Submitted to - Pitmber Dwivedi Sec c

Submitted by Mohd. Afzal Saurabh Dixit Kaushlendra Pritiranjan Mohd. Imran Gaurav Pathak

INTRODUCTION
Parle : India's largest manufacturer of biscuits

and confectionery, for almost 80 years Competitive edge: Strong distribution channel Market share of 45% in biscuit industry. Parle-G is the worlds largest selling biscuit Many of the Parle products - biscuits or confectioneries, are market leaders in their category. Major competitors: Britannia (38% of market share) and Sunfeast (9.5% of the market share)

DISTRIBUTION STRATEGY
Parle follows intensive distribution Increase market coverage and sales Increase product availability to costumers across the nation Encourages retailer to compete aggressively

PARLE FACTORIES

DISTRIBUTION NETWORK

CHANNEL MEMBERS & LOGISTICS

31 Parle depots and C&F 200 strong field force to serve wholesalers and

retailers 1500 wholesalers across the nations 42500 retailers (direct and indirect) in urban and rural areas. LEVEL 1: Across all the major departmental stores like Big bazaar, Reliance super, etc. LEVEL 2: Big retailers , kirana stores across the metro , towns , villages. LEVEL 3: Mass consumptions and International operations (Middle-east, Africa, South America.)

Distribution channel of Britannia

4 MANUFACTURING & 60 CONTRACT

C&F ( 2 in NCR at Neb sarai and Mundka)

C&F

DISTRIBUTORS(54 authorized distributors in NCR) RETAILERS

MODERN RETAIL

WHOLESELLERS
RE

RETAILERS

RETAILERS/KIRANA SHOP

Conflicts & Co-Operation

Vertical conflict over (margin, ownership,

replenishment etc.) Co-operation with distributor Margin raised built the concept of Trade Marketing events organized Co-operation with retailer Trade scheme launched commitment to buy back the equipment

Evaluation of the Channel Members

Three major processes Beat plan Cumulative performance Target versus achievement Other criteria

Reason behind existing distribution channel

Lowering the costs through least margin Strong relationship among channels provides

leverage to carry new products Loyal cooperatives

Suggestion
Increase in margin Push-carts for expanding the market reach Exclusive retail outlets e.g. Parle Zone