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Parle is an Indian Private Limited company set up in 1929 by Chauhan brothers, Ramesh Chauhan and Prakash Chauhan in the suburbs of Mumbai city. The Chauhan brothers started their company with the manufacturing of sweets and toffees. Their main motive was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. In 1939, they decided to manufacture biscuits, in addition to sweets and toffees. 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 and quality. It was in the year 1984 both brothers decided to separate and Prakash Chauhan got his own company named with Parle Agro. Now the company has 40% of market share in biscuits market and 15% share in confectionaries.
Mission and Vision: Since the establishment, the cmpany has been focusing carefully in its vision and mission and its core values. Company’s Vision: “To be the leaders in our business. We will stand apart from the competition by being the first in the market to innovate.” Company’s Mission: “We will be the leaders in our business by - maintaining high quality, introducing new and innovative products, reaching every part of India, remaining customer-centric, constantly upgrading our knowledge and skills.”
o Its core value has always been providing value for the money. o The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. o Parle Agro started with the philosophy of:“We are in the business of refreshing India with our products, refreshing the market with new categories and refreshing ourselves through innovation.”
As Parle and Parle Agro are two different companies now both have their own product mix
Product Mix of Parle
Parle G Monaco Hide and seek Hide and Seek Bourbon Parle Marie Nimkin Golden Arc Top
Sweets:Melody , Mango Bite, Chox, Kaccha Mango Bite, poppins, 2 in 1 Eclairs, Kismi
Snacks: Monaco Smart chips Parle Wafers Full toss Sixer Musst bites
Parle Actifit Digestive Marie
Product Mix of Parle Agro
Confectionery: Softease Mithai Butter Cup Softease Mintrox Butter cup Frewt Eclairs
Beverages: Grappo Fizz Appy Fizz LMN Frooti
First TV commercial of Parle in 1989
Human Resources and Power Relationships: Parle employes around 1000 employees and to manage them is really a tedious job. But Parle has managed the human resources very well so far. Parle provides motivation and confidence to its staff and other related members by providing various facilities and organizing certain events. The main motive is to provide comfortable and relaxed atmosphere that helps in increasing productivity and efficiency. Team-building exercises are also provided.
Parle has created a distinct brand image in the mind of customers which differentiates it from other players.
“Quality” has became a synonym for parle. Parle G, world’s largest seller of Glucose biscuits, has distinct image in the mind of school going children and even adults.
Customers are core to any business. They are the centre for any business activity. Parle has captured its customers through their frequent innovations in their products. They have made their product available in each and every retail outlet.
Most of the parle products are sold in 3-4 prices so that consumers can purchase the product as per their likings.
Even providing quality products have helped parle retain its customers and stop switching them to some other brand.
CSR initiatives:o As a part of its corporate social responsibility, Parle is keenly involved in the overall development of younger generation. o Its main CSR activities are following:-
Other Initiatives: Distributing stationery to students at school level Installation of hand pumps and ceiling fans Empowering women by teaching them new things Tree plantation drive for students Sponsor to six mentally retarded children
How they survive competition
o In the biscuit market, their main competitors have been Britannia, ITC and Priyagold.
o And among these also Britannia has always tried to give them a tough competition. o Lets see some statistics.
IMPORTANT BRANDS PITCHED AGAINST EACH OTHER
Parle Parle -G
Krack Jack Hide n seek
Krack Jack Good day
Salty snacks 50-50 Choco chips Good day
Hide n Seek ------
Bourbon Britannia Nice
Cream Treat Good day
Cream treats Good day
o In the case of water and beverage market also, Parle had to face lots of challenges so far.
Parle v/s Coca-cola
Low price as compared to competitors Sizeable market share in the country Offers variety of products under its brand Different sizes of packets are available
Breakage of biscuits while delivering to retailers
No proper replacement system for broken biscuits to retailers
Improper and irregular supply
Less share in Premium biscuit market
Dependent on its flagship brand, Parle G Poor packaging in family pack of glucose biscuits Lack of schemes for retailers and distributors
An experienced team of sales and marketing executives
Largest distribution system
Retaining loyal retailers or wholesalers Improving supply system for established brands
Highly advertised brands such as Britania Ever increasing competition from multinationals and local companies Increase in sale of cheap local products. Emeging substitutes like wafers, snacks and toast
Huge scope for some parle products in medical shops
Information revolution brought about by television Good scope for snacks and namkeens, if launched and properly promoted by Parle
Parle is the first preference for the customer because of its price and brand image. Parle G is the largest sold glucose biscuits. Parle symbolizes quality, health and great taste. Constant innovations and catering to new tastes Parle has built its reputation. Though it facing cut throat competition, it has maintained its top position in the market.