Parle

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INDEX

1 Introduction

2 History

3 Parle Quality

4 Parle Products

5 Swot Analysis

6 Marketing mix of Parle Products Ltd and Product Life Cycle

7 BCG Matrix

8 Competitors of Parle

9 Conclusion

10 Bibliography

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ACKNOWLEDGEMENT
Any accomplishments requires the effort of many people and this no different.
We would first like to express our special thanks of gratitude to our institute which has given us
the opportunity to do a project which has helped us to gain a knowledge of do ing things
practically and our Professor GulnaazLakhanimadam as well as our Director Karve sir who
gave us the golden opportunity to do this wonderful project on the topicparle’sProduct.
This project would just not have been completed without the valuable contribution from various
people whom we have interacted with in the course of completion
Secondly we would also like to thank ourparents and friends who helped me a lot in finishing
this project within the limited time.

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INRODUCTION

Industry Food

Founded 1929

Founder(s) Chauhan family

Mumbai, India
Headquarters
Vile Parle (East)

Products Parle-G
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.

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Hygiene is the precursor to every process at Parle. From husking the wheat and melting the sugar
to delivering the final products to supermarkets and store shelves nationwide, care is taken at
every step to ensure the best product of long-lasting freshness. Every batch of biscuits,
confectioneries & snacks are thoroughly checked by expert staff, using the most modern
equipment. This ensures consistent and 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, Haryana and Neemrana,
Rajasthan are the largest biscuit and confectionery plants in the country. The factory in Mumbai
was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle also has 10
manufacturing units for biscuits and 75 manufacturing units for confectioneries on contract.

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HISTORY

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
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.

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INTRESTING FACTS ABOUT PARLE

Parle deals with 32 products including biscuits , toffee and candies .

Around 10000 workers are employed in parle.
In all over the world parle has 7 mother unit and 65 manufacturing units on contract. Aamir
Khan and HritikRoshanare the brand ambassador of parle.
It has world’s largest machines at their manufacturing plant.
Parle plants situated at;
• Mumbai
• Haryana(Bahadurgarh)
• Rajasthan(neemrana)
• Gujrat
• Maharashtra
• Andhra Pradesh
• Tamilnadu
• Bihar
• Delhi

PARLE QUALITY

 Hygiene is the precursor to every process at Parle. From husking the wheat and melting
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 long- lasting
freshness. Every batch of biscuits and confectioneries are thoroughly checked by expert
staff, using the most modern equipment hence ensuring the same 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 plants in the country.
The factory in Mumbai was the first to be set up, followed soon by the one in Bangalore,
0Karnataka. Parle Products also has 14 manufacturing units for biscuits and 5
manufacturing units for confectioneries, on contract.

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Preparation procedure

In the formation of parle biscuits, parle manufacturing unit has to follow several stages. These
steps are as follow:
 Receiving raw material
 Storage of raw material
 Mixing of raw material
 Dough preparation
 Maudling and cutting
 Baking
 Cooling
 Stacking
 Sealing of polybags and box filling
 Dispatch of the prepared product

PARLE PRODUCTS

1. Biscuits
Parle-G, KrackJack, Monaco, Kreams, Golden Arcs, Parle Marie, Milk Shakti, Parle Hide &
Seek, Parle Hide & Seek Fab, Top, Parle Gold Star.
2. Sweet confectionery
Melody, Mango Bite, Poppins, 2 in 1 Eclairs, Mazelo
3. Snacks
Monaco Smart Chips, Parle's Wafers, Fulltoss, Parle Namkeens

About Parle-G
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.

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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.

MRP ::Rs. 2, Rs. 3, Rs. 4, Rs. 5, Rs. 10, Rs. 20, Rs. 40 and Rs. 50

About Monaco
Life namkeen banaiye!
When life hits a dull patch, just pull out a Parle Monaco to make it exciting. The light, crispy
biscuit sprinkled with salt, is the perfect namkeen twist you can add to your ordinary boring
moments. Go ahead, Life namkeenbanaiye, anywhere, anytime with Parle Monaco.
To spice up your life further, try the variant of Parle Monaco - The ZabardastJeera. This salted,
crispy biscuit delicately seasoned with jeera, has a unique taste that makes those namkeen
moments even more exciting.
Monaco Classic Salted - Rs. 5 Rs. 10 Rs. 15 (New SKU) Rs. 25
Monaco Zeera - Rs. 10

TARGETED MARKET

1. Primary Market
 Kids- Fond of Fruit Juice;
 Teens- More Experimental;
 Youth- Experimental and
 more buying power;
 Working People;
 Housewives; and
 Elderly people
 Secondary Market

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 Travel Industry –
o Airlines, Railways
o and local transport
o systems.
 Recreational- Movie
o theatres,Malls,etc

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Parle – G…… as a Brand

STRENGTHS

 Parle brand

 Diversification in products

 Extensive distribution network

 Hygienic

 Price

 Quality maintained

 Equal distribution

 Strong segmentation

WEAKNESSES

 Dependent on retail and grocery stores for display

 Dependent on Parle-G

OPPORTUNITIES

 CHANGING CONSUMER PREFERENCES

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 INCREASING DEMAND FOR SUGAR AND CALORIE FREE BISCUITS

 ANNUAL GROWTH OF 20%HIKE IS OBTAINED

THREATS

New upcoming brands and some of the old existing brands are coming with new taste and
variety, these may be regarded as a threat to Parle products.

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Marketing Mix of Parle Products Limited

Product Levels

1) Core benefit- the core benefit of biscuits is to satisfy hunger of the consumer
2) Basic product- in the second level, the basic product is biscuits.
3) Expected product- the consumers expect the product to have a good taste and also give
nutrition.
4) Augmented product- parle biscuits increase a person’s energy levels. This is not always
expected by the consumers and hence exceeds customer’s expectations.
5) Potential product- in the future parle could come up with different products such as a snack
which could be a combo of chocolate and biscuit.

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Marketing Mix of Parle Products Limited

Product strategy
Product Levels
1) Core benefit- the core benefit of biscuits is to satisfy hunger of the consumer2) Basic product-
in the second level, the basic product is biscuits.3) Expected product- the consumers expect the
product to have a good taste and also give nutrition.4) Augmented product- parle biscuits
increase a person’s energy levels. This is not always expected by the consumers and hence
exceeds customer’s expectations.5) Potential product- in the future parle could come up with
different products such as a snack which could be a combo of chocolate and biscuit.
Classification of products
1) Based on tangibility- Parle biscuits are tangible, i.e. one can see and touch them.2) Based on
functional life- Parle biscuits are consumables since biscuits form apart of food and have a short
life.3) Based on price and quality- most of Parle biscuits such as Parle-G, Monaco,Krackjack are
mass products but a few Parle biscuits such as Parle hide and seekand Milano are premium or
prestige products.4) Based on utility- Parle biscuits are convenience goods. They are staples
sincethey are bought by consumers regularly. Also they are partly impulse products

Keeping all this in mind, the factors influencing the buying behavior of consumersare:Parle-G
being a consumable product is not influenced by factors like cultura l factors. As shown above,
social factors are further sub divided into 3 parts namelyreference groups, family & social role &
status.1) Reference GroupPeople, especially kids are always influenced by the people around
them. They are influenced by friends, relatives, family members specially elder siblings,etc. so if
they see anyone around them having parle-G biscuit, they too want to eatit.2) FamilyIn his case
also, if it’s a usual habit of the family members to have pale-G with tea or coffee, the kids in the
growing stage or any new member joining thefamily for tea will form a similar habit or the later
will be offered the same biscuit.

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Personal Factors

The factors whose intensity differs from person to person are together termed aspersonal factors.
They are as follows: -1 ) A g e Parle- g is consumed maximum by the kids in the age group
of 5-10 years i.e.the growing age group. Kids, who have formed the habit of having Parle-G
intheir early stages of life, continue this practice even after growing up. Theycontinue their
consumption of Parle-G even after they grow up.2 ) O c c u p a t io n The buying behavior of the
consumer is influenced also by the occupation heor she belongs to. In case of Parle-G, the
purpose for buying the product variesfrom a person with a high post in a M.N.C. to a poor
laborer. For the executiveemployee, he may or may not buy the product. He may buy a more
expensive oran imported biscuit brand because he can afford it. Also he may buy it only to beone

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of the many snacks available to him. On the other hand, a poor laborer would buy a packet of
Parle-G simply to satisfy his hunger. For him, it is notmatter of choice or luxury, but a necessity
because it’s the easiest & thecheapest he can get.3 ) I n c o m e Income of a person decides its
core expenditure segment. If a laborer earns afixed amount & if a biscuit like parle-g which for
sure ensures high level glucosecontent & immediate energy regained, he would defiantly opt to
buy a parlebiscuit packet & not spend even that minimal amount of Rs.4 on anything else.But
since Parle-G is a low-priced, value for money product a person’s incomedoes not really play a
role in influencing the purchase of the product.Consumers of all income groups do buy the
product.Psychological Factors1 ) M o t i v a t i o n For Parle-G the main & the basic motivation
which pulls consumers towardsbuying it is simply hunger. This is what pulls the consumers
towards the purchase of Parle-G. Also, since biscuits are perceived as snacks, when aconsumer is
drinking tea he or she is motivated to buy Parle-G at that time.2)Perception- consumers believe
Parle-G to be a good quality product which ischeap too. They also perceive it to be a great snack
with tea
For Parle hide & seek:
Social factors1) Reference groups- parle hide & seek is targeted at the youth. So for this
productconsumers are influenced by their friends and siblings.2) Status- Parle hide & seek is a
high priced product. So consumers in the higherincome groups would prefer to buy the product
over other brands since it would bea matter of higher status.Personal factors1) Age- the
advertisements of this product are such that people in the age groupfrom 15 to 28 are likely to be
influenced to buy this product. But at the same time,since this product has been endorsed by a
celebrity (HrithikRoshan) and since it ismade of chocolate chips, children are also likely to be
major consumers.2) Occupation- Major Consumers for Parle hide & seek are students.3) Income-
since it is a high-priced product; the potential consumers for thisproduct are high income earners.
A person who is earning more is more likely tobuy this product than a person who earns
comparatively lower income.Psychological factorPerception-Consumers perceive this brand as
’tasty and crispy’ ...chocolate not very sugary.It is perceived as a brand leader in this segment
and some firmly believe that thereis no competitor while mostly people regarded ’Britannia
bourbon’ as its maincompetitor ; very few consumers know that ’good day- choco nuts’ is
itscompetitor.
In one big box there are
160 Parle-G packetspacked. Before, they used tobring the packaging material from outside the
company but now it isproduced in the factory premises itself. For export purpose the packets
havedifferent languages print on them depending upon the geographical location& demand of the
people. Each factory has state-of-the-art machinery withautomatic printing & packaging
facilities.

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THE STRENGTH OF THE BRAND

Over the years, Parle has grown to become a multi-million US Dollarcompany. Many of the
Parle products - biscuits or confectionaries, aremarket leaders in their category and have won
acclaim at the MondeSelection, 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 appealamongst consumers.Be it a big city or a
remote village of India, the Parle name symbolizesquality, health and great taste! And yet, we
know that this reputation hasbeen built, by constantly innovating and catering to new tastes. This
can beseen 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 andemphasizing
Research & Development, the Parle brand grows from strength to strength

Parle as a company has reached the maturity stage in its products life cycle; sinceproducts such
as parle-G, parle Monaco, parleKrackjack which form a major partof parle products’ sales have
captured most of India’s market.But for its premium biscuits parle hide and seek and parle hide
and seek Milanothe products are in the growth and introduction stages respectively.

For parle hide and seek:

Parle hide and seek was introduced in 1998 with favors such as mint, orange andchocolate. But it
did not really succeed in capturing the consumer’s attention. Soafter a few years it was re
launched with just one flavor i.e. chocolate flavor withnew packaging. After the re-launch it has
started gaining attention of its potentialbuyers and hence is in the growth stage of its life cycle. It

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has to fight for its standin the market since it faces competition from Britannia’s good-day choco
nuts.

Packaging and Labeling

Packaging: The time spent by a customer for picking up a product from a retail outlet is a
fewseconds; therefore a package should appeal to a customer within such a smallinterval of time.
In this, both packaging & labeling play an important role in attracting customers both visually
&psychologically?

Introduction GrowthMaturityDeclineProfits

ForParleG: Parle G was initially recognized by its iconic white and yellow stripped wax paper
wrapper with the baby face on it. Many competitors have tried to selltheir lower quality products
by copying the packaging, trying to sell their biscuits as Parle-G; Parle-Jee etc. Due to increasing
competition Parle G now uses plastic wrappers for its packaging. Parle-G comes in 8 different
sizes: 25gms, 44gms,93.5gms, 231gms, 340.5gms, 462gms, 577.5gms and a 1kg pack just for
Rs.30 which is not usually offered by other brands.Parle Hide & Seek: It initially came out with
3 variants: Mint, Orange & Chocolate which wasn’t accepted by the masses. However, the
production of Mint & orangeflavors was stopped. Chocolate is the only flavor that is running
successfully sinceit is India’s first chocolate chip biscuit. . Hide & seek biscuit's
currentpackaging has been modified along with lower prices & better affordability rates. Thus
there is a change in size of the product which is prevalent in the ads. One of the advertisements

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shows movie actor, HrithikRoshan walking with a pack of hide& seek biscuits in the back pocket
of his jeans emphasizing on the small size of theproduct.Parle hide & seek Milano: This product
of Parle has a flashy purple coloredpacking which attracts customers with the whole look of
Italian chocolate chipcookies.

Labeling:
Consumers are becoming increasingly health conscious. So it is essential to displaythe contents
of every product. Every packet of Parle G, Parle hide & seek, Parle hide& seek Milano has
information about the ingredients used, nutrition facts, mailing& emailing addresses asking for
feedback, phone number, packaging date etc. Allthis along with the brand name and directions
are printed in Hindi too.
Price Mix Pricing Strategies

Product Line
Firms may decide to split their product mix into groups known as product lines. A product line is
a number of products grouped together based on similar characteristics. The characteristic used
to split products, will depend on the firm and its product strategy. They include product price,
product quality, who the product is aimed at (target group), and product specification features.
This is useful if the firm has a large product mix as there is less need to concentrate on individual
product type strategy. Parle a has a distinct product line which majorly includes biscuits, sweets
and snacks all the products are mentioned in the product length mentioned below.

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Product Length
The product line length shows the number of different products in a product line. A long product
line has lots of different products in it and a short product line has a small number of different
products. The product manager's job is to work out how many products to include in the product
line. If there are too many product types in a product line, they will begin to compete with each
other, increase costs unnecessarily and even confuse customers. If the product line is too short it
will limit customer choice and send customers to competitors with a greater selection of
products.

The product length of Parle Company is 51 which contain the products mentioned below:

Parle products
BISCUITS
Parle G: 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 mealsubstitute 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.

Monaco:Life namkeenbanaiye! When life hits a dull patch, just pull out a Parle Monaco to
make it exciting. The light, crispy biscuit sprinkled with salt, is the perfect namkeen twist you
can add to your ordinary boring moments. Go ahead, Life namkeenbanaiye, anywhere, anytime
with Parle Monaco.

Hide n Seek: Play a game of hide and seek with your taste buds. Indulge in the mouth-watering
delight of India’s best moulded chocolate chip biscuits, Hide & Seek. All it takes is one bite, and
you are transported to chocolate Heaven. Packed with a bounty of chocolate chips, once you try
Hide & Seek, you will never want any other biscuit again. A treat for the mouth, and the heart,
khate hi dilaajaye!

Hide n Seek Bourbon:The name itself suggests everything. The moment you take a bite your
tongue starts playing hide n seek with the rich chocolaty cream resting between two lovely
sugar-coated biscuits. The melting chocolate cream will feel rich and luscious in your mouth.It’s
a complete treat for your taste buds. Moreover, it's like falling in love at first bite.

Parle Marie : There are two types of people in this world. Those who love to talk, and those
who love to listen. Not surprisingly, both types love Parle Marie. Because it's much more than a
Marie biscuit. It's as light as the jokes your best friend cracks. As crisp as your uncle's

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commentary on politics. It is the perfect accompaniment to chats, arguments, discussions and

gossip sessions it's healthy too.

Nimkin: Crispy, zingy, salted crackers. The perfect accompaniment for tea times. Move over
bland biscuits, tea time just got so much more interesting.Tasty crackers b aked to a golden
perfection, sprinkled with salt for that added zest.Nimkin is the perfect tea time snack. But with a
cracker so tasty, why just leave it for tea, you can have it any time of the day. Crisp salted
crackers, baked to a golden perfection

Golden Arcs : Introducing irresistible Golden Arcs filled with rich Strawberry, Apple, and
Orange & Choco Fillings. They are best described as 'melt- in- your- mouth', soft shelled fruit rolls
and crunchy choco fills which are perfect for an anytime snack.

Top :It is the ultimate crispy cracker with the finest taste of butter, especially made to mesmerize
you with its smoothness. The unspoken dream or the wildest imagination gets real, with the
smooth texture of butter. So take a bite and escape into your own world where it will be just
about you and everything else fades into oblivion. Let no one come between you and "Buttery
Taste & Buttery Dreams".

Fab: Choco Chip Sandwich Cookies. Right after you relish the delicious cream, comes the
heavenly taste of delicious choco chip cookies. Available in 4 exciting flavours! Truly, a creamy
beginning and chocolatee end for your taste buds!

Krack Jack: Parle introduced India’s first & original sweet and salty biscuit –Krackjack in
1972, which went on to become one of the most loved biscuits. It’s a crispy and delicious biscuit
with a perfect balance of sweetness and saltiness. The unique dual tastes of sweet and salty have
a perfect analogy with the dual personality of an individual, be it a politician or a mother- in-
law…Taste ka double role jokholsaktaaapkibhi pole.

Kreams: Finally a biscuit that's perfect for every occasion and for everybody's preferences.
Parle's Cream biscuits come in different shapes, sizes and flavours, giving you the freedom to
choose, based on your needs. For a tangy delight, choose the Orange cream or try the perfect
tropical treat with the Pineapple flavour. No longer will you need to wait for the whole year for a
taste of the summer thanks to delicious Mango cream; and indulge your taste buds with the
goodness of Elaichi with mouth-watering Elaichi cream biscuits. And last but not the least, the
chocolate lovers can find solace in the delightful Chocolate cream biscuits , or the sugar coated
chocolate cream centre biscuit Parle Kreams Bourbon.
Milano: There’s most definitely a secret. After all, behind every prized cookie is a well guarded
recipe. That's because the Milano is no ordinary cookie. Available in Chocolate Chip,
Butterscotch, Butter Nut and Choconut, every Milano is as rich and exotic as it is premium and

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delicious. Indulge in the sinful taste of Milano, a cookie with a reputation for romance, and enjoy
everything that follows.
Parle Actifit Digestive Marie: Now say 'goodbye' or at least 'see-you-later’ to the couch, the
video games, the computer and the TV. And enter the Actifit world where you say 'Hi. Hello,
Good morning' to the gym, the roads, the pool. And to help you stay this active, you need Actifit
Digestive Marie. It's a biscuit that's packed with 5x more fibre (than other Marie biscuits) and
67% less fat. And it's a biscuit that will help you commit to a healthier you.

Milk Shakti :Milk Shakti is a power-packed biscuit fortified with the goodness of milk and
honey. Kids today are growing up quicker than before. They can run faster, throw further, hit
harder and jump higher. Move over Mr. Dhoni, kids today are super confident, because they
aren't kids anymore, they are young adults.
Milk Shakti is a power packed biscuit, that can be part of your breakfast, a mid- morning snack or
anytime when you need a burst of energy for that extra edge, maybe before a cricket match, or a
tennis tournament.
Milk Shakti is India's first milk biscuit that comes fortified with the goodness of honey
20-20: 20-20 cookies are baked to a golden brown crispiness to melt in the mouth and leave you
with the taste of perfection.Itcookies can be eaten at any time of the day, but may we suggest
you avoid tea times! You don't want to share it with anyone at all.
Festo :Being a kid is super exciting! Masti is expected of you, dhamaal is your birthright and
turning a boring day into an adventure is as easy as savouring the cream within the biscuit.
Tangy orange, creamy chocolate, traditional elaichi, zingy pineapple or sweet mango; there’s a
flavour for any bit of naughtiness you can think of. So, whatever you get up to, Festo will be
there to go crazy with you.
Happy Happy :Experience a world of happiness with Parle Happy Happy Cookies. Baked to
perfection, these cookies are topped with delicious choco-chips to give you that never-ending
feeling of unbridled joy. Just open a pack of Parle Happy Happy Choco-Chip Cookies, pop one
in your mouth and feel your senses come alive.
Coconut: Parle Coconut Cookies - the goodness of coconut combined with the crunch of
cookies. It's crispy, delicious, and filling. Plus the natural aroma of coconut makes it even more

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desirable. It's a wholesome divine snack, which not just satisfies your hunger but also pleases
your taste buds and at a very reasonable price.
Jam-In: Parle Jam In is a fruit-flavored cream sandwich biscuit with real fruit jam. Relish the
tasty fusion of biscuit and cream with a sugar topping. Withevery bite, experience a party of
flavors in your mouth as the delicious cream melts along with the lingering taste of jam. All this
bundled up withcrispy biscuits on both the sides.

Gold Star: Made from the choicest of ingredients, Parle Gold Star comes in 4 delicious variants
– Butter, Cashew and Butter, Chocolate Chip and Chocolate & Nut. Perfectly baked cookies with
the richness of butter, nuts and chocolate make it an indulging experience, the delightful taste
lingering long after you’ve relished it with pleasure.
Magix: Imagine a biscuit with the goodness of a health biscuit and fun of rich cocoa and crunchy
cashews. Magix is an eclectic mix of taste and health. Brimming with 7 vital vitamins and 2
minerals, there's no way that moms can refuse to let you have something that is crunchy, healthy
and tasty.
Cocounut Cookies: As you revel in the taste of freshly baked Parle Coconut Cookies, its
goodness will transport you to the beautiful sandy beaches and swaying palm trees. With each
bite the rich taste of coconut will delight your senses even more. And in no time you will be left
with an empty pack and a deep craving for a few more. Its delicious divine taste will always
drive you back to the lite breeze of the sea, just like these lite Parle coconut cookies adorning
your coffee table. Stock up some today and begin this delectable journey, now.
SWEETS
Londonde rry: Get a taste of the rich English-Irish culture, right here in India. With
Londonderry, an exquisite hard-boiled candy made from Milk and Caramel. With a name
inspired by an actual town in Ireland, the creamy, exotic taste of this delicious candy will make
you discover the glories of the majestic English-Irish culture. Just pop-in a Londonderry candy
and experience the magical world of Londonderry.

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

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filling within. Pop it in your mouth and relish the unique experience. It won’t be too long before
you find yourself asking the age old question ‘Melody itni chocolaty kyonhai?'
Mango Bite : This was not only India's first mango candy, but even today, is the only candy with
the richness of real, juicy sweet mangoes. Pop in a Mango Bite and you will want to make it last
longer and longer, don't be in a hurry to eat it up.Mango Bite is India's first mango candy with
real mango

Chox:Bite into a gigantic bite of the most chocolicious bar ever. It's called Chox and its lip
smacking, chocolaty flavour will leave you lost in a fabulous, new world - a big,
supercalifragilisticexpialidocious, almost unending chocolate world. So chocoholics got a
craving, big or small? Thank god there's Chox.
Kaccha Mango bite: The mastifulflavour of summer now comes in a candy. Just pop a Kaccha
Mango Bite and experience the natural tangy sweetness of a real raw mango. It's the only candy
that is a real kaccheaamkazerox. So when you're craving for the tantalizing khatta-meetha taste
of raw mango just reach out for a Kaccha Mango Bite and enjoy real kaccheaamkimasti,
anytime, anywher
Poppins: Pinky loves red. Rahul loves yellow. Mini always asks for green. And naughty Vicky
fights for purple. So many flavours and so many colours there’s always something for everyone.
So share your favourite Poppins with friends for a really colourful time. All you need to do is
ask, "DoonKya?"
Mazelo: Parle Mazelo is a fruity- flavoured deposited candy. Available in five mouth-watering
flavours - Apple, Guava, Watermelon, Banana and Litchi. The sweet and tangy taste will tickle
your taste buds and quench your fruity craving. Just pop-in any of these flavours and enjoy the
delicious fruity loops in your mouth. Bas khaaoaurMazelo!
Other sweets:
Kismi:It’s everything that the Kismi Toffee Bar is, only smaller. Wrapped in the distinct flavour
of elaichi (cardamom) this toffee is sure to send your sweet tooth on a joyride.

Kismi Gold: With a perfect blend of Caramel &Elaichi, the new Parle Kismi Gold is bound to
take romance to an entirely different level and make it more irresistible than ever before. Have
one to experience romance at its best.

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Fruit Drops : Parle brings to you ‘Fruit Drops’, a mouth watering range of pulpy fruit chews
with a high quotient of fruit in it. The jelly-based chews exude fresh fruit juice with each bite.
The mouth watering fruit chews are available in four exciting variants – Mango, Kaccha Mango,
Lychee& Strawberry.

SNACKS
Wafe rs:Made with the choicest of handpicked potatoes, it's lip-smackingly delicious,
delightfully crunchy and comes in four exciting flavours - Masala Masti, Red ChilliAchaar,
Classic Salted, AlooChaat, Cream and Onion, Tangy Tomato, KhattaMeetha and PiriPiri. Grab
one. Whenever you want, wherever you please. We're sure you'll enjoy it fro m the very first chip
till the very last.

Namkeen: Make those everyday boring moments colourful! Just open a pack of Parle Namkeen.
Made from the choicest ingredients, this crunchy, crispy snack is available in 5 mouth watering
varieties. Along with the exciting taste customers are assured of topmost quality too! Parle
Products is known for its highest quality standards. So, pick your favourite Parle Namkeen snack
aur Life BanaaoRangeen!

Munchies

Jeffs: Crunchy, salted biscuits flavored with cumin seed (Zeera) for that extra boost of flavour.
The perfect snack for just about anywhere.

Sixer: Think Square is boring? Then what you need is a Sixer. This six-sided, salted delight cuts
out the boring from a biscuit. A unique shape coupled with an equa lly unique crunchy, munchy,
salty taste that leaves you asking for more!

Cheese lings: For the love of cheese and only cheese! Parle pulls out ‘Cheeselings’ from its pool
of innovative products. It’s a baked snack, light on tongue and high on its Cheesecio us taste. Its
fluffy form makes it very crunchy yet it actually melts in your mouth, leaving behind the
lingering flavor of cheese. Each bite opens the doors to that nostalgic feel everyone would love
to savor.

Product Width
The width of a company's product mix pertains to the number of product lines that a company
sells. For example, if a company has two product lines, its product mix width is two. Small and
upstart businesses will usually not have a wide product mix. It is more practical to start with

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some basic products and build market share. Later on, a company's technology may allow the
company to diversify into other industries and build the width of the product mix

WIDTH

BISCUITS SWEETS SNACKS

Depth
Depth of a product mix pertains to the total number of variations for each product. Variations can
include size, flavor and any other distinguishing characteristic. For example, if a company sells
three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six.
Just like length, companies sometimes report the average depth of their product lines; or the
depth of a specific product line. Some of the product types in a product line may be split again
into groups. The product line depth shows how many subgroups the product line contains.

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BCG Matrix

Let’s starts with blog

Question mark:
In question mark company/product is new in the market. it has very low market share and
highmarket growth.A long time ago, when the British ruled India, a small factory was set up in
the suburbs of off Mumbai city, to manufacture sweets and toffees. The year was 1929 and the
market wasdominated by famous international brands that were imported freely. Despite the
odds andunequal competition, this company called Parle Products, survived and succeeded, by
adheringto high quality and improvising from time to time.A decade later, in 1959, Parle
Products began manufacturing biscuits, in addition to sweets andtoffees. Having already
established a reputation for quality, the Parle brand name grew instrength with this

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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 andquality.

Star:

In a star, market share and market growth are strong. in this company face strong competition.
Thereforecompanyneed to invest money in promotions and need to create strong chain of dealers for grab
themarket share. Let's seehow Parledid this -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 hundredstrong dedicated field force services these wholesalers & retailers.
Additionally, there are 31 depots andC&F agents supplying goods to the wide distribution network.The Parle
marketing philosophy emphasizes catering to the masses. We 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 our cultivated understanding of the Indian consumer psyche. Thevalue-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, urbanconsumers. And in this way, caters a range of products to a variety of
consumers.Parle Products build one factory at Mumbai that manufactures biscuits & confectioneries
while another factory at Bahadurgarh, in Haryana manufactures biscuits. Apart from this, Parle has
manufacturingfacilities at Neemrana in Rajasthan and at Bangalore in Karnataka. The factories at Bahadurgarh
and Neemrana are the largest such manufacturing facilities in India. Parle Products also has 14 manufacturingunits
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.Each factory has state-of-the-art machinery with
automatic printing & packaging facilities.

Cash Cow:
Here company get stable. In this company go through low market growth & high market
sharesituation. Here company already grab maximum market share and need not to invest more
money in promotions. In this generally company gain a well goodwill in market. hence
companyget more amount of profit in less investments. In cash cow company should be
innovative for sustain market .let's see
how Parledid this-Over the years, Parle has grown to become a multi- million US Dollar company.
Many of theParle products - biscuits or confectionaries, are market leaders in their category and
have wonacclaim at the Monde Selection, since 1971.Today, Parle enjoys a 40% share of the
total biscuit market and a 15% share of the totalconfectionary market, in India. The Parle Biscuit
brands, such as, Parle-G, Monaco andKrackjack .Be it a big city or a remote village of India, the
Parle name symbolizes quality, health and greattaste! And yet, we know that this reputation has
been built, by constantly innovating and cateringto new tastes. This can be seen by the success of
new brands, such as, Hide & Seek, or the singletwist 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 this way Parle sustain
in market company need to decide what to do? Gradually run away from market i.e(DOG) or to

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sustain in market with new innovation in products i.e again start with QuestionMark(?).In this
example, Parle decide to go back inquestion mark and introduce new product in market like they
introduce sweets like Melody, MangoBites,Chox,Poppins, Kachha MangoBite. In snacks-Monaco
smart chips, parle's wafers,Parle Cheeslings etc.
This way Parle company is running from many years.

Competitors of Parle:

Parle Products company was founded in 1929 in British India. It was owned by the Chauhan
family of Vile Parle, Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when India
became independent, the company launched an ad campaign, showcasing its Gluco biscuits as an
Indian alternative to the British biscuits.[2] The Parle brand became well known in India
following the success of products such as the Parle-G biscuits and the Thumbs Up soft drink.
The original Parle company was split into three separate companies, owned by the different
factions of the original Chauhan family

 Parle Products, led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G,
Melody, Mango Bite, Poppins, Monaco and KrackJack)
 Parle Agro, led by PrakashChauhan and his daughters Schauna, Alisha and Nadia (owner of
the brands such as Frooti and Appy)
 Parle Bisleri, led by Ramesh Chauhan
All three companies continue to use the family trademark name "Parle". The original Parle group
was amicably segregated into three non-competing businesses. But a dispute over the use of
"Parle" brand arose, when Parle Agro diversified into the confectiona ry business, thus becoming
a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the
brand Parle for competing confectionary products. Later, Parle Agro launched its confectionery
products under a new design which did not include the Parle brand name .In 2009, the Bombay
High Court ruled that Parle Agro can sell its confectionery brands under the brand name "Parle"
or "Parle Confi" on condition that it clearly specifies that its products belong to a separate
company, which has no relationship with Parle Products.

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Conclusion

Conclusion As per the surveys parle is largest selling biscuits and many other products also. It is
best in its quality. It has reasonable price and easily available in the market. All these qualities of
parle products makes it no.1 brand in the lines of biscuits, toffees and candies.

BIBLIOGRAPHY

Websites:

Parle company website http://www.parleproducts.com/about_parle/overview.php

Google

http://www.parleproducts.com/about_parle/overvie w.php

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