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Marketing Analysis of PARLE

Content
Chapter Content Page No.
Preface

Acknowledgement

Content

1 INTRODUCTION
1.1 History of PARLE 1

1.2 About the Company 2

1.3 Parle g - the evolution!!! 3

1.4 Achievements 4

1.5 Products 5

1.6 The marketing strength 6

2 MARKETING MANAGEMENT
2.1 Introduction of Marketing 7

2.2 What is marketing 8

2.3 Marketing management 9

3 PRODUCTS & MARKETING MIX OF


PRODUCTS
3.1 Parle-G 10

3.2 Hide & seek: 12

3.3 Melody 13

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Marketing Analysis of PARLE

3.4 Poppins 14

3.5 Bournbon biscuits: 15

3.6 Orange biscuits 16

3.7 Chocolate biscuits 17

3.8 Elaichi biscuits 18

3.9 Pineapple biscuits 19

3 Mango biscuits 20
.10
3 Monaco 21
.11
3 Milk power 23
.12

4 STP ANALYSIS
4.1 Segmentation of PARLE 25

4.2 Target Market Strategy of PARLE 27

4.3 Positioning Strategy of PARLE 29

4.4 Packing of PARLE 30

4.5 The strength of the brand 30

5 BIBLIOGRAPHY 31

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Chapter-1 Introduction

1.1History of PARLE
In 1929 a small company by the name of Parle products
emerged in British dominated India at Parle, world's largest selling
biscuits, started in Vile Parle. The intent was to spread joy and
cheer to children and adults alike, all over the country with its
sweets and candies. The company knew that it wouldn’t be an easy
task, but they decided to take the brave step.

A small factory was set up in the


suburbs of Mumbai, to manufacture
sweets and toffees. A decade later it
was upgraded to manufacture biscuits
as well. Since then, the Parle name
has grown in all directions, won
international fame and has been
sweetening people's lives all over
India and abroad.

A part from the factories in Mumbai and Bangalore Parle also has
factories in Bahadurgarh in Haryana and Neemrana in Rajasthan,
which are the largest biscuit and confectionery plants in the
country. Additionally, Parle Products also has 7 manufacturing units
and 51 manufacturing units on contract.

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1.2 About the Company


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. Times changed, variety of biscuits did come
and go but nothing has changed with these biscuits. Yes, the size of their
packing has definitely changed but for the consumers good as these are money
savers pack. The Parle name conjures up fond memories across the length and
breadth of the country. After all, since 1929, the people of India have been
growing up on Parle biscuits & sweets.

Initially a small factory was set up in the suburbs 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 1939, 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.

For around 75 years, Parle have been manufacturing quality biscuits and
confectionery products. Over the years Parle has grown to become a multi
million-dollar company with many of the products as market leaders in their
category. The recent introduction of Hide & Seek chocolate chip biscuits is a
product of innovation and caters to a new taste, being India’s first ever
chocolate-chip biscuits.

All Parle products are manufactured under most hygienic conditions.


Great care is exercised in the selection and quality control of raw material and
standards ensured at every stage of the manufacturing process.

Parle Products has 4 manufacturing units for biscuits and confectionaries


at Mumbai, Haryana, Rajasthan and Karnataka. It also has 14 manufacturing
units for biscuits & 5 manufacturing units for confectioneries, on contract. All
these factories are located at strategic locations, so as to ensure a constant
output & easy distribution.

Today, Parle enjoys a 40% share of the total biscuit market and a 15%
share of the total confectionary market, in India.The marketing mix of Parle for
this project has been studied from the point of view of Parle biscuits; mainly
Parle-G and Parle hide & seek.

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1.3 PARLE G - THE EVOLUTION!!!


Parle-G has been a strong household name across India. The great
taste, high nutrition, and the international quality, makes Parle-G a
winner. No wonder, it's the undisputed leader in the biscuit category for
decades. Parle-G is consumed by people of all ages, from the rich to the
poor, living in cities & in villages. While some have it for breakfast, for
others it is a complete wholesome meal. For some it's the best
accompaniment for chai, while for some it's a way of getting charged
whenever they are low on energy. Because of this, Parle-G is the
world's largest selling brand of biscuits.

Launched in the year 1939, it was one of the first brands of Parle
Products. It was called Parle Glucose Biscuits mainly to cue that it was a
glucose biscuit. It was manufactured at the Mumbai factory, Vile Parle
and sold in units of half and quarter pound packs.

The incredible demand led Parle to introduce the brand in special


branded packs and in larger festive tin packs. By the year 1949, Parle
Glucose biscuits were available not just in Mumbai but also across the
state. It was also sold in parts of North India. The early 50s produced
over 150 tones of biscuits produced in the Mumbai factory. Looking at the
success of Parle-G, a lot of other me-too brands were introduced in the
market. And these brands had names that were similar to Parle Glucose
Biscuits so that if not by anything else, the consumer would err in picking
the brand. This forced Parle to change the name from Parle Glucose
Biscuits to Parle-G.

Originally packed in the wax paper pack, today it is available in a


contemporary, premium BOPP pack with attractive side fins. The new
airtight pack helps to keep the biscuits fresh and tastier for a longer
period.

Parle-G was the only biscuit brand that was always in short supply.
It was heading towards becoming an all-time great brand of biscuit.
Parle-G started being advertised in the 80's. It was advertised mainly
through press ads. The communication spoke about the basic benefits of
energy and nutrition. In 1989, Parle-G released its Dadaji commercial,
which went on to become one of the most popular commercials for Parle-
G. The commercial was run for a period of 6 years.

Parle-G grew bigger by the minute. Be it the packs sold, the areas
covered or the number of consumers. It became a part of the daily lives
of many Indians. It wasn't a biscuit any more. It had become an icon.

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The next level of communication associated the brand with the positive
values of life like honesty, sharing and caring.

In the year 1997, Parle-G sponsored the tele-serial of the Indian


superhero, Shaktimaan that went on to become a huge success. The
personality of the superhero matched the overall superb benefits of the
brand. Parle extended this association with Shaktimaan and gave away a
lot of merchandise of Shaktimaan, which was supported by POS and
press communication. The children just could not get enough of Parle-G
and Shaktimaan.

In the year 2002, it was decided to bring the brand closer to the
child who is a major consumer. A national level promo - `Parle-G Mera
Sapna Sach Hoga' was run for a period of 6 months. The promo was all
about fulfilling the dreams of children. There were over 5 lakh responses
and of that, over 300 dreams were fulfilled.

Dreams that were fulfilled ranged from trips to Disneyland at Paris &
Singapore; free ride on a chartered plane; 20 scholarships worth Rs
50,000; a special cricket coaching etc.

The year 2002 will go down as a special year in Parle-G's advertising


history. A year that saw the birth of G-Man - a new ambassador for Parle-
G. Not just a hero but also a super-hero that saves the entire world,
especially children from all the evil forces.
A campaign that is not just new to the audiences but one that
involves a completely new way of execution that is loved by children all
over the world – Animation To make the brand much more interesting
and exciting with children, it was decided to launch a premium version of
Parle-G called Parle-G Magix in the year 2002. Parle-G Magix is available
in two exciting tastes - ‘Cocoh’ and ‘Cashew’. The year 2002 also
witnessed the launch of Parle-G Milk Shakti, which has the nourishing
combination of milk and honey, especially launched for the southern
market.

1.4Achievements
Almost all of our products are market leaders and as recognition of
their quality, have won us 111 gold, 26 silver and 4 bronze Monde
Selection medals since 1971.

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1.5 Products
Biscuit goodies:
Parle - G, Krackjack, Krackjack Crispy Creams, Monaco, Kreams, Hide and
Seek, Hide & Seek Milano, Digestive Marie, Parle Marie, Milk Shakti, Parle
20-20 Cookies, Nimkin

Sweets:
Melody, Mango Bite, Kaccha Mango Bite, Poppins, Kismi Toffee, Kismi
Gold, Orange Candy, XHale

Munch on snacks!
Musst Bites, Monaco Bites Cheeslings, Sixer, Musst Stix & Musst Chips

Biscuit Sweets: Munch on


goodies: snacks:
Parle - G Melody, Musst Bites,
Krackjack, Mango Bite, Monaco Bites
Krackjack Crispy Kaccha Mango Cheeslings
Creams, Bite,
Monaco, Poppins, Sixer
Kreams, Kismi Toffee, Musst Stix
Kismi Gold,
Hide and Seek, Orange Candy, Musst Chips
Hide & Seek
Milano,
Digestive Marie, XHale
Parle Marie,
Milk Shakti,
Parle 20-20
Cookies,
Nimkin

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1.6 THE MARKETING STRENGTH


The extensive distribution network, built over the years, is a major
strength for Parle Products. Parle biscuits & sweets are available to
consumers, even in the most remote places and in the smallest of
villages with a population of just 500.

Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail


outlets directly or indirectly. A two hundred strong dedicated field force
services these wholesalers & retailers. Additionally, there are 31 depots
and C&F agents supplying goods to the wide distribution network.

The Parle marketing philosophy


emphasizes catering to the masses.
They constantly endeavor at designing
products that provide nutrition & fun to
the common man. Most Parle offerings
are in the low & mid-range price
segments. This is based on their
understanding of the Indian consumer
psyche. The value-for-money positioning
helps generate large sales volumes for
the products.

However, Parle Products also manufactures a variety of premium


products for the up-market, urban consumers. And in this way, caters a
range of products to a variety of consumers.

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Chapter-2 Marketing Management

2.1 Introduction of Marketing

So, today smart marketers of all kinds are talking advantages


of new opportunities for connecting with their customers, their marketing
partners and the world ground then the old marketing thinking saw
marketing as little more than selling as advertising. It viewed marketing
as customers acquitting rather than customers care for mutely, this old
marketing thinking is now giving way to news ways of thinking today’s
smart marketing companies are comp roving their customer knowledge
and customer connection. They are targeting profitable customers, than
finding innovative ways to capture and keep their customers.

Marketing management is very important and essential part of


the management in every unit as firm. In common words marketing is
the process of selling something at a shape are market place.

The study of marketing has thus been approached in more than


one ways so marketing consist of the performance of business activity
that direct the flow of goods and services produces or supplier to the
consumer or and uses.

So, it is necessary in the entire unit and handle to it with


awareness of all the information of the unit marketing management is
defined to include May activities such as plan of sales, product
development marketing research price distribution of the goods, sales
promotion, after sales services So, marketing management is a very
important and essential management than other management.

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2.2 What is marketing


Marketing more than any other business function deals with
customers, understandings, creating, communicating and delivering
customer value and satisfaction are at the very heart of modern
marketing thinking and practice although we will explore more detailed
definition of marketing later in this chapter perhaps the simplest
definition is this one.

Marketing is the delivery of customer’s satisfaction at a profit.


The two fold goal marketing is to attract new customers by promising by
delivering satisfaction PARLE long the world’s leading soft drink, delivers
on the simple but enduring promise “Always PARLE” always hungry
quenching, always gored as a snacks.

We already know about marketing its all around. We see the


result of marketing in the abundance of products in our nearby shopping
mall. We see marketing in the advertisement that fill your T.V, spice up
your mail box, or enliven your intent pages, at bone at school, Where you
walk and Where you play you exposed to marketing in almost every
thing you do these is much place to marketing than meets the
customer’s causal eye, behind it, all is a massive network at people and
activities competing for your attention and purchasing dollars.

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2.3 Marketing Management


Marketing management is the analysis, planning, implementation,
and control of programs designed to generate, brave, and sustain
beneficial exchanges with target buyers for achieving organizational
objectives. It involves more than simply findings enough customers for
the company’s current output.

Marketing management will have to face global ecological


environments, social cost and ethical consequences and customers to
enjoy enriched quality of life. Under marketing management, a company
follows: -

 The Production Concept.


 The Product Concept.
 The Selling Concept.
 The Marketing Concept.

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Chapter-3 Products & Marketing Mix of


Products
1) Parle-G

PRODUCT: Parle-G
Parle-G or Parle Glucose biscuits are one
of the most popular confectionary biscuits in
India. Parle-G is one of the oldest brand names
in India and is the largest selling brand of
biscuits in India. For decades, the product was
instantly recognized by its iconic white and
yellow wax paper wrapper with the depiction of
a young girl covering the front. Many counterfeit
companies have attempted to recreate and sell
lower quality products of similar names and
virtually identical package design.

Ingredients:
 Wheat Flour,
 Sugar,
 Partially Hydrogenated Edible Vegetable Oils,
 Invert Syrup,
 Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ],
 Salt, Milk Solids, Emulsifiers [ 322 or 471 & 481 ( i ) ]
 Dough Conditioners [223].
 Contains Permitted Natural Color [Artificial]

Pack Size & Price:


For 19grams:Rs.1/-
For 44grams:Rs.2/-
For 93.5grams:Rs.5/-
For 231.5grams:Rs.12/-
Place:
It is available in mostly every retail shop.

Promotion: It is relish a delectable experience as they melt in


your mouth. PARLE-G’s tag line is:

“Hindustan Ki Taakat”
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It is also most famous tag line and it they make advertising


through TV advertising and signboards.
Package for export

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Product NO. OF NO. OF Packing Net Gross 20' FCL 40' 40' HC
s COUNT PKTS/ of box Wt. Kg Wt. FCL (approx)
S Rolls Pkt x (approx.) (approx. (approx Boxes
in pkt in CB Bag Kg ) )
Boxes Boxes
Parle - G 170 14 14 pkts 13.09 13.74 798 1668 1800
(935g)
Parle-G 84 30 30 pkts 13.86 14.49 720 1500 1750
(462g)
Parle-G 84 12 12 pkts 5.54 5.85 1710 3510 3861
(462g)
Parle-G 42 60 60 pkts 13.86 14.51 720 1500 1750
(231g)
Parle-G 17 144 24 pkt x 13.46 14.10 750 1530 1785
(93.5g) 6 pb
Parle-G 17 100 20 pkt x 9.35 9.87 1080 2280 2470
(93.5g) 5 pb
Parle-G 12 192 48 pkts x 12.672 13.37 765 1575 1750
(66g) 4pb
Parle-G 12 48 12 pkts x 3.168 3.41 2772 5670 6705
(66g) 4pb
Parle-G 12 100 10 pkts x 6.00 6.77 1656 3384 3807
(60g) 10pb
Parle-G 12 96 12 pkts x 4.8 5.16 1848 3780 4320
(Mini) 8pb
(50g)
Parle-G 12 100 20 pkt x 5.00 5.36 1890 3960 4752
(Mini) 5 pb
(50g)
Parle-G 12 72 12 pkt x 3.60 3.89 2520 5130 6120
(Mini) 6 pb
(50g)
Parle-G 10 200 20 pkts x 8.00 8.52 1458 2997 3330
(Mini) 10pb
(40g)
Parle-G 10 96 (24pktx4 3.84 4.16 2106 4646 5434
(Mini) pb)
(40g)
Parle G 4 480 60 pkt x 9.12 9.85 828 1900 2100
(19g) 8 pb
Parle-G 4 480 8pbx5trn 6.24 6.88 1560 2490 2625
(13g) x12pkts

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2) Hide & Seek:

PRODUCT: Hide & seek :

A choco biscuit hatflirts with your


taste buds.Seek out the chocolate chips that aren't really
hidden. And relish a delectable experience as they melt in
your mouth.

Product contains:
Ingredients:
 Wheat Flour,
 Cocoa Solids,
 Sugar,
 Partially Hydrogenated Edible Vegetable Oils,
 Invert Syrup,
 Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ],
 Salt, Emulsifiers [ 322 or 471 & 481 ( i ) ] and
 Dough Conditioners [223].
 Contains Permitted Natural Colour [150 b]
 Added Flavor (Artificial).

Pack Size & Price:


For 25 grams: Rs.5/-
For 50 grams: Rs.8/-
For 100 grams: Rs.14/-
Place:
It is available in mostly every retail shop.
Promotion:
It is relish a delectable experience as they melt in your mouth.
Hide seek tag line is:
“TASTY ITANA,
KI DIL AAJAYEE.”
It is also most famous tag line and it they make advertising
through TV advertising and signboards.

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3) Melody:
Product: Melody
Caramel meets chocolate to yield an
outcome nothing less than delectable. Parle
Melody comes with an irresistible layer of caramel
on the outside and a delightful chocolate filling
within.

Product contains:
Ingredients:
 Sugar,
 Liquid Glucose,
 Cocoa Solids, Partially Hydrogenated Edible Vegetable Oils,
 Milk Solids, Starch,
 Salt and Emulsifier (322).
 Contains Added Flavors (Artificial).

Packaging: Melody”s packaging is very attractive because of its


choco cream.

Price: Rs.1/-

Place: It is available in mostly every retail shop.

Promotion: Tag line of MELODY is in every mouth of the people:

“Melody Khao,
That is,
Khud Jaan Jaao”
Advertising:
Melody’s advertisement is very famous. It helps to
increase the sale of product and make it popular. It is also helpful to
make markset leader at time of new entrance.

Public Relation:
Public relation of Parle Company is good as well as
good attachment of people.

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4) POPPINS
Product: POPPINS
Give the orange to a friend and the mango to a stranger.
Or try the lemon for a neighbor and the strawberry for a
teacher. Give the black currant to the school bus driver and
the pineapple to anyone else you please. With so many flavors
in each pack of Poppins, you will have only one thing to say to
everyone you meet; "Doon Kya".

Ingredients:
Product contains:

 Sugar,
 Liquid Glucose,
 Acidulates [296] & Starch.
 Contains Permitted Synthetic Food Colors
[E 110, E 102, E 133, E 122, E 124, E 127]
 Added Flavors [Artificial

Price: Rs.2/-, Rs.5/-

Place: It is available in mostly every retail shop.

Promotion: Tag line of ‘POPPINS’ is in every mouth of the


people:

That is
Goli Rainbow Vali”

Advertising:

Poppins’s advertisement is very famous. It is special for


children. It helps to increase the sale of product and make it popular. It is
also helpful to make market leader at time of new entrance.

Public Relation:

Public relation of Parle Company is good as well as good


attachment of people.

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5) BOURNBON BISCUITS:

Products: Bourbon:

Ingredient list:
 Wheat Flour,
 Sugar, Partially
 Hydrogenated
 Edible Vegetable Oils,
 Cocoa Solids,
 Invert Syrup,
 Leavening Agents [ 503 ( ii ), 500 ( ii ) ],
 Salt,
 Emulsifiers [ 322 or 471 & 481 ( i ) ] and Dough Conditioners
(223 ).

Pack Size:
100 G, 200 G

Price:
Rs.10/- & Rs.18/-

Place:
It is available in mostly every retail shop.

Promotion:
Advertising:
Bourbon’s advertisement is very famous. It helps to
increase the sale of product and make it popular. It is also helpful to
make market leader at time of new entrance.

Chocolate connoisseurs will find their fetish become more


rewarding. Deliciously sugar coated these Bourbons come with a
chocolate cream centre, making them an irresistible temptation for all
times.

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6) ORANGE BISCUITS:
Products: Orange
Ingredient list:
 Wheat Flour,
 Sugar, Partially
 Hydrogenated
 Edible Vegetable Oils,
 Invert Syrup
 Milk Solids,
 Salt,
 Leavening
 Agents [503 (Ii), 500 (Ii) ],
 Emulsifiers [322 or 471 & 481 (i) ] and Dough Conditioners [ 223
].
 Contains Permitted Synthetic Food Colour [110] and Added
Flavours (artificial)

Pack Size:
90 G, 180 G

Price:
Rs.5/- & Rs.10/-

Place:
It is available in mostly every retail shop.

Promotion:
Advertising: Tag line of Orange is in every mouth of the
people:
That is,

“Treat yourself all year around!”


Chocolate’s advertisement is very famous. It helps to increase the
sale of product and make it popular. It is also helpful to make markset
leader at time of new entrance.

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7) CHOCOLATE BISCUITS:
Products: Chocolate
Ingredient list:
 Wheat Flour,
 Sugar,
 Partially Hydrogenated Edible
Vegetable Oils, Invert Syrup,
 Cocoa Solids,
 Milk Solids,
 Salt,
 Leavening Agents [ 503 ( ii ), 500 ( ii )
], Emulsifiers [ 322 or 471 & 481 ( i ) ]
 Dough Conditioners [ 223 ].
 Contains Added Flavours [Artificial].

Pack Size:
25 G, 65 G

Price:
Rs.5/- & Rs.10/-

Place:
It is available in mostly every retail shop.

Promotion:
Advertising: Tag line of Chocolate is in every mouth of the
people:
That is,

“Treat yourself all year around!”


Chocolate’s advertisement is very famous. It helps to increase the
sale of product and make it popular. It is also helpful to make markset
leader at time of new entrance.

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8) ELAICHI BISCUITS:
Products: Elaichi
Ingredient list:
 Wheat Flour,
 Sugar,
 Partially Hydrogenated Edible
Vegetable Oils, Invert Syrup,
 Milk Solids,
 Salt, Leavening Agents [ 503 ( ii ),
500 ( ii ) ], Emulsifiers [ 322 or 471 &
481 ( i ) ] and
 Dough Conditioners ( 223 ).
 Contains Permitted Synthetic Food Colour
 (102) and Added Flavours ( Artificial ).

Pack Size:
90 G, 180 G

Price:
Rs.5/- & Rs.10/-

Place:
It is available in mostly every retail shop.

Promotion:
Advertising: Tag line of Elaichi is in every mouth of the
people:
That is,

“Treat yourself all year around!”


Elaichi’s advertisement is very famous. It helps to increase
the sale of product and make it popular. It is also helpful to make
markset leader at time of new entrance.

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9) PINEAPPLE
BISCUITS:
Products: Pineapple

Ingredient list:
 Wheat Flour,
 Sugar,
 Partially Hydrogenated Edible
Vegetable Oils, Invert Syrup,
 Milk Solids,
 Salt, Leavening Agents [ 503 ( ii ), 500 ( ii ) ], Emulsifiers [ 322
or 471 & 481 ( i ) ] and
 Dough Conditioners (223).
 Contains Permitted Synthetic Food Colour
 (102) and Added Flavours (Artificial).

Pack Size:
90 G, 180 G

Price:
Rs.5/- & Rs.10/-

Place:
It is available in mostly every retail shop.

Promotion:
Advertising: Tag line of Pineapple is in every mouth of the
people:
That is,

“Treat yourself all year around!”


Pineapple’s advertisement is very famous. It helps to
increase the sale of product and make it popular. It is also helpful to
make markset leader at time of new entrance.

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10) MANGO
BISCUITS:

Products: Mango

Ingredient list:
 Wheat Flour,
 Sugar,
 Partially Hydrogenated Edible Vegetable Oils, Invert Syrup,
 Milk Solids
 , Salt, Starch,
 Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ], Emulsifiers [ 322 or 471
& 481 ( i ) ], Dough Conditioners [ 223 ] and
 Acid Regulators [296]

Pack Size:
90 G, 180 G

Price:
Rs.5/- & Rs.10/-

Place:
It is available in mostly every retail shop.

Promotion:
Advertising: Tag line of Mango is in every mouth of the
people:
That is,

“Treat yourself all year around!”


Now you don’t have to wait for summer to enjoy
delectable mangoes. Parle Mango Kream biscuits bring the magical
flavour of mango to you.

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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

11) Monaco:
Products: Monaco

Share the company of great taste anytime, anywhere with


Monaco.

A light crispy biscuit sprinkled with salt, Monaco adds a


namkeen twist to life’s ordinary moments.

Ingredient list:
 Wheat Flour,
 Edible Vegetable Oil,
 Partially Hydrogenated Edible Vegetable Oils
 Sugar, Leavening Agents [ 503 ( ii ), 500 ( ii ), 341 ( i ) ],
 Invert Syrup, Salt,
 Yeast,
 Acid Regulators [ 270, 296 ],
 Emulsifiers [ 322 or 471 & 481( i ) ],
 Dough Conditioners [ 223 ],
 Improver [ Amylases & other Enzymes ],
 Contains Added flavor (artificial).

Package for export:

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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

Produc NO. OF NO. OF Packin Ne Gros 20' 40' 40'


ts COUNT PKTS/ g t s FCL FCL HC
S Rolls of box Wt Wt. Boxe Boxe Boxe
in pkt in CB Pkt . Kg s s s
Bag Kg
Monaco 26 50 25 pkt 3 4.22 1340 2790 3069
Salty x 2 pb .75
(75g)

Variety:
Pieces of cheese, Rings of tomato, Lightness,
Crispiness, Sprinkles with salt.

Design:
Best packaging. It is also more attract peoples.

Pack Sizes available:


75 G, 120 G, 240 G

Price:
For 75 grams: Rs. 07
For 120 grams: Rs. 10
For 240 grams: Rs. 18

Promotion:
It is relish a delectable experience as they melt in your
mouth. Monaco tag line is:

“LIFE NAMKEEN
BANAIYE”
It is also most famous tag line and it they
make advertising through TV advertising and
signboards.

Place:
Location:
Retail shop it is available semi urban and urban area.

Public relation:
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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

Monaco is all time favorite of consumers. So


Parle has good relation with people. This product wins the trust
of the consumer.

Monaco is largest selling packaged salted biscuits in India.


Monaco is selling more than 8 countries.

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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

12) MILK POWER

Products: MILK POWER


Milk powder biscuits are power packed with good quality
protein, calcium, riboflavin & various other nutrients. They are
also fortified with Iron, Vitamins and Minerals which are not
present in Milk.
Milk not only provides most of the nutrition in these
biscuits but also lends them a great wholesome taste.

Ingredients:
 Wheat Flour,
 Sugar,
 Partially Hydrogenated Vegetable Oil (Palm and Soya
bean Oil),
 Invert Syrup,
 Skimmed Milk Powder,
 Salt,
 Ammonium Bi Carbonate (503),
 Sodium Bi Carbonate (500),
 Soya Lecithin (E322),
 Artificial Flavors,
 Calcium and Iron Salts,
 Vitamin Premix,
 Sodium Meta Bi Sulphite (E223)

Products NO. OF NO. OF Packing Net Gross 20' 40' 40' HC


COUNT PKTS/ of box Wt. Wt. FCL FCL Boxes
S Rolls Pkt x Bag Kg Kg Boxes Boxes
in pkt in CB
Milk Power 80 30 30 pkts 13.20 13.83 720 1500 1750
(440g)
Milk Power 12 100 10 pkts x 6.00 6.77 1656 3384 3807
(60g) 10pb
Milk Power 4 480 60 pkt x 8 9.12 9.85 828 1900 2100
(19g) pb
Milk Power 4 300 10pbx3trnx 3.90 4.37 2380 3800 4055
(13g) 10pkts

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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

Design:
MILK POWER has Best packaging and color so that more
attract peoples.

Pack Sizes available:


75 G, 120 G, 240 G

Price:
For 13 grams: Rs.04
For 19 grams: Rs.06
For 60 grams: Rs.12
For 440 grams: Rs.68

Promotion:
It is relish a power/sakti as they melt in your body.

Milk power tag line is:


It is also most famous tag line and it they make advertising
through TV advertising and signboards.

Place:
Location:
Retail shop it is available in rural area more than
urban and semi urban area.

Public relation:
Milk power is all time favorite of consumers. This product
like by rural children.
Milk power is largest selling packaged biscuits in Indian
rural area.

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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

Chapter-4 STP Analysis


4.1Segmentation of PARLE
Segmentation
variables Data
Geographic
Country India
Cities In all GUJARAT
Density Urban
Climate Hot & Dry

Demographic
Age Every Age of Person
Gender male, female
Family size 1-2, 3-4, 5+
Family life cycle married, unmarried
Income All Income
Occupation Every
Education Schools, colleges, universities
Major religion of Hinduism, Islam ,
Religion Christianity &
small percentage of others
Race Asian
Nationality Indian

PSYCHOGRAPHIC
Social class Every class
Actualizes, fulfilled, believers, achievers,
Lifestyle strives
Experience’s makers and strugglers

BEHAVIOURAL
Parties, birthdays, sports and regular
Occasions occasions
Benefits Quality, taste
Loyalty status Moderate
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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

Readiness stage Aware, interested

 Pattern of market segmentation


Preference: Clustered

If we divide the whole market


on basis of their preferences foe
sweetness and saltiness in the
biscuits then the possible outcome
would be that the preferences are
clustered near some tastes

i.e. the consumers would not


like to have something really vague
like 50%salty, 25%sweet and
25%creamy.That is why the
preferences are clustered and not
diffused wherein the preferences have to be very extreme and vague.
Parle as a company makes use of this clustered preferences and
manufactures biscuits for each and every cluster.

For e.g. Monaco for entirely salty biscuits and its latest product
Krackjack-cream is for sweet and salty taste.

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Semester: II, KADI [Batch 2008-10]
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4.2 Target Market Strategy of PARLE

M1 M2 M3

P1

P2

P3

(Figure:4.2)

PARLE Company as a whole inculcates SELECTIVE MARKET


SPECIALIZATION strategy.

 Target Marketing:

o Segmentation reveals only the firm’s opportunities. The firm now


has to Evaluate the various segments and decide how many and
which segments it can best serve.

 Evaluating Market Segments:

o A firm must look at three factors to evaluate market segments:


segment size and growth; segment structural attractiveness; and
company objectives and resources.

o The company must first collect and analyze data on current


segment sales, growth rates, and expected profitability for various
segments. It will be interested in segments that have the right
size and growth characteristics. But “right size and growth” is a
relative matter.

o There are several structural characteristics that affect long-run


segment attractiveness.

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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

1. The segment is less attractive if there are several


strong, aggressive competitors.
2. The existence of many actual or potential substitute
products may limit prices and the profits that can be
earned.
3. The relative power of buyers also affects segment
attractiveness.
4. A segment may be less attractive if it contains powerful
suppliers who can control prices or reduce the quality or
quantity of ordered goods and services.

o The company must take into account its own objectives and
resources in relation to the segment. If a segment does not mesh
with the company’s long-run objectives, it can be dismissed.

o The company must take into consideration whether it has the


skills and resources needed to succeed in the market. The
company should enter only segments in which it can offer
superior value and gain advantage over competitors.

 Selecting Target Market Segments

o A target market consists of a set of buyers who share common


needs or characteristics that the company decides to serve.

o Target marketing can be carried out at several different levels.


Figure 4.2 shows that companies can target very broadly,
through undifferentiated marketing; very narrowly, in
micromarketing; or somewhere in between, which is
differentiated or concentrated marketing.

 In the above diagram we can say blue color represents the extent of
Parle-G i.e. it is 1 product for all the 3 markets and the green color is for
Hide & Seek where it is a product only for 1 market and the orange is for
other biscuits where the product is targeted for 2 markets.

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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

4.3 Positioning Strategy of PARLE


 Positioning strategy
Parle is positioned in the minds of people as a value for price product
and also as a low-priced product.

 Differentiation strategy
For Parle-G the company has used channel and image differentiation
tools. Parle-G by far has the most intensive distribution coverage as
compared to any other biscuit company in India. Also the name PARLE
has an image that generates respect and a belief of good quality in
the minds of the buyers.

 A product’s position is the way the product is defined by the


consumers on important attributes; it is the place the product occupies
in consumers’ minds relative to competing products. It involves
implanting the brand’s unique benefits and differentiation in
customers’ minds.

 To simplify the buying process, consumers organize products, services,


and companies into categories and “position” them in their minds. A
product’s position is a complex set of perceptions, impressions, and
feelings that consumers have for the product compared with
competing products.

 Consumers will position products with or without the help of marketers.


So marketers must plan positions that will give their products the
greatest advantage in selected target markets, and then must design
marketing mixes to create these planned positions.

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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

4.4 Packing of PARLE


 As in all other biscuits, packing plays an important role in Parle-G
too. The basic small packs are packed mechanically using
automated machines and are sealed using the Polly bag sealing
machine. These small packs are then manually packed into small
boxes and are sent through the conveyor belt to be packed in
large cartons. 160 packets are packed per minute. And in
one big box there are 160 Parle-G packets packed.

 Before, they used to bring the packaging material from outside


the company but now it is produced in the factory premises
itself. For export purpose the packets have different languages
print on them depending upon the geographical location &
demand of the people. Each factory has state-of-the-art
machinery with automatic printing & packaging facilities.

4.5 THE STRENGTH OF THE BRAND


 Over the years, Parle has grown to become a multi-million US
Dollar company. Many of the Parle products - biscuits or
confectionaries, are market leaders in their category and have
won acclaim at the Monde Selection, since 1971.

 Today, Parle enjoys a 40% share of the total biscuit market and a
15% share of the total confectionary market, in India. The Parle
Biscuit brands, such as, Parle-G, Monaco and Krackjack and
confectionery brands, such as, Melody, Poppins, Mangobite and
Kismi, enjoy a strong imagery and appeal amongst consumers.

 Be it a big city or a remote village of India, the Parle name


symbolizes quality, health and great taste! And yet, we know
that this reputation has been built, by constantly innovating and
catering to new tastes. This can be seen by the success of new
brands, such as, Hide & Seek, or the single twist wrapping of
Mango bite.

 In this way, by concentrating on consumer tastes and


preferences and emphasizing Research & Development, the
Parle brand grows from strength to strength.

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Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE

Chapter-5 BIBLIOGRAPHY
For the preparing the report we uses the following:-

1. Websites :- www.parleproducts.com
www.google.com
www.wikipedia.org

2. Book:- Marketing Management,13rd Edition


PPH Learning Pvt. Ltd.,
Authors: 1) Philip Kotler,
2) Kevin Lane Keller,
3) Abraham Koshy,
4) Mithileshwar Jha.

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Semester: II, KADI [Batch 2008-10]