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Name: Ravi Parmar Roll No: 260 Div: B


‡ Introduction ‡ History ‡ Features

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Brand Overview Brand Evolution Timeline Brand Elements Positioning Target market Packaging Pricing Distribution Channels Promotion Story Board of an ad from the campaign Acknowledgement Conclusion Reference

Introduction: Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even to the remotest villages of India, the company has definitely come a very long way since its inception. Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance.

Available Anywhere: Today, the great strength of Parle Products is the extremely widespread distribution network. Even at the remotest places, you can buy Parle biscuits and sweets from the local grocer. It has taken years to create this extensive network. Parle¶s sales force started with one salesman in Bombay and some agents in few other cities. Gradually, Parle Products expanded. Soon sweets and biscuits were being sent by rail to Calcutta, Delhi, Karachi, Madras and other major cities. As production increased, distribution was amplified. Full time salesmen were appointed in different areas. Currently, Parle Products has over 33, 00,000 distribution outlets. Every nation dreams of a better tomorrow. And every nation's tomorrow lies in the hands of its children; the young stars who shape the future of the nation. So, it's important to nourish these young stars, after all it's a question of the nation's future. Filled with the goodness of milk and wheat, Parle-G is a source of all round nourishment. Treat yourself to a pack of yummy Parle-G biscuits to experience what has nurtured and strengthened millions of people for over 70 years. A meal substitute for some and a tasty and healthy snack for many others. Consumed by some for the value it offers, and many others for its taste. Whatever the occasion, it has always been around as an instant source of nourishment. Little wonder that it's the largest selling biscuit brand in the world.

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Name of the company: Parle Products Pvt ltd. Established in the year: 1929 Chairman: Sharad Chauhan Directors: i) Anup Chauhan ii) Amol Chauhan

‡ Manufactured by Parle Agro. ‡ Slogan : G maane Genius ‡ One of the oldest brand names in India and is the largest selling brand of biscuits in India.

‡ Market Share : 70% ; followed by Britannia¶s Tiger (18%) and ITC's sunfeast (9%). ‡ Brand Value : Rs. 2000 crore, contributing more than 50 % of the company's turnover. ‡ Address of head office: V.S. Khandekar marg,VILE PARLE(East),Mumbai400057. ‡ Address of Contractor Manufacturing Unit(C.M.U) :- Bunty Foods, Plot no. A-66, Anandnagar M.I.D.C, Ambarnath - 421506. ‡ Web site:


Parle Product¶s fame and familiarity is undeniable. Considering its extensive reach,

the brand Parle is known and recognized by everyone. Over the years, Parle¶s sweets and biscuits have become a household name. From kids to adults, everyone loves and cherishes these treats. It gives us great pleasure to see our consumers enjoy and embrace Parle products on daily basis. Our confectioners and chefs have the utmost authority at Parle. Had it not been so, the beginning of Parle would have been quite different.

In 1929 a small company by the name of Parle products emerged in British dominated India. The goal was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. Although, the company knew that it wouldn¶t be an easy task, they decided to take the brave step. A small factory was set up in the suburbs of Mumbai to manufacture confectionery products. A decade later this factory was upgraded to manufacture biscuits as well. Since then, the Parle name has spread in all directions and has won international fame. Parle has been sweetening the lives of people all over India and abroad. Apart from the factories in Mumbai and Bangalore, Parle also has factories in Bahadurgarh, Haryana and Neemrana, Rajasthan. These are the largest biscuit and confectionery plants in the country. Additionally, Parle Products also has 10 manufacturing units and 75 manufacturing units on contract. Milestones - The Decades of Progress
y y y y

1929:The first year of operation. Our only assets were hard work and hope. 1939:Ten years of determined effort brought results. Things began to take shape. And we tried even harder. 1949:The formative years were over. We had come of age. 1974:Here was the first evidence of Parle as it is today.


‡ Primarily eaten as a tea-time snack. ‡ It has a special taste which cannot be duplicated by others. ‡ Has quality nutrition. ‡ No Indian grown without feed of Parle-G product

Brand Overview: y Parle Products has been India's largest manufacturer of biscuits and confectionery, for almost 80 years. y It is the Largest selling Biscuit Brand in terms of volume in the world. y Sales turnover of around Rs 18billion in 2009 y The Parle name symbolizes quality, nutrition and great taste. y With a 70% share of the glucose biscuit market and more than 50% share in the Parle products. y While to consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance. y Parle-G has nurtured and strengthened the minds of millions of genius Indians for over 65 years. y It¶s more than just a biscuit. A meal substitute for some, a tasty and healthy snack for many others. Consumed by some for the value it offers, and many others for it¶s taste

Brand Elements: y Parle G was initially recognized by its iconic white and yellow stripped wax paper wrapper with the baby face on it. y Replaced with plastic wrappers which are glossy and strong y Parle-G comes in 8 different sizes y Brand ambassador is G-Man a superhero saving children from evil forces. This is a smash able element. y TV commercial was launched for Parle-G where the product is being called µHindustan ki takat¶


y Great taste, high nutrition, and the international quality y Healthy snack for children of all ages and classes y Complete wholesome meal for common man

y Associated with the positive values of life like honesty and caring y Value-for-money positioning

Target Market:

Parle-G is targeted at the lower-income group. Recently it has started exclusively targeting children in the age group of 5-12 years with its µG maane Genius¶ campaigns


‡ Cream coloured yellow striped wrapper containing 10-12 biscuits with the companies name printed in red having the photo of a young, innocent looking child. ‡ ‡ Originally packed in the wax paper pack Today available in a contemporary, premium, airtight BOPP pack with attractive side fins. Pack Sizes available:


16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G, 825G

Pricing: For 19grams:Rs.1/For 44grams:Rs.2/For 93.5grams:Rs.4/For 231.5grams:Rs.12

y Parle G has adopted the foll:  Market Penetration strategy i.e. low price along with capturing of a large market.  Value pricing method i.e. focus on low prices and providing good quality products.

y This benefits Parle G by giving a competitive edge in terms of large market share which is around 40%: both rural and urban presently y Profit margin for distributors in 4% n retailers is 10-12% y The packs are available in Re1, Rs2, Rs4 to Rs25. y The price was last raised in 1994 by 25 paise.

Distribution Channels:

y Factories at Mumbai, Haryana, Rajasthan and Karnataka. y Also has 14 manufacturing units for biscuits on contract. y Factories are located at strategic locations to ensure a constant output & easy distribution. y Nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly. y A two hundred strong dedicated field force services these wholesalers & retailers. y 31 depots and C&F agents supplying goods to the wide distribution network


y Parle-G started being advertised in the 80's mainly through press ads. y In 1989, Parle-G released its Dadaji commercial y In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero, Shaktimaan that went on to become a huge hit with the young kids. y In the year 2002, a national level promo - `Parle-G Mera Sapna Sach Hoga' was run for a period of 6 months. The promo was about fulfilling the dreams of children. y In 2002 G-Man - a new ambassador for Parle-G- was introduced who was not just a hero but also a super-hero that saves the entire world, especially children from all the evil forces. y In 2004 it started its µG mane Genius¶ campaign y In 2006-07, the campaign was changed to µHindustan ki Taakat¶, to assume a bigger platform as the biscuit that stands for strength (taakat) in and for India.

y In 2007 Parle-G launched its Parle Golu Galata contest. y But in early 2008, Parle-G reverted to its µG for Genius¶ line with a little twist ± µDo Genius¶.

Story Board of an ad from the campaign: Brand Name: PARLE-G Ad: µG Maane Genius¶


No research can blossom from a single person¶s mind without proper guidance, assistance and inspiration from various quarters. My project was given its present shape by assistance of many people whom I am greatly indebted to. I express my gratitude and indebtedness towards the people who helped me during my project work. I express my humble gratitude towards Miss. Kanika Dewan for giving me a chance to research on such a reputed organization and for providing me proper inputs and guidance. Last but not the least I want to thanks my Parents, without their keen interest and imme nse guida nce it would ha ve not been p o s s i b l e t o complete this project


The detailed study about the Parle products mainly PARLE G, gives out a Success Story in rural areas. This shows that products even at low prices can earn substantially considerable profits. The results of the survey also indicate the importance of Parle G in comparison with its competitors, local and imitation

brands. The views of the consumers on the Parle G biscuits also put light on its vitality.

References: 1. 2. 3. 4.

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