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INTRODUCTION OF PARLE
When the name Parle come to our mouth the first thought come is Parle G. Parle Products
has been India’s largest manufactures of biscuits and confectionery for 86 years now. Time
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 asthese 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.
Currently Parle’s reach spans even in the remotest villages in India. Which initially started as
a small factory in the suburbs of Mumbai city in the area of Parle, to manufacture sweets
and toffees. It started in 1929 and the market was dominated by famous international
brands that were imported freely. It was the rule of British dominance therefore the British
biscuits were in demand as British had their dominance even in biscuits. Despite the odds
and unequal competition, this company called Parle Products, survived and succeeded, by
concentrating 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 name for gret 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 multimillion-dollar company with
many
Of the products as market leaders in their category. According to Nielson survey in 2011,
Parle G is the largest selling brand biscuits in the world.
The major brands of Parle Products Limited are Parle-G, Mango Bite, Sixer, Melody, and
Hide and Seek.
All Parle Products are manufactured under most hygienic conditions. Parle Products Limited
produces various categories of biscuits like salted and sweet cream, cumin seed, milk and
cheese. The company also produces a wide range of confectionery items such as candies
and toffees that are available in different flavours like mint, tropical fruit, cola and
chocolate. Parle Products has 4 manufacturing unit for biscuits and confectionaries at
Mumbai, Haryana, Rajasthan and Bangalore. 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 biscuits market and a 15% share of the total
confectionary market, in India.
2. HISTORY 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 become independent, the
company launched an ad campaign, showcasing its Gluco biscuits as an Indian alternative to
the British biscuits
SINCE 1929, PARLE HAS BEEN A NAME THAT YOU CAN TRUST.
Mr. Mohanlal Dayal Chauhan founded the house of Parle in 1928. The first factory
was set up with just 12 people making confectionery.
In 1938, came in the famous Parle glucose biscuits. The first biscuit of Parle
company.
In between 1940-45 the famous Monaco Parle biscuit was launched the first even
salted cracker.
Parle not only had its reputation in biscuits and confectionery but it also was leading
in technology. In 1946 Parle build the India’s longest over – 250 feet long.
In 1956 came the cheeslings with which the nation found a new way to enjoy cheese
snacks.
In 1963 Parle expended its confectionery market with the introduction of Parle kismi
and poppins in 1966.
In 1971, Parle received their first Monde selection Award.
In 1974, Parle introduced the original sweet and salty biscuit, Krackjack.
In 1983, Parle glucose was changed to Parle-G where G stood for glucose.
Parle launched the chocolately melody in 1983 and India’s first mango candy Mango
bite in 1986.
Hide and seek, India’s most loved and moulded chocolate chip biscuits were
introduced in 1996.
Since then Parle is a symbol of quality, nutrition and trust over generations.
2.1 PRODUCTS
Biscuit goodies:
Parle -G, KrackJack, Monaco, Kreams, Golden Arcs, Parle Marie, Milk Shakti, Parle Hide &
Seek
Bourbon, Parle Hide & Seek Fab, Top, Parle Gold Star, Happy Happy, 20-20, simply good,
Namkeen parle magix, coconut, Cheeselings, Parle-G Gold
Sweets:
Melody, Mango Bite, Poppins, 2 in 1 Eclairs, Mazelo, kismi Toffee Bar, London Dairy, Kaccha
Mango Bite
Snacks:
Monaco Smart Chips, Parle’s Wafers, Fulltoss, Parle Namkeens, Parle rusk
3. RESEARCH METHODOLOGY
3.1 STATEMENT OF THE RESEARCH
The respondent who are interested and tend to buy Parle products will be chosen as the
population of the study. The research is conducted in Mmbai through questionnaire. The
sample will be students and working people.
The data has been collected from various news, articles and websites.
3.6 DEVELOPING OF HYPOTHESIS:
Sample Design:
The target population for our study is consumers. The sample will be selected by a simple
random sampling method.
Sample Size:
The sampling unit is 50 people.
3.9 LIMITATION:
1. The results are based on primary data. The accuracy of the result is also limited to
the reliability of the methods of investigation, measurement and analysis of data.
2. The data collected may or may not be accurate because the respondent might have
been bias.
Parle-G is one of the most popular, oldest and largest selling brands in India. Over
the years, this brand has been a symbol of health, quality and taste. On the similar
lines of Britannia’s Tiger, which already has its five different variants; Parle-G
followed line-extension branding strategy to introduce recently two of its variants,
Parle-G Milk Shakti and Parle-G Magix, distinguished basically on flavours.
PLACE:
The extensive distribution network built over the years is a major strength for Parle
products. Parle biscuits & sweet are available to consumers even in the remote
places in the smallest of villages with a population of 500.
Parle has nearly 1,500 wholesellers, catering to 4,25,000 retail outlets directly or
indirectly. A two hundred strong dedicated field force services these wholesellers &
retailers. Additionally, there are 31 depots and C&F agents supplying goods to the
wide distribution network. So, it is seen that Parle has 1 Level, 2 Level & 3 Level
distribution level channels.
PRICE:
PROMOTION:
The marketing mix tools used by Parle are Sales promotion, Adverting, and Public
relations.
Sales Promotion
Parle uses the Sales force promotion tool for all its employees. Every year it holds
day fairs at branded venues where games and fun events are organised for the
employees of Parle and their families; where Parle products are gives away prizes.
Advertising
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,are as covered or the
number of consumers. It become a part of the daily lives of many Indians. It wasn’t a
biscuits any more. It had become an icon. The next level of communication
associated the brand with the positive values of life like honestly, sharing and caring.
The year 2002 went down as a special year in Parle-G’s advertising history. A year
that saw the brith 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.
Just a few month back a reminder TV commercial was launched for Parle-G where
the product is being called ‘hindustan ki takat’. Most of the Parle-G TV commercials
tell us that brand awareness is being done by capturing consumer emotion. Heavy
promotion plays a major role in creating brand awareness. Such is the case of Parle
hide & seek biscuits television advertisements. The ads of parle hide & seek are
portraying actor Hrithik Roshan. This tells us that the product is being promoted by
celebrity endorsement to increase awareness of this product and help capture the
consumers attention.
PUBLIC RELATIONS:
Parle has done the following for enhancing public relations: 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. 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 fulfilledmranged from trips to
Disneyland at Paris & Singapore; meeting their favorite film star Hrithik Roshan; free
ride on a chartered plane; 20 scholarships worth Rs 50,000; a special cricket coaching
camp with the Australian cricketer – Ricky Ponting; etc.
Product:
Parle-G or Parle Glucose biscuits are one of the most popular confectionary biscuits
in India. Every nation dreams of a better tomorrow. And every nations 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.
Place:
Promotion:
It is relishing a delectable experience as they melt in your mouth. Parle-G’s tag line
is: “HINDUSTAN KI TAKAT”
2.MONACO:
Product:
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 namkeen
banaiye, anywhere, anytime with Parle Monaco. To spice up your life further, try the
variant of Parle Monaco – The Zabardast Jeera. This salted, crispy biscuits delicately
seasoned with jeera, has a unique taste that makes those namkeen moments even
more exciting.
Place:
Promotion:
“BACHPANSE BADA KOI SCHOOL NAHI CURIOSITY SE BADI KOI TEACHER NAHI”
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 chip, once you try Hide & Seek, you will never want any other biscuits
again. A treat for the mouth, and heart, khate hi dil aa jaye!
Place:
Promotion:
It is relishing a delectable experience as they melt in your mouth. Hide & Seek tag
line is:
“TASTY ITANA, KI DIL AAJAYEE.”
4.BOURBON BISCUITS:
Product:
The name itself suggests everything. The moment you take a bite your tongue starts
playing bourbon 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.
Place:
Promotion:
Bourbon’s advertisement is very famous. It helps to increase the sale of product and
make it popular. It is also helpful to make leader at time of new entrance.
5.ORANGE BISCUITS:
Product:
Parle Kreams Orange Biscuits are filled with orange cream these biscuits are priced
economically.
It is very attractive by the cover and the taste attracts all the class of the society.
Place:
It is available in mostly every retail shop.
Promotion:
Tag line of Orange is in every mouth of the people: That is, “Treat yourself all year around!”
6.POPPINS:
Product:
Give the orange to a friend and the mango to a stranger. Or try the lemon for a neighbour
and the strawberry for teacher. Give the black currant to the school bus driver and the
pineapple to anyone else you please. With so many flavouring each pack of Poppins, you will
have only one thing to say to everyone you meet;
“Doon Kya”.
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”
7.MELODY:
Product:
Parle Melody comes with an irresistible layer of caramel on the outside and a delightful
chocolate 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 kyun
hai?’
Place:
It is available in mostly every retail shop.
Promotion:
Tag line of MELODY is in every mouth of the people: That is,
“Melody Khao, Khud Jaan Jaao”.