Prof. R.Iyer

Aditi Kaushal Awanish Kumar Bhanuteja V Mayank Sharma R Kalasagar Renu Verma

35% share of the total biscuit market. . 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries. Market leader in many products. 1st brands – Parle Glucose and Parle Monaco. • Annual turnover 5000 cores in 2013.PARLE • • • • • Established in 1929.

• Times changed. makes Parle-G a winner. .PARLE-G • Parle –G has been a strong household name across India. • It has been the undisputed leader in the biscuit category for decades. • A cream colored yellow stripped wrapper with a cute baby photo containing 10 – 12 biscuits with the company’s name printed in Red and you know these are Parle G biscuits. high nutrition. variety of biscuits did come and go but nothing has changed with these biscuits. and the international quality. • The great taste.

i. • Parle-G market reach very high due to distribution network. • Rural market penetration is 50 – 65%. school children.RURAL MARKET OF PARLE-G • Parle-G is concentrating heavily on rural marketing to have high growth rate in rural areas. biscuit ka puda. • Parle-G is increasing awareness to know Parle-G as brand.e. . • Target younger generation.. • Consumer psyche: Recognize Not as Parle-G but…as…. • Parle-G is a market leader in glucose biscuit category in rural marketing.

National Rural health mission centres. .e. i. Mid-day meals being serve in primary school. • Associate with various government initiatives like. • This will help in  Brand Registration.MARKETING STRATEGIES • Target younger generation.  Associate Parle-G as health food. and complete nutrition package. Primary Education scheme. school children.

• Parle G has adopted the Market Penetration strategy i.4. • Parle-G maintained its price of Rs..00 for the last 12 yrs & has seen the variation in its sales due to increase in price by mere 50p. .e. Rs 4 to Rs 25 packet.Cont. low price along with capturing of a large market. • Also they focus on providing good quality products at the same time. which means it uses the value pricing method. • The value-for-money positioning helps generate large sales volumes for the products. • Profit margin for distributors is 4% and for retailers is 1012%.Rs 2. • Parle-G is available in Re 1.

DISTRIBUTION NETWORK • Intensive Distribution  Increases coverage and sales  Increases product availability • Channel Members of the Distribution Network of Parle  Parle Depots  Wholesalers and Distributors  Carry forward agents  Retailers • Channel Members and Logistics  Level 1  Level 2  Level 3 • Channel Dynamics .


DISTRIBUTION NETWORK LOGISTICS • Selection of Channel Members for Parle  Authentication  Proof of solvency  Safety of inventory • Motivation of Channel Members  Initiate advertising and sales promotions  Incur costs and get benefitted in long run • Channel Members of the Parle Distribution work  Distributors  Retailers • Evaluation of Channel Members  Beat plan  Cumulative performance .

DISTRIBUTION STRATEGIES • Multipurpose distribution centres • Public distributaries • Feeder markets/mandi towns • Shandies/haaths/jatras/melas • Use of co-operative societies .

CONFLICTS AND COOPERATION • Conflicts among Channel Members  Ownership of assets  Stocking issues  Replacement of products  Credit policy • Cooperation among the Channel Members  Parle quality circles  Pilot Salesman scheme  Scheduling of sales  Agreement Defining rights .

PROBLEMS ENCOUNTERED • Stock out • Shortage of Parle G Freebies • Allocation Problems • Further Dispatch Problem • Duplicate biscuits • Poor Sale Promotion Skills .

DISTRIBUTION CHANNEL AND PARLE • Company’s strength is in procurement of raw materials. • Strong relationship with constituent channel members. • Loyal cooperatives that provide products only to them. • Good transport channel and lowering costs. . • Sound inventory management. • Company doesn’t undertake many promotion schemes.

 Easy to push impulse purchase products. .  Brand building exercise will be enhanced. • Should go in Parle Zones  Full range display.RECOMMENDATIONS • Increase the margins.  Easier to promote new products. • Pushcarts.

CONCLUSION • Parle is one of the best manufacturing company of Biscuits and other products among their competitors. • Looking at the challenges and the opportunities which rural markets offer to the marketers .it can be said that the future is very promising for those who can understand the dynamics of rural markets and exploit them to their best advantage like Parle. .

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