INTRODUCTION TO PARLE PRODUCTS

• Parle is known as one of the largest-selling biscuit brands in the world.

• The company was founded by the Chauhan family, headquartered in Mumbai, Maharashtra.

• They have a 150+ product range, 36 popular brands, and 21+ export destinations.

• They are also known as one of the oldest brands in India.

• It is called a well-known brand following the success of its products like Parle-G biscuits and

products under cold beverages.

• It manufactures products in various segments which makes them unique and successful.
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, Kismi, Monaco and Krack Jack)

• Parle Agro, led by Prakash Chauhan and his daughters

(owner of the brands such as Frooti and Appy Fizz)

• Parle Bisleri, led by Ramesh Chauhan

All three companies continue to use the family trademark name "Parle".
1928-30

1928-30

• Mr. Mohanlal Dayal

founded the House of
Parle in 1928

• Our first factory was

set up in 1929 with
just 12 people making
confectionery.
1928-30
1931-40

1931-40
Parle-G and
Monaco are born!
• We baked our first
biscuit in 1939:
Parle Gluco
• The same year, we
also introduced
Monaco, India’s
first salted cracker.
 first salted cracker.

1928-30

1941-50

1941-50
Leading the
way in
Technology

We created
India's longest
oven - 250 feet
long!
1928-30

1941-50
1951-60
1961-70

1961-65
1951-60 Parle gets a 1966-70
Say 'Cheese’! whole lot Jeffs are
sweeter! launched
With the
launch of Our For fans of
Cheeslings in confectionery savoury snacks,
1956, the nation range we created
found a new expanded with Parle Jeffs
way to enjoy Kismi in 1963
cheese snacks. and Poppins in
1966.
 and Poppins in
1966.

1928-30

1941-50
1951-60
1961-70
1971-80

1971 1972-80
Winning over A little sweet, a
the world! little salty!
We received In 1972, we
our first Monde introduced the
Selection original sweet and
Award in 1971. salty biscuit,
Krackjack.
1928-30
1981-85
Parle Gluco
1941-50 rechristened to
Parle-G

1951-60 Parle Gluco

became Parle-G,
Where G stood for
1961-70 Gluco.

1971-80
1981-90 1986-90
An expanded
range of toffees
and candies
We launched the
chocolately
Melody in 1983
and India's first
mango candy
Mango Bite in
1986.
 1986.

1928-30
1991-2000
A little indulgence
goes a long way
1941-50 Hide & Seek, India's
most loved moulded
chocolate chip
1951-60 biscuits were
introduced in 1996.

1961-70
1971-80
1981-90 2000-2010
Parle launched
1991-2000 it’s 20-20 Butter
Cookies and
2001-2010 Magix
With the richness
of cashew, the
goodness of
butter Parle 20-20
became
household ‘s
favorite cookie
 became
household ‘s
favorite cookie

1928-30

1941-50
1951-60
1961-70
1971-80
1981-90
1991-2000 2011
Parle led
2001-2010 multiple
product
2011-2020 innovations
and unveiled
Parle Platina
MARKET COMPETITION
LEADING MARKET PLAYERS IN THE BAKERY INDUSTRY

5%
6%

13% 35%

41%
 SOME MORE INSIGHTS ABOUT THE COMPETITORS

• Sunfeast is an Indian brand of biscuits and snacks,

• Britannia is a leading Indian food owned by the ITC Group. ITC: ITC is one of
manufacturer, offering a wide range of India's leading food manufacturers, offering a
biscuits, breads and cakes. range of biscuits, snacks, and confectionery

• Priyagold: Priyagold is another competitive • Cremica: Cremica is known for its cream
brand that produces biscuits similar to Parle's biscuits and cookies and competes with Parle
offerings in terms of variety and price range. in the premium biscuit segment.

• Tiffany: Tiffany Biscuits, particularly in • McVitie's: McVitie's, a global brand,

South India, competes with Parle and other competes in the premium biscuit segment in
brands in the biscuit market. India with products like digestive biscuits and
cookies.
 MARKET POSITIONING OF LEADING PLAYERS
PRICE

DISTRIBUTION
MARKETING MIX
• Parle offers a wide range of
biscuits, snacks, sweets and
confectionery products
• Focuses on providing affordable,
tasty and quality products for the
masses.
• Regularly introduces new products
and variants to cater to changing
consumer tastes.
• Strong emphasis on product
innovation and R&D.
• Invests in improving packaging
and product presentation.
• Uses competitive pricing and
offers products at various price
points.
• Penetration pricing strategy for
mass market products like
Parle-G.
• Adopts price bundling for
certain products.
• Provides discounts and offers
on special occasions.
• Different pricing for different
product variants targeting
various segments.
• Extensive distribution network
reaching 6 million retail stores
across India.
• Products available in general
stores, supermarkets,
hypermarkets, etc.
• Tie ups with distributors for
wider market reach.
• Leverages technology to
improve logistics and supply
chain.
• Focuses on deeper penetration
in rural areas.
• TV advertising focusing on
emotional positioning.
• Engaging campaigns like “G
Maane Genius”.
• Strong brand ambassadors over
the years.
• Leverages occasions like Diwali
to run promotions.
• Increased focus on digital
marketing in recent years.
SWOT ANALYSIS
• Strong and diversified product portfolio with popular brands.
• Wide distribution network reaching remote areas across India.
•
•
•
Strong marketing efforts and branding resulting in high brand recall.
Competitive pricing and cost leadership strategy.
High brand loyalty among consumers over the years.
S
• Strong R&D capabilities and innovation pipeline.

• Presence concentrated mainly in biscuits and confectionary segments.

W •
•
•
•
High dependence on few major brands like Parle-G.
Faces intense competition from regional players in local markets.
Risk of consumers getting bored of the same traditional flavours.
Managing extensive distribution network is challenging.

• Growing demand from rural areas and smaller towns.

•
•
•
•
Increasing in-home consumption and gifting driving sales.
Launch of premium and innovative products.
Tie-ups with e-commerce platforms.
Expansion in overseas markets.
O
• Intense competition from brands like Britannia, ITC in the market.

T •
•
•
Declining relevance for some segments as incomes rise.
Stagnant taste of products indicating maturing market.
Fluctuating raw material prices affecting costs.
• Government regulations regarding labelling and packaging.
SPONSORSHIPS AND COLLABORATIONS
 CHOTA BHEEM AND PARLE-G

Parle has sponsored shows like Shaktimaan, Chotta Bheem,

and numerous other events across multiple channels. These

shows and events bring in targeted audiences potentially

interested in the brand. Collaborations with Shaktimaan and

Chootta Bheem have helped it connect with children as its

potential audience for its products.

SHAKTIMAAN AND PARLE-G

Shaktiman, the famous Indian superhero, boosted the

sale of Parle G biscuits from 50 tons a month to over

2,000 tons in the late 1990s. The character of

Shaktiman, which was also the name of the television

show that ran from 1997 to 2005, was played by

Mukesh Khanna - who had become a household name

due to his massive popularity among children.

Brand Ambassadors
Parle has signed many brand ambassadors over the years
for its products. These include personalities mostly from
Bollywood & related industries. These ambassadors have
helped Parle spread its message across the globe. Each
Parle brand ambassador is an individual with their own
unique story to tell about a Parle product that has helped
immensely in the growth of the respective brands.It had
signed Twinkle Khanna for the Milano brand, Amitabh
Bachchan for Gold Star Cookies, and Ahsaas Channa for
Melody Chocolate. It has previously signed popular
names such as Aamir Khan, and Hrithik Roshan to
promote Monaco and Hide Seek biscuits respectively.
Social Media Presence of Parle
Marketing and Advertising Campaigns of Parle

Marketing Campaigns are the heart and soul of any business. They drive traffic, lead conversion

rates, product awareness, acquisition, and retention. They can be time-consuming and expensive but

when done right, they can help a business grow as well as create a strong brand impression.

Here are some of the popular ad campaigns of Parle:

You are my Parle-G campaign was all about the relationship with the brand. There were various versions of this
campaign. One of them was On Mother’s Day, Parle G tributes to mom resilience.

This campaign was launched during the Indian Premier League (IPL) 2018 season, of which Parle Products
was the associate sponsor.
 You Are My Parle G
Speaking about the campaign, Mayank Shah, Category Head, Parle
Products said, ‘’Over the years, Parle-G was strongly positioned as
a staple given that it is associated with health and nutrition.
However, a consumer research that we conducted recently revealed
that Parle G has moved beyond being a staple or a habit and is
more of an emotion. Through this campaign, we want to celebrate
that emotion and the bond a consumer has with Parle G by
showcasing how there are relations in our life which are never
acknowledged but have played significant role in making us who
we are.’
 The wafers category is giving a hard time to the market leaders in the biscuit category. Parle Products,
which boasts of 40 per cent market share in the biscuit category, forayed into the organised wafer business
in 2009, and launched three new snack brands – Musst Stix, Musst Chips and Monaco Smartchips. It was a
time, when many entered into the snacks category.
Parle Musst Chips and Stix
• According to experts, the products failed because there was no product
differentiation in the category. “Musst Stix was an imitation of Kurkure.
Consumers seek a difference in taste and Parle Products failed at that.” The
storyboard of the ad commercials for the products showed the company
comparing it with other products in the market and offering 50 per cent
extra on each pack.

• Musst Chips and Musst Stix, both launched in the same year aimed at
competing with the market leaders, Lays and Kurkure. While Musst Chips
was positioned as a young and light, fun snack, Must Stixx was positioned
as a family snack. However, the positioning didn’t work for them. “Wafers
don’t find the kind of customer acceptance that biscuits do. Remember, the
consumer may be the kid in the family, but the customer is the mom or dad
who shops for food and grocery. Moms and dads don’t find wafers either
nutritious or filling. Plus, wafers cost as much or even more as compared to
biscuits.”
CONSUMER ANALYSIS
KNOWING OUR RESPONDENTS
What’s New:
• Parle continues to be India’s top FMCG brand at home, and Britannia leads the ranking for out-of-
home consumption
• Parle crosses $2 billion in sales during FY22
• Parle wants to bite into biscuit maker Dr Gerard in Poland
• Parle set for a fight with Kellogg’s, Nestle; to roll out breakfast cereals
• Parle Products hikes biscuit prices by 5-10 percent as input cost soars
• Parle Biscuits Posts 38% Surge in Sales
• Parle’s long journey from being a Swadeshi brand to a modern product
Much like India itself, Parle had to reinvent itself decade after decade, keeping its legacy alive. This
is a brand loved by people, much because of its nostalgic connection while remaining contemporary
and very much a ‘common (wo)man’s brand.
 RECOMMENDATIONS

• Primary data shows 84% consumers buy parle products from retail stores. ( Some point related to online/retail),

• Parle can try to engage their customer audience more on social media because the advertising trends are shifting nowadays from

print media.

• Going forward Parle should continue to advertise in such a way that it is relatable to everyone, and make it nostalgic, with an

emotional touch to it.

• Parle can increase and advertise their supply on online platforms as moving forward, people are getting more inclined towards

online shopping.