A

SUMMER INTERNSHIP REPORT

ON
“A Study on brand awareness and customer response on focus
brands “For
PARLE BISCUITS PVT.LTD.
SUBMITTED TO

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF

MASTEROF BUSINESS ADMINISTRATION (M.B.A.)

UNDER THE GUIDANCE OF

Dr. PRABHAT KUMAR

SUBMITTED BY
HIMANSHU SHEKHAR
PRN No.MITU21MBAM0018
Submitted to

MIT College of Management, Pune

2022-2023

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 MIT College of Management, Pune

Certificate
This is to certify that Mr./Ms. HIMANSHU SHEKHAR
has submitted a summer project on “A Study on brand awareness and
customer response on focus brands “to MIT-ADT University, Pune for
the partial fulfillment of master’s in business administration (M.B.A.).

We further certify that to the best of our knowledge and belief, the
matter presented in this project has not been submitted to any other
Degree or Diploma course.

Prof. Prabhat Kumar DR. Sunita Karad

Internal Guide Director, dean management (MITCOM)

DR. Vijya gondane (Shinde)

PG Head External Examiner
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 Declaration

I undersigned hereby declares that, the project titled “A Study on brand awareness and

customer response on focus brands “is executed as per the course requirement of two

year full time MBA program of MIT-ADT University, Pune. This report has not

submitted by me or any other person to any other University or Institution for a degree or

diploma course. This is my own and original work.

Place: MITCOM, PUNE HIMANSHU SHEKHAR

Date: 07/12/2022 PRN No. MITU21MBA0018
(MBA-MKTG) 2022-23

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 Acknowledgement

It gives me immense pleasure to show my gratitude towards all the people who have
extended their assistance and provided information, guidance and constant support during
the tenure of the project.

Specially, I would like to thanks to the director of my college who gave me a valuable
opportunity of involving myself in a real-life project assignment.

I have no words to express gratitude to HIMANSHU SHEKHAR & my all-faculty

members who continuously guided me till the last word of the project report.

These experiences have helped me in gaining a lot of practical knowledge, which I could
never gain only through books.

Last but not the least, I really thank all those who knowingly or unknowingly, directly or
indirectly helped me in the fulfill

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 Table of content
Sr. No Particulars Pg No.
1 Certificate 2
2 Declaration 3
3 Acknowledgment 4
4 Introduction of Company 7
5 Parle History 8-9
6 Objective 10
7 Parle Products 11 - 12
8 Ingredients 13
9 Product Mix 14 - 15
10 Manufacturing process 16 - 19
11 Process layout 19 - 22
12 Machineries 23 - 30
13 Company profile 31
14 Vision 32
15 Mission 33
16 Business strategy 34
17 Quality of Parle 35 - 36
18 Import and Export 39 - 40
19 Material department 41 - 42
20 Future Plan 43
21 Swot analysis 44 - 45
22 opportunity 46
23 Advertisement 47
24 Threats 48
25 conclusion 49
26 Biography 50
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6
 INTRODUCTION OF THE COMPANY

It's a brand that has held its price line at Rs 4 for 25 years now -- the price was last raised
in 1994 by 25 paisa. So, it's not for nothing that Parle- G is the world's largest-selling
biscuit by volumes

Regular customers would have noticed the number of biscuits in a pack come down from
16 to 15 even as each biscuit became lighter, but they seemed to understand the cost
pressures on the firm. The gamble paid off: Parle was able to sustain its volumes.

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 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 consumers it's a beacon
of faith and trust, competitors look upon Parle as an example of marketing brilliance.

Filled with the goodness of milk and wheat, Parle G is not just a treat for the taste buds,
but a source of strength for both body and mind. Tear over a packet of Parle G to
experience what has nourished Generations of Indians since last sixty five years, making
it truly Hindustan Ki Taakat.

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 GLORIOUS HISTORY OF PARLE-G

Parle-G has been a strong household name across India. The great taste, high
nutrition, and the international quality, makes Parle-G a winner No wonder, it's the
undisputed leader in the biscuit category for decades. Parle-G is consumed by
people of all ages, from the rich to the poor, living in cities & in villages. While
some have it for breakfast, for others it is a

complete wholesome meal. For some it's the best accompaniment for chai, while for
some it's a way of getting charged whenever they are low on energy. Because of
this, Parle-G is the world's largest selling brand of biscuits.

Launched in the year 1939, it was one of the first brands of Parle Products. It was
called Parle Glucose Biscuits mainly to cue that it was a glucose biscuit. It was
manufactured at the Mumbai factory, Vile Parle and sold in units of half and quarter
pound packs.

Parle-G was the only biscuit brand that was always in short supply. It was heading
towards becoming an all-time great brand of biscuit. 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.

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,
which was supported by POS and press communication. The children just could not
get enough of Parle-G and Shaktimaan.

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To make the brand much more interesting and exciting with children, it was decided to
launch a premium version of Parle-G called Parle-G Magix in the year 2002. Parle-G
Magix is available in two exciting tastes - Cocoh and Cashew.

The year 2002 also witnessed the launch of Parle-G Milk Shakti, which has the
nourishing combination of milk and honey, especially launched for the southern market.

Parle-G continues to climb the stairs of success. Take a look at the global market where it
is being exported. First came the Middle East then USA followed by Africa and then
Australia. An Indian brand, that's exported to almost all parts of the world. After all that's
what you would expect from the Parle-G World's Largest Selling Biscuit.

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 obj ec ti ve

The main objective is increasing its revenue margin from 10% to 15 - 20 %

and maintaining it in the Parle-G brand for the Parle company.

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 PARLE PRODUCTS

MONACO BITES KISMI BAR

FUN CENTRE MANGO BITE

HIDE & SEEK MELODY

JEFFS MAGIX

KRACK JACK ORANGE CANDY

MARIE CHOICE POPPINS

MONACO ROL-A-COLA

Parle-G TOFFES

SIXE MILK SHAKTI

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 Parle Products

Biscuit Goodies:
Parle-G Hide & Seek
Kackjack Hide & Seek Milano
Magix Digestive Marie
Monaco Parle Marie
Kreams Milk Shakti
Parle 20-20 cookies GoldenarcsKreams
Nimkin Gold
Chox Monaco Jeera
Sweats :

Melody Kismi Gold

Mango Bite Orange Candy
Kaccha Mango Xhale
Poppins 2 in 1 Éclair
Kismi Toffee Golgappa
Kisme Toffee Bar Melody Softee
Mazelo Pale Lites
Snacks :
Musst Bites Jeffs
Cheeslings Musst stix & Musst Chips
Sixer Sixer Zeera

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 INGREDIENTS

There are mainly 6 ingredients in Parle G glucose biscuits.

1) Wheat Flour.
2) Sugar.
3) Vegetables Oil.
4) Milk Powder.
5) Salt.
6) Flavor.

These materials make the glucose Biscuits tasty & eatable. And following
material makes it healthy & increases the quality of a product.

1) Partially Hydrogenated Edible.

2) Invert Syrup.
3) Iron.
4) Calcium.
5) Dough Conditioners.
6) Baking Soda.

The raw material is mixed in certain proportion, to get the best quality of biscuits.
All the ingredients are tested in laboratory so that no low quality of raw material is
used in manufacturing process. The raw material is tested for their acidic value,
moisture it contains, and quality of milk powder
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 Product mix

Parle-G

There are always some kids who seem smarter than the rest. Ever wonder how they got to
be that way? If you had to think real hard for the answer, then probably you've never
eaten Parle-G. Parle-G is the new generation's official power supply. Providing kids with
the vital vitamins and minerals necessary for all round mental and physical development.

Krackjack

A little sweet - A little salty… That's what makes Krackjack very, very delicious! This
delightful biscuit is acclaimed in India and across the world for its controversial sweet
and salty taste. Krackjack has won 11 Gold, 3 Silver and 1 Bronze award at the 'Monde
Selection'. You can enjoy Krackjack any time plain or with a host of beverages like tea,
coffee or milkshakes.

Marie Choice

More and more people are now discovering the pleasures of a cup of hot steaming
tea. Or so it seems. In reality they are actually using (misusing) tea as a ready
excuse to indulge in another packet of Parle Marie Choice. Whatever the reason,
Parle Marie Choice has fast become a preferred teatime accompaniment. Find out
for yourself over a cup of tea. After all , chai toh hai bahana.
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Hide & Seek

Let your taste buds indulge in the sinful pleasure of a delightful game. Seek
out the chocolate chips that aren't really hidden. And relish a delectable
experience called Hide-&-seek - tasty itna, ki dil aajayee.

Parle-G Milk Shakti

What have you heard about Parle-G Milk Shakti? Think hard. Ok, now eat a
biscuit. Got it? Yes, you're absolutely right. It aids mental stimulation. And
energises the body too. Now try and memorise this - it is the only milk biscuit
with the goodness of honey.Should be unforgettable, once you bite into one of
these power-packed biscuits.

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MANUFACTURING PROCESS FLOW CHART

RAW MATERIAL TESTING

MIXING

MOULDING

BAKING

COOLING

PACKING

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 A Secret Recipe (Actual Process):-

The production process of company is running continuously for 24 hours. The factory is
divided into 3 sections. First section is domestic product section. In this section they are
manufacturing only those goods, which is sale within the boundary of country.

Second section is Export goods where only exported biscuits are made. The process and
the quality of products are same as Domestic product. Size and packing process is
different from domestic biscuits. Exporter biscuits are smaller as compare to domestic
biscuits.

Third section is of yummy, tasty cream biscuits. They are also manufacturing cream
biscuits. This section is fully air-conditioned. They process of manu.

Actual process of production is divided into 5 steps. Following are the steps of
production process.

Checking Of Raw Material: -

Before the starting to the actual process of making biscuits all raw material are checked
in laboratory if the quality of raw material is not good then they return those raw
material.

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Mixing Of Ingredients: -

After the checking of raw material raw material are go for mixture. In mixing department
3 big mixers are working known as Steven Mixers. These mixers mix the all raw material
in their appropriate ratio. Each mixer has capacity of 500 kg mixing at a time.

Moulding Section: -

In moulding section the ready mixture go from one big machine. This machine cut this
mixture in a perfect size & shape of glucose biscuits. And stamp on those biscuits as
Parle-G.

Baking Section: -

In baking section biscuits are go from one big oven. These ovens are categorized in eight
parts. Parle agro has the biggest oven in Asia.

Cooling: -

After the process of baking the biscuits are very hot it should be cool before packing. For
cooling, biscuit rolled through conveyer belt.

Packing: -

Ready biscuits are sent for packing in packing section.

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 PROCESS LAYOUT

STEPHAN MIXER
MOULDING OVEN

CURVE
COOLING PLATE
CONVEYOR

CURVE
PLATE

STALKING TABLE MULTIPACK

MACHINE

SEALING
BOX
MACHINE
TAPPING

DIVERSION
BELT

CONVEYOR
BELT

DISPATCH
SECTION

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PROCESS LAYOUT OF PARLE PRODUCTS LTD.

First of all the parle products buys RAW MATERIAL from the various suppliers and
stored into the store room. This raw material is then sent to laboratory for testing and
after testing only it is used for manufacturing.

The raw material consist of Wheat flour, Sugar, Partially hydrogenated edible vegetable
oils, Invert syrup, Leavening agents (503 Baking powder) Milk, solids Salt Emulsifiers
(E 322 or E 471 or E 481) and Dough conditioners (E 223).

Such a mixture of raw material is taken and mixed into STEPHAN MIXTURE, which is
high power mixture machine. Specially made for mixture of dough, from which the
mixture is passed to molder called ROTARY MOULDER. Through that moulder
approximately 10,000 come out in a minute. Moulder had 260 cups fitted in it which
gives shape to the biscuits and an impression embossed on it of parle-g.

From rotary moulder the dough is passed through a 260 feet long OVEN
which is approximately 340* c. In oven there are three stages to be followed

Removal of moisture.
Building the structure of biscuits.
Colourings of biscuits take place.

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From oven the hot biscuits are placed on the COOLING CONVYOR, which is 260 feet
long and the biscuits continues to run on it for 5 to 7 minutes so that the biscuits become
cool and all the moisture that biscuits contain gets evaporated.

And because of the above reason the factory has FLOWOUT in the factory.
The conveyor continues to move to COUNTING UNIT where biscuits are counted and
seen that it is going on properly or not.

The conveyor continues till the biscuits reach the STALKING TABLE at which the
biscuits are packed in very orderly manner.

From cooling conveyor sum biscuits are diverted through AUTO FEEDING
MACHINE to another stalking machine where packing is done.

From stalking table the biscuits are moved on conveyor to MULTI PACK WRAPPING
MACHINE were 16 biscuits are packed into a regular parle g wrapper so that the weight
of 16 biscuits comes up to 100 grams.

Then 24 packets of parle g biscuits are packed into a POLY BAG and after packing it
into poly bag it is sent to SEALING MACHINE where it is sealed.

Then it is sent to CORRUGATE BOX SECTION in which 6 poly bags are placed
andthen the boxes are kept on conveyor and sent to DISPATCH SECTION from were the
biscuits are sent to various places in India and all over the world.

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 INVENTORY

The inventory of the company that is the raw material is of a week. They store
such inventory in storeroom and then are sent for testing in laboratory and
after testing it is sent for production.

WASTAGES

There are two type of wastage in factory. First is the waste materials fallen on
ground. Such waste material is of 1%, which is marginal and acceptable,
which goes into total waste.
Second types of waste are the biscuit collected in tray of the multi-pack
wrapping machine, since these biscuit are broken they are not packed and sold
to the customer but collected in other tray and sold as broken pieces and sold
for less price for cattle feeding.

LOOSE BISCUIT

On the stalking table one to two rows of baked biscuits are kept aside for
selling it as loose biscuits. They are normally assumed to be damaged biscuits
but they are not damaged or broken but company keep such loose packets of
biscuits to sell it to the local people for marginal rate of Rs. 33 / kg.

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 FOLLOWING ARE THE MACHINERY USED IN MANUFACTURING

STEPHEN MIXER:-

The Stephan TK Mixer is an ideal component to fully automatically feed the

down-stream make-up equipment for biscuits, bread, rolls, buns, cake, sweet
goods, cookies and crackers.

Here's how the Stephan Mixer works:-

The operation can be divided into four phases: loading, mixing, kneading
and discharging. After loading the mixer with all ingredients, the mixing
process starts.

The unique shape of the mixing/kneading tool, combined with the mixing
baffle, produces a very homogeneous mix. The combination of the mixing
tool allows for the optimum hydration of the flour.

Due to this intensive hydration, a higher yield is possible in the range of 1.5-
3% depending on the type of dough. This complete development leads to a
delicate crumb and an extremely machine able dough.

Using a special attachment, the Stephan Mixer can knead the doughs under a
vacuum, if it is desired to have a super fine pore structure like American or
English white pan bread.

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 STEPHAN MIXER

COOLING CONVEYOR

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COOLING CONVEYOR:

The biscuit coming from stripping conveyor is directed on to the cooling

conveyor to transfer the heat in the biscuit to atmospheric air as it is passing on it.The
total travel of the cooling conveyor is 1.5 times the oven length. As per
needspecifications it need the travel of 150 ft. for effecting cooling. Cooling conveyor
ismade in a modular construction of 2.5 Meters. Long and connected together toform the
required length. The supporting side channels are fabricated from 3mmthick M.S. sheet.

Idle rollers are spaced at 750mm apart on conveying direction and 1700mm
on the return direction. All the idle rollers are of 48mm dia, mounted on 6004 ZZdeep
groove ball bearings with grinding finish and hard chrome plated for
hygienic conditions.

During the production practically about the droppings of oil from the cloth
due to rubbing of cloth against tie angles when producing high fat biscuits. To
minimize this is replaced the all tie angles also with idle rollers. This might costslittle
extra, but you can maintain hygienic conditions at working area.

Drive drums are two no’s. of 220mm dia and projections are made on the
surface of drums to minimize slip or covered with friction grip rubber tape.
Manual tensioning and tracking are provided.

You can rely only on feeder table to stack the oil sprayed biscuits, which
does not require more travel after oil spraying.

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BISCUIT BAKING OVEN:-

Construction:

The oven body consists of steel steam tight tunnel with equally divided
zones of the radiators. Stainless steel expansion joints are provided between
these zones in order to eliminate the expansion of the oven section. The
inspection doors are provided for inspection of the baking goods during the
process. And it is 260 feet long.

Firing Chambers:

The complete chamber are insulated with minerwoll filled from outside to
conserve heat and increase efficiency. The fully automatic imported burner shall
be fitted to the chamber and automatic temperature controller on the control
panel shall control the temperature.

Insulation:

The complete oven will be covered with 10" thick mineral wool insulation
from top, bottom and the sides. The bottom portion of the oven at the sides will
be covered with CRC sheets for the conveyor protection and to avoid heat loss.

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Baking System:

The baking in the heating chamber takes place by radiators located under and above the
wire mesh band, which distribute heat for uniform baking. The recirculation heating
gases of these radiators can be controlled for each zone separately. The closed
recirculation system is having slight vacuum so that combustion gases cannot enter into
the baking chamber.

Fans:-

All the circulating fans are fabricated from M.S. & S.S. and will be well balanced to
avoid vibration and will give noise free operation in high speeds

ROTARY CUTTER:-

The single head rotary cutter prints fine design on a continuously fed dough sheet and
also cuts out the individual dough piece.

The unit powered by 1.5KW helical geared motor and speed controlled by AC frequency
controller. Drive is given to cutting roller only to accommodate different sizes of dies in
this machine.

Rubber lined anvil roller is adjustable in height so that pressure can be controlled at both
sides in parallel or independently. The anvil roll is being driven by friction of the cutting
web, which is independently powered by its own separate drive. For safety reasons the
cutting roll is provided with guard, removal of which stops the motor.

COUNTING UNIT:-

The counting unit counts and see that the biscuit making process is going fine or not, i.e.
as per the program set in the machine, program is set as per the grams required. Generally
the counting unit takes 16 biscuits so that it leads to 100 grams.

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SUGAR GRINDER:-

Turbulence System and Steam Extraction:

APPLICATION: The machine is used to granule (crystal) sugar to make it in powder

form for using in biscuit recipe.

DESIGN: Hammer Mill type, body of the machine is fitted on a sheet metal
box/container/receiver with one air exhaust balloon. The driving motor is fitted
on the top of the box. In case of auto feeding a bucket elevator is fitted at one
end of the box.

OUTPUT: 10 Kg/min. (icing sugar)

FEEDING: Automatic

POWER LOAD: 5 HP for grinder, 1 HP for auto feeder with built-in control panel

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MULTIPACK WRAPPING MACHINE:-

This machine helps in wrapping the biscuits on the particular wrapper fixed on the roller of
the machine. The wrapper is feed into the machine and fourheater roller, which is fitted on
the machine, does the sealing of the wrapper.

This heater roller heat up the plastic and seals the packet. And at the same time the jaw
cutter cut the packet on the cutting edge marked i.e. as per the grams of the packet, which
is feed, in the automatic machine (100 – 120, 120 – 150, 150 -170, 170 - 190).

The packets coming out from the wrapping machine in a minute is programmed in
computer and can be changed as per the need.

POLY BAGS:-

Poly bags contain 24 packets of parle g biscuits in one poly bag. There are 4 workers
employed on this section who take care of the work by putting 24 packets of biscuits in the
bag and forwarding it to sealing machine section.

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SEALING MACHINE:-

The sealing machine has heater rod for sealing the poly bag in which 24 packet of biscuit are
placed, and it have a conveyer belt on other side so that when the poly bag passes through
the heater and get sealed then it is passed to the tapping machine.

TAPPING MACHINE :-

Six such poly bags are placed in one such corrugated box and the box is passed through the
tapping machine where are tapped and then sent through a long diversion conveyer belt.

This belt helps to transfer the box to the dispatch section directly. 36 boxes are arranged on
pallet in the dispatch section, from where they are transferred to the various dealers all
over the India and worldwide.

MACHINERY USED IN MAINTENANCE OF MAJOR MACHINERY

Laphe
Drilling machine
Shaper
Miller
Pantograph and many more.

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 Company profile

• Name of the company : Parle Products Pvt ltd.

• Established in the year : 1929

• Chairman : Sharad Chauhan

• Directors : 1) Arup Sharad Chauhan

2) Ajay Vijay Chauhan

3)Samar Sharad Chauhan

• Address of head office : V.S. Khandekar marg,

VILE PARLE(East),

Mumbai-400057.

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VISION

The main vision of Parle-G to Concentrate on consumer tastes and preferences, the Parle
brand has grown from strength to strength ever since its inception.

For fulfilling its vision, they do 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.

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MISSION

Hindustan Ki Taakat.”

For over 65 years, Parle G has been a part of the lives of every Indian. From the
snowcapped mountains in the north to the sultry towns in the south, from frenetic cities to
laid back villages, Parle G has nourished, strengthened and delighted millions.

Various people have various reasons to consume it, some consume it for the value it
offers while others consume it for sheer taste, for some it is a meal substitute for others it
is a tasty healthy nourishing snack.

Patronized by millions for all these qualities, it is much more than just a biscuit brand.
Little wonder than why is it the largest selling Biscuit brand in the World.

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BUSINESS STRATEGY

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 products 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 nutrition is
consistent in every pack on the store shelves, even today.

The value-for-money positioning allows people from all classes and age groups to enjoy
Parle products to the fullest.

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 QUALITY OF PARLE

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,
Karnataka. Parle Products also has 14 manufacturing units for biscuits and 5
manufacturing units for confectioneries, on contract.

Today, the Parle brands have found their way into the hearts and homes of people all over
India & abroad.

The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide &
Seek and confectionery brands, such as, Melody, Poppins, Rolacola, Mangobite enjoy a
strong imagery and appeal amongst consumers across the world Which has resulted into
Parle-G being the “world’s largest selling biscuit".

35
Quality Commitment: -

Parle Products has one factory at Mumbai that manufactures biscuits confectioneries
while another factory at Bahadurgarh, in Haryana manufactures biscuits. Apart from
this, Parle has manufacturing facilities 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 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. Each factory has state-of-the-art machinery with
automatic printing & packaging facilities.

36
MARKETING STRATEGY

Parle G largest selling biscuit brand in world: -

If you thought that a typical family run Indian company cannot top the worldwide
charts, think again. The homegrown biscuit brand, Parle G, has proved the belief
wrong by becoming the largest selling biscuit brand in the world.
Ajay Chauhan, executive director of Parle Products, told BusŤness Standard: "The
more than 50-year-old brand, Parle G, has been rated as the largest selling glucose
biscuit brand in the whole world in terms of volumes.
This came as a surprise to us when we were made to understand that we have
topped the worldwide charts of the global biscuits industry. This was recently
revealed by the US based Bakery Manufacturers' Association."
The other global biscuit brands include Oreo from Nabisco and McVities from
UK-based United Biscuits among others. According to ORG-MARG reports,
Parle G commands a good 65 per cent market share in the domestic biscuit
market.
The glucose biscuits category in India is estimated at Rs 15 billion. The Parle G
brand faces competition from Britannia's Tiger brand of biscuits.

The company's flagship brand, Parle G, contributes more than 50 per cent to the
company's total turnover. The other biscuits in the Parle Products' basket includes
Monaco, Krack Jack, Marie, Hide n Seek, Cheeslings, Jeffs, Sixer and Fun Centre.
Said Chauhan: "The core brands of the company in the biscuit category will
include only Parle G, Monaco and Krack Jack. The other brands will not be
aggressively supported by us in the market."

37
"This is because these three brands contribute substantially to our topline,"
Chauhan added.

The confectionery business, which is the other division of Parle Products,

currently contributes only 15 per cent to the company's total turnover.
Interestingly, the company started operations with the confectionery business in
1929.
Chauhan elucidated: "The confectionery business has now taken a backseat and has
become a smaller part of our business because in India biscuits have a larger
market."

The company commands a 40 per cent market share in the Rs 35 billion biscuit
market in India. In the confectionery segment, the company enjoys a mere 15 per
cent market share.

The company's confectionery portfolio comprises brands like Melody 2 in 1, Mango

Bite, Poppins, Rol-a-cola, Kismi, Rosemint, Peppermint, Orange candy, Fruit
Drops, Pick n Pack and Tangy. Chauhan has picked up three core brands from this
category as well, they are being Melody 2 in 1, Poppins and Mango Bite.

Hum Saath Saath Hai (Management of company): -

Management of company is Centralized i.e. they have only one purchase

department for different products.

38
 Import-Export:-

The immense popularity of Parle products in India was always a challenge to our
production capacity. Now, using more modern techniques for capacity expansion, we
have begun spreading our wings and are going global.

Parle biscuits and confectionaries are fast gaining acceptance in international markets,
such as, Middle East, Africa, South East Asia and the more sophisticated economies like
U.S.A., UK, Canada, Australia and New Zealand
now relish Parle products.

As part of the efforts towards a larger share of the global market, Parle has initiated the
process of getting ISO 9000 certification.

Today, the Parle brands have found their way into the hearts and homes of people
all over India & abroad.

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The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice,
Hide & Seek and confectionery brands, such as, Melody, Poppins, Rolacola,
Mango bite enjoy a strong imagery and appeal amongst consumers across the
world.

Which has resulted into Parle-G being the “world’s largest selling biscuit".

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MATERIALS DEPARTMENT

Safe Custody (Stores Management): -

Storage is an unavoidable activity. It increases the value of material by simply carrying it.
No transformation on any time is to be done. Stores as a vital role to play in a Parle
company. Material constitutes major fraction of cost like 60% to 80% of the total cost.
The cost of capital block in inventories is substantial.

This working capital has to be properly managed otherwise company will face heavy
losses. Efficiency of storage of materials leads to better profitability. Material pilferage,
spoilage, theft and careless handling may lead to heavy losses & reduce profits.

Store management has supposed to caring right kind of material in right quantity. Neither
in excess nor in short Material has to be provided quickly to right person and at right
place whenever required.

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Waste Management:-

The company recycles the scrap materials arising out of manufacturing process. The
biscuit, which is being wrongly cutted out in manufacturing process or the biscuit, which
is broken from any side, or the biscuit, which is burned out from manufacturing process,
the company reuses this scrap material.

Inventory:-

The company has maintained adequate stoke of raw materials like wheat flow, sugar,
vanaspati, milk powder, refined salt, baking soda, calcium, & iron which can satisfy the
requirements of 3 days. Bunty Foods Pvt. Ltd; has 5 go downs in which 2 go downs are
for keeping Parle –G products & 3 go downs are for keeping export items & 1 more go
down which is under construction. These additional go downs will contain the re-export
products. The company uses LIFO method for calculating the inventory levels in the
company.

Make or buy or import:-

Bunty Foods Pvt. Ltd believes in manufacturing of biscuits within the company in order
to ensure good quality, quantity & standard, which are being set by Parle Company. In
fact, Bunty Foods Pvt. Ltd is the manufacturing unit of Parle Company. The purpose
behind manufacturing of total product in the company is to maintain the goodwill of the
company.

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FUTURE PROSPECTS

Aaj Tak (Past, Present & Future Of Company): -

This is the first purely Indian company, which produces Biscuits, Toffees, and candies
etc. Naruttam Shah Chauhan formed this company in 1928. He was the son of Mohanlal
Dayalalji Chauhan who started the idea of manufacturing.

process of parle-g biscuits when the ship sales to Germany. They have achieved many
numbers of awards & medals in National & International Marketing.

In 1929 first Parle industry was setup at Vile – Parle. After 10 years i.e. in 1939 they
started the production of parle glucose biscuits. In 1949 they had started the production of
Monaco. After that they had started the production of Krack Jack. Then they started
production of different biscuits like Magix, Hide & Sick, Cream biscuits in different
flavors etc.

Now they have expanded their business perfectly. They have many numbers of branches
in India like Maharashtra, Bahadurgad, Delhi, Rajasthan, Bihar, Utter Pradesh, Gujarat,
Karnataka, Andhra Pradesh, and Tamil Nādu. Now a days they are producing more than
32 products. Their manpower is upto 10,000 members.

Currently the future plans are to tap international market more efficiently.

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 SWOT Analysis

Strength

1. Low cost

2.Good advertising and visibility

3.Celebrity brand ambassadors

4.Most trusted brand having high brand loyalty

5.Top of the mind biscuit brand

WEAKNESSES

The Company takes a lot of time in handling the UCA (Supply Chain Company) claims
of the authorized wholesalers; this !eads to demotivation Warehousing norms are not
followed, which accounts for high breakage

The semi-sweet category accounts for the maximum turnover in the mass market- the
Tiger Anytime being a member of this category is perceived as a tow quality product; this
may liquidate Parle G 's brand equity in the mass market

Parle G has positioned it's Tiger range on health and taste, but my findings show that
health consciousness in the mass market is low, which means that the brand is under-
positioned, since the market doesn't consider "health1 as an important benefit in biscuits

Parle G 's strength is in mid, premium mid super-premium category; this market is
approaching a saturation point.

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Parle G 's mass market is not segmented properly; Parle G cannot afford to go all out in
the mass market, the best strategy would be to concentrate on these segments of the mass
market, which will account for volume sales and require minimum investment

Performance-based incentive to motivate the sates staff is not existing in the Company

Yearly incentives don't motivate the dealers of mass market brands

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OPPORTUNITIES

Mass market is growing with established preference for biscuits

Growing middle class in India can provide more opportunities for Parle G 's pillar brands

Credit given to dealers will help Parle G in expanding the width of reach, by which the
company will have a volume advantage

Taste plays an important role in mass market which can take care of price sensitivity to
some extent

There is low differentiation in the mass market brands

There is a fairly good market for a high-count salty cracker variety and a cream cracker
variety in the mass market

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 ADVERTISMENT

PARLE G SPONSORED TELE-SERIES SHAKTIMAN IN 1997

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THREATS

De-reservation of the biscuit industry may attract foreign players who initially will try to
attack the premium segment, which is already established for Parle G

A characteristic feature of premium market consumer is that this segment is not brand
loyal; therefore, there is a chance of the consumers to shift to other brands in the
near/distant future

Too much concentration in the mass market may affect the company’s market in this
established segment

Mass-market venture may account for this cannibalization

A large number of competitors each having respective bold in different markets of the
company's pillar brands will account for high contribution/orrir

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It was a great experience to visit such a reputed company “PARLE G.” This help to
know about various products they produce and their qualities. It was also a great
experience to prepare this report because this helped me to study more deeply about
the company.

Competition

1. Britannia Tiger

2. Horlicks Biscuits

3 Local glucose biscuits

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Bibliography

Web Bibliography: -

1. info@parleproducts.com
2. http://www.parleproducts.com/parlestory.html
3. http://www.parleproducts.com/contactus.html

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