, quality products to consumers across income groups. Though facing competition, Parle continues to be India's largest selling biscuit through consistent production, low prices, and corporate social responsibility initiatives.

Uploaded by

Manas Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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PARLE PRODUCTS

SMBA25
Khushboo Shah
Akash Dhar
Trilok Upadhyay
Harishyam Sharma
Prasad Kadam
FOCUSED CONTENTS
• Brief Introduction
• Interesting Facts
• Products
• Brand Ambassadors
• Production Process
• 4P’s of Marketing
• Product Life Cycle
• SWOT Analysis
• Market share of Parle
• Corporate Social Responsibility (CSR)
• Achievements
• Conclusion
BRIEF INTRO
• A small company in 1929 to sell sweets and toffees.
• Original company split up into Parle Products, Parle Agro & Parle Bisleri
• Market Leader in Glucose Biscuits (Parle G)
• 40% share in biscuit market , 15% in confectionaries
• Parle has largest manufacturing units in India
• Ranked 7th in the as one of the most trusted brands.
INTERESTING FACTS

• 32 products including biscuits , toffee, candies .

• 10000 workers are employed in parle.

• 10 mother units and 65 manufacturing units

• Brand Ambassadors

• It has world’s largest machines at their


manufacturing plant.
PRODUCTS
BRAND AMBASSADORS

AMITABH
HRITIK
AMIR BACCHAN
ROSHAN
KHAN
PRODUCTION PROCESS

RAW MATERIAL MIXING MOULDING

PACKING COOLING BAKING


MARKETING MIX

PRODUCT PRICE

TARGET
MARKET

PLACE PROMOTION
PRODUCT
• Associated with the positive values.

• Multitude of products

• Consistency of Products

• Earned as a renowned brand

• Enjoyable by all age groups


PRICING STRATEGY
• Market Penetration strategy with low price.

• Value for money positioning

• Appeals to all income groups

• Profit margin for distributors is 4% and for retailers is 10-12%


PLACE
• Extensive distribution network

• Reach to remote rural areas

• Value for money positioning

• 1500 wholesalers and 4.25 lakh retailers

• Setting up of factories at strategic locations

• Parle Products availablility


PROMOTION STRATEGY

• Advertised mainly through Press media


• Sales Promotion
• The Dadaji TV Commercial in 1989
• Using celebrities in AD to generate fantasy
• Public relations
PRODUCT LIFE CYCLE: Parle-G

Maturity

Decline
Growth

Introduction Sale

Profit
PRODUCT LIFE CYCLE: Hide n seek

Maturity

Decline
Growth

Introduction Sale

Profit
SWOT ANALYSIS

S W O T
STRENGTHS WEAKNESS OPPORTUNITIES THREATS
STRENGHTS

• Low Price

• Sizable market share

• Variety of products

• Deep & Effective Coverage

• Largest distribution system

• Better Understanding of consumer psyche


WEAKNESS

• Depends on Parle G

• Lacking schemes

• Replacement of Damaged stock

• Improper & irregular supply

• Packing of Biscuits
OPPORTUNITIES

• Demand for innovative packing

• Improving supply for brands

• Information through television

• Retaining loyal retailers


THREATS

• Hike in cost of production

• Competition from MNC’s

• Emerging substitutes like toast, wafers.

• Entry of various new entrant, ITC etc


MARKET SHARE
Market Share in Percentage for glucose biscuits
in 2012

4.4
8.6
9
Parle G
Britania Tiger
ITC's Sunfeast
78 Others
CORPORATE SOCIAL
RESPONSIBILITY
• Golu Galata
• My Green Planet
• Saraswati Vandana
• Installation of handpumps and celing fans
• Distributing gifts to students
• Empowering women
ACHIEVEMENTS

• 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
• World’s largest selling biscuit
CONCLUSION

• Largest Selling biscuit brand


• Knows the trick of tapping consumers
• Healthy ingredients
• Consumed by all age groups
• Good distribution channel
• Excellent marketing and promotions strategy
THANK YOU

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