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ABOUT PARLE Parle-G or Parle Glucose biscuits are one of the most popular confectionary bisc uits in India. Parle-G is one of the oldest brand names in India and is the larg est selling brand of biscuits in India. For decades, the product was instantly r ecognized by its iconic white and yellow wax paper wrapper with the depiction of a young girl, Sonam (calgary) covering the front. The company's slogan is popular among the Indian consumer population, reading G means Genius. The name, "Parle-G", is derived from the name of the Indian rail s tation, Vile Parle, where the Parle production factory is based. "Parle-G" boasts of being the largest selling biscuit in the world. It enjoys 70 % market share in India in the glucose biscuit category followed by Britannia Ti ger (17-18%) and ITC's sunfeast (8-9). The brand is estimated to be worth over R s 2,000 crore (Rs 20 billion),and contributes more than 50 per cent of the compa ny's turnover (Parle Products is an unlisted company and its executives are not comfortable disclosing exact numbers). Last fiscal, Parle had sales of Rs 3,500 crore (Rs 35 billion). HISTORY OF PARLE In 1929 a small company by the name of Parle products emerged in British dominat ed India. The intent was to spread joy and cheer to children and adults alike, a ll 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 la ter 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 peop le s lives all over India and abroad. Apart from the factories in Mumbai and Bangalore Parle also has factories in Bah adurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and confectionery plants in the country. Additionally, Parle Products also has 7 ma nufacturing units and 51 manufacturing units on contract.
HISTORY OF PARLE PRODUCTS Parle-G is a one of the famous business groups of India. It has a large quantity of food products. Parle-G products are very familiar to Indian kids. No Indian grown without feed of Parle-G product. It is fact. 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 Prod ucts, survived and succeeded, by adhering to high quality and improvising from t ime to time. A decade later, in 1939, Parle Products began manufacturing biscuits, in additio
n to sweets and toffees. Having already established a reputation for quality, th e 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 we nt on to become leading names for great taste and quality. PARLE CORE VALUES An in-depth understanding of the Indian consumer psyche has helped Parle evolve a marketing philosophy that reflects the needs of the Indian masses. With produc ts designed keeping both health and taste in mind, Parle appeals to both health conscious mothers and fun loving kids. The great tradition of taste and nutritio n is consistent in every pack on the store shelves, even today. The value-for-mo ney positioning allows people from all classes and age groups to enjoy Parle pro ducts to the fullest. AWARDS Parle products have been shining with the gold’s and silvers consistently at the Monde Selection ever since they were first entered in 1971. Monde Selection is an international institute for assessing the quality of foods and is currently t he oldest and most representative organization in the field of selecting quality foods worldwide.
COMPANY PROFILE-BANGLORE FOUNDER:- Mr. MOHANLAL DAYALJI SON:Mr. NAROTTAM CHAUHAN CMD:Mr. KANTILAL CHAUHAN STARTED:- 1928 AT Vile Parle HEAD OFFICE:- Vile Parle 9 MOTHER UNITS:Vile Parle Bahadurgarh (Delhi) Bhuj (Gujarat) Banglore (2001) Neemrana (Rajasthan) Rudrapur (Uttaranchal) Khanpoli (Maharashtra 2007) Nashik (Maharashtra) Sintargunj (Uttarkhand) ABOUT PARLE-BANGLORE Started in 2001 First started manufacturing KRACKJACK. After 2 years they started 3 Biscuits i.e Parle G, Hide & Seek and Krackjack 2 Confectionaries i.e Melody and Chox Having HACCP certificate ( HACCP certificate = Quality Assured) And also by DNV (Det Norsive Veritas) which is an Indian body.
ORGANISATIONAL STRUCTURE It follows LINE AUTHORITY.
Decision is taken by the top level management The raw material are inserted at the beginning and comes out after the p roducts are formed. 40+ manufacturing units are CONTARCT MANUFACTURING UNITS.
MARKET STRENGTH The extensive distribution network, built over the years, is a major strength fo r Parle products. Parle biscuits & sweets are available to consumers, even in th e most remote places and in the smallest retail outlets. Parle has nearly 1,500 wholesalers, careering to 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services there wholesalers and retailers. A dditionally, there are 31 depots and C&F agents supplying goods to the wide dist ribution network. Parle constantly endeavor at designing products that provide nutrition and fun t o the common man. Most Parle offerings are in the low and mid-range price segmen ts. This is based on their understanding og the Indian consumer psyche. The val ue 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 var iety of consumers. MARKETING MIX OF PARLE PRODUCTS LIMITED Product strategy: o Core benefit- the core benefit of biscuit is to satisfy hunger of the co nsumer. o Basic product- in the second level, the basic product is biscuits. o Expected product- the consumers expect the product to have a good taste and also give nutrition. o Augmented product- Parle biscuits increase a person’s energy levels. o Potential product- in the future Parle could come up with different prod ucts.
Brand:The Parle Biscuit brands, such as, Parle-G, Monaco and Krack Jack enjoy a strong imagery and appeal amongst consumers. Be it a city or a remote village of India , the Parle name symbolizes quality, health and great taste. And yet, this reput ation has been built, by constantly innovating and catering to new tastes. Brand name strategy Parle follows company brand name strategy, since all its products are named usin g the company’ name as a prefix such as Parle- Monaco, Hide ‘n’ Seek, Marie etc. Brand strategy decisions Parle follows both line extension and brand extension for its products. For a pr oduct like Parle-G it followed line extension with the introduction if Parle-G m ilk Shakti and Parle-G Magix which has 2 flavors-Chocó and cashew. Similarly whe n it introduced any new product in the biscuit category, it follows line extensi on. Parle followed brand extension with the introduction of products in the biscuits and snacks category. In this way by concentrating on consumers tastes and prefe rences and emphasizing Research & Development, the Parle brand grows form streng th to strength. Product life cycle
For Parle: For Hide ‘n’ Seek: Packaging and Labeling:o Packaging: The time spent by a customer for packaging up a product from a retail outlet is a few seconds: therefore a packaging should appeal to a customer within such a s mall interval of time. In this, both packaging and labeling play an important ro le in attracting customers both visually & psychologically. For Parle G: It was recognized by its iconic white and yellow stripped wax paper wrapper with the baby face on it. For Hide ‘n’ Seek: It initially came out with 3 variants: Mint, Orange, & Chocolate. But from all t hree of them Chocolate flavor biscuit is running successfully. o Labeling: Consumers are becoming increasingly health conscious. So it is essential to disp lay the content of every product of every product. Every packet of Parle G, Parl e Hide ‘n’ Seek Milano has information about the ingredients used, nutrition fac ts, mailing & emailing address asking for feedback phone number, packaging date etc. All this along with the brand name and directors are printed in Hindi too. Channel Levels: Level 1 – availability to all departmental stores Level 2 – scattered throughout the country as it’s an FMCG good. Level 3 – Mass consumption & suitable for national & International coverage . Channel Dynamics:
TYPE OF PRODUCTS
PROCESS OF MANUFACTURING
PARLE QUALITY Hygiene is the precursor to every process at Parle. From husking the wheat and m elting the sugar to delivering the final products to the supermarkets and store shelves nationwide, care is taken at every step to ensure the best product of lo ng-lasting freshness. Every batch of biscuits and confectioneries are thoroughly checked by expert staff, using the most modern equipment hence ensuring the sam
e perfect quality across the nation and abroad. Concentrating on consumer tastes and preferences, the Parle brand has grown from strength to strength ever since its inception. The factories at Bahadurgarh in Haryana and Neemrana in Rajasthan are the largest biscuit and confectionery plan ts in the country. The factory in Mumbai was the first to be set up, followed so on by the one in Bangalore, Karnataka. Parle Products also has 14 manufacturing units for biscuits and 5 manufacturing units for confectioneries, on contract.
CAREERS- HIRING At Parle , we are constantly looking for enthusiastic, well motivated and above all friendly people to join our various departments. By employing people from di fferent backgrounds and communities, we are better equipped to understand the ne eds of our customers and to provide a quality service. Job Description: 1. The candidate should be a qualified draftsman fully familiar with latest version of AutoCAD and related softwares. 2. He/She should be very familiar with preparation of layouts, equipments d rawing, instrumentation diagram, bill of material and knowledge of design of mac hineries will be added advantage. 3. In addition, he/she will be required to keep all soft and hard copies of the drawing and technical documents in safe custody. 4. Preparation of civil structure drawing, flow sheet/Equipment layout/pipi ng layout/isometric and should have the knowledge about mechanical design. 5. Guidance to project engineer for execution of Mechanical erection to ens ure layout which takes care of hygiene / operational / maintenance requirements. 6. 3Dmodeling on solid works and Designing & Drafting (New product developm ent). 7. Co-ordinate with Design team as well as Production department and Vendor Drawing development for new projects. WORK CULTURE Parle has a very open work culture. Our work atmosphere is comfortable and relax ed that helps increase productivity and efficiency. Group lunches and outstation team-building exercises that augment inter-personal relations and mutual understanding are part of our work culture. We organize discussion forums and training programs on stress management and emp loyee well being. Yoga trainings, health check-up camps and workshops on healthy lifestyle are regular events in Parle.
BIBILIOGRAPHY WWW.GOOGLE.COM By visit to Parle company located in Banglore.
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