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is new in the market. it has very low market share and high market growth. A long time ago, when the British ruled India, a small factory was set up in the suburbs of of Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time. A decade later, in 1959, Parle Products began manufacturing biscuits, in addition to sweets and toffees. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality.
Be it a big city or a remote village of India. Parle has grown to become a multi-million US Dollar company. or the single twist wrapping of Mango bite. Most Parle offerings are in the low & mid-range price segments. we know that this reputation has been built. Parle has nearly 1. Today. The value-for-money positioning helps generate large sales volumes for the products. Hide & Seek. let's see how Parle did this The extensive distribution network. In this company go through low market growth & high market share situation. is a major strength for Parle Products. However. by concentrating on consumer tastes and preferences and emphasizing R esearch &Development. market share and market growth are strong. The Parle Biscuit brands.STAR In a star. health and great taste! And yet. in this company face strong competition. there are 31 depots and C&F agents supplying goods to the wide distribution network.biscuits or confectionaries. Additionally. catering to 4. hence company get more amount of profit in less investments. C ASH COW : Here company get stable. This can be seen by the success of new brands. the Parle brand grows from strength to strength. the Parle name symbolizes quality. in this generally company gain a well goodwill in market. so as to ensure a constant output & easy distribution. Parle-G. such as. urban consumers. In cash cow company should be innovative for sustain market .25. Apart from this. And in this way. All these factories are located at strategic locations. This is based on our cultivated understanding of the Indian consumer psyche. built over the years. In this way. A two hundred strong dedicated field force services these wholesalers & retailers. Parle Products build one factory at Mumbai that manufactures biscuits & confectioneries while another factory at Bahadurgarh. this way Parle sustain in market. Each factory has state-of-the-art machinery with automatic printing & packaging facilities.500 wholesalers. on contract. The factories at Bahadurgarh and Neemrana are the largest such manufacturing facilities in India. Parle Products also manufactures a variety of premium products for the up-market. Here company already grab maximum market share and need not to invest more money in promotions.000 retail outlets directly or indirectly. let's see how Parle did thisOver the years. by constantly innovating and catering to new tastes. Many of the Parle products . are market leaders in their category and have won acclaim at the Monde Selection. such as. Therefore company need to invest money in promotions and need to create strong chain of dealers for grab the market share. caters a range of products to a variety of consumers. in India. since 1971. Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market. Parle biscuits & sweets are available to consumers. Parle has manufacturing facilities at Neemrana in Rajasthan and at Bangalore in Karnataka. Monaco andKrackjack . We constantly endeavour at designing products that provide nutrition & fun to the common man. even in the most remote places and in the smallest of villages with a population of just 500. Parle Products also has 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries. .The Parle marketing philosophy emphasizes catering to the masses. in Haryana manufactures biscuits.
After the cash cow.e (DOG) or to sustain in market with new innovation in products i. Parle decide to go back in question mark and introduce new product in market. \ . company need to decide what to do ? gradually run away from market i. This way Parle company is running from many years. In this example. Poppins.In snacks-Monaco smart chips. parle's wafers. like they introduce sweets like Melody. Kachha MangoBite. Chox.e again start with Question Mark(?). Parle Cheeslings etc. Mango Bites.
5 force model for parle g threat of substitute threat of new entrants bargaining power of suppliers bargaining power of customers .
substitute(high) traditional homemade snacks bread package snacks bakery product new entrants (low) capital sensitive manufacturing advertising distribution network suppliers (high) basic commodities of wheat. sugar .
like of bakery product .increasing price customers(low) many biscuits from low to moderate range.
Parle-G or Parle Glucose biscuits. manufactured by Parle Products Pvt Ltd. the product was instantly recognized by its iconic white and yellow wax paper wrapper with the depiction of a young girl on the front. USA. Tiger (1718%) and ITC's Sunfeast (8-9%). The brand is estimated to be worth over Rs 2. Parle had sales of Rs 3. Canada.000 crore (Rs 20 billion). Counterfeit companies have attempted to recreate and sell lower quality products of similar names with virtually identical package design MARKET SHARE: It has 70% market share in India in the glucose biscuit category followed by Britannia. It also is popular across the world and is starting to sell in Western Europe MARKETING MIX OF PARLE PRODUCTS LIMITED Product strategy: . it is sold by Zehrs. Food Basics. 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). etc for only 99 cents for a 418 gram pack. Loblaw’s. For decades. UK. etc.AVAILABILTY Parle-G is available in Europe. Parle-G is one of the oldest brand names as well as the largest selling brand of biscuits in India. are one of the most popular biscuits in India. Last fiscal.500 crore (Rs 35 billion). In Canada.
the consumers expect the product to have a good taste and also give nutrition.500 wholesalers. caters a range of products to a variety of consumers .the core benefit of biscuit is to satisfy hunger of the consumer.in the future Parle could come up with different prod ucts.Parle biscuits increase a person’s energy levels. Expected product. Augmented product. However. The Value for money positioning helps generate large sales volumes for the products. urban consumers. Parle has nearly 1. even in the e most remote places and in the smallest retail outlets.in the second level. Most Parle offerings are in the low and mid-range price segments.Core benefit. Additionally. A two hundred strong dedicated field force services there wholesalers and retailers. careering to 4. This is based on their understanding of the Indian consumer psyche. And in this way. the basic product is biscuits. Parle biscuits & sweets are available to consumers. MARKET STRENGTH: The extensive distribution network. Basic product. there are 31 depots and C&F agents supplying goods to the wide distribution network. Parle constantly endeavor at designing products that provide nutrition and fun t o the common man.000 retail outlets directly or indirectly. o Potential product. is a major strength for Parle products.25. Parle Products also manufactures a variety of premium products for the up-market. built over the years.
REASON OF PARLE-G MAINTAINING ITS PRICE OF RS.00 FOR MTHE LAST 25YRS???? • Low profit margin. • Low and mid range price Segments: The pricing of the product is of low and mid range so as it suits every ones pocket • Value for money: . • Decrease in weight per biscuit. PRICING STRATEGY OF PARLE G • Appeal to all income groups : The product is appealing to the consumers as the target audience is basically kids.4. By mere 50 paise in 1995. • 100g pack costing Rs 4 has net weight of 93. • Parle-G has seen the variation in sales due to increase in price. • Avoid sophisticated packing.5g from Jan•2008. • Reduced wastage. • Bulk purchase of raw material. This product is suitable to all Income group. • Availability in remote places.1% of the 115 TONES • Increased productivity.
including villages with a population of 500 people AWARDS Parle . Reply .G is the winner of 8 Gold and 11 Silver awards at the Monde Selection Awards? The global standard for quality in Food category.5 million outlets.Value for money allows all age group to enjoy parle products at fullest • Strict cost control at every point in supply Chain: It reaches 2. Providing kids with the vital vitamins and minerals necessary for all round mental and physical development.
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