PROJECT REPORT : PARLE
SUBMITTED TO: SUBMITTED BY:
THUSHARA ROY SUMESH KUMARI
SHALU SHROTIA
ASWANI KUMAR MISHRA
DEVENDER SINGH
JITHIN SAJU
INDUSTRY OVERVIEW (PARLE – FMCG PRODUCT)
Parle Products, is an Indian multinational food processing company, based
in Mumbai, India.
It owns the famous biscuit brand Parle-G. In 2019, it had a 7% share of the global
biscuit market, growing to 50% by 2020.
As of 2020, as per Nielsen, it is the largest selling biscuit brand in the world.
Parle Products company was founded in 1929 in India by the Chauhan family of Vile
Parle, Bombay.
In 1947, when India became independent, the company launched an ad campaign
showcasing its Glucose biscuits as an Indian alternative to the British biscuits.
The Parle brand became well known in India following the success of products such
as the Parle-G biscuits and cold beverages like Gold Spot, Thumbs Up and Frooti.
The original Parle Company was split into three separate companies, owned by the
different factions of the original Chauhan family.
Majority of it is owned by Parle Agro products.
1. Parle Products (1950s), led by Vijay, Sharad and Raj Chauhan (owner of the
brands such as Parle-G, 20-20, Magix, Milkshakti, Melody, Mango Bite,
Poppins, Londonderry, Kismi Toffee Bar, Monaco and KrackJack).
2. Parle Agro (1960s), led by Prakash Chauhan and his daughters Schauna,
Alisha and Nadia (owner of the brands such as Frooti and Appy).
3. Parle Bisleri (1970s), led by Ramesh Chauhan, his wife Zainab Chauhan and
their daughter Jayanti Chauhan.
Apart from the original factory in Mumbai, Parle has manufacturing facilities at
Kanpur (Uttar Pradesh), Neemrana (Rajasthan), Bengaluru (Karnataka), Hyderabad
(Telangana), Kutch (Gujarat), Khopoli (Maharashtra), Indore (Madhya Pradesh),
Pantnagar (Uttarakhand), Sitarganj (Uttarakhand), Bahadurgarh (Haryana), and
Muzaffarpur (Bihar).
The plants at Bahadurgarh and Muzaffarpur are some of the largest manufacturing
plants of Parle in India.
It deploys large-scale automation for manufacturing of quality biscuits. It also has
several manufacturing units on contract.
Parle uses Intensive Distribution for its products.
The Parle distribution network for biscuits has essentially four levels as enlisted
below;
1. Parle Depots. h
2. Wholesalers and Distributors.
3. Carry Forward Agents (if required).
4. Retailers.
Parle has nearly 1500 wholesalers, catering to 425000 retail outlets directly or
indirectly.
A two hundred strong dedicated field force services these wholesalers and retailers.
Additionally, there are 31 depot sand Carry and Forward agents supplying goods to
the wide distribution network.
Parle's 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.
PRODUCT OVERVIEW
Parle Products is the largest manufacturer of biscuits, confectionery and snacks for
over 80 years.
The name itself proves that this product has high level of quality, nutrition and great
taste.
This product of Biscuits reaches to each and every corner of remote places, and
everyone love to eat them with more happiness and satisfaction.
TYPES OF PARLE COMPANIES
Parle Products
1. Mainly consists of Biscuits, Sweet confectionery and Snacks
2. The highest and the fast selling product under this company, is Biscuits. It has
largest number of shares and it plays a vital role in Biscuits Industries.
3. Types of Biscuits : Glucose, Parle G, KrackJack, Monaco, Kreams, Hide &
Seek, Hide & Seek Milano, Hide & Seek Bourbon, Parle Actifit Digestive
Marie, Parle Marie, Milk Shakti, Nimkin, 20-20 Cookies, Golden Arcs, Festo,
Top, Parle Coconut Cookies, Parle-G Magix, Hide & Seek Fab, Happy Happy.
4. Types of sweets confectionery: Londonderry, Melody, Mango Bite, Chox,
Kaccha Mango Bite, Poppins and Other Sweets.
5. Types of snacks: Monaco Smart chips, Parle's wafers, Fulltoss and Munchies.
Parle Agro
1. Mainly consist of beverages, water and foods.
2. Types of beverages are: Citra, Frooti, Appy, Appy Fizz, LMN, Grappo Fizz,
and Saint Juice.
3. Types of packages drinking water are: Bisleri and Bailey
4. Types of foods are confectionary and Snacks.
5. Confectionary includes Mints and Candy and snacks include Hippo – a chips
with no calories launched in 2008.
Parle Bisleri
1. Mainly consists of bottling water in glass bottles under the name Bisleri.
2. Bisleri was originally an Italian company formed by Felice Bisleri. He bought
the new idea of selling bottled water in India.
3. Thereafter, Bisleri was introduced in India in bottles. Parle bought over Bisleri
(India) Ltd. in 1969 and started bottling water under the brand name 'Bisleri'.
SALESFORCE OF PARLE
A company’s sales force is all the people that work that company selling its products.
Parle evaluates its sales force in various methods:
1. Qualitative methods (Parle uses qualitative research methods to understand
how people feel or tap their creative juices)
2. Personal observation (Personal observation can help to find out if there are any
loopholes in the marketing strategy while being planned out, implemented,
and analysed of its outcomes)
3. Merit rating (In merit rating, the focus is on judging the caliber of a salesmen
so as to decide salary increment)
4. Customer Opinion of salesmen (Parle analyses the customers opinion and
reviews about the salesmen)
5. Analysis of sales record & reports (Parle analysis its sales report as if sales
increase as compared to its past sales then Parle hires a bulk of salespeople
who increase the sales)
6. Ratio analysis (Selling cost to sales)
TRAINING PROCESS OF PARLE
Training & development is an
important aspect of HRDI,
PBPL, believes in training and
development of its employees
so as to help them taken higher
responsibilities & to prepare to
meet the challenging
business environment. The
training need of the
factory employees is
assessed by his sectional &
departmental head is
consultation with the employee
HRD ensures
that suitable in-house or
outstation training program are
arranged for the employees.
Training and development is an important factor of Human Resource Development.
Parle believes in training and development of its employees so as to help them taken
higher responsibilities and to prepare to meet the challenging business environment.
Training and development programmes in Parle are relevant and effective in
preparing the employees for the job they do as well as keeping them appraise with
new technology in this competitive era.
Training facilities were perceived by the respondents to be quite adequate. The
training was relevant and effective in terms of the job performed by the managers.
Training and development programmes undergone by the management staff
improve performance and effectiveness of employees.
RECRUITMENT PROCESS OF PARLE
Parle has a system for recruiting their staff and worker.
For staff member the company has adopted the traditional process like by the test ,
G.D , interview and for the worker level the company adopted the following process:-
1. On Gate
2. By the contractor
3. By the camp
4. On reference
The recruitment process of the Parle’s in as like as the other company but one thing is
different i.e. the camp based selection process. This a different kind of process is
unique itself.
The company runs the camp in the rural and remote area in state for the Recruitment.
They conducts one week program and this time interval the select number of
candidate. This helps not only the company but also the life of rural people who cut of
the rest world due to several reasons.
Selection Procedure
1. Screening of Application: All application received from various sources will
be screened by the concerned department and HR based on the job description
and specification and the applicant profile.
2. Test: Depending on the requirement of the job if required, management may
conduct written/aptitude/psychometric/physical or any other test as deem fit.
3. Interview: All the candidates short listed for interview will be informed
through a formal call letter for attending interview at least 15 days in advance.
The candidate will be interview by the interview panel.
4. Final Selection and Appointment: Recommendation of the interview panel
will be put up before the MD by the HR Department for his approval.
Selection of candidates will be strictly on the basis of merit. Appointment
letter will be issued to the finally selected candidates after duly approved by
MD.
DISTRIBUTION CHANNEL
A channel of distribution is refers to the path taken by the goods in their movement to
the customers. Parle uses Intensive Distribution for its products.
Parle has level 1, level 2, level 3 distribution channels levels:
1. Level 1: Availability of Parle G biscuits at all departmental stores across the
length and breadth of the country.
2. Level 2: Since it's an FMCG product this channel exists for customers
scattered throughout the country.
3. Level 3: Mass consumption and suitable for National and International
coverage.
The Parle distribution network for biscuits has essentially four levels as enlisted
below;
1. Parle Depots.
2. Wholesalers and Distributors.
3. Carry Forward Agents (if required).
4. Retailers.
Parle has nearly 1500 wholesalers, catering to 425000 retail outlets directly or
indirectly.
A two hundred strong dedicated field force services these wholesalers and retailers.
Additionally, there are 31 depot sand Carry and Forward agents supplying goods to
the wide distribution network.
DISTRIBUTION NETWORK
The diagram shows channel of distribution of Parle products. Here the products are
first manufactured from different manufacturing locations and from there it is
supplied to various Parle Depots.
From there it is transported to the wholesale distributors and from there it is
transported to the next level i.e Retailers.
From here the goods finally reach the customers. Customers purchase the goods from
the retailers.
CHANNEL PRICING
The low pricing policy of Parle G along with its qualitative products has helped the
company to reach such heights and ward off competition.
Its popularity and accessibility are maintained since earlier times as the pricing policy
remains unchanged.
Parle G has been emphasizing on quality and volume instead of high prices and that
has resulted in revenues that have never decreased.
Product margin depends on the product you select to sell. However, the most
favourite biscuit Parle – G offers 8.5% margin to its distributorship.
Usually, the margins offered by Parle to its distributors are 8%. Nowadays it has
been raised to 8.5%.
Volume-wise this comes out to be a big figure since Parle's product has a good
demand in the market.
FREQUENCY OF SERVICE
Frequency of service refers to the time taken by a dealer to send a particular order to
retailers.
High frequency of service increases the chance of reduction in sales volume.
Parle Products has 130 factories across the country and a majority of these are
contract manufacturing units, and that will help in the production and meeting the
sales target.
As per our research, no retailers face any issues on refilling their stocks as the
company is having large number of factories all over the country and it takes only 1 or
2 days to refill the stocks.
PARLE SALES STRUCTURE AND ORGANIZATIONAL FRAMEWORK
An organizational structure is a system that outlines how certain activities are
directed in order to achieve the goals of an organization.
These activities can include rules, roles, and responsibilities.
