INTRODUCTION

Parle Products company was founded in 1929 in British India 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. [5] The Parle brand became well known in India following the
success of products such as the Parle-G biscuits and the Frooti soft drink.

The original Parle company was split into three separate companies, owned by the different
factions of the original Chauhan family, with a majority of it owned by Parle Agroproducts:[6]

 Parle Products (1950s), led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G,
Melody, Mango Bite, Poppins, Kismi toffee bar, Monaco and KrackJack)
 Parle Agro (1960s), led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia
(owner of the brands such as Frooti and Appy)
 Parle Bisleri (1970s), 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 confectionery business, thus becoming
a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the
brand Parle for competing confectionery products. Later, Parle Agro launched its confectionery
products under a new design which did not include the Parle brand name.[7] 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.[8]
 COMPANY PROFILE

Profile Of Parle G Company:-

Parle-G
or
Parle Glucose
biscuits, manufactured by Parle Products Pvt Ltd, are one of the mostpopular biscuitsinIndia.
Parle-G is one of the oldest brand names as well as the largest selling brand of biscuits in India.
For decades, the product was instantly recognized by its iconic white and
yellowwaxpaper wrapper with the depiction of a young girl on the front. Counterfeit companies
have attempted torecreate and sell lower quality products of similar names with virtually
identical package design.The company'ssloganis
G means Genius
. The name, "Parle-G", is derived from the name of thesuburban rail station,Vile Parlewhich in
turn is based on village Parle in olden days (there is also areacalled Irle nearby where theParle
Agroproduction factory is based).This popular biscuit is primarily eaten as a tea-time
snack.Parle-G is the largest selling biscuit in the world. It has a 70% market share in India in the
glucose biscuitcategory followed by Britannia, Tiger (17-18%) and ITC's Sunfeast (8-9%). The
brand is estimated to beworth over Rs 2,000 crore (Rs 20 billion), and contributes more than 50
per cent of the company'sturnover (Parle Products is an unlisted company and its executives are
not comfortable disclosing exactnumbers). Last fiscal, Parle had sales of Rs 3,500 crore (Rs 35
billion). It also is popular across the worldand is starting to sell in Western Europe and USA

Parle Products Private Limited

Type Private limited

Traded as Unlisted

Industry Food

Founded 1929

Founder Chauhan family

Headquarters Vile Parle (East), Mumbai, Maharashtra, India

Products Parle-G
 Website www.parleproducts.com

PRODUCTS AND SERVICES

Parle Products
The highest and the fast selling product under this company, is Biscuits. It has largest number of
shares and it plays a vital role in Biscuits Industries.

The Parle Products consists of the following:

 Biscuits

 Sweet Confectionery

 Snacks
Biscuits

Biscuits are fond of everyone, kids, adult, old or new generation. Parle brings wide variety of
Biscuits which gives consumers to choose wide range of these products and enjoy the benefits.
Out of all the Biscuits, Parle-G, plays a vital role in Biscuit Industry and has a major share of the
Indian Biscuit Market.

Types of Biscuits : Glucose, Parle G, KrackJack, Monaco, Kreams, Hide & Seek, Hide & Seek
Milano, Hide & Seek Bourbon, Parle Actifit Digestive Marie, Parle Marie, Milk Shakti, Nimkin,
20-20 Cookies, Golden Arcs, Festo, Top, Parle Coconut Cookies, Parle-G Magix, Hide & Seek
Fab, Happy Happy.

The snap shot of each of these biscuits are attached for easy reference. Each of these biscuits
are briefly discussed:

Parle G

Parle G is one of the world's largest selling Biscuits. It is fully filled with loads of milk and wheat.
The Parle products mainly the Parle G has more nutrients and strengthens millions of people
serving them nearly 80 years. Parle G is one of the healthy snacks for vast number of people in
the world. People consume them for the value it offers and also due to good taste. The price
varies from Rs 2, Rs 5 to Rs 50.

KrackJack

Parle introduced sweet and salty biscuit which is named as KrackJack. This is preferred by
many kids, adults for its great taste of this product. This biscuit is crispy and delicious with equal
amount of sweet and salt in it. Once you start eating KrackJack, you will surely end up eating
the whole packet within no time. This product is consumed generally during evening tea or
snack in the morning. This is mainly preferred by kids who have no time to have breakfast in the
morning, instead carry two packets of this product to school. The price varies from Rs 5 to Rs
20.
 Monaco

Parle introduced yet another brand which is referred as a salty biscuit which is named as
Monaco. This is preferred by many kids, adults for its great taste of this product. This biscuit is
light, crispy and delicious with equal amount salt in it. This Biscuit is referred as "Namkeen
Biscuits", Namkeen in Hindi referred as salt in English. Some of the Monaco Biscuits are
Monaco Regular, Monaco 4 in 1, Monaco Jeera, Monaco Methi and Onion. The price varies
from Rs 5 to Rs 20.

Kreams

Parle introduced biscuit's that fulfill every occasions and everybody's choice. This is named as
Kreams. This is preferred by many kids, adults for its great taste of this product. This biscuits
comes in different shapes, sizes and flavours. The flavours and price of Kream Biscuits are as
follows: Kreams Chocolate – Rs 2, Rs 5 and Rs 10. Kreams Orange, Pineapple, Elaichi and
Mango costs Rs 5 to Rs 10. Kreams Bourbon costs Rs 10 to Rs 18

Hide & Seek

Parle introduced biscuit's that fulfills kid's happiness and mouth-watering delight having the
quality and taste which is termed as chocolate chip biscuits which is called as Hide & Seek.
Packed with a plenty of chocolate chips, once you start eating Hide & Seek you will end up
eating the whole packet within no time. The price varies from Rs 5 to Rs 20, and upto Rs 50.

Hide & Seek Milano

Parle introduced biscuit's that fulfills everybody's happiness and mouth-watering delight having
the quality and taste which is termed as "cookies" which is called as Hide & Seek Milano. These
cookies are available in Chocolate Chip, Butterscotch, Butter Nut and Choconut. These cookies
are very colourful, and delicious to eat. The price varies from Rs 15 to Rs 30.
 Hide & Seek Bourbon

This is chocolate cream biscuit which is rich and delicious. Such kind of biscuits is sugar coated
ones and everyone fall in love at the first bite. The price varies from Rs 5, Rs 12 and Rs 25.

Parle Actifit Digestive Marie

These biscuits are more with fibre in it and are very healthy for consumption and it has less fat
contained. The price varies from Rs 5 to Rs 15.

Parle Marie

These biscuits are more crispy and lighter to eat. Once you start eating Marie Biscuit, you will
surely end up eating the whole packet within no time. This product is consumed generally during
evening tea or snack in the morning. The price varies from Rs 5 to Rs 22.

Milk Shakti

This is the India's first milk biscuit with honey in it. This biscuit contains more milk and honey.
Many kids love to consume them as this gives more energy and strength. These biscuits can be
part of any body's breakfast, an evening snack. The price varies from Rs 5 to Rs 10.

Namkeen

Parle introduced biscuit's that fulfills everybody's choice and taste which is termed as "crackers"
which is called as Nimkin. These crackers are crispy, and salty. This is consumed during tea
time or evening snack or during any time of the day. The price varies from Rs 5 to Rs 10.

Khatta Meetha
Parle introduced biscuit’s that fulfills everybody’s choice and taste which is termed as “crackers”
which is called as Khatta Meetha. These crackers are crispy, and salty. This is consumed during
tea time or evening snack or during any time of the day. The price varies from Rs 5 to Rs 10.

20-20 Cookies

These are kinds of cookies which are introduced by Parle, which brings mouthwatering taste of
fresh butter and cashew on each of the cookies. These biscuits are baked to a golden brown in
colour and end of a great taste to consume. This is consumed during tea evening snack or
during any time of the day. The price varies from Rs 5 to Rs 10 and Rs 18 for Butter Cookies
and Rs 5, Rs 10 and Rs 20 to Cashew Cookies.

Golden Arcs

These are filled with real fruit. Each roll is filled with jelly which is in orange and pineapple
flovour. These are chewable cake rolls and often taken by kids at student to eat them during the
break time and indulge in something sweet to eat. The price varies from Rs 10 to Rs 20.

Festo

This is a cream biscuit which is delicious to eat. Everyone feels the cream within the biscuits.
Many flavour such as Orange, creamy choco, elaichi, pineapple, and mango is sold in huge
quantity and cheaper price. Such kind of biscuits is so sweet and everyone fall in love at the first
bite. The price varies from Rs 5, to Rs 10.

Top

These are crackers filled with finest taste of butter in it. One who consume this will find himself
with Buttery Taste and Dreams. The price varies from Rs 5, to Rs 20.

Happy Happy
This is yet another type of Parle Happy Happy Cookies. These cookies are baked with delicious
choco-chips to give everyone the taste of choco and gives joy while eating them. The price
varies from Rs 5, to Rs 10.

FUNCTION DEPARTMENT
SWOT ANALYSIS
 Parle G SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Parle
G:
1. Low cost
2.Good advertising and visibility
3.Celebrity brand ambassadors
4.Most trusted brand having high brand loyalty
Strengths 5.Top of the mind biscuit brand

1. Many competitors in this segment

2. Nothing unique in the product now.
3. Storage
Weaknesses 4. No diffrentiation

1. Tie-up with schools as a part of meals

Opportunities 2. Tieup with corporates/hotel chains

Threats 1. Similar biscuit categories

Parle G Competition

Below are the 3 main Parle G competitors :

1. Britannia Tiger
2. Horlicks Biscuits
Competitors 3. Local glucose biscuits
 CONCLUSION

Parle G as a product is riding on the goodwill that has been created through the ages and
commands a huge brand loyalty in the country, especially among the less affluent customers.
Some consumers claimed that they use it every day. For people who consume the biscuit the
primary reasons for the loyalty are the ease of availability, nostalgia factor associated with the
brand and the value proposition. Many of these consumers claim that they would continue to
purchase the brand even if there is a significant rise in the price of the product, as they trust the
brand. This signifies the high price inelasticity of the product. They would not like to shift to
competitor brands unless there is a chance of unavailability of Parle G. This signifies the strong
loyalty enjoyed by the brand in the market. However many of the students interviewed conveyed
that they have fallen out of favour with the brand. Many of them were long time users who have
moved on to other more premium biscuits in the market. This signifies the divide that is present
between the middle class with rising aspirations and the value that Parle G signifies. Parle should
roll out a more premium version of Parle G, with better taste and packaging that can win back
some of the consumers that it has lost. Previous efforts in this direction like Parle G gold have not
seen the desired response owing to poor taste. Parle should invest in better R&D and consumer
research to develop a new product. Otherwise Parle will have to be content with a stagnant market
share and an over reliance on Parle G alone for its revenues.