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About the Company

About the Company

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Published by deepikadama

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Published by: deepikadama on Jan 25, 2010
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09/08/2010

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ABOUT THE COMPANY 
A cream coloured yellow striped wrapper with a cute babyphoto containing 10 to 12 biscuits with the company’s nameprinted in red and you know these are the Parle G biscuits. Times changed, variety of biscuits did come and go but nothinghas changed with these biscuits. Yes, the size of their packinghas definitely changed but for the consumer’s goods as theseare money savers packs. The Parle name conjures up and fondmemories across the length and breadth of the country. Afterall, till 1929, the people of India have been growing upon Parlebiscuits and sweets. Initially a small factory was set up insuburbs of Mumbai city, to manufacture sweets and toffees.Having already established a reputation for quality, the Parlebrand name grew in strength with its diversification. ParleGlucose and Parle Monaco were the first brands of biscuits tobe introduced, which later went on to become leading namesfor great taste and quality. For around 75 years, Parle havebeen manufacturing quality biscuits and confectionaryproducts. Over the years Parle has grown to become a multi-million dollar company with many of the products as marketleaders in their category. The recent introduction of Hide andSeek chocolate chip biscuits is a product of innovation andcaters to a new taste, being India’s first ever chocolate chipbiscuits. All Parle products are manufactured under mosthygienic conditions. Great care is exercised in selection andquality control of raw material and standards ensured at everystage of manufacturing process. Parle products have 4manufacturing units for biscuits and confectionaries at Mumbai,Haryana, Rajasthan, and Karnataka. It also has 14manufacturing units for biscuits and five manufacturing unitsfor confectionaries on contract. All these factories are locatedat strategic locations, so as to ensure a constant output andeasy distribution. Today, Parle enjoys a 40% share of the totalbiscuit market and 15% share of total confectionary market in
 
India. The marketing max of parle for this project has beenstudied from the point of view of parle biscuits mainly Parle Gand Parle Hide and Seek.
THE EVOLUTION
Parle G has been a strong house hold name across India. Thegreat taste, high nutrition, and the international quality makeParle G a winner. No wonder, it’s the undisputed leader in thebiscuit category for decades. Parle G is consumed by people of all ages, from the rich to poor, living in cities and in villages.While some have it for breakfast the others it is a completewhole some meal. For some it is the best accompaniment forchai while for some it is a way of getting charged whenever lowon energy. Because of this Parle G is the world’s largest sellingbrand of biscuits. Launched in the year 1939, it was one of thefirst brands of Parle products. It was called Parle glucosebiscuits mainly to cue that it was a glucose biscuit. It wasmanufactured at the Mumbai factory, vile Parle and sold inunits of half and quarter pound packs. The incredible demandled parle to introduce the brand in special branded packs and inlarger festive tin packs. By the year 1949 parle glucose biscuitswere available not just in Mumbai but also across the state. Itwas also sold on parts of north India. The early fifties producedover 150 tons of biscuits produced in Mumbai factory. Lookingat the success of parle G a lot of other me-too brands wereintroduced in the market. And these brands had names thatwere similar to parle glucose biscuits so that if not by anythingelse, the consumer would err in picking the brand. This forcedparle to change the name from parle glucose biscuits to parleG. Originally packed in the waxed paper pack; today it isavailable in contemporary, premium BOPP pack with attractiveside fins. Parle G was the only biscuit brand that was always inshort supply. It was heading towards becoming an all time
 
great brand of biscuit. Parle G started being advertised in the80s. It was advertised mainly through press ads. Thecommunication spoke about the basic benefits of energy andnutrition. In 1989 parle G released its dadaji commercial, whichwent on to become one of the most popular commercials forparle G. The commercial was run for a period of six years. ParleG grew bigger by the minute. Be the packs sold, the areacovered or the number of consumers. It became a part of thedaily life of many Indians. It was not a biscuit any more it hadbecome an icon. The next level of communication associatedthe brand with positive values of life like honesty, sharing andcaring. In the year 1997, parle G sponsored the tele serial of the Indian super hero shakthiman that went on to become ahuge success. The year 2002 also witnessed the launch of parleG milk shakthi, which has the nourishing combination of milkand honey, especially launched for the southern market. India’sfavourite biscuit and confectionary maker turns India’scorporate partner. As a part of its corporate social responsibilityto give back to the very country that built it, pale productsintroduced the now famed golu galata contest in 2005.

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